I'm so excited to introduce you all to a wonderful book today! It's called "The Small Big: Small Changes That Spark Big Influence," and it's a truly inspiring read. It's a book about the science of persuasion, or to put it more directly, it's a book full of "tricks." This book has 312 pages, and I'll spend about 26 minutes telling you about the essence of the book. We'll learn together what kinds of tricks can easily influence the behavior of others.

Let's start with the basics: What is a routine? A routine is a method that can help you or others in a really positive way! Let me give you an example. If you're trying to lose weight, at the beginning, focus on how much weight you've already lost. In the middle and late stages, think about how many pounds you still have to lose. This will really motivate you!

If you're going for an interview, don't focus too much on your past achievements. Instead, show them what you can do! People tend to favor those with potential, so focus on your potential and show them what you can do. If you're going to negotiate, it's a great idea to let the other person come to your company. That way, they'll feel more comfortable and confident.

These are just a few examples of the tricks that are out there. We live in a world full of tricks! Some tricks are pretty subtle, while others are a bit more obvious. But, you know, if you don't follow the rules, you might end up in a bit of a pickle. For example, have you ever noticed how often we see pricing ending in 99 cents when we go shopping? It's so common, isn't it? Things like 4.99, 9.99, and so on. This is a clever ploy to make you feel like you're getting a great deal! A well-known retailer in the United States stood up and said, "I just can't believe in this evil!" I just wanted to let you all know that from now on, all my pricing will be in whole numbers. "I truly believe that consumers will vote with their wallets for my honesty." As it turned out, consumers did vote with their wallets. The following year, the retailer's sales performance fell by a third, and the CEO was fired.

It's so important to understand these tricks, even if you haven't learned how to subtly influence others. At the very least, don't be influenced by others' "tricks"!

The wonderful author of the book The Small Big: Small Changes That Spark Big Influence is Cialdini, the world's most famous expert on persuasion and influence. He's also the author of the fantastic book, Influence, which has been a bestseller for 30 years and was selected by Fortune magazine as one of the 75 must-read books! Influence is a great book that explains the "theory" of influencing others from the perspectives of psychology and marketing. This book, The Small Big: Small Changes That Spark Big Influence, is a follow-up to the wonderful Influence. Instead of dry theories, it uses 52 routines to show you exactly how to do it. Some people even joke that Cialdini's book is the kind of book you only want to read yourself, for fear of others reading it!

This book has really made us think about things in a different way. For example, we used to think that people are rational beings who consider all the information when making decisions. But this book shows us that most people's decisions are actually driven by their gut, feelings, inertia, and the herd mentality in a very short period of time.

In the past, we all thought that to convince others, we had to present facts and reason. This book gently reminds us that we're living in a time of unprecedented information overload. It's a challenging era, and it's understandable that we don't always have the patience to listen to reason. It's not the information itself that makes people decide, but the context or situation in which it's presented. It's really quite simple! As long as you gently tap into his deepest desire, he'll follow it without even thinking about it.

This book is all about the 52 little details that can influence others in big ways. I'd love to share these with you in three very practical scenarios in life. I'm so excited to share with you these three scenarios! They're all about how to make others do what they say, how to increase your ability to convince others, and the skill of subtly winning in negotiations.

Part 1

First, let's chat about how to get folks to do what they say they'll do. Oh, we've all been there, right? We've all been there! It's that sinking feeling when someone doesn't show up for something they said they would do, like a dinner date. We used to think it was just a little thing, but it can actually cause a lot of damage. Can you believe it? A British medical institution estimated the total cost of patients being stood up at around 7.1 billion yuan per year! So, don't underestimate the impact of being stood up for business meetings, restaurant reservations, or even haircuts! When you think about it from a big-picture point of view, the effect of being stood up on the economy is pretty significant.

The best way to get someone to do what they say they will do is to get them to make a commitment. Just saying you'll do something isn't enough, sweetheart. The good news is that most people really want to keep their promises, especially if they've made them on their own.

