Want to change someone’s mind? First, explains Robert Cialdini, you have to change their framing.

For Cialdini, the Regent’s Professor Emeritus of Psychology and Marketing at Arizona State University, persuasion begins before we even deliver our pitch or presentation. Through what he calls “presuasion,” communicators can prime audiences to receive messages in a specific way, simply by drawing their attention in specific directions.

“It involves… bringing people’s focus of attention onto something that is nested in the message… before that message is delivered, so they have been readied for the concept,” Cialdini says.

In this episode, Matt Abrahams and Cialdini talk about the motivating power of FOMO, getting better advice from others, and how your next wine purchase could be influenced by what music is playing in the shop.