The Small Big

1. Small changes can lead to big differences in persuasion and influence

When it comes to influencing the behaviors of others, it is often the smallest changes in approach that make the biggest differences.

Context matters more than content. In today's information-overloaded world, people don't have the capacity to fully consider every piece of information. Successful influence is increasingly governed by the context in which information is presented, rather than the information itself.

Small shifts in approach that link messages to deeply felt human motivations can dramatically alter how information is received and acted upon. These changes often require minimal time, effort, or money to implement. Throughout the book, over 50 insights are presented, demonstrating how slight alterations in communication can lead to significant improvements in persuasiveness across various domains, including business, healthcare, and personal relationships.

2. Social proof is a powerful tool for shaping behavior

Regardless of whether your role is that of the buyer or the seller, or employer or employee negotiating over this year's raise, or manager or subordinate trying to come to an agreement on resource allocation, you should consider carefully what would constitute an appropriate anchor in your negotiations and then be the first to make that offer rather than wait for your negotiation partner to make theirs.

People follow the crowd. Social proof, or evidence of what others are doing, strongly influences behavior. This principle taps into fundamental human motivations: the desire to make accurate decisions efficiently, to affiliate with others, and to see oneself positively.

• Examples of effective social proof:
  • Adding a single sentence to tax letters stating that most people pay on time increased compliance by 15%
  • Informing hotel guests that most others reuse towels increased reuse rates by 26%
  • Telling voters that others in their neighborhood voted increased turnout

To leverage social proof effectively, highlight behaviors that are both frequent and desirable among those similar to your target audience. Be specific and honest in your messaging.

3. Highlighting uncommon commonalities builds stronger relationships

Instead of asking people to focus on the common similarities that they share with new colleagues, new teams, and new department members, he instead advises that they identify and highlight uncommon commonalities.

Find unique connections. When building relationships or fostering cooperation, focus on shared characteristics that are rare or unexpected. This approach satisfies people's desires to both fit in and stand out.

Strategies to uncover uncommon commonalities:

• Use "getting-to-know-you" forms with open-ended questions
• Ask for longer lists of preferences (e.g., favorite TV shows, travel destinations)
• Look for shared interests or experiences that are less common

By highlighting these unique connections, you can build stronger bonds and increase cooperation, even among previously adversarial groups.

4. Framing messages as future commitments increases compliance

Rather than asking people to agree to a change right away, you should ask them to agree to a change that will be implemented at some point in the future—assuming of course that it is a change that benefits them and ideally aligns with their personal values.

Lock in future behaviors. People are more likely to agree to changes or commitments that will take effect in the future rather than immediately. This is because distant future events are thought about in more abstract, value-aligned terms, while near-future events focus on concrete costs and logistics.

Examples of effective future lock-in:

• "Save More Tomorrow" program increased 401(k) participation by having workers commit future salary increases to savings
• Asking for implementation of a policy in 4 years rather than immediately increased support from 26% to 40%

When seeking commitment to beneficial but potentially difficult changes, frame them as future implementations to increase agreement and follow-through.

5. Focusing on potential rather than achievement can be more persuasive

The potential to be great at something will often seem more compelling to decision makers than actually being great at that very same thing.

Promise trumps performance. When presenting oneself or evaluating others, highlighting future potential can be more persuasive than focusing on past achievements. This is especially true when the potential is uncertain.

• Study findings:
  • Job applicants with high potential were rated as more successful hires than those with actual achievements
  • Facebook users showed greater interest in a comedian described as having potential vs. one with established success

To leverage this effect:

1. Lead with statements about future potential
2. Follow up with evidence of past achievements
3. Provide supporting information to reinforce the potential

This approach captures attention and allows subsequent information to be processed more favorably.

6. The power of reciprocity can be amplified through unexpected giving

Although it may be the case that society obliges all of us to give back to others in the form of behavior, gift, or service we have first been given, it is also true that modern life is so overcrowded with experiences that it can be difficult to distinguish among the many different resources we have been afforded in the first place.

Surprise with generosity. The principle of reciprocity—the obligation to repay what others provide to us—is a powerful influencer. However, in today's saturated world, simply being the first to give is often not enough. Adding an element of unexpectedness can significantly amplify the impact of reciprocity.

