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Accelerate Your Business Results With Ethical Influence

  • Help your employees become Cialdini certified practitioners or professionals
  • Dr. Cialdini’s work trusted by Apple, Google, Microsoft, and many more
  • Deepen one of LinkedIn’s top 5 in-demand power skills

Thousands of employees at Apple, Google, Microsoft, and other Fortune 500 companies have engaged in Dr. Cialdini’s programs


Huge Competitive Advantage

This program is a unique opportunity for any enterprise seeking a proven approach to structurally improving its results in a wide array of business disciplines. Whether you want to broaden your business opportunities, move teams forward, or boost personal effectiveness, this program will get you there.

  • Sales

    Meet and exceed your sales targets

  • Marketing

    Build trust and loyalty, and boost your conversions

  • Human resources

    Attract, engage, and retain the best employees

  • C-level decision-making

    Make others want to follow you instead of feeling forced to do so

  • Management

    Learn the management style applied by the best Fortune 500 managers

  • Negotiation

    Learn techniques applied by top business and government negotiators

Trusted By Leading Enterprises Around The World

Contact Us

Get a customized program offer
Self-paced online learning formats

To integrate into your learning program

Live coaching sessions

Work with a Cialdini Certified Professional

Live sessions

6x with Dr. Cialdini or other Senior Teaching Partners

Certify your own professionals

Have them coach your employees

Official certificates

Signed by Dr. Cialdini

Created by world-renowned experts


Dr. Robert Cialdini

Dr. Cialdini is known globally as the foundational expert in the science of influence and its ethical application.

His seven Principles of Persuasion have become a cornerstone for people serious about increasing their influence. The results of his scientific research, his sold-out keynotes, and his bestselling books have earned him a worldwide reputation and the label of ‘Godfather of Influence’. Ask 100 of the world’s top CEOs and entrepreneurs (including Elon Musk, Mark Cuban, and Jeff Bezos), and the book they most frequently mention is Influence.*

* Research by The Ways to Wealth, January 2022.



Dr. Gregory Neidert

Dr. Gregory Neidert is a Board Member of the Cialdini Institute. He has conducted research with Dr. Cialdini and is the director for Influence at Work.

As a professor of psychology and C-level organizational consultant, Dr. Neidert has worked with hundreds of clients in business, non-profit, and government. To help them successfully apply the Principles of Persuasion, he developed the Core Motives Model of Social Influence, which Dr. Cialdini regards as “indispensable in understanding why and how to most effectively apply the Principles of Persuasion.”

Bas Wouters

Bas Wouters is Co-Founder and the CEO of the Cialdini Institute. He has been a confidant of Dr. Cialdini for years, both personally and in business.

After generating millions in sales as an entrepreneur, Wouters became a world-class expert in persuasion and behavior design. In his bestselling and award-winning book Online Influence he combines Dr. Cialdini’s work with that of other renowned behavior experts. Dr. Cialdini asked Wouters to become CEO of the Cialdini Institute “because of the unique set of qualities he has as a persuasion expert, successful businessman and close friend.”

What Influential Business Leaders Say

Warren Buffett

Warren Buffett

CEO Berkshire Hathaway

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


Tim Ferriss

Lifestyle Expert and 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…”


Tobias Lütke

Founder Shopify

“‘Influence’ is one of the two books that made me a billionaire.”

Gwyneth Paltrow-1-1

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.”

gerry allen 2

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.”


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.”


Joe Polish

Founder Genius Network

The new ‘Influence’ is nothing short of a masterpiece. The writing is both timeless and worth reading immediately.


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.”


Charlie Munger

Vice Chairman Berkshire Hathaway

“Robert Cialdini has had a greater impact on my thinking than any other scientist.”

Chris Voss

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.”

Constance Dierickx 2

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.”

Rory Sutherland-1

Rory Sutherland

Vice Chairman Ogilvy & Mather

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

Naval Ravikant

Naval Ravikant

Entrepreneur and 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.”

Annie Duke-1

Annie 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-1

Barry Ritholtz

Chairman and CIO Ritholtz Wealth Management

“Dr. Robert Cialdini has long been recognized as a leading voice in the fields of persuasion, compliance, and negotiation.”


Best Business Book Of All Time

Ask 100 of the world’s top CEOs and entrepreneurs (including Elon Musk, Mark Cuban, and Jeff
Bezos), and the book they most frequently mention is 'Influence.'*

* Research from The Ways to Wealth, January 2022.

What You Can Expect

You can offer a stand-alone program or blend Dr. Cialdini’s outline into your learning programs. Whatever your choice, we’ll be happy to team up and help you stand out.

  • Program designed by the "Godfather of Influence"
  • Educational support from Cialdini Certified Professionals
  • Practical support from our Solutions Team

How Your Employees Will Benefit

Your employees will be able to apply the science of persuasion in an efficient, effective, and ethical way. This will give them a huge competitive advantage in numerous situations.

