Ever walked away from a sale wondering, ‘What just happened?’ So did Dr. Robert Cialdini and it sparked a revolution in psychology.

On today's episode of Power and Impact, I sit down with Dr. Robert Cialdini, psychologist and author of Influence, to unpack the universal principles that drive human behavior and persuasion. From growing up in a multicultural Milwaukee neighborhood to infiltrating sales and marketing organizations undercover, Dr. Cialdini shares the fascinating journey that shaped his groundbreaking research on influence.

Together, we explore the powerful stories behind the seven principles of persuasion—reciprocity, authority, scarcity, consistency, liking, social proof, and the most recent addition, unity—and how they show up in everything from political campaigns to online reviews to handwritten notes. You’ll hear how a well-timed compliment and a ticking clock once convinced a broke college student (Cialdini himself) to buy a magazine subscription he didn’t want—and how that moment became the spark for a lifelong career.

Whether you’re a marketer, a leader, or just curious about what makes people say “yes,” this episode is full of insights that will change how you see the world and how you communicate within it.