Purpose: The purpose of this article is to examine and condense the literature on influence and persuasion. Design/methodology/approach: The article identifies basic principles of influence in the theoretical and research literature, which are supported by empirical study. Findings: Ten principles of influence were identified, empirical support for each was given, and implications for educational leaders were discussed. In brief, ten basic strategies for educational leaders are proposed to persuade and influence students, teachers, and parents--ten principles of influence. Practical limitations: The propositions identified are a beginning not an end, and caution must be used to prevent the unethical use of each principle. Originality/value: This study refines Cialdini's six principles of persuasion and add four more of our own to round out ten basic strategies educational leaders can use to persuade and influence students, teachers, and parents--ten principles of influence.