For the summary, we use the latest edition of this book – “Influence, New and Expanded: The Psychology of Persuasion.” It’s a highly regarded book by many people including Charlie Munger.

🎯 The Big Picture

This book is about how people get us to say “yes” and how we can make smarter choices when others try to influence us. The author went from being an easy target for salespeople to becoming an expert on persuasion tactics.

🧠 The 7 Core Principles of Influence

1. Reciprocation
2. Liking
3. Social Proof
4. Authority
5. Scarcity
6. Commitment & Consistency
7. Unity

1. Reciprocation 🎁

• When someone gives us something, we feel obligated to give back
• Even small gifts can make us feel we owe big favors
• Watch out for: Free samples, unexpected favors, “door-in-the-face” technique