Scott EmpringhamAI Marketing Strategist | Helping CEOs Scale with AI

🔥 STOP MISUSING PERSUASION 🔥#Persuasion #LeadershipMindset #LevelUp #Entrepreneurship #viral

25 Feb 2026 · 1 min

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In this brief dialogue, Speaker B corrects Speaker A’s misunderstanding of Dr. Robert Cialdini’s persuasion framework. Speaker B explains that Cialdini’s six principles—particularly the principle of liking—are about finding genuine common ground and shared high‑value experiences to build trust, not about self‑deprecating or dismissive language. The exchange emphasizes that effective persuasion involves highlighting shared challenges and mutual capability, and urges Speaker A (referred to as Gavin) to reread Cialdini’s book “Persuasion” for a proper grasp of the levers of influence.

Chapters

You. I'm like you. I'm no better than you. You know, I'm a 960 SAT guy. Gavin,
buddy, that is not what Dr. Robert Cialdini was talking about in his book Persuasion. Six Principles of Persuasion. These are the levers of persuasion. Now, what Dr. Robert Cialdini was talking about is the six levers of persuasion, one of them being the principle of liking. We do business with people who are like us. We trust people who are like us. What Cildini was talking about is looking for things that we had in common that were our highest and best self. Like, hey, I face challenges like you. I faced obstacles like you. Together, we can overcome those obstacles. I've done that. I know you can, too. Not I'm dumb and I can't read. Gavin, reread the book.