📚 Roger's Highlights

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Pre-Suasion seeks to add to the body of behavioral science information that general readers find both inherently interesting and applicable to their daily lives. It identifies what savvy communicators do before delivering a message to get it accepted. Their sharp timing is what is new here. Older voices have recognized the wisdom of undertaking prior action to secure subsequent success. In asserting the value of early planning, the ancient Chinese military strategist Sun Tzu declared, “Every battle is won before it is fought.” Consultants are taught to gain a client’s business by first attaining the status of “trusted advisor.” Dale Carnegie assured us, “You can make more friends in two months by becoming genuinely interested in other people than you can in two years by trying to get people interested in you.” All wise counsel. But there’s a drawback: days, weeks, or months of prior activity are required. Is it possible to enhance effectiveness not only within those lengthy time frames but also in an instant—the last instant before a communication is sent? Not only is it possible, it is established.

Pre-Suasion

Robert Cialdini

When a company understands the jobs that arise in people’s lives, and then develops products and the accompanying experiences required in purchasing and using the product to do the job perfectly, it causes customers to instinctively “pull” the product into their lives whenever the job arises.

How Will You Measure Your Life?

Clayton M. Christensen, James Allworth, and Karen Dillon

When we reached the pier, Steve was waiting there along with a group of fishermen and a handful of locals and tourists. Steve said that one of the fishermen on an offshore boat thought he had sighted the mother whale near one of the oil rigs. The oil rig was about a mile and a half offshore and it was almost in a direct line with the pier. I had swum out there only once before, during an open-water race, but at that time, I had had a paddler with me on a long paddleboard. He had helped me stay on course, and he had watched for danger. But the baby whale had already turned and started to head offshore. He looked over at me as if to say, Please come swim with me. I knew it made no sense to follow him. I could think of many reasons why I couldn’t or shouldn’t, but I didn’t want him to go off alone. Sometimes things just don’t make sense, sometimes there’s no reason to explain how or why I wanted to do them; I only knew that I had to, I had to try. Without trying I would never know what could happen. It was like reading a great mystery and never knowing how it finished, always wondering who did it. Sometimes the things that make the least sense to other people are the ones that make the most sense to me. Maybe I knew this, too, because I didn’t always fit in. I was shy and large, and I believed that I had to work hard and study hard to do well. I had different friends—from computer wizards to the guys on the water polo team and the girls on the swim team to friends in drama and music—but I didn’t fit into any one group. I had things I knew I wanted to do and didn’t play the teenage boy and girl games. I was more interested in studying people who had been leaders, made discoveries, or explored, men and women who were always going against established thought. It was always difficult to swim against the tide, doing something new or different, because the ideas that could result might cause something to change. Many people are happy with things as they are. They are comfortable with what they already know. But if I didn’t move outside my comfort level, how would I ever experience anything new, how would I ever learn, or see or explore? I believe that each of us has a purpose for being here, that we have certain gifts and certain challenges we need to learn from and fulfill for our lives to have meaning and richness. “I’m going to swim with him,” I shouted to Steve.

Grayson

Lynne Cox

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