Let's say you want to conduct an experiment. The researchers, dressed as friendly tourists, placed radios next to other sunbathing tourists and then went for a swim. In one case, the researcher said nothing and simply left. In the other, they asked the sunbather to keep an eye on their belongings and got a verbal promise in return. The next step was simple: a researcher dressed as a thief came along, took the radio, and left. At this point, something amazing happened! Nearly 100% of the sunbathers who had given a verbal promise got up and chased after the thief, while almost no one who had not given a promise stopped him. It's amazing how a simple word like "yes" can have such a big impact on people's behavior!

So remember, at the end of any conversation with someone, it's always a great idea to ask for a commitment. For instance, if you kindly ask your team members to repeat the tasks to be done before the end of a meeting, they're more likely to carry them out. If you ask your little one to listen to one more story before bedtime, it'll be easier to get them to settle down for the night. Some commitments can be really clever! For example, many companies hold forums and are afraid that the guest speakers will suddenly "let them down." What can you do in a situation like this? You could ask all the guests to submit one or two questions in advance that they're interested in. Then, you can say that you'll keep them "in reserve" for the interactive session later. Asking your guests to submit one or two questions in advance is a great way to show your appreciation and increase the likelihood of their attendance.

As I mentioned earlier, it's so sad to say that the UK's healthcare institutions lost 7.1 billion pounds because patients let them down. So, how did they find a solution? It's a really simple fix! They stopped nurses from filling in the appointment times for patients and instead asked the patients to do it themselves. This was a promise, and with this small change, we were so happy to see that the chance of patients "no-showing" dropped by 18%, which is equivalent to saving 1.2 billion yuan! I'd love to know how much it cost! Absolutely nothing! You know, it's amazing how a little promise can really encourage someone to take action. But, sadly, some people still only pay lip service. So, what should you do then?

I've got another little tip for you: use "intention to act." I just wanted to share a little bit of behavioral science with you! Intention to act is a term that we can use. You don't need to remember it, but it's as simple as this: if you give someone a concrete plan for action, it will greatly increase the likelihood that they will take action. I'd love to give you an example. It's so sad to see that nowadays, many young people in the West don't like to get involved in politics. And it's really worrying that turnout at elections is declining. It's so sad! Everyone says they must be patriotic and definitely vote, but then they don't show up. The lovely folks over at the research center have come up with something really cool. They've designed a "mobilization letter." This letter is a little different from other letters encouraging voting. It adds three questions to help you think about your voting plans. The first is "What time will you vote?" The second is "Where will you go from here?" And the third is "What do you plan to do before voting?" And guess what? The voter who answered these questions saw a significant increase in voter turnout!

So, it's not enough to just make a promise. You also have to help the person think about how to make it happen! The more you think about it, the more likely you are to take action.

I totally get it. This method sounds great in theory, but it can be tricky to put into practice. How can I gently encourage someone to come up with an action plan? As a matter of fact, you can subtly influence someone just by asking questions about the details. Let's say you want to make sure a colleague attends a meeting. You could ask them, "What are you planning to do before the meeting tomorrow at 4 pm?" I'm sure he'll be able to make it to the meeting on time if he just gives it a little thought.

Another great trick for getting someone to do what you want is to shorten the deadline. We all procrastinate sometimes, even when we really want to do something. We've all been there! Have you put off your travel plans again and again? This book says that you can actually make a big difference just by changing the deadline a little bit! It can help people to get things done on time. But here's an interesting twist: instead of giving the other person more time, you have to shorten the deadline significantly.

I'd love to tell you about an interesting experiment I came across. Imagine you're given two gift cards with a limited validity period: one is valid for three weeks, and the other is valid for two months. I'm sure you can guess which one I'm talking about! I bet you would choose the two-month card without a second thought! I'm sure you can see why. A longer validity period gives you more flexibility in your time management. The lovely folks who took part in the experiment thought the same way, and this directly affected their judgment. It's so interesting to see how our minds work, isn't it? 70% of those who received the two-month card thought they would definitely use it before the expiration date, while only half of those who received the three-week card thought they would do so. Guess what the result was! But here's where it gets really interesting! The number of people who actually went ahead and spent the money was five times higher for the three-week card than for the two-month card! It's actually pretty simple! When there's a generous time limit, it can sometimes lead to procrastination, and fewer people actually take action.

