How to influence and persuade others as a Founder

Inspired by Robert Cialdini's book 'The Power of Influence'

Problem: How do I become more persuasive with my team, advisors and investors?

As a founder, your ability to influence and persuade others is everything.

Whether it’s convincing investors to believe in your vision, getting your team to push through challenges, gaining customer loyalty, or locking in some PR, your ability to influence will ultimately drive growth. But persuasion is not about manipulation (we’ve already had one too many Elizabeth Holmes and Theranos situations 😅); it’s about understanding people’s motivations, and using that knowledge to build relationships.

One of the best frameworks for influence comes from one of my all time favourite books — Influence: The Psychology of Persuasion by Robert Cialdini, which lists six principles that govern how we’re influenced.

These principles; reciprocity, commitment and consistency, social proof, authority, liking, and scarcity — are powerful tools that can be used to nudge people toward the outcomes you’re interested in.

Over time, I’ve personally experienced how these principles play out in the world of start-ups. They’re not just theoretical; they’re practical, and when applied intentionally, they can transform your business in many ways.

So, here’s a recap on the different aspects of persuasion and founders can use them to their advantage.

1. Reciprocity: Give First, Receive Later

Reciprocity. One of the foundations of influence.

Simply put, the idea is that people are more likely to do something for you if you’ve already done something for them. Now… This doesn’t mean offering up your time, energy or resources just to get something in return. That’s not sustainable or authentic and becomes transparent pretty quickly (which, in the worst case scenario will make people think you’re using them 😓).

It’s really about building up goodwill through your actions and relationships.

How to Use Reciprocity as a Founder

There’s always value to giving my time and support to other founders.

By helping others without expecting anything in return, I’ve managed to build some strong relationships that have led to collaborations and partnerships, including running a charity event to help Black and mixed-race children get access to free hair care.

While I started working on this project alone, someone I had collaborated with in the past, introduced me to another founder working on a similar project. Not only has this introduction given us more bandwidth to have a lasting impact, it’s also opened more doors to people we can worth with in the future.

Again, the purpose of giving isn’t to expect anything in return, but rather to offer people value in a meaningful way. The act of giving freely and willingly, often comes back in ways that are pretty unexpected but necessary.

• Offer value upfront: Whether it’s time, offering advice, or simply sharing your network, offering something first builds trust. For example, I’ve made introductions to people who can mutually help one another for nothing other than just wanting to help.