Summary of Pre-Suasion: Channeling Attention for Change

In Pre-Suasion, social psychologist Robert Cialdini, the author of the legendary bestseller Influence, reveals a groundbreaking insight into the art of persuasion. According to Cialdini, the key to successful persuasion isn’t in the message itself but in the critical moment before that message is even delivered.

What differentiates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessible storytelling that made Influence a global phenomenon, Cialdini explains how to capitalize on the essential window of time before delivering an important message. This "privileged moment for change" sets the stage for the message to be received more receptively. In other words, to effectively change minds, a persuader must first change the state of mind of their audience.

In his first solo work in over 30 years, Cialdini draws on his extensive experience as the most cited social psychologist in the world. Pre-Suasion provides actionable techniques for mastering persuasion, explaining how you can shift your audience's focus of attention before taking any action. Altering attitudes, beliefs, or experiences isn’t always necessary—what matters is how you redirect attention before introducing your message.

Cialdini uses a wide range of studies—from advertising imagery and opiate addiction treatment to Berkshire Hathaway’s annual letters and wartime propaganda—to illustrate how subtle shifts in focus lead to successful persuasion. He shows how artfully diverting attention in just the right way primes your audience, setting them up to say "yes" when the time is right.