Watch Robert Cialdini, author of 'Influence' and social psychologist, in our latest RSA Spotlight - the edits which take you straight to the heart of the event!
The Power of Persuasion with Robert Cialdini, the godfather of influence. Cialdini’s latest research shows that the secret to persuasion doesn’t lie in the message itself, but in the key moment before that message is delivered. He explains that the best persuaders spend more time crafting what they do and say before making a request. Cialdini calls this pre-suasion. In other words, to change minds most effectively, a pre-suader must change initial “states of mind.”