10:33
or negative, they can overweight how we think about the decisions that we're making or have a significant influence on those decisions. And so what you wanna do is you wanna think about, you have the event and then instead of having the meeting to make a decision about it, right after that event, you wanna create some distance between those. So that your decision making, your processing of what happened, why it happened etc., is not influenced in a significant way by the event itself. And then thirdly is ask questions. But in particular, what questions do you ask? So if you're working with your group and they're giving you some information, and that information is extremely vivid, salient, readily memorable or available. What you wanna do is ask some questions that get at what we call counterfactuals, counter-examples, or alternative explanations. So in my shark example, what data do we have to suggest that shark attacks are actually increasing over time, would have been a very valid question to ask. As opposed to just paying attention to the media reports that there are a lot of sharks in the water. So you wanna ask questions like, what if, alternative explanations, what about counter-examples? Somebody tells you this happened, you might ask, well, are there times when that didn't happen, or are there times when something else happened? So ask those challenging questions so that you are defusing the power of that information that's so available at that particular moment in time. So that gives you least a few strategies that you can use in terms of dealing with availability. And then in the last one I'll give you as an example is on liking. In our earlier segment we talked a lot about liking as an influence tactic. And one of the data points that's always struck me as particularly interesting is, if I am gonna ask you a request, a favor, or ask you to do something for me. Your compliance to that request goes up dramatically, two, three, almost four times, if we have a dialogue, a casual dialogue, before I actually make my request. So, if you're the person who I am making my request to, how do you protect yourself from that influence? Well, one strategy that you can use is to minimize the amount or frequency of dialogue, especially face to face dialogue, where I can really connect with you. You wanna minimize that dialogue prior to the actual decision or the negotiation. So for example, when I go to buy a car, the car salesperson is trained to have casual dialogue with me, get to know me, etc. I will purposefully minimize that dialogue so that I am not overly influenced by that liking effect that the salesperson is so sophisticated at using to influence me to want to buy that car from him or her.
13:35
So again, what's the strategy that you're going to use to minimize the biases that enable others to influence you? Okay, what are those biases? Each strategy is going to tap into some of those biases. Here we've talked about social proof and conformity, we talked about availability, we talked about liking. You want to figure out what are the biases that are really driving that influence tactic? And work to minimize those biases by, in the case of social proof, making sure you have a partner, making sure that people have the opportunity to individually record their answers. Availability, make sure you don't pay attention to just the most recent data, make sure you pay attention to the full set of information. Or liking, make sure you defuse the opportunity the people have to use dialog to create that liking effect, some very specific strategies to protect yourself. In the next segment, we'll talk about how to flip the influence tactics on the other person, our second of three very powerful strategies to protect yourself from that influence.
10:33or negative, they can overweight how we think about the decisions that we're making or have a significant influence on those decisions. And so what you wanna do is you wanna think about, you have the event and then instead of having the meeting to make a decision about it, right after that event, you wanna create some distance between those. So that your decision making, your processing of what happened, why it happened etc., is not influenced in a significant way by the event itself. And then thirdly is ask questions. But in particular, what questions do you ask? So if you're working with your group and they're giving you some information, and that information is extremely vivid, salient, readily memorable or available. What you wanna do is ask some questions that get at what we call counterfactuals, counter-examples, or alternative explanations. So in my shark example, what data do we have to suggest that shark attacks are actually increasing over time, would have been a very valid question to ask. As opposed to just paying attention to the media reports that there are a lot of sharks in the water. So you wanna ask questions like, what if, alternative explanations, what about counter-examples? Somebody tells you this happened, you might ask, well, are there times when that didn't happen, or are there times when something else happened? So ask those challenging questions so that you are defusing the power of that information that's so available at that particular moment in time. So that gives you least a few strategies that you can use in terms of dealing with availability. And then in the last one I'll give you as an example is on liking. In our earlier segment we talked a lot about liking as an influence tactic. And one of the data points that's always struck me as particularly interesting is, if I am gonna ask you a request, a favor, or ask you to do something for me. Your compliance to that request goes up dramatically, two, three, almost four times, if we have a dialogue, a casual dialogue, before I actually make my request. So, if you're the person who I am making my request to, how do you protect yourself from that influence? Well, one strategy that you can use is to minimize the amount or frequency of dialogue, especially face to face dialogue, where I can really connect with you. You wanna minimize that dialogue prior to the actual decision or the negotiation. So for example, when I go to buy a car, the car salesperson is trained to have casual dialogue with me, get to know me, etc. I will purposefully minimize that dialogue so that I am not overly influenced by that liking effect that the salesperson is so sophisticated at using to influence me to want to buy that car from him or her. 13:35So again, what's the strategy that you're going to use to minimize the biases that enable others to influence you? Okay, what are those biases? Each strategy is going to tap into some of those biases. Here we've talked about social proof and conformity, we talked about availability, we talked about liking. You want to figure out what are the biases that are really driving that influence tactic? And work to minimize those biases by, in the case of social proof, making sure you have a partner, making sure that people have the opportunity to individually record their answers. Availability, make sure you don't pay attention to just the most recent data, make sure you pay attention to the full set of information. Or liking, make sure you defuse the opportunity the people have to use dialog to create that liking effect, some very specific strategies to protect yourself. In the next segment, we'll talk about how to flip the influence tactics on the other person, our second of three very powerful strategies to protect yourself from that influence.
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