Workshops, certification and keynotes that teach professionals and teams the seven principles that lead people to say yes, built on 40+ years of Dr. Robert Cialdini's research.
Dr. Robert Cialdini
The Godfather of Influence
7M+ Books Sold
In 44 Languages Worldwide
7 Principles of Persuasion
Evidence-Based & Ethically Applied
1,500+ Certified
Professionals Worldwide
These companies have boosted their results with our programs
Influence: The Psychology of Persuasion is published — a book so powerful that Warren Buffett personally recommended it. It would go on to sell over 7 million copies, be translated into 44 languages, and be named one of Fortune's "75 Smartest Business Books" ever written.
Dr. Cialdini has spent his entire career on a single scientific question: what leads people to say yes? His books, including Influence and Pre-Suasion, have sold more than 7 million copies in 44 languages and are New York Times, Wall Street Journal, and USA Today bestsellers.
He has been elected to the American Academy of Arts & Sciences and the National Academy of Sciences. Through the Institute, he and his team teach, train, and coach organizations to put this science to work ethically, and reach their goals.
Warren Buffett, Charlie Munger, Nobel laureate Richard Thaler, Shopify's Tobias Lütke, and Chris Voss don't agree on much — except that influence is a science worth mastering.
Photo: Mark Hirschey · CC BY-SA 2.0Warren Buffett
CEO Berkshire Hathaway
“'Influence' is one of the best business books of all time.”
Photo: Dinoch1 · CC BY-SA 4.0Charlie Munger
Vice Chairman, Berkshire Hathaway
“Robert Cialdini has had a greater impact on my thinking than any other scientist.”
Tim Ferriss
Bestselling Author
“I would really encourage people to study books like 'Influence,' so you get a fundamental set of principles that you can apply online, offline, to different tools, to direct copy, to complex sales in big organizations...”
Chris Voss
Wall Street Journal Best-Selling Author
“Anyone who wants their abilities in communication or negotiation to be at their highest level has to read Robert Cialdini's book. Your knowledge base is simply incomplete without it.”
Alex Hormozi
Entrepreneur, Investor
“'Influence' is a must-read for entrepreneurship, sales, and marketing.”
Photo: MingleMediaTVNetwork · CC BY-SA 2.0Gwyneth Paltrow
Oscar-Winning Actress, CEO goop
“This 'Influence' is a classic: it delves into how and why influence works and the specific dynamics at play when leading a company.”
Photo: VGrigas (WMF) · CC BY-SA 3.0Guy Kawasaki
Silicon Valley Venture Capitalist
“Cialdini is the 'Godfather of Influence.' His book is the guiding light for how I conduct business — and in many ways how I live my life.”
Photo: Union Eleven · CC BY-SA 3.0Tobias Lütke
Founder Shopify
“'Influence' is a book that made me a billionaire.”
Photo: kris krüg · CC BY-SA 2.0Naval Ravikant
Entrepreneur & Angel Investor
“'Influence': classic, classic book. Everybody should read it, memorize it, and understand that the way that people influence other people is consistency, liking, authority, social proof, scarcity, and reciprocity.”
Russell Brunson
Bestselling Author & Founder of ClickFunnels
“I've been a fan of Dr. Cialdini for 2 decades! His work has had an insane impact on my business and life — thank you!”
Joe Polish
Founder Genius Network
“The new 'Influence' is nothing short of a masterpiece. The writing is both timeless and worth reading immediately.”
Photo: Chatham House · CC BY 2.0Richard Thaler
Nobel Laureate, Behavioral Economics
“If the President had to have one advisor with him at all times, my nomination would be Bob Cialdini, the world's most practical social psychologist, and the master of 'Influence'.”
Rory Sutherland
Vice Chairman, Ogilvy & Mather
“His work in codifying human behavior has been priceless.”
Photo: Annie Duke · CC BY-SA 4.0Annie Duke
Professional Poker Champion
“Robert Cialdini is a pioneer in translating complex scientific work into a fun and digestible form that the rest of us can understand and benefit from.”
Barry Ritholtz
Chairman & CIO Ritholtz Wealth Management
“Dr. Robert Cialdini has long been recognized as a leading voice in the fields of persuasion, compliance, and negotiation.”
Constance Dierickx
The Decision Doctor
“Cialdini is the expert on influence. His research reveals principles that any leader, or any person for that matter, can apply.”
Greg Renker
President, Guthy-Renker
“The best sales tip I ever got was encouragement to read INFLUENCE by Dr. Robert Cialdini. It was so profound and insightful, I read it three times in a row.”
Jennifer L. Botelho
KPMG
“Dr. Cialdini was the top speaker we’ve ever had… in or out of the organization. They loved him.”
Greg Eichhorn
Associate Vice President, Quinnipiac University
“I must admit, I was skeptical at first, but I really began to understand how to use the principles on Day 2. After the session using the principles on our own influence situation, I was a believer and an influencer.”
Gerry Allen
Former Vice President, IBM
“I have always been impressed with his integrity, his honesty, his high ethics standards, the way that he conducts his life and his business.”
Swipe for more
Keynotes, broadcast interviews and conversations with the leading names in behavioral science, from the Team Cialdini channel on YouTube.
Team Cialdini
Team Cialdini
Team Cialdini
The only programs developed and endorsed by Dr. Cialdini himself. Start free, then go as deep as you need.
$29per month
Dr. Cialdini's digital mind: talk it through by voice or text, as if you were asking Bob himself.
What you get
$1,497one-time · self-paced
The flagship 21-hour online certification. Join 1,500+ certified alumni worldwide.
What you get
Freeprofile · 16 questions · ~12 min
Your scores across all 7 principles, and your two strongest levers.
$49Mastery Test · 48 questions · ~30 min
Dr. Cialdini's coaching report, a 30-day mastery plan and a PDF yours for life.
Mastering ethical persuasion empowers you to drive success across all business areas. Small, inexpensive changes for BIG impact.
Leadership
Skillfully guiding your teams and driving results through ethical influence
Sales
Closing more deals with science-based, ethical strategies that build trust
Marketing
Delivering compelling messages that captivate, convert, and retain
Communication
Cultivating strong relationships and collaboration across teams
Procurement
Negotiating smarter, securing better deals for all parties
HR
Fostering a persuasive culture and winning the war on talent acquisition
The ONLY influence programs endorsed and developed by Dr. Robert Cialdini — delivered across every format your organization needs.
Two-day instructor-led intensives for teams.
Self-paced 21-hour online certification with coaching and a credential.
One-on-one leadership sessions with faculty.
Invitation-only faculty trainer credential.
Custom programs — from corporate POP Workshops to enterprise cohorts, AI tools, and team assessments.
Do you stick with the old ways, or go for the breakthrough that delivers a higher return on investment? It's entirely up to you. But if this is the moment, here is where to start.
Not sure where you stand?
See your scores across all 7 principles. Free, about 12 minutes.
Ready to master it?
The Certified Practitioner program: 21 self-paced hours, $1,497 one-time.
Training a team?
Workshops, keynotes and enterprise programs, shaped to your people.
One inbox, read by the Institute rather than routed to a call centre. Certification, corporate training, or a question you have not decided about yet — all of it reaches us at team@cialdini.com.
