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Although people can be reluctant to read such a book by a well-known psychologist, Cialdini with an accessible writing-style makes it available to everybody. Starting with some theory and then going to everyday examples the journey through the various psychological aspect of influence is smooth and really interesting. A must-read for all people interested by sales aspects.
Recently I took a course in applied social influence for my masters program for which this book was assigned and the instructor is formally trained by Dr. Cialdini. Going into the course, and prior to reading this book, I thought this would be the framework for "forcing people to do what you want", delightfully however this book provides quite the opposite. The principles described within the confines of the book are things that every person does on daily basis no matter your situation. The key benefit of learning the six principles Dr. Cialdini identifies is understanding how people are influenced and becoming more aware of how to use each principle in day to day life. These principles are intentionally simple and are ingrained in human behavior, not just those formally trained in influence. I would recommenced this book to anyone, not just business professionals. This book provides the framework for not just becoming better at the art of influence, but becoming a better communicator in general.
A book with tremendous insight and analysis. Would definitely recommend reading this book to anyone. The one weakness in this book is the quality of the solutions. Everything in this book is well supported by evidence except for these solutions. I would rather have no solutions with a message saying that more research needs to be done in this area than solutions that are in the realm of pseudo-science. (i.e. stomach signs and heart of hearts). This is the reason for 4 stars rather than 5.
I thought it was a good book but I'd recommend that one read it along with books like, Success Through a Positive Mental Attitude, (Stone & Hill) How to Get People to do Things, (Conklin) or 7 Habits of Highly Effective People (Covey).
To me the book seemed to be weighted toward research. I would have appreciated more on application.
The first thing I noticed was very small print. That will bother some people.
Though it wouldn't top the list, this is certainly one of the books that I would encourage everyone to read, along with
by Stuart Sutherland and
by Ben Goldacre. Whether you think you're interested in the topics covered, you need to read these books. They will help you to make better decisions and understand why you make bad decisions.