Influence by Robert Cialdini

Favorite Quote
“Our best evidence of what people truly feel and believe comes less from their words than form their deeds.” — Robert Cialdini
The Book in One Sentence
Influence has been the go-to book for marketers since its release in 1984, which delivers six key principles behind human influence and explains them with countless practical examples.
Why should you read it?
This is Marketing 101, but it’s also “How To Avoid Succumbing to Marketing 101.” You’ll learn both how to use and spot biases and thus be able to more convincingly present your ideas and products, all while learning more from your competitors. Cialdini also wrote a follow-up book decades later, which is called Pre-Suasion and also worth picking up.
Key Takeaways
You can use the reciprocity bias to build up a massive good karma account.
The scarcity bias works, because we hate to miss opportunities.
Make a small commitment to trigger your consistency bias and reach your goal.