Canonical · Negotiation & Persuasion · Book

Pre-Suasion

Robert Cialdini · 2016

"The most effective persuasion happens before the actual request — by directing someone's attention to the right idea in the moment right before you ask."

The idea

Thirty years after Influence, Cialdini asked a different question: what if the real leverage point isn't the pitch itself, but the seconds right before it? Pre-Suasion is his answer.

Why it works

The takeaway — recall it first

Influence: The Psychology of Persuasion

"People say yes for six predictable, exploitable reasons — reciprocity, commitment, social proof, liking, authority, and scarcity — and knowing the levers is the best defense against having them pulled on you."

Robert Cialdini · BookContinue→