I just wanted to share this little tip with you, because I think it's really important. If you want your lovely customers to follow your advice, don't assume that a longer time frame is more effective. I would actually recommend shortening the time frame quite a bit. Similarly, if you're planning a family trip and your partner is particularly busy, it might be best to save the second half of the year for another time. I'd highly recommend planning the trip for next month, with the flight dates already set. I'm sure you'll find it's much more successful that way!

Part 2

Now that we've covered how to get people to do what you want them to do, let's dive into another practical life situation: how to boost your ability to influence others.

Have you ever thought about how your clothes can influence others? It's true! The way you dress can affect how people perceive you. So, it's important to choose your outfits carefully. A reality show once conducted an experiment in which actors were told to throw rubbish on the street and then stop passers-by and ask them to pick up the rubbish and throw it in the bin. Guess what! If the actor making the request was wearing casual clothes, few people would pay any attention to him. But if he changed into a security guard's uniform, the number of people who obeyed him doubled! It's not just uniforms that can have a great persuasive effect, even formal wear can do the trick! Guess what! An experiment found that if someone jaywalks in a suit, the number of people who jaywalk is 3.5 times higher than when the person is in casual clothes. I'd love to know how much higher! Guess what! It's 3.5 times higher!

We all know that clothes can influence others, but there used to be some debate about how to wear clothes. One school of thought said that as long as it's a formal occasion, you should wear professional or formal clothes to look authoritative. For example, research has found that as long as a doctor wears a stethoscope around his neck, he will be more persuasive with his patients, whether or not he uses it. Isn't that fascinating? On the other hand, another school of thought says that this is wrong. This is the internet age, and even Steve Jobs wore a T-shirt to a conference! So, the best way to dress is to dress similarly to the other person. This way, you'll fit right in and be more persuasive.

So, what should you wear? The great thing about this book is that it shows you how to combine the two! You can absolutely wear similar clothes to the other person, but just be sure to give your style a little upgrade! For instance, if they're rocking casual clothes, you can dress up your look with a casual suit. And if they're in a casual suit, you can add a touch of style with a tie. By sending these little signals, you can make others feel like you're both friendly and someone they can take seriously.

There's a better way to influence others, and that's by showing off your expertise right away! In the past, we all thought that the best way to convince others was to present facts and reason with them. But this book has a different take. It suggests that what you say isn't the direct cause of others' changes. It's not what we say to others that matters most, but what they say to themselves after they've received our message. So, to make your message really stick, it's got to get people thinking in a positive way. Let's say, for instance, that you want to write an open letter to the public. You'd like to encourage folks to drive more safely by reducing their speed and being more attentive on the road. Most of us think that the key is to write something sensational and make a strong appeal. But you know what? You might as well wait until after a major car accident has occurred before publishing the open letter. People will then think to themselves, "Oh my goodness, car accidents are so scary! I really need to drive more slowly." This is the perfect context for your message! It'll really help to start that positive dialogue.

It's more important than anything to avoid getting into a negative back-and-forth with people who might not agree with you. It's so important to make sure that your message has the desired effect. If people start to think differently about what you're saying, it's like you're speaking to a wall! That's why it's so important to get expert opinions.

It's often thought that people make their own judgments by combining expert opinions with other information. But the latest brain imaging techniques have shown us that we were wrong! The study found something really interesting! It turns out that when people have to make decisions about things they're unsure about, the areas of the brain responsible for criticism and counter-arguments calm down as soon as expert advice is presented. I'd love to know what you think this means! This is really interesting! It seems that the brain doesn't actually use expert advice as a reference at all. Instead, it just shuts down other brain areas and lets the expert advice have the final say. I'd love to know why this happens! The brain is like a busy bee! It has to take in so much information every day and make sense of it all, and then make quick decisions instantly.

So, how can an expert speak in a way that will convince everyone? Most people would say that they must be particularly confident and speak with conviction. This book makes another surprising suggestion: that experts who show a little uncertainty and hesitation will seem more credible. Take, for instance, a well-known food expert who often makes comments in his column. If he says, "After having dinner at this restaurant, I'm pretty sure it deserves four stars," it might not sound as convincing as if he said, "I've only had dinner at this restaurant once, so I'm not completely sure. But from my experience, I'd give this restaurant four stars." The expert's words have only been slightly adjusted, but don't you think the uncertain version is more convincing? I think so too!

