The publication of Brian Ahearn’s latest book, Influenced from Above: Where Faith and Influence Meet, has sparked a profound re-evaluation of the core principles of influence, moving beyond established ethical frameworks to embrace a deeper, faith-informed perspective. Ahearn, a globally recognized expert in ethical influence and faculty member at the Cialdini Institute, posits that the widely accepted acronym for his organization, PEOPLE—standing for Powerful Everyday Opportunities to Persuade that are Lasting and Ethical—can be expanded to encompass an even more potent and transformative dimension: Powerful Everyday Opportunities to Persuade that are Loving and Eternal. This subtle yet significant shift in emphasis, Ahearn argues, calls for a more profound understanding of what it truly means to love and how that love can fundamentally reshape the way individuals interact and exert influence in the world.
The genesis of this expanded definition, as detailed in his book and subsequent discussions, can be traced to a moment of profound clarity following its release. For years, Ahearn has championed a rigorous approach to influence, grounded in the scientific principles of persuasion developed by Dr. Robert Cialdini. The "Lasting and Ethical" framework has served as a cornerstone for his teachings, emphasizing the importance of principles like reciprocity, scarcity, authority, consistency, liking, and consensus, all applied with an unwavering commitment to integrity. This approach has been instrumental in guiding professionals and individuals alike to achieve their objectives without resorting to manipulative tactics, fostering trust and sustainable relationships.
However, the exploration of faith and its intersection with influence in Influenced from Above has prompted Ahearn to consider the ultimate aspirations of persuasive endeavors. The acronym PEOPLE, once a robust descriptor of ethical practice, now offers a gateway to a more profound exploration. The reinterpretation as "Loving and Eternal" is not presented as a replacement for "Lasting and Ethical," but rather as an elevation, a deeper dive into the motivations and ultimate outcomes of influence. This evolution in thought challenges the conventional metrics of success in influence, pushing practitioners to consider the enduring impact of their actions on a spiritual and eternal plane, not just their immediate or long-term material or social consequences.
The Biblical Foundation of Love in Influence
At the heart of Ahearn’s expanded paradigm lies a fundamental question: "What does it mean to love?" While contemporary society often grapples with abstract notions of love, Ahearn turns to the Bible for a concrete and actionable definition. He highlights the passage in 1 Corinthians 13, often referred to as "the love chapter," as a foundational text for understanding love’s true nature and its application in human interaction.
According to the Apostle Paul’s description, love is characterized by a series of virtues: patience, kindness, rejoicing in truth, bearing, believing, hoping, and enduring. Conversely, love is defined by what it is not: it does not envy, boast, act arrogantly, behave rudely, become irritable, harbor resentment, insist on its own way, or rejoice in wrongdoing. Crucially, Paul asserts that "love never ends."
Ahearn cautions against interpreting this passage as a mere behavioral checklist, akin to New Year’s resolutions that often fall by the wayside. Simply trying to perform patience or avoid irritation can be an exhausting and ultimately futile endeavor. Instead, he suggests that the divine intent is far more transformative. The goal, as articulated through the Christian concept of sanctification, is an internal transformation. Through the work of the Holy Spirit, individuals are gradually molded to become more patient, kind, truthful, hopeful, and selfless. This internal metamorphosis, rather than superficial behavioral management, is what truly changes how individuals influence others. As Christians become more Christ-like, their influence naturally becomes more profound and aligned with divine purpose.
This internal transformation is not a passive process; it requires active engagement and a willingness to be shaped. The journey of sanctification, while divinely initiated, involves conscious participation in practices that foster spiritual growth, such as prayer, scripture study, community engagement, and acts of service. These practices cultivate the inner qualities that Paul describes, making the outward expression of loving influence a natural outflow of a transformed character.
The Inherent Cost of Love and Influence
A critical, often overlooked, aspect of Ahearn’s framework is the inherent cost associated with genuine love and influence. He stresses that embracing a "Loving and Eternal" approach to persuasion does not guarantee desirable outcomes or universal acceptance. History and scripture are replete with examples of individuals who, driven by love and truth, faced significant opposition and suffering.
The prophets of old often endured persecution for speaking inconvenient truths. Jesus Christ, who exemplified perfect love, was ultimately rejected, betrayed, and crucified. These narratives serve as powerful reminders that the pursuit of truth and the well-being of others, even when motivated by love, can lead to personal hardship.
This reality has significant implications for how we measure the success of our influence. Ahearn challenges the common tendency to equate influence with immediate positive responses: agreement, conversion, sales, or social media likes. While these outcomes are often desired, they are not necessarily the ultimate benchmarks of loving influence.
