The Science Of Influence 〈FRESH — 2024〉

We are conditioned from a young age to follow the lead of credible, knowledgeable experts. Symbols of authority—like uniforms, titles, or even expensive suits—can trigger compliance.

Homeowners were 4x more likely to agree to a large, ugly "Drive Carefully" sign in their yard if they had agreed to place a tiny 3-inch sticker in their window two weeks prior.

Hotels increased towel reuse by 26% simply by changing signs from "Help save the environment" to "75% of guests in this room reuse their towels." The Science Of Influence

Highlight what others are doing. Use testimonials, "best-seller" tags, and case studies to show that a path is already well-traveled. 3. Authority: The Power of Expertise

People like to be consistent with things they have previously said or done. If you can get someone to make a small initial commitment, they are much more likely to agree to a larger one later. We are conditioned from a young age to

Seek "micro-commitments." Start with small requests that align with the final goal. The Ethics of Influence

When British Airways announced they were cancelling their twice-daily Concorde flight because it was uneconomical, sales took off the very next day. Nothing changed about the flight; it simply became a scarce resource. Hotels increased towel reuse by 26% simply by

Emphasize unique benefits and what people stand to lose if they don't act quickly. 5. Consistency: The Power of Small Wins