We're excited to introduce you to the topic of ethical persuasion, which has been proven to be a valuable investment of time for the attendees of our webinars. Webinars can vary slightly, but typically we explain how decisions are made and how too many professionals have no idea about how that works. We then introduce the principles of persuasion, explain some of them, and highlight a case study. This case study will provide you with a valuable strategy that you can implement and use immediately.

Our business partner, Dr Robert Cialdini, is considered the godfather of influence and persuasion. He wrote the book 'INFLUENCE - The Psychology of Persuasion' back in 1984, and to this day it is still being listed as one of the more important reads for business people. (Again in 2025, in FORBES' timeless reads list, it was number 1# again!). Influence is considered by many top CEOs the best business book of all time. It made the science accessible outside the academic community and if you look up anything related to influence or persuasion online, you'll realise you'll be presented with content from or about Dr Cialdini every time.

Dr Cialdini has passed 80 now and while he is still very active looking at any new research that comes out, he did create the Cialdini Institute in 2023 to look after his legacy. Part of the Institute are Cialdini Certified Trainers like Patrick van der Burght, who make the science more accessible than it ever has been.

Dr Cialdini was a professor at Arizona State University. His book and work is referred to by leading educational institutions, and praised by businesses large and small. Check out our full testimonial page if you like to see some impressive businesses sing his praises.

Most of us don't like the idea that we can't get ahead unless we lie to others. We're delighted that research also shows that ethical use of persuasion science leads to short-term success as well as long-term success. Unethical use, however, is shown to lead to long-term disaster. Those are 2 good reasons why everyone should want to use persuasion science ethically.

It also means that when it comes to training a team within a business, this topic is embraced and not resisted. People get behind this, and they also like that it is useful in business as well as privately.

We're all about sharing incredible value during a webinar, but as with any skill... no one is going to develop application skills and the confidence to use it, from just reading a book or attending webinars. The same applies to the science of ethical persuasion. The only way to help you and your team stop losing time, resources, successes, and competitive advantages, is to learn this properly. We will encourage people to keep the learning going, by using any of our services. Which? Well... that depends. For large teams, the approach will likely be different from that for individuals.

If you do like to learn more or educate your team, then the best first step would be to do a discovery call with us, to understand your situation and challenges, before we figure out together what learning, or consulting path, might best suit you.

You will walk away with actionable insights from attending this event. If you'd like more... then let us sell you on a free meeting to discuss your options and give you some more complimentary advice.