Brilliant Influence

CHAPTER 7

Focus on the

question:

“What’s in it

for me?”

T

he easiest way to influence somebody to do something

is to ask them to do something that they already want to

do. If this sounds obvious, it is. Self-interest is the most

import ant motivator we have, so to ignore it as a source of influ-

ence would be foolish.

Your challenge as an influencer is to discover what is in my

interest; to ask, “What’s in it for me?” When you ...