At some point today you will have to influence or persuade someone - your boss, a co-worker, a customer, client, spouse, your kids, or even your friends. What is the smallest change you can make to your request, proposal or situation that will lead to the biggest difference in the outcome?
In The small BIG, three heavyweights from the world of persuasion science and practice -- Steve Martin, Noah Goldstein and Robert Cialdini -- describe how, in today's information overloaded and stimulation saturated world, increasingly it is the small changes that you make that lead to the biggest differences.
In the last few years more and more research - from fields such as neuroscience, cognitive psychology, social psychology, and behavioral economics - has helped to uncover an even greater understanding of how influence, persuasion and behavior change happens. Increasingly we are learning that it is not information per se that leads people to make decisions, but the context in which that information is presented.
Drawing from extensive research in the new science of persuasion, the authors present lots of small changes (over 50 in fact) that can bring about momentous shifts in results. It turns out that anyone can significantly increase his or her ability to influence and persuade others, not by informing or educating people into change but instead by simply making small shifts in approach that link to deeply felt human motivations.
Martin, Goldstein, and Cialdini, leading thinkers from the field of persuasion science, reveal that when it comes to influencing others to change their behavior, the smallest changes often prompt the biggest differences what they call a "small big." Seeking to show businesses how to "influence and persuade others in effective and ethical ways," the authors identify more than 50 minor changes (presented as case studies) that can be put into practice immediately. They also discuss findings from the fields of neuroscience, cognitive psychology, social psychology, and behavioral economics, which are highlighted in short chapters that show how to apply these ideas in different contexts. Chapters center on wide-ranging and useful topics such as name-changing, successful decision making, reducing people's tendency to procrastinate, showing appreciation, and negotiating with business partners via email. It will be easy for readers to search through this well-organized book for ideas most relevant to their needs. While it's impossible to know how well these ideas will play out in the real world, they certainly seem innovative on the page.