Rigidity is a priming technique that consists of forcing the person do things a certain way. It. can include:

• Forcing a person to apply using a form;
• Forcing a person to book using your calendar;
• Forcing a person to submit a document according to specific guidelines;
• …

Underlying Psychology/Biases

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;

Sub-Techniques

There are usually three main ways to achieve this:

• Having a rigid proess
  • Specific application forms, document formats, and so on;
  • The more rigid, the more qualified the person is;
  • Can be done by:
    • Specificity. Making a step of the process more specific;
      • Instead of “Call me anytime”, “Call me from 4-6 PM”;
    • Obstacles. Adding additional steps;
      • Instead of “Invite me to any meeting”, “Send the topics beforehand, and if I validate them, I’ll join the meeting”;
• Unexpected rigidity
  • At the last minute, saying, “There’s actually one more thing I need you to do”;
  • More hardcore and polarizing, but even better as a qualifier;
  • For example, arriving late, or saying before a meeting, “I’m actually not available today, please reschedule”;
• Being rigid as a person
  • For example, Steve Jobs;
  • Having unreasonable demands from others, and filtering who doesn’t meet your standards;

Examples

• Support systems
  • They are very rigid. You must search for articles first, attest that none of them fixed your issue, submit a ticket, pick from a pre-chosen list of topics… and probably receive a pre-formatted reply;
• Application systems
  • For universities, consultants, government processes, etc;
  • You must submit the documents in a specific form and be compared to other people;
• Saying, “I have to reschedule”
  • A great example of unexpected rigidity. Some people will be angry and leave. But those that are not will tolerate you, and be even more qualified;
• Rolling limitations
  • A product being limited only at specific times of the month or year. Fake scarcity;
  • Those that obey these limitations can buy from you/improve the relationship, and are more qualified than someone that can buy/do anytime;
• Setter calls
  • When someone is applying to you, not you showing up on the first call, but having a “setter” that vets and tests the person;
  • Usually this setter just builds up hype and asks qualification questions such as, “Do you promise to obey the consultant’s authority?”. Qualifies the person a lot more;
• Compliance and policies
  • One of the departments with most power within any company is compliance, because they define rigidly what every other department must follow;
  • Likewise, having specific policies for things. “We can’t fit you before you make the payment. It’s policy”;

Commercial/Known Uses

Key Takeaways

• Rigidity is usually expected, as part of a system, unexpected, thrown at the last minute to qualify the person more, or as a person, just due to how you are and the demands you make from others;
• Automation works very well. A rigid system can automate the qualification of people through rigidity. Applications, support systems, policies;
• As with many other techniques, you can use this to any extent. You can be a little bit rigid to qualify more, or hardcore rigid to filter out and qualify most people;