Book Review: Influence is Your Superpower by Zoe Chance

“Influence doesn’t work the way you think” according to Zoe Chance, author of Influence is Your Superpower. Her groundbreaking research combined with skillfully-developed techniques has catapulted this award-winning teacher and Yale professor as a recognized authority on how to be successfully influential with ease and integrity. Chance’s book is packed with life lessons about social influence that could “transform your life, your organization or perhaps even the course of history.”

Why are we reading this book?

According to Chance, we were born influential—it was in our DNA. Her reasoning makes sense because babies cry to get needs met and toddlers naturally negotiate for a later bedtime. Soon, we’re taught to conform, to fit in, to not make waves. We applaud how Chance rekindles the childhood spark that had us “dreaming, asking and advocating” with examples from Hollywood actors, historical figures and everyone and everything in between that validate her assertions. It’s a real non-fiction page turner.

Backstory:

Born into a bohemian-poor family, Chance felt home was an adventure and school was lonely. When she spoke, people talked over her which left her feeling invisible. That changed when she became interested in theater and discovered that charisma connected her with the audience. Later she put those acting chops to work selling magazines door to door and figuring out how to navigate “No’s.” These life experiences were the motivation to earn an MBA at USC and later a PhD to study what really influences behavior, and to pursue diverse opportunities to implement her findings.

Challenge:

In the 1980s, researchers discovered that eating more fruits and vegetables could reduce cancers and heart disease. Subsequently, the “5 A Day” national campaign publicized the World Health Organization’s recommendation to eat five daily servings (400 grams) of fruits and vegetables. Awareness increased from 8 percent to 32 percent; consumption decreased 14 percent. The problem? The campaign changed people’s minds, not their behavior—the intended goal.

Solution:

A bedrock principle of influencing behavior is simplicity through “the path of least resistance.” The “5 A Day” campaigns weren’t simple because people had to learn about food values, buy it and prepare it—obstacles to changing their behavior. Research reports that ease is the single best predictor of behavior more than price, quality, or satisfaction. Companies that make it simple for people, such as Amazon with its one-click ordering and easy return policy, are most likely to persuade them to become a loyal customer.

Summary:

A gold mine of influential ideas, this book doesn’t need to be read from beginning to end. Does Red Flags of Manipulation get your attention? Great. Does learning how to spot manipulators before it’s too late pique your interest? Regardless of what chapter you land in, you’ll find tools and techniques, skills and stories that are certain to “recapture your ability to effect change that’s meaningful and contagious.” You’re guaranteed to relish the surprise of “unexpected insights that offer small changes and manageable actions to achieve substantial influential success.”