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Authority 0:35
A 35-second explainer of Authority, narrated over the same demo you can try yourself.
Try the interactive Authority demo
What this video covers
Authority is our tendency to trust, and act on, advice that comes from a credible source - an expert, a credential, an official badge. The same claim lands harder when it arrives with a reason to believe the person making it.
The advice didn't change a word between the two versions; the byline and the credential did. Stripped of them it read as just an opinion; dressed in expertise it felt like something to act on. That shift in trust, with the content held constant, is the authority principle at work.
