Few books illuminated the worlds of marketing, sales, psychology, and leadership as Dr. Robert Cialdinis 1984 classic Influence. It turns out that Influence was only part one of a larger journey that took Cialdini another 30 years to complete. To persuade optimally, then, its necessary to pre-suade optimally.
In other words, what pre-suasive principles stand out when it comes to initiating organizational change, motivating teams, and guiding projects? What are the common pitfalls that come not just from ignoring the moment before but mishandling it? And most importantly, how can companies create a culture of unity to foster agreement and healthy critique?
To answer those questions, I connected with Dr. Cialdini to ask him about how the secret to being a persuasive leader.
Fifteen years ago, I was given a gift of Berkshire Hathaway stock. In the annual reports, I noticed something unique. Most reports begin with strengths. They start with the most powerful arguments, the most beneficial reasons why someone should continue investing. Then, they mention the drawbacks.