Ideas worth spreading

The counterintuitive way to be more persuasive

2,245,204 views | Niro Sivanathan • TEDxLondonBusinessSchool

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.

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.

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

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

TEDx was created in the spirit of TED's mission, "ideas worth spreading." It supports independent organizers who want to create a TED-like event in their own community.

Find a TEDx event near you

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.