võime mõjustada ja juhtida läbi positiivse veenmise ja kaasamise, mitte aga läbi sunni, The ability to influence through positive persuasion and co-optation rather than coercion. It is a more subtle form of power that can potentially be used by anyone, regardless of position and status, although it is usually associated with power at the group, organization, or societal level. Drawn initially from the field of politics, in the field of organizational behaviour it has been linked to the seductive qualities of organizational cultures and their ability to shape beliefs, preferences, and values. Although soft power sounds better than hard power, it can still be used unethically and is also criticized because its more subtle nature means it is less visible and therefore harder to question and resist.