Pre-Suasion: A Revolutionary Way to Influence and Persuade

Three of the ideas you’ll keep

The Clif summary of Pre-Suasion pulls out 7 insights. Here are the first three.

1. Open with a 'privileged moment': direct attention to a single idea right before your ask, because whatever someone focuses on instantly feels more important and more true.
2. What's focal becomes causal: people assume that whatever holds their attention is the cause of an outcome, so foreground the factor you want credited.
3. Use attractors (the novel, the threatening, the self-relevant) to grab attention, and magnetizers (mystery, unfinished stories, the unresolved) to hold it.

The other 4 — and the full 10-minute summary — are in the app.

What’s inside: 9 chapters

The whole summary runs about 10 minutes, read or listened to.

1. The Privileged Moment Before the Message
2. Attention Is Importance: What You Look At, You Overvalue
3. What's Focal Is Causal
4. Commanders of Attention: Attractors and Magnetizers
5. The Primacy of Associations: I Link, Therefore I Think
6. Persuasive Geographies: The Places and Traces Around You
7. The Mechanics: Pre-Commitment and the If/When-Then Plan
8. Unity: The Seventh Principle of Influence
9. Ethical Use and the Aftermath: Making Change Last