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In keeping with Princeton’s long-standing male-oriented traditions, Meservey’s
letter of acceptance began, “Dear Sir:”
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If you are a committeewoman who happens to favor President Obama’s economic
stimulus plan for the auto companies, you are a double minority, a person (or
group) that differs from the majority demographically and attitudinally. Research
indicates that you will have almost no chance whatsoever of persuading the major-
ity to accept your point of view. As we will see, however, even double minorities
can influence the majority if they follow the rules.
The Rules of Influence 33
minorities, on the other hand, hold positions at odds with the ma-
jority’s. Because we are concerned primarily with influence, opin-
ion minorities will command most of our attention, but the rules
of influence operate irrespective of the type of minority—
remember, in our work, minority is shorthand for groups or indi-
viduals with limited (or no) power to force acceptance of their
positions. At the individual level, we are concerned with your ca-
pacity to influence others when they, not you, hold the upper
hand, and research on minority influence provides the basis for
this understanding. I believe it is critical to understand how mi-
nority groups exercise influence to understand how we can influ-
ence others when we do not have the power to force compliance.
Number
In experimental laboratory research, number is the most com-
mon feature used to define minority or majority group status.
The group with the most members is the majority and groups
with fewer members are minorities. This research typically creates
or assembles real or virtual groups of strangers who hold (or are
said to hold) perceptions or opinions that are divergent from
those of the majority, to which you belong. Research subjects may
be told that 82 percent of their group holds a particular attitude,
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You might be surprised to learn that minorities apparently can affect participants’
reports of even obvious and simple perceptual judgments!
The Rules of Influence 35
numbers. White rulers had the power to enforce their will and ap-
plied it ruthlessly. For many years, the white power structure wielded
sufficient force to maintain its dominance. Number did not define
majority status—power did. When the civilized world ultimately
responded to the injustice of the system of apartheid through
boycotts and ostracism of all things South African, the balance of
power shifted. The force the white rulers of the country wielded
could not be supported, and the practice of apartheid disintegrated.
Power is a key factor in defining group status. As shown in this
example, power and number are not synonymous. The majority is
the group with the muscle, even if it lacks numbers. A group may
be accorded majority status because it controls resources—
power—even if it is numerically inferior.
Writings by and about Jack Welch, the former and wildly suc-
cessful CEO of General Electric, provide many interesting and
instructive examples of the creative use of power, and power’s ca-
pacity to define majority and minority status. Welch was one of
the most dynamic company CEOs in the history of American
business. He was involved in the smallest details of his company.
He seemed to know everything and everyone who worked at GE,
no small feat for the boss of one of the largest and most powerful
engines of the U.S. economy.
Welch often consulted with his division managers and their
staffs on the many issues with which a company of GE’s size had
to contend. Sometimes in these meetings, the obvious solution to
problems would emerge organically over the course of the discus-
sion. Jack Welch was an intuitive leader with an uncanny ability to
work through problems, and to bring his employees with him, so
that the proper plan of action evolved progressively over the course
of their interactions. When it did not, he would lay out the conflict-
ing alternatives about the decisions that could be made. Although
there might be twenty people in the room, and nineteen of them
36 W IL LI A M D. CR A NO
felt that GE should move in one direction, the remaining voice of-
ten prevailed—if it was Welch’s.viii In this circumstance, as in many
others we will consider, number did not rule, power did. Even
when outnumbered, the person in charge is the majority. Number
does not matter when it is confronted by superior force.
people argued that the tribunal was a sham, a show trial staged to
lend legitimacy to his execution. The winners defined the law, good
and evil, after the fact, just as the winners did at Nuremberg. The
group in power decided that Hussein’s response to a failed assassi-
nation attempt in 1982 constituted crimes against humanity. The
charges seem reasonable. He literally wiped out every male, young
or old, in Dujail, the town in which the attempt on his life oc-
curred. Such actions provide legitimate grounds for prosecution,
and many wondered why charges were not brought until more than
twenty years had passed. The answer is that Hussein held power
during the intervening years, and power defines legitimacy. Almost
as soon as the “Coalition of the Willing” invaded Iraq, Hussein lost
his place at the head of Iraq’s power majority. His definitions of
right and wrong no longer held, and he lost his life as a conse-
quence. It’s dangerous to play with fire—or power.
You might want to try this yourself. We repeated the same sen-
tence stem nine times so you can run through it more than once
if you like.
Respondents were to fill in the blanks, completing as many of
the sentences as they could. On average, the subjects completed
five sentences. Then, they were given ten more identical sentences,
but this time the word majority was substituted for minority. You
might like to give this variation a try as well.
To keep things even, half the subjects got the majority questions
first, while the others started with the minority sentences.
The instructions to the participants were minimal: They were
to fill in the first blank on each stem, “A minority (or majority) is
_______” with a word or phrase that characterized such groups.
The second part of the sentence, “because _______” was there
to help us understand the characterization by providing a context
for the answer. This was especially useful when the description
was ambiguous.
In the third part of the sentence, subjects circled positive or
negative, which indicated the favorability of the descriptors they
had written in the second blank.
To give you an example, here is how an actual subject com-
pleted the first sentence stem:
On the next stem (remember, subjects were given ten stems of each
sentence type to complete), he wrote,