We naturally trust, like, and forgive people we consider "one of us." This is the core of the Principle of Unity, the newest universal principle introduced by Dr. Robert Cialdini.

But what if you aren't part of the same family, religion, or political party? Can you still create that powerful bond of "we-ness"?

In this episode, Patrick reveals the science behind Unity and shares jaw-dropping studies—from kidney transplant rankings to "lost letter" experiments—that prove how deep this bias runs. Most importantly, he shares actionable strategies like Co-Creation and Synchronised Action that allow you to ethically build unity with almost anyone.

💡 In This Episode, You'll Learn:

✅ The Definition of Unity: It's not just about being like someone (that's Liking); it's about being of someone—a shared identity.

✅ The "We" Advantage: How being in the "we-group" leads to more trust, cooperation, creativity, and forgiveness.

✅ Shocking Research:

📌 Referees: Why they give 10% more favourable calls to teams from their own country.

📌 Kidney Transplants: Why people rank members of their own political party as more "deserving" of life-saving organs.

📌 Lost Letters: Why people in a Catholic country were far more likely to mail a lost letter if the name on it sounded Catholic.

📌 Co-Creation: Why asking your team to solve a problem together builds more loyalty than assigning tasks individually.

✅ Synchronised Action: The incredible study where strangers who simply tapped a table in the same rhythm were 49% likely to stay and help, compared to just 18% for those who tapped out of sync.

✅ Relationship Rescue: How couples who use "we/us" language resolve conflicts successfully, while those who use logic or threats fail.

❗Your Ethical Persuasion Challenge❗

1. Use "We" Language: In your next conflict (at home or work), stop saying "you need to do this" or "I think this." Switch to "we" and "us." (e.g., "How can we solve this together?")

2. Co-Create: Don't just present a finished solution to a client or team. Bring them into the process early. Ask, "What do you think we should prioritise here?"

3. Synchronise: If you're leading a meeting or presentation, get the audience to do something together—raise hands, answer a poll, or even stand up. Join them in the action!

Resources Mentioned:

Episode 3: Who is Dr. Robert Cialdini?

https://ethicalpersuasion.com.au/podcast/0003

Complimentary Membership Portal: Join our new community to get early access and track episodes, and access guest giveaways as well as free resources.

https://ethicalpersuasion.com.au/podcast-member-area-registration/

Influence: The Psychology of Persuasion by Dr. Robert Cialdini

https://www.google.com/search?q=Dr+Cialdini+book+Influence

Patrick’s Social Media Links

Podcast : https://ethicalpersuasion.com.au/podcast/

Youtube - https://www.youtube.com/@ethicalpersuasion

Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/