“Good leaders persuade, not manipulate.” The ability to persuade people is an extremely powerful skill for every entrepreneur, especially executives who want to strengthen relationships and earn trust and support from their stakeholders. Dr. Robert Cialdini, author of the book “Influence: The Psychology of Persuasion” (1984) illustrates 6 key principles of persuasion that all managers should apply in their organizations. By mastering these principles, executives could successfully influence people and drive them toward shared goals. 1. Liking Research has shown that factors such as similarity and praise are the key to influence people. An executive should take time to
