BOOKS OF THE WEEK

Influence : The Psychology of Persuasion

by PhD Robert B. Cialdini 

ABOUT THE BOOK

In the new edition of this highly acclaimed new York Times bestseller, Robert Cialdini seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Robert Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t have to be a scientist to learn how to use this Science. You’ll learn cialdini’s universal principles of influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else. Cialdini’s principles of persuasion: reciprocation commitment and consistency social proof liking authority scarcity unity, the newest principle for this edition understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—influence is a comprehensive guide to using these principles to move others in your direction.

ABOUT THE AUTHOR

Dr. Robert Cialdini is an award-winning behavioral scientist and author. He is the president and CEO of Influence at Work, focusing on live and virtual keynotes, streaming and online corporate training.In acknowledgement of his outstanding research achievements and contributions in behavioral science, Dr. Cialdini was elected to the American Academy of Arts & Sciences and the National Academy of Sciences. He has over 230 professional and scientific publications. Robert Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University.Cialdini is known as the foundational expert in the science of influence and how to apply it ethically in business and elsewhere, and his Principles of Persuasion have become the cornerstone for any organization serious about increasing their effectiveness in sales, leadership, marketing, management and communication. He is a three-time New York Times bestselling author, with more than 5 million copies sold throughout the world. He is frequently referred to as the “Godfather of Influence.”.

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Meet Neha Negi author When Birds Talked: Folklore of the Hills

Brewing Knowledge Friday

To explore the power of observation and storytelling with author Neha Negi.

Key Takeaways

• Observation is the gateway to care. Slowing down to observe our immediate surroundings—a skill often lost in adulthood—builds attention, which fosters care and ultimately leads to protection.

• Folklore transmits reverence, not just information. Neha Negi's book uses imagined folklore to communicate a feeling of shraddha (reverence) for nature, a feeling she learned from her grandfathers.

• The session's goal is to rekindle this wonder. Participants want to relearn the art of observation for themselves and to teach it to children, viewing it as the foundation for experiential learning and critical thinking.

• A writing challenge was set. Participants will write a 10–15-line story based on an object from the initial observation exercise, with no pressure to include a plot or to be perfect.

The Problem: Overlooking Our Immediate World

• Neha Negi's book prologue highlights a common paradox: we often know more about distant lands than about the birds, animals, and trees in our daily lives.

• Why does this happen?

  • Fast-paced modern life discourages slowing down to observe.

  • Adults lose the natural curiosity of childhood.

• The consequence: A lack of attention prevents us from developing care for and a desire to protect our local environment.

The Solution: Rekindling Wonder Through Observation

• The session began with a "lightning thought" exercise to practice rapid observation.

  • Task: Choose an object and write 5 adjectives describing it.

  • Rule: No self-correction; write the first thoughts that come to mind.

• Participant Examples:

  • Mahesh: A glass bottle → glass, transparent, fragile, blue.

  • Sneha: Figs → ancient sweetness, timeless, Sylvia Plath.

  • Jobanjeet: A German car → quality, shape, German-made.

  • Jasvinder: Wheat crop (kanak) → farmer's backbone, India's economy.

  • Jugjiv: A porcelain duck → blue, chirpy, mother, looking upwards.

  • Akanksha: A bag → books, pen, green, load.

  • Ranjana: A pet dog (Roxy) → brown, sweet, joyful, smart.

• The outcome: Participants shared how observation creates wonder and a sense of calm.

  • Jugjiv: Close observation of nature is calming and reveals its wonder.

  • Sunita: Nature speaks to us, offering peace and a sense of connection.

  • Reena: Watching pigeons in the morning is a comforting ritual.

The Medium: Folklore as a Vehicle for Reverence

• Neha Negi's book uses imagined folklore to transmit a feeling of shraddha (reverence) for nature.

• Origin of the book:

  • Neha's grandfathers were avid birdwatchers whose infectious joy inspired her.

  • They told her whimsical origin stories (e.g., why monkeys have red bottoms), which became the book's model.

• Example Story: "The Green Pigeon"

  • A young green pigeon feels ugly and leaves its nest to find a new colour.

  • Significance: The story explores self-acceptance and the idea that true beauty comes from within, not from external appearance.

Next Steps

• Participants: Write a 10–15 line story based on an object from the observation exercise.

• Neha Negi: Lead future sessions on the second Friday of each month, featuring more artistic activities and stories.
  
  - Notes courtesy Fathom AI

  
  

  
  
  
  Thank you, Mahesh Wanole, for the beautiful reflection! 
  Mahesh is a Visual Designer and Brand Strategist

Listening When Birds Talk - Sneha

Brewing Knowledge with Neha Negi, author of  When Birds Talk

Reading When Birds Talked was deeply nostalgic for me. Growing up in the mountains, birds were always part of my life. This book brought those memories back while also helping me learn about new birds, distant lands, and cultures through its beautiful illustrations and gentle poems.

Fridays at EBD, online meeting with Neha Negi is less about conventionality and more about observation. We'll begin with introductions, talk about the book, and move into light, reflective activities—writing a few instinctive words, noticing everyday objects or non-human beings, and reflecting on why we often stop observing the world around us.

If you'd like to be part of thoughtful conversations, scan the QR code above to join us in the WhatsApp group.

🖇 Join us on Fridays at 5:30 PM on Zoom.

Sometimes, all it takes is slowing down to listen.