Charles Faulkner’s pyramid depicts five different degrees of influence. In his article he described each level in the following manner.
-Environment. One can influence a person’s environment via ads, propaganda, billboards etc.
-Behavior. One can influence a person’s behavior with laws/rules and enforcement etc.
-Capabilities. One can influence a person’s capabilities with incentives, money and membership etc.
-Values and Beliefs. Influence a person’s values and belief with authority and social pressure etc.
-Identity. One can influence a person by addressing their identity (who a person think or feel who he or she wants to be).
Faulkner described that “Identity” or the ability to appeal/sway or shape identity is the most significant form of influence.