This document discusses persuasion and influencing others. It explains that only 5% of our ideas reach consciousness, while the other 95% below the surface shape our conscious thoughts. It also discusses the two systems in our brain - the primitive emotional brain that operates unconsciously using emotions and memory, and the modern thinking brain that operates consciously using calculation and consideration. Finally, it discusses various persuasion techniques like reciprocation, social proof, scarcity, authority, and more to induce beliefs or influence behaviors in others.

4. Persuasion
To induce to believe by appealing to reason or
understanding
Influencing
The action or process of producing effects on the
actions or behaviours of others

5. “Only 5% of our ideas reach
consciousness. Moreover, the
95% below the surface of
conscious awareness shape and
structure all conscious thought.”
George Lakoff, Cognitive Lingusitic Psychologist

6. Brain

7. System
1
Primitive Emotional Brain
Unconscious Attention
System 2
Modern Thinking Brain
Conscious
Needs Emotion Memory Calculating Considering
STRONG Reflective
Automatic
Uncontrolled Controlled
Instinctive Reasoned
Implicit WEAK Cautious
Effortless Explicit
Associative Effortful
Biased Rule-following
Long-term memory Short-term memory
Fast Slow

8. dog chair boat window
block fan wheel tray
bottle fence brush seat
car cat tree table

9. green yellow blue red
red blue yellow green
blue red green yellow
green blue red yellow

10. green yellow blue red
red blue yellow green
blue red green yellow
green blue red yellow

11. Emotions

13. Homo economicus
Homo animi motus

14. “Man is not a rational
animal, he is a
rationalising one.”
Robert Heinlein, Philosopher

15. “What is irrational about
responding quickly to danger
with evolutionarily perfected
emotions?”
Daniel Goleman, Psychologist

16. “The essential difference
between emotion and reason is
that emotion leads to action,
while reason leads to
conclusions.”
Donald B. Calne, Neurologist

17. “Civilisation advances by
extending the number of
important operations we can
perform without thinking about
them.”
Albert North Whitehead, Mathematician & Philosopher

18. “We are a set of over-emotional,
biased, pigeon-holing, lazy
thinkers.”
Seamus O’Farrell

19. R
A
S
S
C
A
L

20. Reciprocation
Attention
Social Proof
Scarcity
Commitment
Authority
Liking

21. Reciprocation
Give to get

22. Attention
If you don’t get noticed, everything else is
academic

24. Social Proof
Like it or not, we are sheep

25. Scarcity
People crave what they fear they can’t get

26. Commitment &
Consistency
Honouring a commitment is congruent with
self-image

27. Authority
People obey authority figures

28. Liking
People are more easily persuaded by those
they find attractive

29. Priming
Anchoring
Framing

30. “Knowledge points to all
that is. Imagination points
to all that can be.”
Albert Einstein