Who is the "Father" of persuasion?
In ancient Greece during the 4th century BC the father of persuasion, Aristotle, opposed a group of teachers known as the Sophists. The Sophists provided instruction in various disciplines, but became infamous for their teaching of rhetoric.
OK, then who is the "Godfather" of persuasion?
Dr. Robert Cialdini. He is the most cited living expert in the field of persuasion research and is best known for his 1984 publication on persuasion and marketing, Influence: the psychology of persuasion which has sold millions of copies and has been translated into 30+ languages.
Cialdini has spent his career researching the science of influence. This has earned him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. Because of the global recognition of his research and his ethical business and policy applications, he is often regarded as the Godfather of influence AND persuasion.
Cialdini's 6 Principles of Influence are reciprocity, commitment or consistency, consensus or social proof, authority, liking, and scarcity.
And now there are 7. Unity: us and them.
Humans are social. We need to be part of a group, community, or family. The unity principle, which Cialdini penned only a few years ago, concerns this desire for shared identities. They’re about relationships and bonds. You have a strong bond with your best friend, that’s the main reason you trust their judgment. Brands can boost conversions by communicating with their audience like they’re family.
Sometime in 2017... Dr. Robert Cialdini says: "hey guys, I found another one..."
THE SEVENTH PRINCIPLE: UNITY
A few years ago, Dr. Cialdini wrote:
…now I believe that there is a seventh universal principle that I had missed — not because some new cultural phenomenon or technological shift brought it to my attention but because it was hiding beneath the surface of my data all along.
This new principle of influence is called Unity, the feeling that the people or entities involved share an identity, that is to say, people perceive the influencer as part of some definition of “us.” By fostering that shared identity, by implying an “us,” you become more influential.
June 2023: New York Times Bestselling Author of Influence and Pre-Suasion and Keynote Speaker Dr. Cialdini is approached by me to do a www.CoffeeInTheClouds.us interview. I found him on LinkedIn, we have been connected there since 2017. Cool.
July 2023: ADMIN for Cialdini.com "Hi Thomas, I spoke with the CEO of the Cialdini Institute, Bas Wouters, and he would be interested in having a 30 minute conversation with you to find out if your video podcast is a good fit for Dr. Cialdini."
August 2023: Three Zoom meetings with Bas Wouters [my new BFF...].
September 2023: we shall be inviting the millions of members of NYDLA.org | USDLA.org | NADLA.org to join us in attending and benefitting from the Cialdini Institute.
OK, folks. One more time, with feeling: This new 7th principle of influence is called Unity, the feeling that the people (or entities) involved share an identity, that people perceive the influencer as part of some definition of “us.” Fostering shared identity - by implying an “us” - you become more influential.
For the last 15, maybe 20 years, I have been "preaching" about Distance Learning. I used to say that "everything is distance learning" using TED Talks and Netflix documentaries as real-life examples. I would say to everyone that I know and to everyone that I would meet that Distance Learning has become DIGITAL Learning, and now, it is all just DIGITAL LIVING.
And over the years, my personal "catch phrase" became: We are all living, learning, working, playing, teaching, training, coaching, mentoring in the GLOBAL cloud economy. The future of work - the future of education - is in the clouds. Join us!
Ah yes. THE SEVENTH PRINCIPLE: UNITY