Pre-Suasion

Cialdini’s follow-up to Influence argues that persuasion begins before you say anything at all. What an audience notices in the seconds beforehand, a word, an image, a question, primes them to be receptive or resistant. Drawing on decades of research, he shows how skilled communicators engineer that privileged moment, and how often we are steered by it without noticing. Alex Hormozi lists it among the only books he studies and rereads.