Anthony Ho, Owner and Master Barber, MK Barbers

“Dil is always talking about how the principles of influence can make my little business more profitable with more repeat customers. I finally asked him to create some simple ideas that I could use, including giving out fun superhero themed ‘Gift’ combs to kids who have their first haircut. I can’t argue with the results as business was better and these changes cost me almost nothing to make. I have not read Dr Cialdini’s books but I can say his ideas make a big difference.”