#62 – Robert Cialdini on Influence

This podcast interviews Robert Cialdini, author of "Influence: The Psychology of Persuasion," discussing the principles of influence and persuasion. The interview covers Cialdini's personal interaction with Charlie Munger, who highly values the book, and explores several key principles from the book, including reciprocity, scarcity, commitment and consistency, and unity, illustrating each with real-world examples from Warren Buffett, Jeff Bezos, and others. Cialdini emphasizes the importance of ethical application of these principles and provides strategies for both utilizing and defending against manipulative tactics. Listeners gain insights into the psychology of persuasion and practical techniques for influencing others ethically in business and life, such as framing offers in terms of potential loss rather than gain.