I am, therefore I do
Imagine your brain as a stubborn GPS that always wants to stay on the same route. That’s the Commitment and Consistency Principle – and it has implications across every area of your business. At its core, this principle reveals a deep-seated human desire to maintain consistency between our beliefs, values, and actions.
When we publicly commit to a position or goal, our minds become remarkably motivated to preserve that narrative. Consider how a simple declaration – “I’m going to start exercising” – can trigger a cascade of behaviors designed to validate that commitment. We purchase fitness gear, adjust our schedules, and start posting selfies from our latest workout.
The human mind inherently seeks to avoid the discomfort of appearing inconsistent, making this principle a powerful tool for influence and motivation. We’re wired to maintain a consistent self-image, and this psychological quirk is a powerful lever of persuasion for businesses and professionals.
We are not just rational decision-makers, but storytellers constantly working to ensure our actions reflect our chosen narrative.
Details & Examples:
Micro-Commitments: Imagine turning tiny actions into the start of a bigger commitment. A free software trial isn’t just a test drive—it’s a psychological journey. By nudging users to personalize settings or complete a quick tutorial, you’re not just collecting data; you’re building invisible bonds of ownership.
Public Commitments: Leverage social pressure by encouraging public declarations of support. Testimonials, online reviews, and social media endorsements all influence potential customers. When customers publicly declare their support, they’re not just sharing; they’re cementing their commitment.
Customer Retention progressive engagement turns casual users into invested participants. Digital products that guide users through progressive engagement—like LinkedIn’s profile completion percentage—leverage this principle brilliantly.
The magic isn’t in grand gestures, but in strategic, bite-sized commitments that transform behavior.
Your Monthly Challenge:
This month, start making a conscious effort to observe the Commitment and Consistency Principle in action. Watch how the world subtly nudges you toward decisions – in marketing, sales, even casual conversations.
This month, experiment with incorporating these principles into your own interactions.
- Pick an occasion where you need to influence someone. It could be a sales pitch, project proposal or even a personal goal.
- Map out the customer journey, sales process, or project plan
- Identify two or three critical moments where you can introduce tiny commitments that create a psychological pathway to bigger shifts
Start small, think strategic, and watch how incremental steps lead to significant momentum.
Want to Learn More? Check out these great resources:
This principle was made famous by Robert Cialdini in his famous book, Influence: The Psychology of Persuasion. For a short overview that includes some great examples of using Commitment and Consistency in marketing, check out this article from GrowSurf.
