Academy · CHANGE · PSYCHOLOGY OF CHANGE

Influencing & persuasion —science-based, ethically applied.

Everyone in an organisation needs to influence the behaviour of others. Those who understand how decisions are actually made can exert influence in a positive, transparent and effective way — without manipulation.

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WHAT YOU GAIN

Participants recognise Cialdini's 7 principles of influence in their own context

Persuasive power increases — in presentations, negotiations and daily interactions

Participants practise ethical and effective influence using their own real challenges

THE CORE PROBLEM

Good arguments are not enough. People do not decide purely rationally.

Nobel laureate Daniel Kahneman showed that people make the vast majority of their decisions through automatic, emotional processes — and use rational arguments afterwards as justification. Those who rely solely on logic are speaking to the wrong circuit.

Effective influence does not mean manipulation — it means understanding which psychological factors drive decisions, and deploying those factors ethically and transparently.

Reciprocity & liking — people return what they receive — including in collaboration and agreement
Social proof — what others do is a powerful behavioural driver, even in professional contexts
Commitment & consistency — small commitments lead to larger ones — when consciously designed
Authority, scarcity & unity — the three remaining principles that shape every persuasion process

The 7 principles in practice

01 - Scientific framework

understanding how influence works

Participants gain a solid understanding of the cognitive mechanisms behind Cialdini's 7 principles — and recognise how they are deployed daily, including on themselves.

02 — Applied to context

From theory to real situations

We work with concrete case studies from participants' own organisational context: how to influence a decision, persuade a stakeholder, or convert resistance into cooperation.

03 — Ethical boundaries

Influencing without manipulating

Participants learn the distinction between legitimate influence and manipulation — and build a personal framework for how they want to exercise influence in their role.

"The most effective way to influence is not to persuade — it is to design the conditions in which people persuade themselves."

- Robert Cialdini — Pre-suasion

Format

⏱ 1 day or modular I 👥 Leaders · HR · Change agents · All employees I 🏢 In-company or virtual I 📐 Tailored to your context I 🌐 NL, EN & FR

ACADEMY · CHANGE

Psychology of change

Innovation requires psychological safety - this module lays the behavioural science foundation.

ACADEMY - CHANGE

Nudging

Influence through choice architecture - the complement to direct persuasion.

Want to explore whether this programme fits your context?

A short exploratory conversation is usually the best starting point.

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Reviews

"The trainer has an unique combination of professionality and spontaneity. The session was interesting and educational, completely tailored to our needs in the municipality.

I particularly enjoyed the diversity of the groups and participants - we were all on equal level solving important problems."

Andre Peterson,Operational Manager,

Bergrivier Municipality, South-Africa