Ideas worth spreading

The counterintuitive way to be more persuasive

2,272,713 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.

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About the speaker

Niro Sivanathan

Niro Sivanathan

Organizational psychologist

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

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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.