The small BIG: small changes that spark big influence

Steve J. Martin · Noah Goldstein · Robert Cialdini

Apr 2016 · Hachette+ORM

About this ebook

Three experts in persuasion science reveal the small changes you can make for a big improvement in your ability to influence others.

At some point today you will have to influence or persuade someone. It may be your boss, a co-worker, a customer, client, spouse, your kids, or even your friends. Most likely, the key to succeeding will be a small change in your approach—one that delivers big.
In The small BIG, Steve Martin, Noah Goldstein and Robert Cialdini reveal how influence, persuasion, and behavioral change happen in today's information overloaded world. Drawing on cutting edge research in neuroscience, cognitive psychology, social psychology, and behavioral economics, the authors explain why it isn't information per se that leads people to make decisions, but the context in which that information is presented.
It only takes a small shift in your approach to tap into someone's deeply felt human motivations. The authors present more than fifty small changes you can start using today to dramatically improve your powers of persuasion.

About the author

Steve J. Martin is the director of INFLUENCE AT WORK in the United Kingdom, and his work has been featured in the New York Times, Los Angeles Times and Wired. His regular business columns for the Harvard Business Review and the British Airways in-flight magazine are read by over 2.5 million people each month.
Noah J. Goldstein is a professor at the UCLA Anderson School of Management, where he has won awards for both teaching and research. His previous book, Yes!, co-authored with Martin and Cialdini, is a New York Times bestseller translated in over 25 languages. Goldstein has also served on the Scientific Advisory Boards of two Fortunate Global 500 companies.
Robert B. Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. He is also president of INFLUENCE AT WORK. Harvard Business Review calls Dr. Cialdini "the leading social scientist in the field of influence." His book Influence, was named by Inc. magazine as one of the Top 10 Marketing Books of All Time and has been published in twenty-eight languages. Influence is a New York Times bestseller and has sold over 2 million copies.