I'd love to know why that is! The author explains that people tend to think experts are super confident in their opinions. So, when an expert shows a little uncertainty, it really grabs everyone's attention! If the expert's opinion is also reasonable, it'll be even more convincing!

What can we learn from these studies, my friends? First, when chatting with others, don't forget to show how professional you and your team are. Second, if there's expert advice, don't hold back! Third, if the expert's advice is very reasonable, showing a little uncertainty will be more convincing.

Part 3

Now, let's dive into the last scene, which is all about how you can gain a subtle advantage in negotiations. It's so important to remember that negotiations are not something that happen to you, they happen because of you! We all negotiate every day, whether we realize it or not. We sell things to customers, coordinate resources with other departments, influence our boss's decisions, push the team to execute, and even persuade our children to go to bed early. So, what small details can you tweak to give your negotiations a big boost in success?

The good news is that there is a formula you can use to help you succeed in your negotiations. It's simple: strike first! It's so important to remember that a critical moment in any negotiation is when both sides start to make offers. We often see this scene in the market: neither the buyer nor the seller is willing to make the first offer, always saying things like "How much do you think?" and "What do you think?" This kind of tai chi can go on for a long time, and that's okay! It seems like a good idea, right? If I make the first offer, my opponent will see my hand, right? But this book offers a different take on things. It says that the person who makes the first offer in negotiation is actually in a more advantageous position.

Let's say you like a used car and want to offer 100,000 yuan for it. But the other party offers 150,000 yuan right away. What would you think? Most people would then be left wondering, "Why did he offer that price?" and automatically start to figure out the reason. Is it because the car has low mileage? Or is it because it has a high-end sound system installed? Then, in the negotiations that follow, you might find yourself stuck on the question of whether the opening price of 150,000 is reasonable. Have you ever heard of the term "anchoring"? It's a psychological concept that explains how our minds can be influenced by a reference point set by someone else. Even if there are changes later on, our brains tend to adjust based on that initial reference point. Let's take that car as an example. If he sets the price at 150,000, it's likely you'll end up buying it for 130,000.

So, here's my advice for you. When you're ready to negotiate, make sure you start within a reasonable range, make your first offer, and anchor the other party to your reference point.

Then you might be thinking, "I can't always be the first to make a move." What if the other person makes the first offer? I've got another technique for you! Before an important negotiation, it's a great idea to write down your price and why you think it's reasonable. If the other person makes the first offer, this list will help you fight off any doubts you might have. It'll help you avoid the psychological trap of "price anchoring" and stick to your price.

So, when it comes to negotiation, it's always a great idea to make the first offer! I'd love to hear any tips you might have on how to make a specific offer! I'm so happy to be able to share this advice with you! The more precise your offer, the better! Hey there! I was just wondering, how do people usually quote a price? It's really quite simple! Just round up to the nearest integer. For example, you could say something like, "Take this bag for 2,000 yuan," or "Those shoes are at least 1,800 yuan." They think that quoting a round number will make it easier for the customer to accept, but in fact, it's just the opposite. I know it can be tricky at first, but I'm here to help! If you quote a very precise number, for example, "This bag is 2,135 yuan" or "Those shoes are at least 1,872 yuan," then the customer will have much less room to bargain. I'd love to know why this is!

Behavioral scientists have found something really interesting! If you quote a very precise price, the other party will easily think that you have put in a lot of thought and preparation, and that you have calculated the price carefully. He'll feel like you're more professional than he is, and he'll be less likely to try to bargain your price down. You can use this same thinking in other situations, too! As a friendly suggestion, when managing projects, try saying that everyone will finish the work within 13 days instead of two weeks. Instead of saying that you want the work handed in before the end of the day, why not try saying that you want it handed in before 5:30 pm? These little things will make your work twice as effective, I promise!

