We are trained from birth to obey authority figures. Parents, teachers, police officers, doctors. This gives us access to another powerful decision trigger we can skillfully incorporate in our communication, regardless if it is in sales, negotiations, customer service, leadership, team management or at home. The principle of Authority is very powerful and its effects often go unnoticed. Authority signals also pose a risk to us. Our obedience can go too far.

In this episode, Patrick deep dives into the Principle of Authority, anchored by the infamous Milgram Experiment. You’ll hear the disturbing details of how ordinary volunteers were willing to inflict severe pain on strangers simply because an authority figure said, "The experiment requires that you continue."

But Authority isn't just about obedience; it's about credibility. Patrick explains how to harness this principle ethically to establish trust before you even open your mouth.

✅ The Milgram Experiment: The shocking 1962 study where 65% of participants administered the maximum 450-volt shock to a stranger.

✅ Modern Replications: Why this isn't just "history"—a 2006 replication showed 73% of women and 65% of men still complied.

✅ The Medical Danger: How the unthinking obedience to doctors leads to a 40% harm rate in primary care worldwide.

✅ "In" Authority vs. "An" Authority: The difference between having power (a boss) and having wisdom (an expert)—and why people want to follow experts.

✅ The Introduction Strategy: Why introducing yourself makes you sound boastful, and the simple strategy to get someone else to do it for you (activating Reciprocity and Social Proof in the process!).

✅ The Cost of Ignorance: A breakdown of how a 10-15% underperformance in persuasion skills can compound into a 55% loss in profit.

❗️Your Ethical Persuasion Challenge❗️

1. Stop Introducing Yourself: For your next presentation or meeting, arrange for a colleague or host to read a short bio about you before you speak. Watch how the room's respect for you changes.

2. Audit Your Bio: Does your introduction establish you as an authority (expert) or just someone in authority (boss)? Focus on expertise.

3. Question Authority: In your personal life (especially medical situations), remember the Milgram experiment. It is okay—and ethical—to respectfully question advice to ensure it is accurate.

Resources Mentioned:

Video: The Milgram Experiment (1962 Footage) https://ethicalpersuasion.com.au/video-milgram-experiment/

Documentary: ABC Documentary on Authority https://ethicalpersuasion.com.au/video-milgram-repeat

Training: Book a Discovery Call at ethicalpersuasion.com.au

Book: Influence: The Psychology of Persuasion by Dr. Robert Cialdini https://www.google.com/search?q=Dr+Cialdini+book+Influence

Patrick’s Social Media Links:

Podcast - https://ethicalpersuasion.com.au/podcast/

Youtube - https://www.youtube.com/@ethicalpersuasion

Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/