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A Summary of

Master the Art of Influence‚ Persuasion as a Skill and Habit  

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Summarized Content

  • Being persuasive is more important than having a vision
    • Steve Jobs is a good example of this 
  • It is used to manage massive organizations toward product decisions and developments. 

How do our brains make decisions?

Visionaries succeed through consistent and confident communication that garners others’ trust. Many times, vision is actually persuasion. The structure of our brain may explain this:  - System 1 - is involuntary and thinks in black and white and handles simple things - Will either believe something with great conviction or not - System 2 - is deliberate, sees many shades of gray, and deals in logic - Is skeptical because it needs evidence to believe in something Persuading someone requires you to speak to System 1.

Making use of biases

These five cognitive biases will make it easier to speak to System I: - Availability: Ideas that are coherent with current trends and patterns seem more true.  - Seeing something frequently makes it a trend, making you more likely to believe it.  - Forge familiarity with your product and brand to enhance persuasion. - Anchoring: First impressions count and form powerful standards that are less susceptible to change.   - Representation: People remember experiences with imagery.  - Marketers should build a message that repeatedly reinforces their main argument. - Coherence: People like consistency.  - Halo effect: If you like one thing about something, you’ll like other things about it too. Vice versa.  - Confirmation bias: People are eager to interpret new information in accordance with their beliefs.  - Framing: Every message you spread will be going through comparative lenses.  - Tell your audience which comparisons to make. - Speak Directly to System I: - Keep messaging sample - Make your solution vividly easy to visualize - Ruin surprises on purpose - Make it easy to agree - Set their reference point - Control how you’re compared - Coax — don’t yank — people to your viewpoint

Five gut-check questions below before you put out any messaging

- Where would my pitch trip up a child?
- What’s the one thing I want my audience to remember? Is it also the most prominent thing in my argument, message, or pitch?
- What words can I cut from my pitch?
- Is my preferred outcome the default?
- Is there anything I can do to boost people’s familiarity with my ideas beforehand?
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