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based on 23,949 reviewers

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Soft Skills on the Rise

He who wants to persuade should put his trust not in the right argument, but in the right word.

Welcome to the Cialdini Institute. My team and I will be happy to provide you with the soft skills you need to succeed.
Dr. Robert Cialdini - Circle

Dr. Robert Cialdini

Founder and NY Times Bestselling author of 'Influence' & 'Pre-Suasion'

Discover why leading companies choose to partner with us

Harness the Power of Ethical Persuasion

You know where you want to go.

But you keep struggling to move others in the right direction.

The big question is:

Do you know enough about the science of how people make decisions and how to ethically persuade them?

That's exactly what you'll learn at the Cialdini Institute.

We teach, train, and coach organizations to ethically apply the science of persuasion to achieve their business goals.

You'll learn the systematic approach of our founder, Dr. Robert Cialdini, which is endorsed by business leaders like Warren Buffett, Guy Kawasaki, and Tobias Lütke, and successfully applied at leading companies worldwide.

It’s ethical, it’s efficient, and it’s highly effective.

With this approach, we can help your organization achieve its business goals too.

Don’t just take our word for it

Warren Buffett

Warren Buffett

CEO Berkshire Hathaway

“‘Influence’ is one of the best business books of all time.”

Gwyneth Paltrow

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

Tobias Lutke

Founder Shopify

“‘Influence’ is a book that made me a billionaire.”

Tamsin Henderson

Tamsin Henderson

Owner Copy Kooks

“I recommend inhaling anything you can get your hands on by Robert Cialdini — books, podcasts, videos. He is the undisputed master of all things persuasion.”

Guy Kawasaki

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

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

Rory Sutherland

Vice Chairman Ogilvy & Mather

“His work in codifying human behavior, has been priceless.”

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 seven Principles of Persuasion have become a cornerstone for any organization serious about effectively increasing their influence.
  • His books, including ‘Influence’ and ‘Pre-Suasion,’ have sold more than 10 million copies in 48 languages.
  • He is known globally as the foundational expert in the science of persuasion and how to ethically apply it in business.

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

Greg Renker

President, Guthy-Renker

ROI, That’s Why

Mastering persuasion empowers you to drive success across all business areas.

  • Leadership
    Skillfully guiding people and driving results

  • Sales
    Closing more deals with science-based, ethical strategies

  • Marketing
    Delivering compelling messages that captivate and convert

  • Communication
    Cultivating strong relationships and collaboration

  • Procurement
    Negotiating smarter, securing better deals for all

  • HR
    Fostering a persuasive culture and winning the war on talent acquisition

Apply these powerful principles in business as in life so that you never feel helpless again!
AJ Vaccines

Aeby Thomas

Director Capital Projects, AJ Vaccines

How We Get You There

  • 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

Greg Eichhorn

Associate Vice President, Quinnipiac University