Business Book Review: Click by Ori and Rom Brafman

Click: The Magic of Instant ConnectionsHow do you make instant connections with people? How can you build trust rapidly? And how do you parlay that “click” into real and lasting relationships? Brothers Ori and Rom Brafman (previous authors of  Sway: The Irresistible Pull of Irrational Behavior) have written a great, intensely readable book that will appeal to anyone who’s ever wondered why you really like someone you’ve just met. My top take-aways from Click: The Magic of Instant Connections?

  • Counterintuitive though it may be, one of the best ways to create rapid trust is to make yourself vulnerable. Your openness and disclosure will put the other person at ease and create a positive feedback loop.
  • Familiarity and physical proximity have a dramatic effect on how much we like people. Even if we don’t talk to them or interact with them, seeing them frequently will make us like them better.
  • Not surprisingly, similarity makes us like people more–but studies show it doesn’t matter how trivial (a shared dislike of fast food) or profound (your political affiliation) the similarities are. The moral? You can find common ground with almost anyone over something–and you can use that to kickstart a positive relationship.

When was the last time you “clicked” with someone? What do you think caused it?

Dorie Clark is a marketing strategy consultant who has worked with clients including Google, Yale University, and the National Park Service. Listen to her podcasts or follow her on Twitter.