Originated by Robert B. Cialdini (Influence, 1984).
Seven principles (reciprocity, commitment, social proof, liking, authority, scarcity, and unity) used as a checklist to plan honest persuasion and to recognize pressure tactics.
When to reach for it
Buy-in is needed from people who owe the proposal nothing, or an offer on the table seems to push harder than its merits.
How it runs
- List the people whose agreement is needed.
- Go through the seven principles one at a time.
- Note which already work for or against the case.
- Use only the principles that are true of the situation.
- When receiving a pitch, name the principles it leans on.
Where it sits in SOLVE eX
Go to the source
- Influence: How and Why People Agree to Things, William Morrow, 1984