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Article | Harvard Business Review | July–August 2013

Connect, Then Lead

by Amy J.C. Cuddy, Matthew Kohut and John Neffinger

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Abstract

In puzzling over whether it's better to be feared or loved as a leader, Machiavelli famously said that, because it's nigh impossible to do both, leaders should opt for fear. Research from Harvard Business School's Amy Cuddy and consultants Matthew Kohut and John Neffinger refute that theory, arguing that leaders would do much better to begin with "love"—that is, to establish trust through warmth and understanding. Most leaders today approach their jobs by emphasizing competence, strength, and credentials. But without first building a foundation of trust, they run the risk of eliciting fear, resentment, or envy. Beginning with warmth allows trust to develop, facilitating both the exchange and the acceptance of ideas—people really hear your message and become open to it. Cultivating warmth and trust also boosts the quantity and quality of novel ideas that are produced. The best way to gain influence is to combine warmth and strength—as difficult as Machiavelli says that may be to do. In this article, the authors look at research from behavioral economics, social psychology, and other disciplines and offer practical tactics for leaders hoping to project a healthy amount of both qualities.

Keywords: influence; trust; Leadership; Trust; Power and Influence;

Format: Print Find at Harvard

Citation:

Cuddy, Amy J.C., Matthew Kohut, and John Neffinger. "Connect, Then Lead." Harvard Business Review 91, nos. 7/8 (July–August 2013): 54–61.

More from these Authors

  • Article | Journal of Experimental Social Psychology

    Visual Attention to Powerful Postures: People Avert Their Gaze from Nonverbal Dominance Displays

    Elise Holland, Elizabeth Baily Wolf, Christine Looser and Amy Cuddy

    This paper investigates whether humans avert their gaze from individuals engaging in nonverbal displays of dominance. Although past studies demonstrate that both humans and nonhuman primates direct more visual attention to high-status others than low-status others, nonhuman primates avert their gaze when high-status conspecifics engage in nonverbal dominance displays (e.g., chest pounding). In two experiments, participants were eye-tracked while viewing photographs of men and women adopting either dominant, high-power (i.e., expansive and open) or submissive, low-power (i.e., contractive and closed) nonverbal postures. Results demonstrated that humans, like primates, avert their gaze from the faces and upper bodies of individuals displaying dominance compared to those displaying submissiveness. Not only did participants look less often at the faces and upper bodies of dominance-displaying individuals, they also fixated on these regions for shorter durations. Our findings ultimately suggest that nonverbal dominance displays influence humans’ visual attention in ways that are likely to shape how social interactions unfold.

    Keywords: Nonverbal Behavior; eye-tracking; power and influence; dominance; Nonverbal Communication; Interpersonal Communication; Power and Influence;

    Citation:

    Holland, Elise, Elizabeth Baily Wolf, Christine Looser, and Amy Cuddy. "Visual Attention to Powerful Postures: People Avert Their Gaze from Nonverbal Dominance Displays." Journal of Experimental Social Psychology 68 (January 2017): 60–67.  View Details
    CiteView DetailsFind at Harvard Related
  • Chapter | Political Psychology | Forthcoming

    Racism, Causal Explanations, and Affirmative Action

    BOOK ABSTRACT: In recent decades, research in political psychology has illuminated the psychological processes underlying important political action, both by ordinary citizens and by political leaders. As the world has become increasingly engaged in thinking about politics, this volume reflects exciting new work by political psychologists to understand the psychological processes underlying Americans’ political thinking and action. In 13 chapters, world-class scholars present new in-depth work exploring public opinion, social movements, attitudes toward affirmative action, the behavior of political leaders, the impact of the 9/11 attacks, and scientists’ statements about global warming and gasoline prices. Also included are studies of attitude strength that compare the causes and consequences of various strength-related constructs. This volume will appeal to a wide range of researchers and students in political psychology and political science, and may be used as a text in upper-level courses requiring a scholarly and contemporary review of major issues in the field.

    Keywords: Prejudice and Bias; Race; Complexity;

    Citation:

    Vescio, Theresa K., Amy Cuddy, Faye Crosby, and Kevin Weaver. "Racism, Causal Explanations, and Affirmative Action." Chap. 11 in Political Psychology: New Explorations, edited by Jon A. Krosnick, I-Chant Chiang, and Tobias H. Stark, 419–445. Frontiers of Social Psychology. New York: Routledge, 2016.  View Details
    CiteView Details Read Now Purchase Related
  • Book | 2015

    Presence: Bringing Your Boldest Self to Your Biggest Challenges

    Amy Cuddy

    We often meet life's challenges with fear and anxiety. We fail to be our best and end up feeling regretful and powerless. In Presence, Amy Cuddy presents a scientifically grounded way to align our speech and nonverbal behavior with our beliefs, abilities, and values to produce a synchronized inner state that resonates and connects with others. In this way, we can capture the inner strength we need to successfully navigate life's most difficult situations. Filled with stories of people facing a range of challenges, from going on job interviews to asking someone out; scientific research on how our bodies change our minds; and revolutionary strategies like "power posing," Presence is a must-read for anyone yearning to project their true power.

    Keywords: Negotiation; Attitudes; Emotions;

    Citation:

    Cuddy, Amy. Presence: Bringing Your Boldest Self to Your Biggest Challenges. New York: Little, Brown and Company, 2015.  View Details
    CiteView DetailsFind at HarvardPurchase Related
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