The Code of Conduct

The code of conduct is not so much a principle by itself, but a powerful cocktail of persuasion principles that qualifies the person. It simultaneously achieves:

  • Rigidity (they are doing the specific things you want);
  • Indoctrination (they are using your wording and terminology);
  • Intent labeling (they are making clear what they will do);
  • The home advantage (they are signing your document);
  • Initiative (they are putting in effort in signing the document);

Ideally, it should not list specific actions but ideals and general behaviors. “I commit to respecting [ABC]’s time and authority”, “I commit to not wasting [ABC]’s time”, and so on. This will affect the person subconsciously.

The Persuasion Psychology Behind the Technique

Rigidity works due to two main reasons:

  • The first is breaking the person. When someone has to accept how you do things, they are instantly more qualified. They obey, in a way;
  • The second is the increased complexity of the process. Research shows that making a progress more complex makes less people start it, but out of the ones that do start it, more will finish;

Simply create a code of conduct for the current pitch/relationship.


(2 in Total)



In sales, LOIs (or Letters of Interest) are nothing more than documents indicating interest from a prospect. They’re not a contract, and they’re not legally enforceable, but they do affect how they behave

Codes of conduct

Actual codes of conduct embedded in service agreements such as gyms, banks, etc, change your behavior in terms of what you commit to doing in general

Company culture collaterals

When hired by a new company, recent hires will be indoctrinated with the company’s “culture”, which is a set of principles and behaviors. In most cases, the hires actually have to sign a code of conduct that goes according to those principles

Use Cases For the Four Quadrants

Key Takeaways
(3 Total)

How to Stack This Technique