Examples of effective unexpected giving:

• A church giving away money to congregants led to a 20-fold return in donations
• Food servers leaving an extra, unexpected candy for diners increased tips by 21%
• Offering surprise coupons after customers entered a store increased spending by 11%

To maximize the impact of reciprocity:

1. Be the first to give
2. Make your giving unexpected
3. Personalize the gift or favor when possible

7. Precise numbers and active choices enhance persuasive appeals

Accordingly, having already researched all the information, equipment, materials, and resources required to prepare that highly detailed proposal for a prospective client, don't make your subsequent negotiations harder by making the mistake of rounding up your quotation in the mistaken belief that doing so might make it easier for a prospective customer to process. Instead, present that precise number early on in your negotiations.

Specificity signals preparedness. Using precise numbers in negotiations and offers can lead to more favorable outcomes. This is because precise numbers are perceived as resulting from more careful calculation and preparation.

Additionally, presenting choices actively rather than passively can significantly increase compliance. For example:

• Passive choice: "Check the box if you would like to receive a flu shot this fall."
• Active choice: "I will get a flu shot this fall" or "I will not get a flu shot this fall."

Combining precise numbers with active choices and highlighting potential losses can further enhance persuasiveness. For instance: "I will get a flu shot this fall to reduce my risk of getting the flu and I want to save $50" or "I will not get a flu shot this fall even if it means I may increase my risk of getting the flu and I will not save $50."

8. Physical distance and environmental cues impact decision-making

A small change, brought about by increasing the physical distance from which a choice is viewed, makes a big difference in how quickly people make their purchase decisions. Put another way, complex product choices do appear to get a little easier when viewed from a greater distance.

Space shapes perception. The physical environment in which decisions are made can significantly influence outcomes. Key factors include:

1. Ceiling height: Higher ceilings promote more abstract and creative thinking, while lower ceilings encourage concrete, specific thinking.
2. Physical distance: Increased distance from a problem or choice can make it seem easier to solve or decide.
3. Seating arrangements: Circular seating promotes group-oriented thinking, while angular arrangements encourage individual-focused thinking.
4. Home field advantage: Negotiating in one's own space increases confidence and leads to better outcomes.

To leverage these effects:

• Choose high-ceiling rooms for creative tasks, low-ceiling rooms for specific planning
• Have decision-makers step back when evaluating complex choices
• Adjust seating based on desired focus (collaborative vs. individual)
• When possible, negotiate on your own turf

9. Learning from mistakes and errors can lead to greater success

I review my inanities list.

Embrace productive failure. Actively seeking out and learning from mistakes, both your own and others', can lead to greater success and profitability. This approach, known as Error Management Training (EMT), consists of two key components:

1. Encouraging people to encounter mistakes in a controlled environment
2. Providing instruction on how to react psychologically to errors

Benefits of EMT and error management culture:

• Increased learning and skill development
• Higher productivity and profitability (4x more likely to be among most profitable in industry)
• Improved customer satisfaction and loyalty

To implement an error management approach:

1. Create an "inanities list" of past mistakes and failures
2. Frame errors as learning opportunities in feedback and training
3. Focus on quick resolution of errors rather than prevention of all mistakes
4. Customize error correction to individual needs

10. Timing and personal touch are crucial in persuasive communications

Having some sense of 'the other side' as a real person and not just an email address seems to help negotiators build trust and rapport, and thus create better agreements with each other.

Humanize your interactions. The timing and personal nature of communications can significantly impact their persuasiveness. Key strategies include:

1. Encourage immediate reviews: Positive reviews written on the same day as an experience are seen as more valuable.
2. Use humor in initial exchanges: Opening negotiations with a relevant joke or cartoon can increase trust and lead to better outcomes.
3. Share personal information: Volunteering appropriate personal details can reduce deadlocks and improve commercial outcomes.
4. Focus on peak and end experiences: People remember and evaluate experiences based on their most intense moment and how they end.
5. Provide opportunities for touch: Physical contact with products increases perceived value and emotional connection.

To enhance persuasiveness:

• Prompt customers to leave timely reviews and highlight their recency
• Open negotiations with appropriate humor or personal connection
• Design experiences with strong positive peaks and endings
• When possible, allow customers to physically interact with products

Last updated: April 21, 2025