Welcome back to Ethical Persuasion Unlocked!

The book Influence has sold over 7 million copies and is consistently called the best business book of all time by industry titans like Warren Buffett and Sir Richard Branson. But who is Dr. Robert Cialdini, and what did he do to create such a definitive, science-backed text on human behaviour?

In this episode, we honour the "Godfather of Influence" and explain how his dedication to real-world research uncovered the universal drivers of decision-making. We show you how consciously understanding his Principle of Authority is the first step to accepting and applying the high-value insights available to you here.

In This Episode, You'll Learn:

The Ultimate Authority: Why business leaders (including Tony Robbins and Tobias Luttke) and Nobel Prize winners alike unanimously praise Dr. Cialdini's work.

The Real-World Lab: The extraordinary three-year, undercover journey Cialdini took—enrolling in sales training and observing recruiters and lobbyists—to gather unfiltered, credible data.

The Timeless Principles: How Cialdini looked beyond industry differences to find the six (and later seven) universal psychological drivers that are relevant today, regardless of how much technology changes.

Knowledge vs. Application Skill: The critical difference between reading the book and developing the confidence and skill to correctly apply the science in your sales, leadership, and communication.

Protecting the Legacy: The creation of the Cialdini Institute and how it makes this knowledge and formal training more easily and economically accessible to organisations and professionals like you.

Endorsements (The Authority Principle in Action)

Sir Richard Branson (Virgin Group): "...Dr. Robert Cialdini is the go-to expert in the field of influence and his book should be on every entrepreneur's shelf."

Warren Buffett (Berkshire Hathaway): "Influence is one of the best business books of all times."

Daniel Kahneman (Nobel Prize Winner): "Bob Cialdini is a great observer and keen observations have been the key to some of his great work."

Your Commitment Challenge!

Dr. Cialdini’s research on Commitment and Consistency is powerful. Now that you understand the value available here, make a commitment to your professional growth!

✅ Post on LinkedIn or your preferred social platform.

✅ Tell your network: "I just listened to the latest episode of Ethical Persuasion Unlocked and I'm committed to learning how to influence ethically. Cialdini's story is incredible. Tune in now!"

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Deepen Your Ethical Persuasion Skills: Download our complimentary, science-backed guide on applying the seven principles in your next sales pitch.