By the end of this 2-day workshop, participants will be able to:

• Articulate and apply all 7 of Cialdini’s Principles of Influence confidently in professional communications, negotiations, and stakeholder engagement scenarios.
• Utilise Dual Process Theory (Kahneman) and cognitive bias frameworks to design messages that resonate with both the emotional and rational dimensions of decision-making.
• Design choice architectures and apply Nudge Theory principles to shift behaviours in organisational, policy, or community contexts without coercion.
• Construct and deliver compelling persuasive narratives that leverage storytelling neuroscience to create emotional resonance, trust, and memorable impact.
• Develop a personalised, ethical Influence Blueprint to guide their top 3 influence goals over the following 90 days — grounded in integrity, cultural intelligence, and professional standards.

Day 1 

• The Influence Lab
  • Why persuasion matters now more than ever
  • Neuroscience of first impressions (Willis & Todorov, 2006)
  • The Influence Mindset vs. Manipulation Trap
  • Introducing the P.E.R.S.U.A.D.E. Framework

• The 7 Principles Deep Dive
  • Cialdini’s 7 Principles
  • Reciprocity & the Rule of Obligation
  • Commitment, Consistency, & the Foot-in-the-Door Effect
  • Social Proof: Informational & Normative Influence

• Cialdini in Action
  • Authority, Liking & Rapport Science
  • Scarcity & Loss Aversion
  • Unity: Shared Identity as the most powerful modern principle
  • Ethical application across sectors

• Think Fast, Influence Faster
  • System 1 vs. System 2 thinking
  • Cognitive biases as influence levers: Anchoring, Framing, Availability Heuristic
  • Priming & Context Effects
  • The Affect Heuristic in decision-making

• Nudge Architecture
  • Thaler & Sunstein’s Nudge Theory: Core Concepts
  • Choice Architecture & Default Effects
  • Saliency, Feedback Loops & Commitment Devices

• The Neuroscience of Storytelling
  • Uri Hasson’s Neural Coupling Research: Stories synchronise brains
  • Oxytocin & the Trust-Empathy Loop (Paul Zak)
  • Structure of a Persuasive Story: The S.T.A.R. Model
  • Data storytelling: Making numbers feel human

• Persuasive Communication Styles
  • I.S.C. & persuasion: Adapting messages to different profiles
  • Verbal & Non-verbal congruence (Mehrabian revisited)
  • The Mirroring Effect & Rapport Building
  • Asking powerful questions to shift perspective

Day 2

• Advanced Persuasion Techniques
  • The Elaboration Likelihood Model (Petty & Cacioppo): Central vs. Peripheral Routes
  • Inoculation Theory: How to make your message persuasion-resistant
  • The Contrast Principle & Strategic Sequencing
  • Foot-in-the-Door vs. Door-in-the-Face Tactics

• Digital & Cross-Cultural Influence
  • Geert Hofstede’s Cultural Dimensions & persuasion adaptation
  • High-context vs. Low-context communication (Hall)
  • Digital influence: Social media psychology, algorithmic persuasion
  • Building credibility and trust in virtual/hybrid settings

• Influencing Up, Down & Across
  • The Science of Managing Upwards: Coalition building & reverse mentoring
  • Peer influence without authority: Social capital theory
  • Influencing resistant stakeholders: S.C.A.R.F. Model (David Rock)
  • Emotional contagion & its leadership implications

• The Ethical Persuader
  • Ethical vs. Manipulative Influence: Where is the line?
  • Dark Triad tactics: Why they backfire (Cialdini on unethical persuasion)
  • The Long-Game of Trust: Social capital and reputation economics
  • Building an influence practice based on integrity

• Influence in High-Stakes Scenarios
  • Persuasive Presentations: The P.R.E.S. Formula
  • Crisis communication: Influence when stakes are highest
  • The Art of the Ask: Making requests irresistible
  • Recovering from persuasion failure gracefully

• Your Personal Influence Blueprint
  • The P.E.R.S.U.A.D.E. Framework revisited: Full model consolidation
  • Influence Mapping: Key relationships and contexts
  • Identifying your top 3 high-priority influence goals (30-60-90 day plan)
  • Building your influence support network

• The Grand Influence Challenge
  • Consolidation of all 7 Cialdini Principles + Kahneman + Nudge Theory + Story
  • Team collaboration & creative application under time pressure
  • Peer recognition & community of practice concept

• Those who wants to tackle complex challenges, expand your ingenuity, and excel in building team harmony.
• Those who are eager to become a more persuasive communicator, securing your place as a valued contributor.
• Those wanting to inspire others to take initiative and innovate.

Experiential, Activity-Based, Evidence-Driven

Personal and Organisational Effectiveness Master Trainer and Certified Advanced Behavioural Analyst: Ivan Phua

With his easy-going and relational communication styles, Ivan helps build rapport with participants and draws out key learning concepts for effective learning. He is creative, dynamic and he inspires clients to improve their performance by changing their attitudes and developing their skills and knowledge. As a coach, he has conducted numerous Corporate and Public Workshops, Learning Journeys for Institutes of Higher Learning (IHL), coaching sessions, Personality, anger & stress management and consultations. Ivan has held various management roles including Sales and Marketing, Operations and Services in various industries.

Ivan has trained staff from different industries on Critical Thinking, Stakeholder Engagement, Leadership and Influence, Appreciative Inquiry, Change Management, Customer Service Excellence, Persuasion, Presentation Skills, Conflict Resolution, Team Building, Anger & Stress Management. His clientele ranges from Corporations, ATOs, CET Centres, F&B, Retail and Service Chains, Education Institutions and others.

Ivan has completed the Advanced Certificate in Training and Assessment (ACTA) with the Singapore Training & Development Association (STADA), the training division of the Singapore Workforce Development Agency (WDA). He is a Certified Behavioural and Career Consultant (CBCC) as well as a Certified Advanced Behavioural Analyst (CABA) with the Institute of Motivational Living (IML), an authorized provider by the International Association for Continuing Education and Training (IACET), USA. Ivan is also Certified as The Leadership Challenge Trainer (TLC), a leadership programme using the Leadership Practices Inventory® (LPI), a 360-degree leadership behavior assessment, developed by Jim Kouzes and Barry Posner, USA. He is also a Certified R3 Factor Trainer from Relationship Help Center, USA.