Ideas change everything

The counterintuitive way to be more persuasive

2,507,669 plays|

Niro Sivanathan |

TEDxLondonBusinessSchool

• May 2019

What's the best way to make a good point? Organizational psychologist Niro Sivanathan offers a fascinating lesson on the "dilution effect," a cognitive quirk that weakens our strongest cases -- and reveals why brevity is the true soul of persuasion.

Want to use TED Talks in your organization?

Want to use TED Talks in your organization?

What's the best way to make a good point? Organizational psychologist Niro Sivanathan offers a fascinating lesson on the "dilution effect," a cognitive quirk that weakens our strongest cases -- and reveals why brevity is the true soul of persuasion.

Want to use TED Talks in your organization?

This talk was presented to a local audience at TEDxLondonBusinessSchool, an independent event. TED's editors chose to feature it for you.

Read more about TEDx.

About the speaker

Niro Sivanathan

Organizational psychologist

See speaker profile

Niro Sivanathan speaks, writes and consults on how people attain, maintain (and lose) influence through status and power.

About TEDx

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This talk was presented to a local audience at TEDxLondonBusinessSchool, an independent event. TED's editors chose to feature it for you.

Read more about TEDx.