Book 3, Episode 2: The Principles Of Ethical Influence

by | September 28, 2020



In the second episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author, Brian Ahearn. They discuss the seven principles of influence, how to use them, the power that they have, and how to get someone to say Yes.  And you’ll hear how one of the principles caused Josh to buy a backpack leaf blower, but you’ll have to listen to find out why.

Episode Highlights:

  • How did Brian spend his Labor Day? (0:40)
  • Brian talks about the two-day workshop he’s doing. (1:26)
  • Does Brian do any keynote or speaking engagements for associations? (1:52)
  • Brian shares that they use a basic model called core motives developed by DR Gregory Neider. (3:55)
  • What are some of the decisions that people are making in business that are autopilot decisions that Brian has observed in his years of coaching? (7:39)
  • Brian says that people are more motivated by what they may lose versus what they may gain. (8:48)
  • Brian explains how the principle of reciprocity would apply to sales or business. (12:40)
  • Brian mentions that a small act can start to change how somebody thinks and feels about you and your agency. (13:02)
  • Brian gives examples of principles that can make a big difference. (14:55)
  • Josh says that when you think of reciprocity, think of the word giving. (18:43)
  • Josh says that he challenges the loyal readers to think about the people in their life who have had an impact, which at the time, maybe you didn’t appreciate or understand. (25:04)
  • Brian shares his experience working with the Claims Department. (26:23)
  • Brian talks about the game changer when it comes to manipulation. (27:42)
  • What type of advice can Brian give to loyal readers who do work in a family business and struggle with listening to one another? (30:11)
  • Brian says that virtually everything has good and bad, positive and negative. ( 34:16)
  • Brian encourages loyal readers to get something that’s going to come to the surface as a rejection or a weakness in what they’re offering. (35:55)
  • Brian thinks that certain things are based on trends. (38:34)
  • Does Brian have any advice on how someone can go about changing their opinion and not be called out by others? (47:14)
  • Brian says that he’s not going to change anybody’s opinion on Facebook, but he’s going to change your opinion when he has a one on one conversation. (49:19)
  • Brian explains how the scarcity principle works. (57:30)
  • Brian shares the story of his father who served in the military. (1:02:00)

Key Quotes:

  • “We do the right things because they’re the right things to do. Not because we want to get something out of it.” – Brian Ahearn, CPCU, CTM, CPT, CMCT 
  • “When we hold a view, we all proceed as part of who we are, and so it can be very hard to dislodge people from current beliefs. It’s not that it can’t be done, but it is certainly not easy.” – Brian Ahearn, CPCU, CTM, CPT, CMCT 
  • “I’m not going to change anybody’s opinion on Facebook. In fact, I’ve got a chapter in the book why Facebook doesn’t change anybody’s opinion. But I can potentially change your opinion when you and I have a one on one conversation. And I’m asking a lot of questions and I allow you to ask questions, and we actually have a dialogue.”  – Brian Ahearn, CPCU, CTM, CPT, CMCT 
  • “It’s not about fear-mongering. It’s not about scare tactics. It’s not about creating a false scarcity just to move people, it’s about honestly alerting them to what’s on the line if they don’t act.”  – Brian Ahearn, CPCU, CTM, CPT, CMCT 

Resources Mentioned:


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