Influence: the Psychology of Persuasion

For over 35 years, Robert Cialdini has been the world's leading expert on the science of persuasion. His research answers a fascinating question: Why do people say "yes"? This plan breaks down Cialdini's 7 Universal Principles of Influence to help you learn not only how to use these principles but also how to defend yourself against unethical influence attempts. Cialdini's work is about understanding the psychological shortcuts we all use to make decisions — and how to apply them ethically.

Every principle is backed by peer-reviewed research and real-world testing. Cialdini spent three years going undercover in sales training programs, car dealerships, and fundraising organizations to see how professionals actually use these techniques. Whether you're in sales, marketing, leadership, or just want to be more persuasive in everyday life, these principles will change how you communicate.

Schedule

Over the next 8 weeks, you'll master one principle per week through a two-part structure:

• Part 1: Deep Dive — Learn the science, see the research, hear Cialdini's stories
• Part 2: Application — Put it into practice with specific tactics

Each week includes a milestone to review your progress and preview what's ahead.

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