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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.
- Sales Rank: #348503 in Books
- Brand: imusti
- Published on: 2015-08-06
- Original language: English
- Dimensions: 8.50" h x .69" w x 5.32" l, .73 pounds
- Binding: Paperback
- PROFILE BOOKS
Review
"Not to be missed."―Fortune Magazine
"The Small BIG is a fun, educational and entertaining read. You'll experience some brain bending in the process, you'll pick up some tips and strategies and ultimately, grow your influence muscle to a point where your results will shine."―Small Business Trends
"Want to be a better negotiator? Have more productive meetings? Get the kids to eat more vegetables? The small BIG provides a set of simple, powerful tools for anyone who wants to be more persuasive."―- Jonah Berger, Professor at the Wharton School and Bestselling Author of Contagious: Why Things Catch On
"If you've ever struggled to change the beliefs or behaviors of other people, there's hope. The small BIG offers the best of science and practical insights from the world's leading experts on persuasion. Everyone who cares about influence will be reading this riveting book."―- Adam Grant, Wharton professor and bestselling author of GIVE AND TAKE
"If you ever doubted that small changes can make a big difference, this excellent and insightful book will change your mind."―-Dan Ariely, Duke professor and bestselling author of Predictably Irrational, The Upside of Irrationality, and The (Honest) Truth About Dishonesty
"Martin, Goldstein, and Cialdini - the dream team of persuasion science - have written an utterly compelling and eminently useful book. In a series of short, crisp chapters, they explain the latest research from around the world - and then use that research to offer an array of practical, actionable techniques to influence the behavior of others. In every way, this book is a tour de force...This might be the first book I've read in which the passages I underlined outnumbered the passages I didn't."―- Daniel Pink, bestselling author of TO SELL IS HUMAN and DRIVE
"A charming collection of useful articles on increasing your oddsof getting agreement."―Arizona Daily Star - Best Book of the Month
About the Author
Steve J. Martin is the director of INFLUENCE AT WORK in the United Kingdom, and his work has been featured in the New York Times, Los Angeles Times and Wired. His regular business columns for the Harvard Business Review and the British Airways in-flight magazine are read by over 2.5 million people each month.
Noah J. Goldstein is a professor at the UCLA Anderson School of Management, where he has won awards for both teaching and research. His previous book, Yes!, co-authored with Martin and Cialdini, is a New York Times bestseller translated in over 25 languages. Goldstein has also served on the Scientific Advisory Boards of two Fortunate Global 500 companies.
Robert B. Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. He is also president of INFLUENCE AT WORK. Harvard Business Review calls Dr. Cialdini "the leading social scientist in the field of influence." His book Influence, was named by Inc. magazine as one of the Top 10 Marketing Books of All Time and has been published in twenty-eight languages. Influence is a New York Times bestseller and has sold over 2 million copies.
Most helpful customer reviews
54 of 55 people found the following review helpful.
Self-help and self-promo help
By Jenny Schwartz
The Small BIG: Small Changes that Spark Big Influence is a pretty good book on the topic of ethically persuading people to change their behaviour. Grounded in research and mixing discussion with examples, the book intrigued me enough that I jotted notes and my own ideas as I read. This is pretty rare these days for me, and a sign of how engaged I was.
Running quickly through my notes.
Changing people's environment can change their minds. Context is important.
Focus on similarities - shared identity
You can lock into other people's commitments (and the implication I took from this was that when companies ask us to filling surveys, they're not after feedback, but about the commitment we feel to the firm after we've committed our time via filling in the survey).
A sense of owing your future self can motivate self-change
Procrastination - use short expiration dates
A promise of potential (which has an arousing quality) outshines reality (this I hadn't expected)
When an expert is uncertain, that intrigues us.
We assume important people sit in the centre of a gathering
Power increases and our cortisol (stress hormone) levels decrease when we adopt open, expansive posture.
Just ASK
Focus people on the opportunity cost of not doing what you want them to do.
And the notes go on.
Shortish chapters, engaging style. I got a lot from this book.
2 of 2 people found the following review helpful.
Great concept; good execution
By JD
I bought this after hearing Martin interviewed on the HBR podcast. And I love the concept - there are many ways to use observations from human behavioral science to direct best practice. Moreover, many of these are easy to implement and have pronounced effects - hence the concept of the "small BIG".
The organization of the book is not its strength. The chapters are really short vignette case studies designed by the authors to be digested in tiny chunks. Really tiny chunks. Unfortunately, this does not allow for serious discussion of the diversity of applications of each observation or the specific limitations of each approach. In one example, British taxpayers (apparently often quite delinquent in prompt tax payments) were reminded that the majority of taxpayers do remit taxes on time, and the effects were real. However, there is less question as to whether this would work in different cultures, under different tax systems, or other related concerns. Will this approach really change the fates of accounts receivable professionals?
That said, some of the lessons are fantastic. As an administrator in medicine, I was fascinating at the approach taken to patient "no-shows", which have a double-whammy effect. First they create situations in which medical professionals are deployed but not reimbursed. Just as importantly, they prevent patients from being seen! If one calls to make an appointment that is booked by a patient who then no-shows, the patient who wishes to come in cannot receive care yet is blocked by a patient who has not used that slot. And in most markets, access is at a premium. I will not give away the authors' intervention, but it is shockingly simple - so shocking that I would like to really see whether it works.
In any case, this book is certainly worth a read, and I would read other books by the same authors. I just wish that they had selected fewer topics on which to delve more deeply rather than to create a well-meaning, but underdeveloped, sampler.
1 of 1 people found the following review helpful.
A Guidebook for Direct Marketers
By Walter Spoonbill
The strength of "The Small BIG' " is also its weakness. Many business books rely on one big idea that would make a compelling article, but after 200 pages of using Amazon-Zappos-flavour-of-the-year organisations, to retrospectively prove a point, irritation overwhelms insight.
"The Small BIG" strength is that it packs 50+ tips into short, sharp chapters. Each one has some neuroscience/behavioural economics/testing to validate it. Many won't cost a cent & are claimed to boost response rates. The 50+ is also the weakness - I read the book a few weeks back, recommended it to a client who relies on direct marketing, yet now, writing this review, cannot remember one specific example.
Perhaps I am suffering from end of year brain-drain (writing this on 17th December) - however I think this book works best as a reference for direct marketers. Some of the best business books adjust thinking. "The Small BIG" modifies actions. In the right hands, it can be a great investment.
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