Page 54 - my SUCCESS! my CHOICE

Deepak Gupta my SUCCESS! my CHOICE
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“Recall I asked you the purpose of communication last week. And we discussed the

theoretical aspects then. I now want to explain how successful people use communication.

But before that, I must ask you another simple question -- What is Influence?”

Dan thought briefly and replied, “To me Influence is ‘getting people to do what you want

them to do’.”

“This is good but let me ask you another question.” “What is the difference between

‘Persuasion’ and ‘Influence’?”

Dan was silent. The second question made him think harder. After a while he added

somewhat hesitantly, “I think Persuasion is logic or data-based push to get something done.

Influence, on the other hand, is the external force that evokes internal desire to do it.”

“Well said Dan. The key difference between the two is rather simple. I can persuade you

through my position power or my superior knowledge or logic and data, but I will never be

able to inspire you. I may also not be able to gain your personal commitment. My persuasion

may get me the results, but it will be because that is your job and because you know that the

company expects you to perform.” He paused for a while and then continued, “instead, if I

were to help you understand how the requested actions and results will improve consumers’

lives or help us become a green company, it may inspire you.”

“Persuasion may induce obedience to the instructions, but Influence will invoke inner desire

to act. Persuasion is short-term while Influence is long-term. Results achieved through