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Robert Cialdini

The Psychology of Persuasion


Wow. Just, wow! I’m going to jump right into it — this is a special one today. We have a business world icon on the show: Robert Cialdini. His book, INFLUENCE, had a massive impact on my own entrepreneurial journey and overall self development. Over the years, his work has helped millions of people around the world improve their communication skills, and take their businesses and dreams to the next level as a result. 

No matter what you do for a living, learning the principles of persuasion and how to ethically influence others is a skill that’s SO important to develop. Even the smallest of details can mean the difference between you landing a client, nailing a sales pitch, crushing a speaking gig, or falling flat. 

Whether you want to improve your relationships, your leadership skills, or your communication, this episode is for you! Cialdini has recently expanded his legendary book, INFLUENCE, The Psychology of Persuasion, and I’m pumped for you to hear all about it. Please help me welcome the one-and-only, Robert Cialdini, to The School of Greatness!

“People feel a drive to give back to others who first gave to them.” @RobertCialdini  

Robert B. Cialdini, PhD is an award-winning behavioral scientist and author. He is the president and CEO of Influence at Work, focusing on live and virtual keynotes, streaming and online corporate training.

In acknowledgement of his outstanding research achievements and contributions in behavioral science, Dr. Cialdini was elected to the American Academy of Arts & Sciences and the National Academy of Sciences. He has over 230 professional and scientific publications. Robert Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.

Dr. Cialdini is known as the foundational expert in the science of influence and how to apply it ethically in business and elsewhere, and his Principles of Persuasion have become the cornerstone for any organization serious about increasing their effectiveness in sales, leadership, marketing, management and communication. He is a three-time New York Times bestselling author, with more than 5 million copies sold throughout the world. He is frequently referred to as the “Godfather of Influence.”

I’m always on the lookout for new ways to up my game when it comes to communication and leadership, and let me tell you, this conversation BLEW my mind.  I know it can do the same for you. As long as you use persuasion for good, learning and applying it can lead to a richer, more fulfilled life. And now, please join me for Episode 1,164 of The School of Greatness!

“Go into new situations thinking the best of people. [This] allows you to be generous." @RobertCialdini  

Some Questions I Ask:

  • Why is reciprocity a main law of influence?
  • Why do we feel an obligation to give something in return when someone gives something to us?
  • In the online marketing world, is there ever too much saturation of giving that diminishes the opportunity of gaining more leads?
  • How can we personalize giving to others online?
  • Is there a diminished return of giving the same gift for years at a time? Should we constantly be changing up our give?
  • How can we build authority in our life? What happens if we don’t have authority?
  • How can you differentiate between yourself and rivals?
  • How can you get the truth out of someone?

In this episode, you will learn:

  • The 7 principles of persuasion and how they can build influence in your life and business.
  • Real life studies that showcase the power of these principles of persuasion.
  • How changing the way you speak even slightly can make a drastic difference. This part blew my mind!
  • The biggest mistakes people make when trying to influence others.
  • And much more…
Robert Cialdini
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Robert Cialdini

Transcript of this Episode

Music Credits:


Kaibu by Killercats

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