Why Do Five Million People Trust Professor Robert Cialdini?

Every once in a while I'm stupid enough to get into an argument with my wife. Even when I win the battle (rarely), I lose the war (always).

This paradox made me think about the art of influence. How do you persuade people in a way that both sides feel they've won?

I turned to the world's preeminent thought leader on the topic - Professor Robert Cialdini - who wrote a book called Influence, The Psychology of Persuasion - that has sold more than five million copies around the world.

Charlie Munger and Warren Buffett loved the book so much they actually gave Cialdini a share of their stock - Berkshire Hathaway - which is now worth nearly 1/2 a million dollars. When asked about the gift, Munger replied, "The principles in your book have made our firm a lot of money over the years. You deserve a gift."

After listening to today's episode, let us know if you agree with Charlie Munger? Do Professor Cialdini's principles resonate with you?

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