Influence: A Force for Good or Evil?
Recently, I watched a Netflix documentary on cult leaders. It was a fascinating lesson in psychological approaches used to win over, then control followers. It’s easy to think, “I’d never fall for that,” but that thought could be dangerous because most people who get caught up in cults appear to be very normal people for the most part.
During the episode on Charles Manson, the narrator said Manson had read Dale Carnegie‘s How to Win Friends and Influence People. This took place while he was in jail, years before the heinous Tate Labianca murder spree. Apparently, Carnegie’s tips helped Manson recruit followers.
Because the show focused on prisoners and cult leaders, this obviously set Carnegie’s book in the negative light. As they discussed many of the tips Carnegie shared with readers, they pointed out the nefarious spins to many of his approaches. Nearly everything in life can be used for good or evil and influence is no exception.
The Double-Edged Sword: For Good or Evil?
Did you know Alfred Nobel, founder of the Nobel Prize, discovered dynamite? Explosives like dynamite have been used for good, such as blasting holes in rocks to reshape landscapes and build tunnels. However, you also know that explosives have been used to kill untold numbers of people in war and acts of terrorism.
Religion has contributed much to the human race. For example, hospitals had their start when many Christians opened up their homes as hostels. The Red Cross, Salvation Army, and many similar organizations have done much good over the course of history. However, there have been untold abuses by religious leaders from every religion and every denomination.
The connectivity of our phones has revolutionized the world. Our ability to communicate with anyone, anywhere, anytime is an amazing human accomplishment. The opportunity to obtain real-time information on happenings around would have been unimaginable hundreds of years ago. However, phones have been a source of addiction, created a time suck for many people, and have been used by bad people to coordinate criminal events.
The Fine Line: Influence vs. Manipulation
When influence becomes a tool for fraudulent gains or evil purposes, I call it manipulation. This transition takes place when people wield psychological tactics for their own benefit, often at the expense of other. This is the reason Robert Cialdini includes ways to defend against manipulative attacks at the end of each chapter in his NYT bestseller, Influence: The Psychology of Persuasion.
In contrast, influence is an opportunity to create mutually beneficial outcomes. Used ethically and correctly, influence is a communication approach that can make it easier for people to understand the merits of whatever you’re sharing.
Weighing the Balance: Is there a Net Good?
Would the world be a better place if Dale Carnegie had never written How to Win Friends and Influence People? Absolutely not. Without Carnegie’s work there would have been a net loss to society. That’s because his book has helped countless people enjoy success and build positive relationships since the first edition came out in 1936. The same could be said for the examples I noted earlier. Nearly everything can be used for good or evil.
I don’t think a world without influence would be better because too many people and organizations would miss out on opportunities that could genuinely benefit them. As an ethical influencer, I hope this gives you confidence to proceed with the conviction that, done ethically and correctly, you can use influence to make the world a better place.
Brian Ahearn
Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute.
An author, TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.
As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.
Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book, The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to use influence at home and the office.
Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 650,000 people around the world and his TEDx Talk on pre-suasion has over a million views!
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