That’s the theme of the excellent book, ‘The Small Big’, by Martin, Goldstein and Cialdini that occupied a lot of my reflection time on holiday recently.
I thoroughly enjoyed reading the fifty+ tips, suggestions and recommendations contained in the book. The short, surprisingly effective, case studies and findings that support them cover a range of everyday business activities, from sales and marketing, to people motivation and achieving personal goals.
The content focuses on the art and importance of persuading people, sometimes individuals, often groups. However great your skills at producing pitch decks and presentations, at crafting HR structures, juggling financials, giving speeches or wearing titles, people buy from people.
We are not – yet! – in a position where robots are running our companies, so persuading people to pay attention to you, to consider you credible, to trust you and then to take that all important next step to buy from you, matters today as much as it ever did.
And that’s an unavoidably subjective, often very instinctive, decision-making process for those whom we encounter; a process which, whether we like it or not, makes us all salespeople and brand ambassadors for the businesses where we work, regardless of our job titles or where we might sit in any corporate hierarchy.
The authors of The Small Big recognise that because we are living in the single most information over-loaded, stimulation-saturated environment that has ever existed, we simply do not have the capacity to fully process every piece of information that we come across.
Fascinatingly, however, through their pretty extensive research, they’ve discovered that
people today are just as likely to be influenced by small changes in how we communicate with each other as by the larger and more radical ones
In fact, we should even find the smaller changes more efficient, easier to implement or accept, less risky, less costly and more effective at delivering our objectives, than the larger ones…
Because, I’m sure, like me, you may often struggle for the richness of time to read a good book, I’ve cherry-picked the bits of the book that struck me most (3 themes in total), so that we can share and practice the tips and suggestions together.
So, here goes… Read More