Execupundit Michael Wade reminds us of a quote from Sophocles:

Kindness begets kindness.

…which maybe sounds a little platitudinous, until you realise it is at the heart of Robert Cialdini’s first Principle of Influence: Reciprocity.

Too often, we think of reciprocity as something transactional but, in reality, it needs to be a longer term, less expectant behaviour. “Kindness” is not far off.

I was reminded of this listening to Jason Sibley (@JasonCreation) of The Creation Agency at Marketo’s Marketing Nation event, last week.

Here’s a useful reminder of all six principles from Cialdini’s site:

Photo by Jonas Vincent on Unsplash