Abhishek Rungta

In a world where change is constant and chaos often feels like the norm, it’s tempting to chase every shiny new trend. But I’ve found that when the noise gets overwhelming, the best thing to do is to pause, take a step back, and revisit fundamental knowledge sources—the kind that have stood the test of time.

Recently, during a much-needed break to Nepal, I decided to re-read “Influence: The Psychology of Persuasion” by Dr. Robert Cialdini. This timeless classic offers a deep dive into human behavior and decision-making, and its principles feel just as relevant today as they did when I first read it several years back.

What struck me most was how refreshing it was to re-engage with these ideas, especially in the context of today’s rapidly evolving customer experience and marketing landscapes. It forced me to step away from surface-level trends and think deeply using first principles—a practice that, in my view, is invaluable in navigating complex challenges.

Here are a few key takeaways from the book that I believe are more relevant than ever:

1. Reciprocity: People naturally feel the need to return a favor. In marketing, this means offering value first—be it through a helpful guide, free consultation, or a genuinely meaningful experience. It’s a gentle reminder that generosity fosters trust.

2. Social Proof: As humans, we tend to look at others’ behaviors to guide our own decisions. Reviews, testimonials, and community endorsements are still gold, even in the digital age.

3. Scarcity: The principle of “we want what we can’t have” is universal. Limited-time offers or exclusive opportunities aren’t just gimmicks—they tap into a basic psychological driver.

4. Consistency: When people commit to something small, they’re more likely to follow through on larger commitments. A lesson in the power of small wins.

Each principle reminded me that while tools and platforms evolve, human psychology remains constant. What worked decades ago still works today because it taps into the core of what it means to be human.

I’d love to know:

What are the timeless books or resources you go back to when the world gets noisy?

How do you balance keeping up with trends while staying anchored in foundational principles?

Let’s spark a conversation about going back to basics in the new year. Sometimes, the old wisdom is exactly what we need to build the future.