The small BIG by Steve J. Martin, Noah Goldstein, Robert Cialdini

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About the Book

The small BIG addresses a moment every person faces at some point nearly every day: the need to influence or persuade someone, whether a boss, a colleague, a customer, a spouse, or a child. Three heavyweights in the science of persuasion, Steve J. Martin, Noah Goldstein, and Robert Cialdini, the world's most cited living social psychologist in the field of influence, argue that in today's information-overloaded, stimulation-saturated world, it's rarely a bigger budget or a grander campaign that changes behavior, but rather the smallest, most deceptively simple shifts in approach.

Drawing on cutting-edge research spanning neuroscience, cognitive psychology, social psychology, and behavioral economics, the authors explain that it isn't information itself that drives decisions, but the context in which that information is presented. Structured around 52 short, standalone chapters that can be read in any order, each illustrating a distinct, real-world example of persuasion in action, the book reveals how minor adjustments to timing, framing, and social context can tap into people's deeply felt human motivations and produce outsized results. Building on the same body of research behind Cialdini's seminal Influence and the trio's earlier bestseller Yes!, The small BIG offers readers a rich, example-driven toolkit of practical, low-cost techniques for becoming more persuasive at work, at home, and in everyday decision-making.

Why Choose This Book?

• From the world's most cited living expert on persuasion: Robert Cialdini is the renowned author of the seminal book Influence.
• Grounded in cutting-edge behavioral science: Draws on neuroscience, cognitive psychology, and behavioral economics research.
• A flexible, example-driven format: 52 standalone chapters can be read in any order, each with a practical persuasion insight.
• Focuses on small, low-cost changes: Emphasizes deceptively simple shifts rather than expensive campaigns or dramatic overhauls.
• A worthy companion to Cialdini's other bestsellers: Builds naturally on the ideas introduced in Influence and Yes!

About the Authors

Steve J. Martin is the director of INFLUENCE AT WORK in the United Kingdom, whose work has been featured in The New York Times and Wired. Noah J. Goldstein is a professor at the UCLA Anderson School of Management, known for his research and teaching awards. Robert B. Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and the world's most cited living psychologist in the field of influence and persuasion.

Who Should Read This Book?

• Marketers, salespeople, and business professionals seeking practical persuasion techniques
• Managers and leaders wanting to influence behavior more effectively
• Fans of Robert Cialdini's Influence and Yes!
• Readers interested in behavioral economics and the psychology of decision-making
• Anyone looking for quick, actionable insights they can apply immediately

Why Buy From Us?

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Order now and discover how tiny changes create outsized results with The small BIG — Steve J. Martin, Noah Goldstein, and Robert Cialdini's practical, research-backed guide to the science of persuasion.