When it comes to negotiating, it's not just about the external techniques you use. Your own psychological state is also really important. So, I'd love to share some tips on how you can become more confident and persuasive! This book also has a lovely routine called self-adjustment to help you feel stronger. Have you ever wondered what self-adjustment is all about? It helps your body produce the hormones you need to feel confident, because your hormones play a big part in how confident you feel. For example, testosterone is a "hormone of power." People with high levels of this hormone want to look as big as possible, so they walk as if they were hobbling along. It's so sad to see! Cortisol is a stress hormone, my friend. People with high levels of this hormone want to appear as small as possible, so they hunch their shoulders, hold their hands in front of their bodies, and walk close to the walls. It's a way of trying to look as small as they can!

The great news is that psychologists have found that by changing your body posture, you can regulate your hormone levels and become more confident! I'd love to give you an example from the animal kingdom. If the monkey king dies, the monkey in second place will start copying the monkey king's movements. In no time at all, its hormone of strength will be on the rise, while its hormone of stress will be on the decline. This is how your body posture affects your hormones. And guess what? This also applies to us humans! I'm sure you've had some amazing experiences before starting a negotiation. Or maybe you've deliberately adopted an open posture, such as leaning forward, keeping your hands open, and looking determined. If so, your body's strength hormone will rise significantly in just a few minutes.

So, next time you're heading into a negotiation or interview, why not try adjusting yourself deliberately? In just a few minutes, you'll feel more confident and powerful, and your persuasiveness will skyrocket!

Hearing this, some people may be very excited and say that after learning so many routines today, they can use them together in the future, like a combination punch, and the effect will definitely be better. I just wanted to remind you that it's totally fine to use them together! But I thought I'd mention that you should pay attention to two principles: first, the psychological motivations should be compatible, and second, there is an upper limit to the combination of routines. I'd love to explain what I mean by "psychological motivations being compatible." For example, if your community calls on everyone to save energy, one nice way to do it is to tell high-energy-consumption households that your home uses a little more electricity than your neighbor's. We still need to be low-carbon and environmentally friendly, so let's work together to make a difference! Another great tactic is to offer a bonus! You can say that if your household saves a certain amount of electricity, you will be rewarded. I'm sure you'll agree that these two tactics work well individually. However, when used together, they don't quite have the same effect. It's actually pretty simple! The first tactic uses the common interests of everyone to convince you, while the second tactic uses personal gain to entice you. The two motives are opposite, and their effects cancel each other out. This is why it's important to remember that there is an upper limit to the combination of tricks! It's important to remember that the more tricks you use, the more obvious your intentions become. It's only natural that if someone realizes you're trying to influence them, they'll be more likely to resist. So, you might be wondering, what is the upper limit to the combination of tricks? The author kindly suggests that there are three tricks in total. I only mentioned a maximum of three tricks in each of the major scenarios for a good reason!

Summary: I'm so excited to share these very practical tricks from the book "The Details" with you! Let's go over them together:

If you want someone to follow through, get them to commit to something and think about a concrete plan of action, I'm here to help! I'm sure you'll find that this will greatly increase the likelihood that they will take action! Also, don't forget to shorten the time frame so they can complete it as soon as possible. If you want to influence someone, don't forget the power of clothing! Try dressing in a way that is similar to, but one rank above, the other person's style. I think you'll find it works really well! If you have expert backing, it can be really helpful to show it! This can stop people from internally arguing against you. Also, it's totally fine to show a little uncertainty and hesitation when you're an expert. It makes you seem more relatable and credible!

One great way to gain the upper hand in negotiations is for the first person to make an offer. This helps to anchor the other person to their price, which can be really beneficial. The more precise your offer, the less room your opponent will have to maneuver. Before a negotiation, try to think positive thoughts and adjust your body posture. You've got this! This can really help to change your hormone levels for the better, making you feel more confident and persuasive.

The wonderful thing about this routine is that when you make a request in a different way, your response will naturally change from negative resistance to positive cooperation. If you can use scientific methods to make some small adjustments, you can have a significant effect, and I'm here to help you do just that!

In today's world, with all its amazing technology and endless information, it can feel like there's so much out there to help us make the right choices. Isn't it funny how the "hardware" we use to process information, our brains, haven't changed much in hundreds of years? It's amazing how easily we can be influenced with just a little trick! What we're talking about today is tricks, being tricked, and counter-tricks after seeing through the tricks. But behind it all is a series of intelligent life struggles. So, what role do you want to play in this life struggle?