Book summary of “The small BIG: Small Changes that Spark Big Influence” by Robert B. Cialdini
The small BIG: Small Changes that Spark Big Influence
by Robert B. Cialdini
ISBN-10: 0062315002
ISBN-13: 978-0062315009
Publisher: Simon & Schuster
Publication date: March 15, 2016
Genre: Self-help, Business
In his book, The small BIG, Robert B. Cialdini, a professor of psychology at Arizona State University, argues that small changes can have a big impact on our lives. He presents six principles of influence that can help us to change our own behavior and the behavior of others.
The six principles of influence are:
- Reciprocity
- Commitment and consistency
- Social proof
- Authority
- Liking
- Scarcity
Cialdini provides a wealth of real-world examples to illustrate each principle. He also offers practical advice on how we can use these principles to improve our lives.
The small BIG is a fascinating and thought-provoking book. It is full of insights that can help us to understand human behavior and to achieve our goals.
II. The Big Idea
The big idea of the book is that small changes can have a big impact. Cialdini argues that we are all influenced by a number of factors, both conscious and unconscious, and that by understanding these factors, we can use them to our advantage to change our own behavior and the behavior of others.
Cialdini identifies six principles of influence: reciprocity, commitment and consistency, social proof, liking, authority, and scarcity. He argues that by understanding these principles, we can use them to persuade others to do what we want them to do.
For example, the principle of reciprocity states that we are more likely to do something for someone who has done something for us. This is why it is important to return favors and to be grateful for the things that others do for us.
The principle of commitment and consistency states that we are more likely to do something if we have already made a commitment to do it. This is why it is important to get people to make a small commitment early on, as this will make them more likely to follow through with a larger commitment later on.
The principle of social proof states that we are more likely to do something if we see that other people are doing it. This is why it is important to get people to see others doing the things that we want them to do.
The principle of liking states that we are more likely to do something for someone we like. This is why it is important to build rapport with people and to make them feel good about themselves.
The principle of authority states that we are more likely to do something if someone in a position of authority tells us to do it. This is why it is important to get people to trust us and to see us as experts.
The principle of scarcity states that we are more likely to want something if it is scarce. This is why it is important to create a sense of urgency and to make people feel like they need to act now.
By understanding these principles of influence, we can use them to our advantage to change our own behavior and the behavior of others. We can use them to persuade others to do what we want them to do, to build relationships, and to achieve our goals.
III. The Big Idea
The big idea of the book is that small changes can have a big impact. Cialdini argues that by understanding the psychology of influence, we can make small changes that can lead to big changes in our lives.
He identifies six principles of influence: reciprocity, commitment and consistency, social proof, liking, authority, and scarcity. By understanding these principles, we can use them to our advantage to get what we want from others.
For example, if we want someone to do us a favor, we can start by doing them a favor first. This will create a sense of reciprocity, and they will be more likely to do us a favor in return.
If we want someone to agree to something, we can start by getting them to commit to a small step. This will create a sense of consistency, and they will be more likely to agree to the larger request.
If we want someone to buy something, we can show them that other people are buying it. This will create a sense of social proof, and they will be more likely to buy it themselves.
If we want someone to like us, we can make them laugh. This will create a sense of liking, and they will be more likely to like us back.
If we want someone to respect us, we can show them that we are an expert. This will create a sense of authority, and they will be more likely to respect us.
If we want someone to take action, we can make the offer seem scarce. This will create a sense of scarcity, and they will be more likely to take action.
Cialdini’s book is a valuable resource for anyone who wants to learn how to influence others. By understanding the psychology of influence, we can make small changes that can lead to big changes in our lives.
IV. The 4 Stages of Growth
The 4 Stages of Growth are a model that describes how people change and grow over time. The stages are:
- Precontemplation: In this stage, people are not aware of the need for change or are not motivated to change.
- Contemplation: In this stage, people are aware of the need for change and are starting to think about making a change.
- Action: In this stage, people are actively making changes in their lives.
- Maintenance: In this stage, people are working to sustain the changes they have made.
The 4 Stages of Growth can be used to understand how people change and to develop interventions to help people make changes in their lives.
V. The 7 Habits of Highly Effective People
The 7 Habits of Highly Effective People is a book by Stephen Covey that has sold over 30 million copies worldwide. The book presents a framework for personal and interpersonal effectiveness based on seven principles:
- Be proactive
- Begin with the end in mind
- Put first things first
- Think win-win
- Seek first to understand, then to be understood
- Synergize
- Sharpen the saw
The book has been praised for its practical advice and its ability to help people improve their lives. However, it has also been criticized for being too simplistic and for promoting a self-help mentality.
Despite the criticism, The 7 Habits of Highly Effective People remains a popular book and has helped many people to achieve their goals.
