“Cialdini is the ‘Godfather of Influence’. He is to Changing People’s Minds what Martha Stewart is to Changing Lifestyles.”

He influences almost every marketing, evangelism and sales decision that I make. His book, Influence: The Psychology of Persuasion is the guiding light for how I conduct business and in many ways, how I live my life.”
Guy Kawasaki, Chief Evangelist of Canva

“For Startups and Founders, being Persuasive is way more Important than having Vision.”

As a long-time product leader for Chrome at Google, I found myself using persuasion as a tool to herd massive organizations–engineers, designers, and executives–toward product decisions and developments.
Tyler Odean, Founder/Author at Something Interesting

“I Recommend Inhaling anything You can get Your Hands on by Robert Cialdini — Books, Podcasts, Videos. He is the Undisputed Master of All things Persuasion.”

“Give Yourself an Afternoon’s Education in his Seven Principles of Influence and I Guarantee You’ll be a Better, more Prosperous Business Owner.
Tamsin Henderson, Founder at CopyKooks

”Dr Cialdini is Responsible to Bringing the Science of Persuasion in an Accessible way to the Business World.”

Noted by everyone from Tim Ferriss to Forbes, Dr. Robert Cialdini remains the most cited scientist for his work in the field of influence and persuasion.
Ross Kingsland, Inspiration Engineer, Communication Strategist, Author and Speaker

His Books Including Influence and Pre-Suasion have Sold Over 7 Million Copies Worldwide in Over 40 Countries

“It sounds dorky, but I read a lot of business books these days. [Influence] is a classic: it delves into how and why influence works and the specific dynamics at play when leading a company.”
Gwyneth Paltrow, Actress, Model, Businesswoman, Singer and Author

Dr. Robert Cialdini

Thought Leader, recognized for his foundational research in the field of Psychology of Influence

Dr. Robert Cialdini

New York Times Author of Influence and Pre-Suasion

Dr. Robert Cialdini

Elected to the National Academy of Sciences and the American Academy of Arts & Sciences

Dr. Robert Cialdini

Passionate Speaker, translating his renowned Principles of Persuasion into actionable strategies through dramatic and memorable stories


Influence at Work® (IAW) was founded by Robert Cialdini, Ph.D. as a professional resource to improve organizational and personal performance by deploying proven and ethical influence strategies. Offering keynote presentations and training workshops, IAW serves an international audience that includes a spectrum of multinational corporations, governmental agencies, professional associations, and educational institutions. With an international brand and a training team that exemplifies Dr. Cialdini’s commitment to integrity and scientifically-grounded evidence, IAW is well-positioned to continue to maximize professional success.

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Dr. Cialdini’s engaging and content-rich keynotes translate the science into valuable and practical business applications.

POP® Workshop

In-person training to help your team ethically and effectively apply Dr. Cialdini’s Principles of Persuasion so they can hear “Yes” more often.


Dr. Cialdini’s books, including Influence and Pre-Suasion have sold more than 7 million copies in 41 different languages.

Dr. Robert Cialdini’s Bestselling Books

Dr. Cialdini’s books are published in 41 different countries and have sold over 7 million copies. He is a New York Times, Wall Street Journal and USA Today bestselling author. He has been elected to membership in The National Academy of Sciences.

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How to Ethically Move Others to Say “YES!” to Requests

There’s a Principle for each of your most pressing influence challenges. Whether an important potential client is working with a competitor, you’re stuck in the beginning stages of a project or proposal, or you’re struggling to make a personal connection with a prospect or customer, The Seven Principles of Persuasion make up the blueprint that moves others to say “Yes!” to your requests.

We’ve carefully chosen the word “Principles” because these are authentic, ethical practices that are universally applied. No tricks, no schemes. Just real, proven, science-based strategies designed to help you increase your influence and consistently hear the answer you want: “Yes!”

Dr. Cialdini is the originator in the research and practice of the psychology of influence. He developed a unique program founded upon the ethical practice of influence and persuasion that leads to growth and success in business.

About Dr. Robert Cialdini

Dr. Robert Cialdini, the author of the groundbreaking book, Influence, and president of INFLUENCE AT WORK® is widely regarded as the “Godfather of influence” because of his years of scientific research on the psychology of influence.

Dr. Cialdini has earned a world-wide reputation for his ability to
translate the science into valuable and practical actions. His on-stage stories are described as dramatic and indelible.

Not only was his lecture and the subsequent discussion fascinating but for weeks afterward I heard people here and elsewhere referring to his insights and examples. My sense is also that Robert’s work is being taken very seriously in Government so I hope that his research will come in time to be more fully reflected in public policy.”

Matthew taylor
The Royal Society for the Encouragement of Arts, Manufactures and Commerce London, England

Bob Cialdini was the top-scoring speaker at our Financial Advisers Conference, where some awarded him scores above the maximum. Additionally, he was at the top of the speakers of the European Annual Meeting. Bob’s ability to bring together fundamental behaviors of vital importance, with the logic and scientific evidence that support his concepts, made the presentations particularly powerful. He presented in an attractive and entertaining way that held the interest of the audiences throughout both conferences.”

Colin Kelsey
General Manager, LIMRA Europe & Africa

“Dr. Cialdini’s program at the Training Leadership Summit was most impressive. His passion for translating science into ethical business actions gave these industry leaders powerful tools to use immediately. This program is a must for those serious about effective ethical influence.

Julie Groshens
Vice President, Conferences at Training Magazine Network

Prepare to be dazzled. Bob Cialdini is the Godfather of Influence, and the original version of this book is already a classic. Whether you’re trying to influence, or understand how others influence you, this book will show you how.”

Jonah Berger
Wharton Professor and Author of Contagious: Why Things Catch On and The Catalyst: How to Change Anyone’s Mind

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Tempe, Arizona

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Influence At Work.
All Rights Reserved.

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