Attention to detail
00:00 / 00:00
26 October 2016
Photo: Thomas Ekström
Acclaimed social scientist Dr Robert Cialdini knows all about persuasion and influence. He talks about his new bestseller ‘Pre-Suasion’, which reveals how the world’s best persuaders succeed based on what they do before they deliver their message. Plus: boot-makers in Norway, an Australian dog-walking company with a difference and the former Swiss diplomat running a boutique hotel in Kosovo that’s challenging ethnic stereotypes.
26 October 2016
In 1984, Dr Robert Cialdini wrote ‘Influence’, the classic book on the art of persuasion. He’s now considered the world’s leading social scientist in the field of influence. Dr Cialdini’s just released a follow-up book on what he calls ‘pre-suasion’: the idea that the world’s best persuaders succeed based on what they do before they deliver their message. He gives us a crash course.
Share chapter 1
When Melbourne-based entrepreneur Tom Lillecrapp decided to start a dog-walking company in 2013, he envisioned more than strolling around the suburbs in a tangle of leads. He wanted to take his customers’ pooches on fully fledged adventures. He explains to Monocle’s Adrian Craddock how his company, Tom and Captain, has become a huge success.
Share chapter 3
Kosovo isn’t, perhaps, the most obvious tourist hotspot. But now it has a destination hotel: The Hotel Gracanica. A former Swiss diplomat started the venture with two of his friends from Kosovo’s Roma ethnic minority. As Monocle’s Guy De Launey discovers, the hotel is overcoming longstanding mutual suspicions by staffing the hotel with members of all Kosovo’s ethnic groups.
Share chapter 4
Want more radio episodes like these in your inbox?
Sign up to Monocle's email newsletters to stay on top of news and opinion, plus the latest from the magazine, radio, film and shop.
The Entrepreneurs - latest episodes
Claire Ptak opened Violet, her bakery in East London, in 2010 after moving to the UK from California five years earlier. She trained at Chez Panisse under renowned chef and restaurateur Alice Waters and, earlier this year…
Having spent a career building fashion brands, working in high-end tailoring on Savile Row, running factories and consulting with the country’s largest department stores, British fashion designer Patrick Grant wanted to…
Hanna Naima McCloskey started Fearless Futures after leaving her job in finance, feeling there was something missing in the way the corporate world was addressing diversity and inclusion. McCloskey and her team now run…
While managing a Mayfair gallery, Bernadine Bröcker Wieder was looking for better ways to connect with collectors. With Francesca Polo, she founded a global platform that allows art to be securely sourced and loaned to…
Launched in March 2018, East London footwear brand Stepney Workers Club was inspired by the ethos and inclusive culture of workers’ sports clubs of years past. Bringing together a wealth of experience in designing footwear…
After leaving the world of finance, Henry Cookson became a record-setting polar explorer, and has since built a multi-million-dollar business, Cookson Adventures, specialising in bespoke journeys for clients. Many of the…
Torontonians Charles Birchall and Brad Taylor first met in the city of Le Locle at Switzerland’s most storied watchmaking school. The pair eventually returned home and in 2017, armed with the best training, launched Toro…
Fokke de Jong founded menswear label Suitsupply from the boot of a car in the Netherlands in 2000 after a chance encounter threw him into the world of Italian textiles. We discover how the affordable tailoring firm has…
David Spencer-Percival is a serial entrepreneur with an award-winning record for co-founding and growing recruitment firms Huntress and Spencer Ogden into success stories worth hundreds of millions of dollars. Pair business…
Amastan is reshaping the idea of a hotel stay in the City of Light. It is the vision of self-starter Zied Sanhaji who, armed with his family’s entrepreneurial spirit and his own know-how from a range of hospitality jobs,…
Serial entrepreneur Katrina Larkin is on a mission to create beautifully designed workplaces for collaboration and engagement. She’s the co-founder of Fora, a rapidly growing network of so-called premium “pro-working”…
Cal Henderson is CTO and co-founder of Slack, a communication and collaboration platform with more than eight million daily users in over 100 countries. With 1,200 employees across nine cities, Slack was valued earlier this…
A group of friends from the Dublin area are reviving the heritage of craft distilling in Ireland. They’ve set up The Glendalough Distillery in the scenic mountain surroundings of Co Wicklow, and have been making standout…
Lee Thompson and Radha Vyas are the co-founders of Flash Pack, a company for adventurous solo travellers in their thirties and forties looking to meet like-minded people while seeing the world in style and comfort. Using…
Knowing that most technical brands do not focus specifically on caps, Mike Giles and Jeremy Bresnen set out to design the best running cap on the market. The breathable, lightweight, fast-drying caps are designed to look…