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Crucial Influence®

The New Science of Leadership

Backed by 50 years of research in social science, Influencer takes a route on corporate perks and charismatic personalities to help learn techniques that can alter ingrained human behavior.

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Leadership Development Starts Here

Learn more about the Crucial Influence leadership course and begin improving your
leadership skills with these resources.

Crucial Influence Miniseries

Join Joseph Grenny, coauthor of Crucial Influence and cofounder of Crucial Learning, in this video series that introduces concepts and skills from the course.

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What’s New in Crucial Influence

Formerly Influencer, Crucial Influence teaches leaders how to apply the Six Sources of Influence to create lasting behavior change. See what’s new.

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Crucial Influence Assessment

Discover your natural tendencies when trying to influence others and identify areas for improvement with this short self-assessment.

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LEARN ESSENTIAL LEADERSHIP SKILLS

Crucial Influence is rooted in 50 years of social science research and teaches the renowned Six Sources of Influence model. The course reveals the personal, social, and structural sources that shape behavior and teaches a method for using these sources to influence people and results.

LEARN AND MASTER THE SKILLS OF THE WORLD’S GREATEST LEADERS

Any emerging leader — a first-time manager without formal authority, an emerging leader, or a senior leader — can reconstruct persuasion and perks with powerful influence strategies and skills that bring real-life changes with influence skills training.

IDENTIFY THE VITAL BEHAVIOURS

Find out the key areas where enacting the right behavior will have an immense effect on results through influencing skills course.

DIAGNOSE WHERE CHANGES ARE REQUIRED

Learn the root cause of the persisting problems which might have more than one cause.

SOURCE 1: PERSONAL MOTIVATION

Make the ostensible, unmanageable, and undesirable behaviors manageable and enjoyable.

SOURCE 2: PERSONAL ABILITY

To enhance personal ability, try to invest in deliberate practice.

SOURCE 3: SOCIAL MOTIVATION

Gather inspiration from formal leaders and opinionated leaders.

SOURCE 4: SOCIAL ABILITY

Find strength in numbers through the influencing course to gain social pressure's power.

SOURCE 5: STRUCTURAL MOTIVATION

Link reward for vital behaviors.

SOURCE 6: STRUCTURAL ABILITY

Leverage space, data, and tools around you.

Learning Formats

Virtual

Join one of our instructors online.

In Person

Attend a classroom course.

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Bestselling Leadership Book

Discover the New York Times bestseller behind the award-winning course. Crucial Influence—the updated third edition of Influencer—unpacks the science of leadership with rich case studies and outlines a proven method for leading change.

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PREVIEW THE COURSE

Watch the video to learn more about course skills, learning formats, and delivery options. The Power of Habit is an unparallel predictor of long-term outcomes.

01.11 Mins Video

Frequently Asked Questions:

Crucial Influence® is a leadership training program that equips leaders with strategies to influence behavior change effectively. Built around the Six Sources of Influence model, the course helps leaders drive lasting impact by addressing personal, social, and structural factors that shape behavior.

You will learn how to uncover the root causes of behavior, apply the Six Sources of Influence, navigate resistance, and lead people toward meaningful, lasting change. The course empowers leaders to build accountability, foster trust, and create measurable results within their teams and organizations.

Crucial Influence® training is available in multiple flexible formats, including in-person workshops, virtual classrooms, and blended learning experiences. This makes it ideal for organizations seeking scalable leadership training solutions that fit various team needs.

Unlike traditional leadership training that often focuses only on skills or knowledge, Crucial Influence® focuses on behavior change. It provides a practical framework based on 50 years of social science research, helping leaders influence real results by changing the behaviors that matter most.

The Crucial Influence® model is based on the bestselling book that introduced the Six Sources of Influence. This framework has been successfully used by thousands of organizations to create sustainable change and drive high-impact leadership development programs around the world.
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