Apply the science of influence to decisions that matter.
Use evidence-based principles to help people decide without manipulation.
Not sure where to begin? Start with the Influence Profile Assessment to identify strengths, blind spots, and your clearest next step.
Selected organizations connected to Cialdini Institute programs
Meet Dr. Robert Cialdini
Dr. Cialdini spent his entire career conducting scientific research on what leads people to say YES to requests.
A small selection of his accomplishments:
His research identified seven Principles of Persuasion that help explain how people make decisions.
His work examines how those principles can be applied ethically in business and professional settings.
Cialdini Institute teaches professionals and organizations to apply this science with accuracy, relevance, and respect for autonomy.
Find the right starting point
Different goals call for different levels of support. Choose the path that best matches what you need now.
Assess
Influence Profile Assessment
• See how you currently apply the influence principles
• Identify patterns and areas to develop
• Choose a focused next step
Develop
Certified Practitioner Program
• Learn the seven Principles of Persuasion
• Apply them ethically in real situations
• Build practical influence capability
Engage
For Organizations
• Keynotes and application workshops
• E-learning, teaching, and coaching
• Licensed-trainer development and support
A practical path to ethical influence
Use the right principle for the decision in front of you.
Cialdini Institute teaches a systematic approach grounded in behavioral science and respect for customer autonomy.
A clear sequence:
Build the relationship. Reduce uncertainty. Then help people act on a decision that fits.
Start by understanding your current patterns, then choose the level of support that matches your goal.
Choose an individual diagnostic, practitioner development, or organizational support.
The approach draws on Dr. Robert Cialdini's seven Principles of Persuasion and Dr. Gregory Neidert's Core Motives Model.
The aim is not pressure. It is clearer, better-informed decisions.
Choose the path that fits your goal and current level of support.
Don’t just take our word for it
Warren Buffett
CEO Berkshire Hathaway
“‘Influence’ is one of the best business books of all time.”
Gwyneth 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.”
Alex Hormozi
Entrepreneur, investor
“Influence’ is a must-read for entrepreneurship, sales, and marketing.”
Tobias Lutke
Founder Shopify
“‘Influence’ is a book that made me a billionaire.”
Tim Castle
Author
"Cialdini is the master, his book Influence: The psychology of persuasion has sold over 5m copies. This is probably the highest ROI thing you could explore today!"
Guy 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.”
Russel 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!"
Richard Thaler
Professor of Behavioral Science & Economics Nobel Prize Winner
“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.”
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.
Greg Renker
President, Guthy-Renker
Where better influence matters
Apply the principles to real decisions across your organization.
Leadership — Guide teams through change and shared priorities.
Sales — Help buyers evaluate relevant value without pressure.
Marketing — Create clearer messages grounded in customer needs.
Communication
Communication — Build trust, alignment, and collaboration.
Procurement
Negotiating smarter, securing better deals for all
HR
Fostering a persuasive culture and winning the war on talent acquisition
Dr. Cialdini was the top speaker we’ve ever had… in or out of the organization. They loved him.
Jennifer L. Botelho
KPMG
Ways to work with Cialdini Institute
Engaging keynotes
On-demand e-learning
Application workshops
In-depth teaching and coaching sessions
Internal trainer certification programs
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.
Greg Eichhorn
Associate Vice President, Quinnipiac University
Choose your next step
Start with the Influence Profile Assessment, develop practical capability through the Certified Practitioner Program, or talk with us about an organizational program.
Meet your trainers
They will guide you too a good understanding of all the 7 principles of Dr. Cialdini.
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