The Connection Economy: Why Human Motivation Outranks the Hard Sell

In this episode of the Making Sales Social Podcast, host Bob Woods sits down with Natasha Todorovic-Cowan, CEO of Spiral Dynamics and author of Making Change Work, to explore the hidden forces that drive human behavior and connection in sales. Natasha reveals why the key to success in today’s “connection economy” isn’t about scripts or closing tactics—it’s about understanding the deep motivations that influence how people relate, decide, and grow. Together, they unpack what truly inspires buyers, how leaders can align culture with human dynamics, and why authentic relationships create stronger business outcomes than transactional selling ever could. From decoding motivation in teams to understanding the evolving role of AI in connection-building, this episode offers a masterclass in the psychology of sales, leadership, and change.