Change My Mind: Using “Pre-suasion” to Influence Others

Think Fast, Talk Smart: Communication Techniques

Jan 24 2023 • 27 mins

Want to change someone’s mind? First, explains Robert Cialdini, you have to change their framing.

For Cialdini, the Regent's Professor Emeritus of Psychology and Marketing at Arizona State University, persuasion begins before we even deliver our pitch or presentation. Through what he calls “pre-suasion,” communicators can prime audiences to receive messages in a specific way, simply by drawing their attention in specific directions.

“It involves focusing people on—putting them in mind of—those motivators before they encounter [them] in the communicator’s message,” Cialdini says, “bringing people’s focus of attention onto something that is nested in the message…before that message is delivered, so they have been readied for the concept.”

In this episode, Matt Abrahams and Cialdini talk about the motivating power of FOMO, getting better advice from others, and how your next wine purchase could be influenced by what music is playing in the shop.

Think Fast, Talk Smart is a podcast produced by Stanford Graduate School of Business. Each episode provides concrete, easy-to-implement tools and techniques to help you hone and enhance your communication skills.

See Privacy Policy at and California Privacy Notice at