How might context work in your favor as your business group tries to finalize its plans for the evening? It should be clear from Asch’s studies that having most of the group on your side will dramatically increase your chance of winning over your colleague who’s proposing an alternative idea. That’s a valid success tactic for an entrepreneur and in one’s career.

The people around you are a big part of the C or context of influence

You might even consider winning over other members of the group in advance, so that when the time for the big decision comes you have the crowd on your side, all claiming “hey we will have a great time if we go see that show”. So the people around you are a big part of the C or context of business influence.

In previous articles we’ve also begun to explore the other three components of our ATTiC business and career influence acronym: agent, target and tactics. We’ve begun to see  how all of these components help you as an entrepreneur determine whether a particular influence attempt results in conflicts, compliance or commitment.

To help you consolidate this information and to put it to good use  for your success I like to offer two suggestions for things you can try on your own. Influence is a really practical topic and I think you will find many opportunities to apply what I present to your everyday routines and interactions.

As an entrepreneur is important to win people over for success

First, next time you find yourself being convinced by someone in a business or career context, stop and think. What’s going on in the ATTiC? Is there something going on outside of my awareness that’s having an effect on me? For example, is someone arguing that you should believe something because other people do. Do you find yourself being persuaded.

If so, make a mental note and you can correct for that by imagining an equal number of people advancing the opposite argument. This may help you to think with success more critically about the issue for your self as an entrepreneur.

The second activity I suggest is this: next time you’re out for dinner tried to leverage similarity to get better business service. If incidental similarity results in more helping and giving is the studies we talked about suggest then finding similarity with someone waiting on your table might just get you a bit more help than usual.

So ask your server a few questions and look for some similarity and then pointed out “hey I’m from Columbia, Maryland too” or “that’s so funny I love tomatoes too”. If Prof. Burger’s results hold up then you might just get a little extra help the rest of the dinner.

In my next article will take a closer look at agents the day in our attic if you’ve ever met someone who seemed to possess some kind of magic that helps them. Win people over then join me next time to find out just what that magic is and even to learn how to get some of it for yourself.