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Ben Wise & Darren Chiu, CAPTIVATE lock
"There is no truth. There is only perception." - Gustave Flaubert

Have you ever wondered why a doctor's white coat holds such sway? Or why a book review from The New York Times can catapult a novel to bestseller status? This isn't mere happenstance. It's a testament to the deep-seated authority bias hardwired into our cognitive machinery.

Humans, as a species, are remarkably efficient at navigating the complexities of the world. To avoid cognitive overload, we rely on mental shortcuts, or heuristics, that allow us to make quick judgments and decisions with minimal effort. The authority principle is one such shortcut, a deeply ingrained tendency to defer to those we perceive as experts or leaders.

The Science of Influence

From an evolutionary perspective, this bias makes perfect sense. In our ancestral environment, heeding the advice of experienced elders or tribal leaders often meant the difference between survival and extinction. This instinctual deference to authority persists in modern times, shaping our perceptions and influencing our choices. 

Authority in the Business Arena

In the realm of business, this bias can be a potent tool for persuasion. When we associate a product, service, or idea with a figure of authority—a renowned scientist, an industry titan, a trusted institution—its perceived value skyrockets. It's not just about the information they convey; it's the implicit endorsement their status confers. If you look around, you will quickly recognize this technique in use almost everywhere - the bottle of wine that showcases a recent award, a startup pitch deck with a list of big name advisors, or the framed degrees adorning the walls of your lawyer’s office. 

Here are three practical ways to harness the authority principle to your advantage:

Leverage Expert Endorsements

Secure testimonials or reviews from recognized experts in your field. Display these prominently on your website, marketing materials, or social media channels. Think of the skincare cream that is endorsed by a dermatologist with perfect skin, or the toothpaste brand that is preferred by 4 out of 5 dentists.

Showcase Industry Awards and Certifications

Highlight any awards, certifications, or accreditations your company has received. This demonstrates recognition from respected institutions and signals to potential customers that your products or services meet high standards.

Partner with Thought Leaders

Collaborate with influential figures in your industry to co-create content, webinars, or events. Their association with your brand will lend it credibility and reach a wider audience. For instance, a fitness company might partner with a well-known personal trainer to develop workout programs.

Building Your Authority

This month, take on the challenge of bolstering your authority and credibility. Here are three things you can put into practice right away:

  1. Identify Your Expertise: Pinpoint your areas of expertise and the unique value you bring to your industry or niche.
  2. Share Your Knowledge: Create content that showcases your expertise. Write blog posts, articles, or whitepapers, participate in online forums, or host webinars.
  3. Build Relationships: Connect with other experts and authorities in your field. Network at industry events, engage on social media, or collaborate on projects.


 Authored By:

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Ben Wise is a 15 year industry veteran who has held successive sales and leadership roles at Google, where he is currently the Head of Programmatic Media working with the largest agencies and brands in Canada. Ben is active in his community where he serves on the Board of the Daily Bread Food Bank and recently completed a two year term as the board chair. Ben advises multiple startups on sales and go to market strategy and volunteers in various mentorship programs helping students and young professionals.

Darren Profile Photo

Darren Chiu is a Strategy Lead at Google, helping brands across all industries develop best in class marketing strategies. With over 12 years of industry experience, Darren’s passion for communication doesn’t stop at the world of business and sales. In his spare time, Darren moonlights as a comedic storyteller, stretching his creativity and perspectives beyond the boundaries of his professional life. As a recognition of his dedication and expertise, Darren was selected as an Emerging Leader in Advertising & Sales by The Peak in 2023.

Ben Wise & Darren Chiu are the founders of Captivate, helping you apply the art and science of persuasion to your selling. Beyond Captivate, Ben and Darren have over 20 years of combined sales and leadership experience at Google where they work with many of the largest advertisers and agencies in the country. 

Beyond his day to day work, Ben is very active in his community where he sits on the Board of Directors of the Daily Bread Food Bank and volunteers with multiple mentorship programs helping young professionals enter the world of tech and sales. Darren moonlights as a comedic storyteller, stretching his creativity and perspectives beyond the boundaries of his professional life. Darren was selected as an Emerging Leader in Advertising & Sales by The Peak in 2023.

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