He posits that sometimes, the most loving act is to deliver a difficult truth, to prioritize another’s needs above one’s own, or to accept a rejection despite a fervent desire for affirmation. In essence, love, in its purest form, can demand sacrifice. This perspective shifts the focus from transactional influence, where success is measured by tangible gains, to relational influence, where the quality of the interaction and the genuine concern for the other person’s welfare are paramount.
The economic and social implications of this understanding are substantial. In business, for example, a "Loving and Eternal" approach might lead to decisions that are less immediately profitable but foster greater long-term loyalty and trust. It encourages leaders to consider the holistic well-being of their employees and customers, even when it involves short-term sacrifices. This contrasts with purely profit-driven models that can sometimes lead to ethically questionable practices.
Distinguishing Between Ethical and Eternal Influence
Ahearn draws a clear distinction between the guiding questions posed by the "Lasting and Ethical" framework and the more profound inquiries prompted by the "Loving and Eternal" perspective. For years, the standard has been to seek "Powerful Everyday Opportunities to Persuade that are Lasting and Ethical." This framework emphasizes adherence to moral guidelines and the pursuit of sustainable outcomes.
However, the "Loving and Eternal" paradigm introduces a different, more challenging set of questions. While ethics can sometimes lead to a focus on compliance and the delineation of boundaries—"What am I allowed to do?" or "How far can I push before it’s wrong?"—love compels a more fundamental consideration: "What is truly best for this person?"
This shift in perspective fundamentally alters the nature of influence. When the well-being of the other person takes precedence over personal agendas, manipulative tactics lose their allure. When the pursuit of truth supersedes the desire to "win" an argument or a negotiation, deception becomes an unacceptable option. Genuine concern for another’s flourishing transforms ethical conduct from a mere adherence to rules into a reflection of one’s evolving character.
The "Eternal" aspect of this paradigm acknowledges the far-reaching and often unknowable consequences of our interactions. Most opportunities for influence appear ordinary: a conversation with a colleague, a customer service interaction, advice offered to a friend, or a moment shared with family. Yet, the ripple effects of these seemingly small encounters can extend far beyond our immediate awareness, impacting lives and shaping destinies in ways we may never fully comprehend.
The distinction can be summarized as follows:
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Lasting and Ethical: "How can I influence people the right way?" This question focuses on the method and the immediate impact, ensuring that influence is applied with integrity and yields sustainable results. It is concerned with the "doing" of influence.
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Loving and Eternal: "Who am I becoming as I influence them, and what might God do with that influence long after this moment is over?" This question delves into the character of the influencer, the transformative potential of the interaction, and the ultimate, often divine, purpose that can be served through influence. It is concerned with the "being" of influence and its ultimate trajectory.
Ahearn, with decades of experience in studying, practicing, and teaching influence, expresses a growing conviction that the "Loving and Eternal" question is the more critical one. This perspective encourages a deeper introspection and a commitment to influence that not only achieves objectives but also cultivates character, fosters genuine connection, and aligns with a higher purpose.
Broader Impact and Future Implications
The implications of Ahearn’s "Loving and Eternal" framework extend beyond individual interactions to shape organizational cultures and societal norms. In a business context, this approach can foster environments where employees feel valued, respected, and empowered, leading to increased engagement and productivity. Companies that prioritize the well-being of their stakeholders, guided by principles of love and eternal impact, are likely to build stronger reputations and achieve more sustainable success.
Academically, this reorientation challenges the prevailing secular emphasis in influence studies, which often focuses solely on psychological and behavioral outcomes within a finite timeframe. By incorporating faith-based principles, Ahearn’s work opens new avenues for research into the spiritual dimensions of influence and its potential for redemptive impact.
The Cialdini Institute, where Ahearn serves as a faculty member, renowned for its rigorous scientific approach to ethical influence, may find this expanded perspective a complementary addition to its existing curriculum. While Dr. Cialdini’s work provides the foundational science of persuasion, Ahearn’s contribution adds a vital layer of spiritual and existential consideration, broadening the scope of what it means to be an ethical and effective influencer.
Ultimately, Ahearn’s redefinition of PEOPLE invites a personal and collective reckoning with the ultimate purpose of our persuasive efforts. It encourages a move from simply being effective to being transformative, from merely succeeding in the present to contributing to something that transcends time. As individuals and organizations grapple with this deeper calling, the potential for a more compassionate, ethical, and eternally significant approach to influence emerges, promising to reshape relationships and outcomes for the better. The question for each individual and entity is whether they are ready to embrace this more profound and challenging, yet ultimately more rewarding, path of influence.
