The Power of WE

What if the key to unlocking more influence, deeper connection, and greater leadership impact isn’t about what you say, but who you are to the person you’re saying it to?

In this post, we’ll explore Unity—the 7th and final principle of persuasion introduced by Dr. Robert Cialdini. We’ll uncover:

• Why Unity is more powerful than Liking or Social Proof

• Real-world examples (some noble, some disturbing) of how unity has moved people to act

• Practical applications for leaders, coaches, sales professionals, and change-makers

• Questions to reflect on your own approach to influence

• How to embed “we-ness” into your team culture, client relationships, and personal leadership

Let’s dig in.

WHAT IS THE PRINCIPLE OF UNITY?

Unity is the deep-rooted psychological sense that “you and I are one.” It’s the feeling of shared identity, family, or group belonging. It’s more than just similarity—it’s sameness.

"Unity involves blurring the boundaries between self and others, creating a sense of 'we-ness.'"

Unity moves people because it taps into our identity. We do things not because someone persuades us to, but because it feels like the right thing to do for one of our own.

UNITY ≠ LIKING OR SOCIAL PROOF

Let’s clear up the confusion.

Unity is not about what others do or who they are—it’s about who we are together.

THE DARK SIDE OF UNITY: MISUSE AND MANIPULATION

Let’s be honest—this principle can be used unethically.

Charles Ponzi’s Deceptive Unity

Charles Ponzi, the man behind the infamous Ponzi Scheme, targeted Italian immigrants because of their shared background. He used their ethnic connection to gain trust.

“Because of that unity, they trusted him.”

That misplaced trust cost many their life savings. It’s a reminder: the power of unity is neutral—it amplifies either character or manipulation.

Brutal Compassion in a Concentration Camp

In a chilling WWII story, a Nazi guard chose not to execute a fellow prisoner simply because he recognized him as someone from his hometown. Unity—even among monsters—can soften the human heart.

These stories demonstrate that unity is powerful—but it must be wielded ethically.

WHEN UNITY SAVES LIVES

In one of the most moving accounts shared by Dr. Cialdini is where Jewish rabbis appealed to Japanese generals not with logic, but with identity:

“Because we are Asian, like you.”

That brief sentence reframed the entire conversation. Instead of being outsiders, they became kin. The outcome? Japan refused to hand over any Jewish individuals to the Nazis—saving tens of thousands.

This is the true, transformational power of "we-ness."

UNITY IN BUSINESS: CO-CREATION AND COMMITMENT

So how does this apply to leaders, teams, and businesses?

Want Buy-In? Don’t Just Present—Co-Create

Research shows that when people co-create ideas, they’re 50% more likely to support them.

“Co-creation activates the principle of consistency because everyone involved makes a commitment to the idea.”

When managers involve their team in decision-making, something shifts. It’s no longer your idea—it’s our idea.

That builds commitment, reduces resistance, and improves execution.

UNITY IN ACTION: PRACTICAL APPLICATIONS

Let’s put this to work. Here are ways to foster unity in your work and leadership:

• Ask for Advice, Not Opinions

  • Asking for opinions creates separation. Asking for advice creates collaboration.

• Use Identity-Based Language

  • Frame initiatives in terms of us, we, our team, our mission.

• Highlight Shared Backgrounds

  • In sales or service, match people with similar life experiences or cultures when possible. It builds instant trust.

• Create Shared Experiences

  • Nothing bonds people like solving a challenge together. Think retreats, vision workshops, or team co-planning sessions.

• Celebrate Group Wins Publicly

  • When the team wins, spotlight the team. Leaders who give credit build loyalty and motivation.

REFLECTION QUESTIONS

Use these to go deeper—individually or with your team.

• Where in your leadership or business do you currently rely on logic more than identity?

• How might you intentionally build more “we-ness” with your clients, team, or audience?

• Are there shared values, experiences, or stories you could better leverage to foster unity?

• How might you shift from presenting solutions to co-creating them?

• What’s one conversation this week where you could ask for advice instead of buy-in?

FINAL THOUGHTS: THE MOST HUMAN FORM OF INFLUENCE

Unity is not a tactic—it’s a return to relationship.

It’s influence that transcends strategy. It creates deep alignment, not just agreement.

When you lead with unity, you're not persuading people to do something—you're inviting them to do it with you.

Want to bring Unity into your organization, team, or leadership approach?

Here’s how I can help:

• 💼 Leadership & Influence Workshops – Tailored sessions on Cialdini’s 7 Principles of Influence

• 🧠 Coaching & Behavioral Insights – Custom consulting for teams and business owners

• 📣 Speaking Engagements – Book me to speak on Unity and other behavioral leadership topics

• 🗓 Schedule a Discovery Call – Let’s explore what Unity could unlock in your business

👉 Book a Discovery Call Now
Or email me directly at [email protected]

Let’s stop persuading people to say “yes.”
Let’s start becoming someone they’d never want to say “no” to.