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The Rules of Influence: Winning When You're in the Minority Hardcover – March 27, 2012
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“Look out, Goliath―David has a training manual! In this smart and engaging book, Crano uses cutting-edge scientific research to show us how the few can influence the many, and how the weak can beat the strong. One of the best books on social psychology ever written.” ―Daniel Gilbert, New York Times bestselling author of Stumbling on Happiness
“Machiavelli had it easy ― all he had to do was advise one Prince on how to gain power and how to keep it. William Crano has chosen the opposite, and more difficult task: to advise citizens in a democracy on how to be heard, and listened to, by the powers that be. Based on deep layers of research, yet written with verve, this thoughtful book is an essential manual for informed social action.” ―Mihaly Csikszentmihalyi, bestselling author of Flow: The Psychology of Optimal Experience and Good Business
“The Rules of Influence by Crano is the seminal work defining specifically how those in the minority must proceed if they are to influence others and cause change. Groundbreaking. Fascinating. Brilliant.” ―Kevin Hogan, Psy.D., author of The Science of Influence
“The author succeeds in explaining the concepts and studies in a manner accessible even to readers with no prior knowledge of social psychology, and he cites abundant examples of the success of his proposed rules from history and politics.” ―Kirkus Reviews
“Clearly it's important to allow those with minority views to have voices and influence in politics and business and on social issues. But what is the most effective way to effect change if your message is being drowned out by those in power? Crano lays out a set of effective rules of engagement for alternative thinkers that involves working from the inside, being persistent, staying on message, being flexible, and other strategies to give the little guy a chance for his voice to be heard.” ―Booklist
About the Author
Dr. William D. Crano is a professor of psychology at Claremont Graduate University, an American Psychological Association and Association for Psychological Science fellow, and a former NATO senior scientist. He is married with three children and lives in California.
Top Customer Reviews
What this book primarily does is explain how the minority of a group can influence the majority. The author goes about this very systematically, first explaining what groups are, why group membership is important to us, how we react to people in our groups versus those outside our groups. In fact, the first "rule of influence" doesn't even come until chapter 3.
So what does the author spend all that time talking about? Aside from discussing various social psychological studies that explain some of the empirical work behind these rules, he spends a lot of time relating the material to politics, history, business, law, sports, communications, public health, and probably a few more things I've forgotten.
People buying this looking for a quick guide on how to influence groups may get frustrated by this, in which case I would suggest they skip straight to chapter 9, where the author summarizes the common tactics the majority will take to marginalize a minority position. In chapter 10, he summarizes what the minority must do. For an explanation behind the summaries, read the rest of the book. This is probably a good idea anyway since you'll want to try out the tactics at some point. At least if you fail, you'll know what went wrong.
I would also suggest watching the movie 12 Angry Men after reading this book (preferably the 1957 version). You'll see what the main character does in a whole new light.
Most Recent Customer Reviews
A number of other reviews have said that Crano spends too much time at the beginning focusing on the importance of connecting as an in-group member instead of an out-group member. Read morePublished 10 months ago by Stanley Piskorski
One of the best book ever. Written by a great author and great Professor, this book is simple as well as sharp and smart. Read morePublished on December 9, 2013 by Stefano De Dominicis
Having read comments from the other reviewers, I agree with much of what the others have said. However, I can only give it 2 stars as I felt this book fell short in a number of... Read morePublished on December 16, 2012 by Lawrence