  • Unique understanding of the science of persuasion
  • Year-round access to Cialdini Certified Professionals
  • Power boost for their skills, knowledge, and self-confidence

How Your Company Will Benefit

The official Cialdini program will boost your results and enhance your company’s prestige among job candidates. Research shows that 94% of employees would stay longer if companies invested in staff development.

  • Boost for sales, marketing, HR, and other fields
  • Immediate results from real-life business cases
  • Distinctive employee benefit

Work On Real-Life Business Cases

During the program, your employees will work on their own real-life business cases. This will enable them to find practical solutions for their persuasion challenges on the spot.

  • Process applicable to each influence challenge
  • Direct application of newly acquired insights
  • Immediate results
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The Proven Value Of Comprehensive Training

“A study found that when companies offer comprehensive training programs, they have
218% higher income per employee than companies without formalized training.
These companies also enjoy a 24% higher profit margin.”

Contact Us

Get a customized program offer
Self-paced online learning formats

To integrate into your learning program

Live coaching sessions

Work with a Cialdini Certified Professional

Live sessions

6x with Dr. Cialdini or other Senior Teaching Partners

Certify your own professionals

Have them coach your employees

Official certificates

Signed by Dr. Cialdini

Official Cialdini Certificate

After passing the exams, your employees receive the official Cialdini Influence Specialist certificate. This will contribute to the pride they feel as an employee of your organization.

  • Industry-recognized
  • Invaluable confirmation of your influence expertise
  • Signed by Dr. Cialdini

Indispensable Power Skill

Research from LinkedIn shows that persuasion is one of the top 5 in-demand power
in today’s professional workplace.

Dr. Cialdini’s Program Outline

Easily adaptable to your needs

Research by LinkedIn shows that persuasion is one of the Top 5 in-demand power skills in today’s professional workplace. This first module explains why. You’ll also gain critical insights into the science of persuasion, laying a solid foundation for everything you’ll learn in this program. This is your first step to becoming a true expert.

Understanding the seven Principles of Persuasion will help you achieve better results. But you’ll be even more successful if you apply them according to the science-based processes that you’ll find in this second module. Perhaps even more importantly: you’ll learn how to apply them in an ethical way.

Before taking a deep dive into the Principles of Persuasion, we’ll address the contrast phenomenon. In this module, you’ll learn all about the power of contrast and the best ways to use it as an amplifier for each of the seven Principles of Persuasion. Consider it a small gift to you as a future member of the elite of influence…

In the fourth module you’ll gain a thorough understanding of the science behind the principle of reciprocity and its practical applications. You’ll encounter the ‘hidden gems’ of the world of influence: the activators and amplifiers that engage and boost the Principles of Persuasion. You’ll learn how to master them for reciprocity in this module, and for the other principles in the following modules, giving you a unique competitive advantage over those who haven’t enrolled in this program.

You’ll like this fifth module on liking! You’ll learn how to use the commonly recognized principle of liking in novel and nuanced ways for negotiation and other persuasive purposes. Moreover, as you will in all the other principle modules, you’ll install what you’ve learned into your personal Action Plan. This means you can put those lessons into practice and get results right away.

Dr. Cialdini uncovered this Principle of Persuasion relatively recently, and added it to the expanded edition of Influence in 2021. So after completing this sixth module, you’ll be part of the elite of influence that understands and applies this principle by harnessing the feeling of “we-ness” that leads to assent from others. Speaking of unity…

Professionals in the online world often say that the social proof principle is their most productive. In this module you’ll learn how to leverage its force both online and offline. And again, you’ll walk away with effective activators and amplifiers, as well as avoiding common social proof mistakes that even major brands often make. But not you, ever again!

The authority principle is another booster of success. In the eighth module you’ll learn the science behind it and how to apply it efficiently, effectively, and ethically. Promise: the official Cialdini certificate will significantly add to your authority. You’ll want to display it on your office wall, on your desk, or in the background of your online meetings. Why? This module provides the evidence.

People want to be – and to be seen – as consistent with their existing commitments. In this ninth module, you’ll find out what activates and amplifies this drive. You’ll also learn how to incorporate it smoothly into your everyday persuasive appeals. 

You’re no doubt familiar with FOMO: the fear of missing out. In this last module, you’ll see how this phenomenon caused a product that usually sold for $ 3.95 to sell for $ 250. Sound too good to be true? Not by this stage of the program. By now, you’ll fully understand that applying the science of influence can lead to incredible results. You won’t want to “miss out”.

What Scientists Say

Daniel Kahneman

Daniel Kahneman

Emeritus Professor of Psychology
Nobel Prize Winner

“Bob Cialdini is a great observer, and keen observations have been the key to some of his great work... It’s really inspiring to look at his work.”

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’.”

Betsy Levy Paluck

Betsy Levy Paluck

Professor of Psychology and Public Affairs

“’Influence’ will continue to clarify and inspire the art and science of persuasion for years to come.”

