The Small BIG audiobook cover - Small Changes that Spark Big Influence

The Small BIG

Small Changes that Spark Big Influence

Steve J. Martin, Noah J. Goldstein and Robert B. Cialdini

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Management & Leadership

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The Small BIG
Environment & Context+
Social Proof & Identity+
Mistakes & Error Management+
Confidence & Authority+
Commitment & Motivation+
Pricing & Offers+
Timing & Deadlines+

Quiz — Test Your Understanding

Question 1 of 10
According to the book, what is the most effective way to persuade office workers to turn off the lights?
  • A. Providing a rational explanation about cost efficiency.
  • B. Sending weekly email reminders about environmental impact.
  • C. Placing a garbage bin directly under the light switch.
  • D. Offering a small financial bonus for reducing electricity usage.
Question 2 of 10
How does a circular seating arrangement influence a group discussion compared to an angular or L-shaped layout?
  • A. It encourages people to focus more on self-oriented proposals.
  • B. It makes people consider what would be ideal for the entire group.
  • C. It decreases overall participation and creative problem-solving.
  • D. It establishes a clear hierarchy and speeds up decision-making.
Question 3 of 10
What 'small big' change did the company Influence at Work use to significantly increase the number of UK citizens paying their taxes on time?
  • A. Threatening harsher financial penalties for late payments.
  • B. Offering a small tax discount for early payment.
  • C. Providing a detailed breakdown of how the tax money would be spent.
  • D. Including a sentence stating that other citizens in their specific town were paying on time.
Question 4 of 10
What does the Error Management Theory (EMT) suggest is the best approach to handling mistakes in an organization?
  • A. Implementing strict protocols to avoid making mistakes whenever possible.
  • B. Acknowledging mistakes as a normal part of learning and responding appropriately after the fact.
  • C. Ignoring minor mistakes to maintain high employee morale.
  • D. Firing employees who make costly errors to set an example.
Question 5 of 10
According to researchers, when does a well-known expert become most persuasive to an audience?
  • A. When they express 100 percent certainty in their opinion.
  • B. When they articulate a level of insecurity or awareness of flaws.
  • C. When they use highly technical jargon to demonstrate their knowledge.
  • D. When they aggressively attack opposing viewpoints.
Question 6 of 10
In the call center study by Professor Adam Grant, which group of employees secured more than double the donation pledges?
  • A. Those who read texts about the personal financial gains of doing their job well.
  • B. Those who were promised an extra day off for hitting their targets.
  • C. Those who read texts from students explaining how the scholarships improved their lives.
  • D. Those who wrote down their own implementation intention plans for the week.
Question 7 of 10
Why is it more persuasive to present a highly precise first offer (e.g., $5,132) rather than a rounded number (e.g., $5,000) during a negotiation?
  • A. It confuses the customer, making them less likely to argue.
  • B. It implies that a lot of time and effort went into researching the exact value.
  • C. It triggers the perceptual contrast phenomenon, making subsequent offers seem smaller.
  • D. It guarantees that the final agreed-upon price will be exactly the initial offer.
Question 8 of 10
Why did chef Antonio Carluccio add an expensive Vespa scooter to his restaurant menu?
  • A. To transition his business from a restaurant to a lifestyle brand.
  • B. To attract a wealthier demographic of diners to his establishment.
  • C. To make the other food and drink items on the menu seem much cheaper and more appealing.
  • D. To offer a unique prize for a customer loyalty program.
Question 9 of 10
If you want a customer to redeem a voucher in a timely manner, what is the most effective strategy according to the bakery study?
  • A. Give the voucher a long expiration date so they have plenty of time to plan.
  • B. Give the voucher a shorter expiration date to prompt immediate action.
  • C. Do not include an expiration date, but send frequent reminders.
  • D. Tie the voucher to a future event that aligns with their moral values.
Question 10 of 10
According to the book, why are people more likely to agree to a favor (like helping paint an apartment) if you ask them weeks in advance?
  • A. Future events evoke abstract thinking connected to morals and values, rather than concrete costs.
  • B. They feel socially pressured to say yes before they can come up with a valid excuse.
  • C. People assume that their future selves will have more free time and energy.
  • D. The implementation intention plan requires a minimum of two weeks to take effect.

The Small BIG — Full Chapter Overview

The Small BIG Summary & Overview

The Small BIG offers 52 examples on how minor changes in your behavior can make you more confident and successful when it comes to negotiating with and persuading others. Those who read this book will be able to draw value from the examples and make significant improvements to their persuasion style.

Who Should Listen to The Small BIG?

  • Anyone who manages individuals or teams
  • Anyone with children
  • Anyone who wants to improve his or her persuasiveness

About the Author: Steve J. Martin, Noah J. Goldstein and Robert B. Cialdini

Dr. Noah Goldstein is Associate Professor of Management and Organization at UCLA Anderson School of Management and also holds joint appointments in the Psychology Department and the David Geffen School of Medicine. He has won awards in both teaching and research and was on the Scientific Advisory Board of two Fortune Global 500 companies.

Dr. Robert Cialdini is the most cited living psychologist in the field of influence and persuasion. His career has centred on researching the science of influence. He is the best-selling author of Yes: 50 Scientifically Proven Ways to be Persuasive.

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