Pre-Suasion: A Revolutionary Way to Influence and Persuade

For values or guiding principles to be truly effective they have to be verbs. It’s not “integrity,” it’s “always do the right thing.” It’s not “innovation,” it’s “look at the problem from a different angle.” Articulating our values as verbs gives us a clear idea . . . we have a clear idea of how to act in any situation.

when people make advance mental commitments—if X happens, then I will do Y—they are substantially more likely to act in support of their goals than people who lack those mental plans.