This morning I had the opportunity to talk with Dr. Robert Cialdini, the author of the book Influence, at a small gathering of thought leaders in Florida.
Cialdini's book, first released in 1984, is still extremely relevant today. He arrived at his six basic insights on influence by spending time engaging in various sales and marketing situations.
However, rather than focus on what what was unique about each situation, Cialdini instead looked at the similarities and universal truths that are applicable across the human condition. From here, he identified the concepts of reciprocity, authority, scarcity, liking, consistency, and social proof--concepts good marketers use on a daily basis. Cialdini also noted that often it's not the smartest person in the room who solves a problem--but the people who look to others for insights and to spark ideas. How can you apply these concepts in your business? Are you building influence? Where should be looking for insights and new ideas?
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