PRINCIPLES OF INFLUENCE
Influence is equivalent to power. Perhaps even a superpower. Consider the ability to wield influence as a skill. To be able to use it when the occasion arises. The truth is that thanks to years of research, this is more feasible than you may have imagined. How individuals adjust their conduct to satisfy the needs of a social context are referred to as social influences. It manifests itself in a variety of ways, including conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing. Typically, social influence is the result of a specific action, demand, or request, but people also change their attitudes and behaviours in response to what they believe others are doing or thinking. In this discipline, one book, in particular, has had the most impact: Robert Cialdini's Influence. Robert Cialdini was fed up with salespeople and marketers treating him like a fool, so he set out to figure out what techniques they employed so he could better def...