6. The 14 Characteristics of Great Leaders
Robert Cialdini, in his book “The small BIG: Small Changes that Spark Big Influence”, identifies 14 characteristics that great leaders share. These characteristics are:
* **Be authentic.** Great leaders are genuine and honest with themselves and others. They are not afraid to show their true selves, even when it is not always easy.
* **Be passionate.** Great leaders are passionate about their work and their mission. They are able to inspire others with their enthusiasm and drive.
* **Be confident.** Great leaders are confident in their abilities and their decisions. They are not afraid to take risks and to stand up for what they believe in.
* **Be credible.** Great leaders are credible and trustworthy. They are able to build relationships with others and earn their respect.
* **Be inspiring.** Great leaders are inspiring and motivating. They are able to create a vision for the future and to get others excited about it.
* **Be visionary.** Great leaders are visionary. They are able to see the big picture and to think outside the box. They are not afraid to innovate and to challenge the status quo.
* **Be decisive.** Great leaders are decisive. They are able to make decisions quickly and decisively. They are not afraid to take risks and to move forward.
* **Be courageous.** Great leaders are courageous. They are not afraid to stand up for what they believe in, even when it is unpopular. They are willing to take risks and to fight for what they think is right.
* **Be ethical.** Great leaders are ethical. They are honest and fair in their dealings with others. They set high standards for themselves and for others.
* **Be humble.** Great leaders are humble. They are not afraid to admit their mistakes and to learn from them. They are always looking for ways to improve themselves and their leadership.
* **Be approachable.** Great leaders are approachable. They are accessible to their team members and are willing to listen to their feedback. They are open to new ideas and are willing to change their minds when presented with new information.
* **Be a good listener.** Great leaders are good listeners. They are able to listen to others without interrupting and to understand their point of view. They are able to build relationships with others and to earn their trust.
* **Be a good communicator.** Great leaders are good communicators. They are able to articulate their ideas clearly and concisely. They are able to build relationships with others and to inspire them to action.
VII. The 9 Enneagram Types
The Enneagram is a personality typing system that divides people into nine distinct types. Each type is characterized by a unique set of core beliefs, motivations, and behaviors. The Enneagram can be used to understand yourself and others better, and to improve your relationships and interactions with the world around you.
The nine Enneagram types are as follows:
- Type 1: The Perfectionist
- Type 2: The Helper
- Type 3: The Achiever
- Type 4: The Individualist
- Type 5: The Investigator
- Type 6: The Loyal Skeptic
- Type 7: The Enthusiast
- Type 8: The Challenger
- Type 9: The Peacemaker
If you’re interested in learning more about the Enneagram, there are many resources available online and in libraries. You can also take an Enneagram test to learn your type.
VIII. The 10 Laws of Power
The 10 Laws of Power are a set of principles that can be used to gain and maintain power in relationships, organizations, and society. They were developed by Robert Greene, a political scientist and author. The laws are based on the observations of historical figures such as Machiavelli, Sun Tzu, and Carl von Clausewitz.
The 10 Laws of Power are as follows:
- Never outshine the master
- Always say less than necessary
- Win through your actions, not your words
- Concentrate your forces
- Play to people’s fantasies
- Befriend the powerful
- Learn to keep your enemies close
- Use absence to increase respect
- Create an air of mystery
- Strike when your enemy is weak
The 10 Laws of Power are a powerful tool that can be used to achieve success in life. However, it is important to use them wisely and ethically. If used for personal gain or to harm others, the laws can have negative consequences.
1. **Stand up straight with your shoulders back.** This conveys confidence and makes you more likely to be respected by others.
2. **Treat yourself like someone you are responsible for helping.** This means taking care of your physical and mental health, and setting goals for yourself and working to achieve them.
3. **Make friends with people who are better than you.** This will help you to grow as a person and become more successful.
4. **Compare yourself to who you were yesterday, not to who someone else is today.** This will help you to focus on your own progress and avoid feeling discouraged by others’ accomplishments.
5. **Do not let your life be ruled by your emotions.** Instead, learn to control your emotions and use them to your advantage.
6. **Pursue what is meaningful, not what is expedient.** This means following your passions and working hard to achieve your goals, even if they are difficult.
7. **Tell the truth, even if it is hard.** This will build trust and respect in your relationships.
8. **Assume that people are good until they prove otherwise.** This will help you to be more positive and open-minded in your interactions with others.
9. **Be grateful for what you have.** This will help you to appreciate the good things in your life and to be more content with your circumstances.
10. **Give more than you take.** This will make you a more generous and compassionate person, and it will also make you happier.
11. **Nurture your relationships.** The people in your life are your most valuable assets. Make sure to spend time with them and to let them know how much you care about them.
12. **Be kind to yourself.** You are your own worst critic. Learn to be more forgiving and understanding of yourself, and to accept your flaws.