​Robert Cialdini

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."

​

Cialdini changed the game by unlocking the deeper patterns behind how people think and make decisions. His approach is all about understanding what drives people at a core level—their values, biases, and social instincts—and using that insight to connect with them authentically. This ability to analyze thinking styles and motivations allows Cialdini to craft persuasive messages that resonate deeply, making negotiations feel less like battles and more like meaningful conversations. He teaches that success in negotiation comes from creating trust and shared values, not just winning arguments.

​

Throughout his career, Cialdini has studied and refined these insights into powerful principles of influence that help people communicate more effectively, build stronger relationships, and find common ground in even the hardest negotiations.

 

His work shows that by paying attention to how people think and what matters most to them, anyone can become a better negotiator—one who inspires cooperation while maintaining integrity. This mindset has reshaped marketing, leadership, and sales worldwide, proving that influence is as much about empathy and insight as it is about strategy.