Tactic 49 of 99
The Magic "Because"
Give a reason, any reason, and resistance drops.
What it is
You attach a “because” to a request. In Ellen Langer’s photocopier study, people let someone go ahead at the photocopier far more often when a reason was given, even an empty one (“because I have to make copies”): 93% versus 60%. But only for a small favor. When the favor was bigger, the empty reason did nothing; only a real one helped. “Because” greases small asks. Big asks need a real reason.
Spot it
Reasons that sound like reasons but explain nothing.
Counter it
Ask: “Does this reason actually justify the request?” Strip out the “because” and see if the ask still stands.