Coming soon · Book Profile

Pre-Suasion: A Revolutionary Way to Influence and Persuade

The decisive moment for persuasion comes not during a message but in the privileged instant before it, when a communicator channels attention to ideas that pre-load the recipient to say yes.

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What it’s about

Robert Cialdini, the world's foremost authority on the psychology of influence, reveals that the best persuaders win not merely through what they say but through what they do in the moments just before they say it. Drawing on decades of field research and cutting-edge behavioral science, Pre-Suasion shows how subtle openers—a word, an image, a question, a background cue—channel attention to selected concepts, making audiences receptive to an aligned message before they ever encounter it. Cialdini explains the mechanics: what we focus on we judge as important and causal; attention is automatically drawn to the sexual, the threatening, the changing, the self-relevant, the unfinished, and the mysterious; raw associations drive all thought, so words, metaphors, places, and synchronized actions can pre-suade. He extends his classic six principles of influence with a seventh—unity—and closes with an ethical reckoning, showing that organizations relying on deception pay hidden internal costs. Practical, rigorous, and endlessly fascinating, the book teaches anyone how to engineer privileged moments for lasting, principled change.

The through-line

Who it’s for: A communicator—marketer, leader, salesperson, fundraiser, or everyday persuader—who wants to win others over to an idea, cause, or product.
The problem: Even meritorious appeals frequently fail to gain assent because audiences aren't primed to receive them. The persuader feels frustrated and powerless, sensing that good cases lose to better-timed ones.
The plan: Arrange the moment before your message by channeling attention to an aligned concept.
Use natural attractors and magnetizers of attention strategically and honestly.
Trigger favorable associations through words, metaphors, images, and places.
Deploy the universal principles—including unity—matched to the relationship stage.
Convert momentary shifts into lasting change with commitments and environmental cues.
The payoff: You win more debates, support, and sales even against equally strong rivals. · You become a top performer who creates receptive moments rather than relying on luck. · Your changes endure because you anchor them in commitments and cues.

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Additional reading

The Organism · Kurt Goldstein
Maslow sources the term 'self-actualization' from Goldstein and builds upon his holistic view of the organism.
Explorations in Personality · H. A. Murray, et al.
Cited as providing an 'excellent discussion' on the basic principle of centering motivation theory on goals rather than instigation or behavior.
Social Interest · Alfred Adler
Maslow credits Adler and his followers for stressing the importance of the 'esteem needs,' which he felt were neglected by Freudian psychoanalysts.
Wisdom of the Body · W. B. Cannon
Provides the foundational concept of 'homeostasis,' which Maslow uses as the starting point for his discussion of physiological needs.
Multipliers · Liz Wiseman
Explores how leaders can either amplify ('multiply') or diminish ('diminish') the intelligence and capabilities of their teams, a key concept for creating a positive, low-anxiety environment.
The Fearless Organization · Amy Edmondson
Provides the foundational research and practical steps for creating psychological safety, which the book identifies as crucial for reducing interpersonal anxiety and encouraging people to speak up.
Mindset · Carol Dweck
Explains the difference between a 'growth mindset' and a 'fixed mindset,' which is presented as a key tool for helping employees manage perfectionism and see failures as learning opportunities.
Crucial Conversations · Kerry Patterson, Joseph Grenny, et al.
Recommended as a resource for employees to learn how to navigate difficult, high-stakes conversations, directly addressing the book's theme of moving from conflict avoidance to healthy debate.
Better Allies · Karen Catlin
The author is quoted on specific, actionable steps for allyship, making her book a practical guide for implementing the principles in Chapter 7.
Blindspot: Hidden Biases of Good People · Mahzarin R. Banaji and Anthony G. Greenwald
Explains the science of implicit bias, which is central to the book's argument that leaders need to be proactive allies because 'not being racist/sexist' isn't enough.