Influence hinges on speaking to the fast ‘Gator brain’ first
Imagine you’re carrying a full backpack through a crowded subway station—each step feels scrambled until someone points out an empty side platform, and you drift effortlessly toward it. That’s how the Gator brain directs most of our daily actions: automatic, efficient, and in search of the path of least resistance. Professors Daniel Kahneman and Amos Tversky named these two systems “fast” (System 1) and “slow” (System 2), but it’s more vivid to call them the Gator and the Judge. The Gator lurks below awareness, gauging danger, spotting opportunities, and triggering instant emotional or habitual responses. When new information bypasses the Gator—like someone rushing facts at you in a meeting—the Judge mind struggles to catch up, and your attention splinters across tasks.
In research on debit card use, people paid 12% more when they tapped than when they inserted their card—in both cases the price was the same. Why? The Gator brain hates friction; a tap feels easier than a slow chip insertion, so it nudges you to spend more. This principle shows up everywhere: digital nudges that autoplay videos or flash limited-time offers work because your Gator mind responds first.
Recognizing that your influence attempts must land in the Gator’s domain first can transform your approach. Instead of launching elaborate PowerPoints, lead with a quick, obvious cue: “In 30 seconds I’ll show you how to save $1,200 this month.” Your listener’s Gator flicks the switch to alert, and only then does the Judge step in to weigh options. Research on early-warning systems bears this out: military personnel respond faster to simple visual alerts than to detailed instructions.
Once you factor in your counterpart’s Gator brain—how they really make decisions—you can craft influence strategies rooted in human nature rather than wishful thinking. Align your first signals with what feels effortless, reduce friction, and watch logical persuasion fall into place afterward.
When you ask for something, start with an irresistible shortcut that the other person’s Gator brain can’t ignore—like “20-second tip” or “ask me tonight at 5 PM.” Keep the cue simple and vivid to cut through their crowded mental traffic. Then, once they’re leaning in instinctively, invite their Judge mind to explore details, ensuring they process your logic only after their instincts have given you the green light. Give it a try in your next quick email or one-sentence pitch.
What You'll Achieve
You’ll shift decision-making toward the automatic, instinctive Gator mind, making your proposals stick before rational doubts arise. Externally you’ll see faster compliance with your requests, and internally you’ll feel more confident that people really heard you.
Tune in to your Gator’s radar
Identify your urgent instinct
When someone makes a request, pause and notice your first gut reaction—do you feel rushed, excited, or defensive? Label that instant response as a Gator signal before your Judge mind kicks in.
Remove obstacles to listening
Close apps or silence alerts so your fast, instinctive mind can focus on what’s happening. Imagine the Gator lounging in a comfy chair—no distractions allowed.
Engage the Gator with ease
Use simple, vivid cues to capture instinctive attention. Offer an ‘in-one-breath’ benefit (e.g., “earn $20 in 20 seconds”) to make your ask feel effortless.
Reflection Questions
- What urgent cues trigger your own Gator to pay attention or to tune out?
- How could you make your next big ask feel more effortless rather than harder?
- Where are you relying on detailed arguments when a simple signal would work better?
Personalization Tips
- At work, sneak your key data point into a quick email subject like “10-second idea to boost sales” so your busy manager’s Gator tunes in.
- When asking your roommate to help with chores, say, “Just two minutes: grab those dishes?”—it feels easy enough to prompt an immediate yes.
- If you want to exercise in the morning, lay out your gym bag by the door—the Gator sees the cue and nudges you straight from bed to shoes.
Influence Is Your Superpower: The Science of Winning Hearts, Sparking Change, and Making Good Things Happen
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