Angela Duckworth

Angela Duckworth

University of Pennsylvania

“Not only is he a world-class psychologist, he is a world-class human being.”

Adam Grant

Adam Grant

Professor of Management and Psychology

“Without Bob Cialdini, I would not be a psychologist.”

Daniel Shapiro

Daniel Shapiro

Founder Harvard International Negotiation Program

“Whether you seek to boost sales, strike a better deal, or improve your relationships, ‘Influence’ offers scientifically tested principles that can change your life.”

Dorie Clark

Dorie Clark

Executive Education Professor

“‘Influence’ is a modern business classic that has profoundly shaped the fields of marketing and psychology.”

Noah Goldstein

Noah Goldstein

Professor of Management and Organizations

“When people find out that Bob Cialdini was my mentor, the most common response is: ‘Bob Cialdini is my hero.’ He is everything we hope to be as academics and frankly as people.”

Katherine Milkman

Katherine Milkman

Professor of Psychology

“Bob Cialdini is unquestionably one of the greatest social psychologists of the last century.”


American Psychological Association

“Robert Cialdini has been the go-to psychology expert in marketing since his best-selling book ‘Influence’.”

Peter Killeen

Peter Killeen

Emeritus Professor of Psychology

“Bob has always imbued his work with ethical principles. He’s always sought and found good reasons – economic reasons – for being ethical.”

Mark Schaller

Mark Schaller

Professor of Psychology

“Bod has always had a real skill and a talent for connecting the science to stuff that real people – even if they’re not academics – actually care about.”

Richard E- Petty-1

Richard E. Petty

Professor of Psychology

“Bob’s work represents the very best of social psychology, combining both basic theory and conceptual along with an important application to the real world.”

Todd Rogers

Todd Rogers

Professor of Public Policy

“Future generations of psychologists will benefit and take inspiration from the approach that Bob uses to develop research ideas and ultimately study them.”

Nancy Gonzales

Nancy Gonzales

University Provost

“Distinguished scholar, tremendous mentor, researcher, educator… Bob has truly been a scientist to emulate in so many ways.”

Discover what you've been missing

So perhaps you’ve read Influence or Pre-Suasion. That’s great. But these programs offer a significant next step. They do so by converting what you’ve learned from Dr. Cialdini’s books into real-life persuasive actions. The ‘hidden gems’ of the Cialdini programs will help you boost your success.

  • The secret process

    that helps you think from the problem to a set of principles, and through these principles to a set of solutions

  • Exclusive information

    on crucially important activators and amplifiers

  • Science-based exercises

    that help you get the most out of the principles

  • The Moments of Power

    that help you recognize when others are most receptive to your message

  • Practical solutions

    to the most common persuasion mistakes

  • New scientific conclusions

    and real-life examples

Trusted By Leading Enterprises Around The World

Contact Us

Get a customized program offer
Self-paced online learning formats

To integrate into your learning program

Live coaching sessions

Work with a Cialdini Certified Professional

Live sessions

6x with Dr. Cialdini or other Senior Teaching Partners

Certify your own professionals

Have them coach your employees

Official certificates

Signed by Dr. Cialdini


Praised By Harvard
Business Review

Harvard Business Review named “Harnessing the Science of Persuasion” by Dr.
Cialdini as one of the 30 most influential and innovative articles from the first
hundred years of the prestigious magazine.

Contact Us

Our team of program consultants is happy to help you, whatever your question.
Please don’t hesitate to fill in the form. 

Pepijn in rondje
Pepijn Keukelaar
Head of Program Coordination


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Any Last Questions?

Here’s a list of questions we often receive, as well as the answers to them.
If your question is not on the list, feel free to reach out to our Solutions Team.

That’s up to you. Your program will be based on the Ethical Influence Practitioner program. You decide on the extent to which you want to customize it, as long as it continues to reflect Dr. Cialdini’s scientific work and his vision of applying the science of persuasion in an efficient, effective, and ethical way. We’ll work together to best adapt it to your needs.

The biggest difference may be the pricing. If we team up to make the program accessible to your employees, you will benefit from exclusive in company rates.

Each module of the Ethical Influence Practitioner program (upon which your program is based) has multiple instructional videos, followed by a 10-question quiz. This quiz is primarily a learning exercise: the instant feedback will help your students better understand the most important lessons from the module. They can answer the questions as many times as they want, until they get all the answers right.

The Ethical Influence Practitioner program (the basis of your program) consists of 10 modules. After your employees have completed all the modules, they’ll receive an invitation to take the final exam. This online exam is approximately 3-45 minutes in length, and they can take it whenever and wherever they want. The questions are not so much about testing their factual knowledge, but about assessing their skills in applying what they’ve learned in the modules.

To pass the exam of the Ethical Influence Practitioner program (the basis of your program) your students need to answer 70% of the questions correctly. If they prepare for the exam thoroughly, we’re confident they’ll make it.

Please fill in the contact form on this page and one of our program consultants will be happy to assist you.