Pre-Suasion

Robert Cialdini shines a light on peak persuasion and reveals that the secret doesn’t lie in the message itself, but in the key moment before the message is delivered.

What separates average persuaders from extraordinarily successful ones? Cialdini explains how the best communicators capitalize on ‘privileged moments for change’, in which audiences become receptive to a message before they experience it. Optimal persuasion is achieved through optimal pre-suasion. To change minds, savvy pre-suaders first change ‘states of mind’. In large measure, who we are with respect to any choice is where we are, attentionally, in the moment before the choice.