Do they make an impact? Well, they save us some money, right?
We create the world we want to live in with our purchases and our practices. What kind of a world is your company committed to building?
September 17 2018
Robert Cialdini documents in his book “Pre-suasion” how individuals with no specific genetic connection can employ the power of kinship once characterized by a shared heritage.
Here’s what having a shared heritage gives us:
- Shared heritage is the next best thing to blood. We show an increased willingness to sacrifice our own interests for the group due to these “fictive families”. That’s some bond.
- Shared heritage reinforces our decisions. It brings into focus all we’ve achieved so far, whether or not we had anything to do with it personally. We feel we understand why we are where we are, thanks to the group.
- Shared heritage is something we’re proud of. Seeing all that’s been achieved so far by the group gives us a sense of pride. There’s a sense of belonging in a community or tribe we can’t buy our way into.
Shared heritage lets us build strong bonds between strangers who associate with similar beginnings, be it by culture, race, our cause, or a preferred smartphone manufacturer.