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Why Persuasion Skills Will Change Your Entire Career Trajectory
- Nicholas Kuhne
- 6 hours ago
- 3 min read
Persuasion gets a bad rap. Most people picture pushy salespeople or dodgy contracts. But the truth is far more powerful: ethical persuasion is one of the highest-leverage skills you can develop.
In this episode, Patrick van der Burght – Cialdini certified trainer, coach, and author of How to Hear Yes More Often – breaks down the science behind human decisions and shows how anyone can apply it immediately. Whether you are a student, young entrepreneur, or seasoned professional, these tools can dramatically shift your results in interviews, sales, negotiations, and everyday life.
The Guest’s Backstory: Patrick van der Burght
Patrick discovered Dr. Robert Cialdini’s work over 26 years ago and has been teaching the science of influence ever since. As a founding member of the Cialdini Institute, he helps people communicate with clarity, integrity, and real impact. He also hosts the Ethical Persuasion Unlocked podcast and dedicates time to speaking at schools and universities because he sees the massive opportunity cost of learning these skills too late.
Before becoming a persuasion expert, Patrick even flew as a pilot – a detail that proves his ability to stay calm and convincing under pressure.
How the brain actually makes decisions
Most of us assume we are logical creatures who weigh pros and cons before choosing. Daniel Kahneman’s Nobel Prize-winning research proved otherwise.
We have two systems:
System 1 – fast, intuitive, unconscious, runs on mental shortcuts.
System 2 – slow, effortful, rational, and lazy.
Around 90-95% of decisions happen via System 1. When you pitch with long logical arguments aimed at System 2, you create uncertainty and friction. People default to “no decision” rather than yes.
Cialdini’s principles supply the exact cues System 1 looks for to make quick, confident decisions. Learn them and you stop leaving money, opportunities, and agreements on the table.
The three stages of persuasion
Persuasion is rarely a one-shot event. Patrick outlines three clear phases:
Relationship: If someone dislikes or distrusts you, even strong tactics fall flat. Fix the relationship first.
Uncertainty: They like you but are unsure about your offer. Use principles that reduce doubt and build confidence.
Motivation: They like you and understand the value, but still aren’t acting. Deploy principles that trigger action.
AI can generate decent copy, but it lacks situational awareness. Trained humans read the signals (no reply for weeks = relationship problem) and adjust accordingly.
“Persuasion is about giving somebody choice. And when they do say yes, that yes comes from within them, from their values. That’s why it builds strong relationships.”
The future of influence in an AI world
The World Economic Forum now ranks leadership and social influence as the number three priority skill for the coming years. As AI handles more routine work, our ability to connect, persuade, and lead other humans becomes the real differentiator.
The principles Cialdini published in 1984 have only grown more relevant. Our brains have not changed, but our environment is more overloaded than ever. The people who master these tools early will enjoy a permanent edge.
Start today. Read the book, listen to Patrick’s podcast, or invest in proper training. The return compounds for the rest of your career.
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Join me as a guest or start your podcast journey: https://www.joinpodmatch.com/nickkuhne
Get Patrick’s free resources and start hearing yes more often at ethicalpersuasion.com.au. Your future self will thank you.
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