Influence explains the psychology behind what makes us agrees to somethings and not to others. Through real life examples, especially through the study of sales techniques, Cialdini reveals the six principles that are consciously or subconsciously applied to persuade others. It brings these to light so that we are aware and can knowingly decide on our actions. But also teaches us how to use them to our advantage when necessary.
This is not the type of book I read, but I still found very interesting. While Cialdini right at the end makes a disclaimer that he does not encourage using these techniques to persuade people. And he finds it wrong to manipulate people willingly for profit, I still found that the book overall does actually work in favour of using these techniques to promote yourself – be it just to improve social status, get ahead in your career or make sales. And of course, there are the benefits of applying these, such as during accidents when people seem to be hesitant on how to help because they are looking at other – just as clueless – witnesses.
I think the main benefit of reading this book is being able to put it in writing what does happen every day. Most of what Cialdini writes about is very clearly observed in everyday events – so much so that he uses simple examples, and his own examples, as a basis for his research. And perhaps, people who are already in sales and have been instructed to operate in such manner, may find this book just repetitive and not of use. But for others, we may have a vague understanding of how we ourselves are influenced by others, but perhaps don’t have something clear to point to, or some signs to be aware of during those times. So sometimes we only realise after the fact. Readers of Influence can gain a better understanding of how the world works, and be able to actually apply a knowledge that was perhaps only in a very basic idea form in their minds.
So I don’t recommend to read this book, it is very useful for people of any career (again, with the exception of perhaps successful salespeople that are quite aware of the tricks of the industry). But here is the summary -->