Who Gave You the Authority?

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We are continuing the series on the book Influence by Dr. Robert Cialdidni, this week we are looking at the role Authority has over influencing others.

Authority:

The concept of authority is pretty simple. Those in positions of authority are generally seen as knowledgeable and trustworthy. Because of this, we often fall into “click-run” responses that Dr. Cialdini has mentioned previously.

For example, doctors are people in a position of authority. They are the authority on health and medicine when you go into their office.

Do you ever question the doctor’s diagnosis? When they give you a prescription do you throw it away or go to the Pharmacy down the street to pick up the medicine they told you to get?

Most people listen and do exactly what the doctor says, therefore the doctor has influence over us.

But here’s the thing… how do you know they are actually a doctor?

Maybe you’re like me but I’ve never once asked to see proof that the person who walked into my room had graduated from medical school. I just assume they’re qualified by the labcoat they’re usually wearing.

This is another point that Dr. Cialdini talks about, people can fake being in positions of authority by what they wear and how they conduct themselves.

Labcoats help people to pass as doctors. Uniforms help people pass as pilots, cops, military, etc. High-quality suits help people come off as professional and respectable. (This is why you only ever see politicians wearing suits.)

I recommend watching the movie Catch Me If You Can, not only is it a really good movie but it illustrates how conmen can assume authority.

Conmen capitalize on the fact that we trust authority figures.

A way these conmen can build even more trust is with a “damaging admission.” (You’ll see this throughout the movie.) But this is when you bring up a small flaw about yourself.

The example Dr. Cialdini uses to explain the damaging admissions is how Warren Buffett starts his letters to his shareholders every year.

Warren Buffett is considered to be one of the best investors of all time and founded/ runs the investment firm Berkshire Hathaway. Clearly and authority on investing.

He starts every yearly letter to his shareholders with 1-2 pages about the big mistakes he made throughout the year. What that does is make the remaining 30-something pages where he talks about all their successes throughout the year much more believable.

Shareholders tend to think, “If he’s upfront about their losses then why would he lie about all their wins?”

If you’re curious about how far authority can take you when influencing people take a look at this article about the Milgram Expirement. It is shocking (no pun intended) how far people are willing to go when they are being told what to do.

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