To The Point - Home Services Podcast

The Power of Words & Attention: Chris Yano Keynote at Home Service Freedom

Sep 30, 2025
Chris Yano, CEO of RYNO Strategic Solutions, brings invaluable insights from his extensive experience in digital marketing for contractors. In his keynote, he highlights the transformative power of words in influencing behavior and shaping business success. He emphasizes the necessity of prioritizing 'Return on Influence' over traditional ROI. With a focus on four key pillars—urgency, savings, trust, and comfort—he shares practical strategies for capturing attention, the significance of authenticity, and the impact of self-talk on leadership. Get ready to rethink your approach to communication!
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INSIGHT

Words Drive Behavior

  • Words shape actions: phrasing and tone determine whether people accept or reject your message.
  • A single word can motivate behavior or cause lasting harm, so choose language deliberately.
ANECDOTE

Reframe To Change Behavior

  • Chris tells how calling his son "stupid" failed but reframing to "big boy" stopped the behavior immediately.
  • The story shows pride and identity change how children respond to criticism versus positive framing.
ANECDOTE

One Word's Life-or-Death Impact

  • Chris recounts a friend, Dustin, whose father's dismissive 'busy' led to self-destructive behavior and a near-fatal outcome.
  • He uses this to illustrate how one word can profoundly affect someone's life trajectory.
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