Advertising, Sales and political campaigns are often based on the classical work done by Dr. Robert Cialdini’s six principles of influence that helps to persuade people on mass.

Influence, the classic book on persuasion, explains the psychology of why people say "yes" and how to apply these understandings. Caldini's thirty-five plus years of rigorous, evidence-based research on what moves people to change behavior has resulted in this highly acclaimed book. In people centric business transformation the ability to influence people to change their ways of working or behavior for the "good" is the fundamental aspect of success.

I will review Cialdini's six principles of influence (often referred to as the science of persuasion), some of the research that back them up and draw parallel to the ones that are useful for Agile coaching and those that already exist in some Agile frameworks, thus proving that some well-known coaching techniques and some Agile framework practices are based on accepted science.