What if the key to change isn’t willpower—but persuasion? In this episode of Social Intelligence, AJ Harbinger and Johnny Dzubak sit down with Jay Heinrichs, bestselling author and renowned rhetoric expert, to uncover how the ancient tools of persuasion can be turned inward. Drawing from Aristotle, Taylor Swift, and even personal injury, Jay reveals how to reframe identity, build emotional endurance, and use the “dark art” of rhetoric for transformation.
From redefining suffering as training to manipulating yourself into greatness, this episode offers practical strategies and philosophical insights for anyone stuck in cycles of self-doubt, burnout, or stagnation. If you've ever wanted to master your inner dialogue, this conversation will arm you with the tools to rewrite your story and reclaim agency.
What to Listen For
[00:00:00] Persuading yourself: the ancient secret to real change
[00:05:06] The absurd goal that pulled Jay out of self-pity
[00:08:37] Aristotle’s identity formula: craft, caring, cause
[00:12:41] How 300 painful shots became “training” through reframing
[00:17:44] The rhetorical trick introverts use to fake extroversion
[00:19:07] A ninth-grade confidence hack that still works
[00:21:24] Why catchy rhythms rewire your brain (and boost belief)
[00:24:35] Taylor Swift’s treadmill ritual—and the power of prep
[00:27:44] Manipulating yourself without lying to yourself
[00:33:32] Donut or apple? How shame beats guilt for better choices
[00:36:47] The mindset shift before running a mountain
[00:41:58] Turning chaos into opportunity with kairos
[00:47:49] A quick trick to bounce back from failure
[00:50:11] Why timing—not talent—made Jay’s book a bestseller
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Episode resources:
JayHeinrichs.com
How Ancient Rhetoric, Taylor Swift, and Your Own Soul Can Help You Change Your Life
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