Public Virtual Learning Lab: The Five Principles of Influence

Most people think influence is about having the right arguments. They’re wrong. After years of studying how people think, choose, and behave, one thing is clear: successful influence isn’t about logic, it’s about psychology. The most effective communicators, leaders, and persuaders understand five fundamental principles about human nature that others overlook. This webinar reveals those principles, backed by peer-reviewed research from psychology and behavioral science, and shows you how to apply them in any professional context. Please note this is a 75-minute session and will not be recorded.

The Five Principles You’ll Master:

• Principle 1: The Human Brain Is Not a Computer: Discover why people aren’t rational decision-makers and how cognitive biases create predictable patterns you can leverage. Learn to anticipate how people will actually think and behave, not how they should think and behave.
• Principle 2: Our Social Nature Matters: Understand how the presence of others fundamentally changes behavior and decision-making. Master the social dynamics that drive conformity, compliance, and group decision-making to your advantage.
• Principle 3: Our Political Sensibilities Matter: Learn why liberals and conservatives process identical information in completely different ways – and how to craft messages that resonate across political divides instead of accidentally alienating your audience.
• Principle 4: Our Approach Matters: Stop trying to “overpower with logic.” Discover why persuasion is a process, not a force, and learn the research-backed sequence for gaining trust, respect, and openness to change.
• Principle 5: Our Structure and Presentation Matters: Master the psychology of framing – how the same information can be perceived completely differently based on context, comparison, and presentation – and how choices can be altered based on how we structure our “choice environments.”

What Makes This Different:
Every principle is grounded in rigorous psychological and behavioral science research. You’ll learn not just what works, but why it works psychologically, giving you a framework you can adapt to any situation throughout your career.

You’ll walk away with:

• A research-based understanding of how influence actually works
• Specific techniques for each principle that you can use immediately
• Frameworks for diagnosing influence challenges in your own context

Perfect For:

• Leaders who want to base their approach on science, not guesswork
• Professionals tired of “influence tips” that don’t actually work
• Anyone who needs to change minds, motivate action, or drive behavior change