The Small Big

1. Small changes can lead to big differences in persuasion and influence

When it comes to influencing the behaviors of others, it is often the smallest changes in approach that make the biggest differences.

Context matters. In our information-overloaded world, people don't have the capacity to fully consider every piece of information. Successful influence is increasingly governed by context rather than cognition. Small shifts in the setting, framing, timing, or context of how information is conveyed can dramatically alter how it is received and acted upon.

Psychological environment. The psychological environment in which information is presented plays a crucial role in persuasion. By making small changes that link messages to deeply felt human motivations, communicators can significantly increase their ability to influence and persuade others. These changes often require minimal investments in time, effort, or money.

Examples of small changes:

• Adding a single sentence to a letter
• Changing the wording of a request
• Altering the physical environment
• Adjusting the timing of information delivery

2. Leverage social proof to encourage desired behaviors

Doing what most others are doing" can be a remarkably efficient shortcut to a good decision, regardless of whether that decision concerns which movie to watch, which restaurant to frequent, or, in the case of the UK's HMRC, whether or when to pay your taxes.

Power of the crowd. Social proof is a fundamental principle of human behavior that shapes our actions based on the behaviors of others around us. People are more likely to engage in a behavior if they believe others are doing it, especially those with whom they strongly identify.

Three key motivations. Social proof appeals to three underlying human motivations:

1. The desire to make accurate decisions efficiently
2. The motivation to affiliate with and gain approval from others
3. The need to see oneself in a positive light

Effective implementation:

• Highlight the behaviors of similar others
• Use specific, local examples when possible
• Focus on desirable behaviors rather than undesirable ones
• Provide absolute numbers for widespread adoption of ideas or behaviors

3. Highlight identifiable features and interventions to boost campaign effectiveness

Making these small but crucial details available early on in a communication serves to focus attention on the individual life at stake. This, in turn, increases the value people place on that life compared to when that same victim is presented as abstract, anonymous, or part of a larger group.

Individualization matters. When seeking support or donations, highlighting specific, identifiable features of beneficiaries can significantly increase the effectiveness of campaigns. This approach helps humanize the cause and creates a stronger emotional connection with potential supporters.

Identified interventions. In addition to highlighting identifiable individuals, emphasizing specific interventions can further boost campaign effectiveness. People are more likely to contribute when they understand exactly how their support will make a difference.

Key strategies:

• Provide specific details about beneficiaries (e.g., age, gender, personal story)
• Clearly explain how donations or support will be used
• Focus on high-impact interventions that resonate with supporters
• Use images or stories that create a personal connection

4. Use commitment and consistency to increase follow-through

People are most motivated to be consistent with those commitments that are active, require effort on our part, and that are made public to others.

Power of commitment. The principle of commitment and consistency states that people have a strong desire to behave consistently with their previous commitments. This principle can be leveraged to increase the likelihood of follow-through on various tasks and obligations.

Effective implementation:

• Ask for verbal or written commitments
• Make commitments active and effortful
• Encourage public commitments
• Use implementation intentions (specific plans for when, where, and how to act)

Examples:

• Having patients write down their own appointment details
• Asking people to form specific voting plans
• Encouraging team members to vocalize their action items at the end of meetings

5. Frame messages effectively by focusing on potential over achievements

The potential to be great at something will often seem more compelling to decision makers than actually being great at that very same thing.

The power of potential. People are often more drawn to and persuaded by the promise of potential rather than actual achievements. This counterintuitive principle can be leveraged in various contexts, from job applications to marketing campaigns.

Reasons for effectiveness:

• Potential creates uncertainty, which arouses interest
• People tend to think more favorably about uncertain outcomes
• Focusing on potential allows for imagination and possibility

Implementation strategies:

• Lead with future potential benefits in proposals
• Highlight growth opportunities in job applications
• Use "could become" language in marketing materials
• Follow potential-focused messages with supporting evidence of capability

6. Employ unit-asking to increase donations and contributions

Simply expressing sincere gratitude toward a favor-doer actually doubled the chances that the favor-doer would subsequently help out a complete stranger.

The power of small units. When seeking donations or contributions, asking people to consider their willingness to give for a single unit or individual before requesting a larger commitment can significantly increase overall contributions.

Psychological mechanism: Unit-asking works by:

1. Making the request more concrete and relatable
2. Reducing the perceived magnitude of the contribution
3. Activating empathy for specific individuals or cases

Implementation strategies:

• Ask about willingness to help one person before requesting for many
• Break down large requests into smaller, more manageable units
• Use specific examples to illustrate the impact of individual contributions
• Apply unit-asking in various contexts (e.g., fundraising, volunteer recruitment, budget negotiations)

7. Utilize the power of reciprocity in business relationships

When it comes to optimizing the giving process in the workplace, there are clear. First, we should be liberal and proactive givers on the job. And note the crucial importance of being the first movers in the process.

Reciprocity principle. The rule of reciprocation states that people feel obligated to repay favors, gifts, or services they have received. This principle can be a powerful tool in building business relationships and fostering cooperation.

Key strategies:

• Be the first to give favors, offer information, or provide service
• Frame your assistance as part of a natural and equitable reciprocal arrangement
• Encourage both giving and receiving of help within organizations

Benefits:

• Increased social status within organizations
• Improved productivity through mutual assistance
• Stronger, more cooperative business relationships

8. Create a culture of error management for long-term success

Compared to companies with a weak error management culture, those with a strong error management culture are four times more likely to be among the most profitable companies in their industry.

Shift from error avoidance to error management. Instead of focusing solely on preventing mistakes, organizations should create a culture that views errors as learning opportunities and sources of improvement.

Key components of error management:

1. Encourage active engagement with tasks to encounter and recognize mistakes
2. Provide instruction on how to react psychologically to errors
3. Frame errors as natural parts of the learning process
4. Focus on quick and effective error resolution

Benefits:

• Increased innovation and creativity
• Improved problem-solving skills
• Enhanced customer satisfaction through effective error correction
• Higher profitability and long-term success

9. Harness the peak-end effect to enhance overall experiences

Given that our memories of the experiences we encounter are etched into our minds with extremity and recency but not necessarily duration, they can be a less-than-perfect guide when we decide how we feel about what we have experienced.

Understanding memory formation. People's memories of experiences are primarily influenced by two factors: the peak moment of intensity and the final moments of the experience. This phenomenon, known as the peak-end effect, can be leveraged to enhance overall perceptions of products, services, and interactions.

Strategies for implementation:

• Focus on creating positive peak moments during experiences
• Pay special attention to the end of interactions or experiences
• Minimize negative aspects, especially toward the end
• Consider adding small, positive touches at the conclusion of experiences

Examples:

• Providing a small gift or personalized note at the end of a hotel stay
• Ending presentations or meetings on a high note
• Offering a surprise bonus or discount at the end of a purchase
• Designing vacations with memorable highlights and satisfying conclusions

Last updated: March 11, 2025