Mastering Persuasion: Strategies for Influential Communication with Dr. Paul Zak & Charles Good | The Good Leadership Podcast #153

Today we are joined by Dr. Paul Zak, a pioneer in neuroeconomics and a leading expert on the neuroscience of persuasion. Dr. Paul J. Zak is a Professor at Claremont Graduate University and is in the top 0.3% of most cited scientists. Paul's two decades of research have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea. His most recent book is Immersion: The Science of the Extraordinary and the Source of Happiness. Besides his academic appointment, he is a four time tech entrepreneur. In 2017 he founded Immersion Neuroscience, a software platform that allows anyone to measure what the brain loves in real-time that is used to improve outcomes in entertainment, education, advertising, and to monitor emotional wellness. He is a regular TED speaker and has appeared on Good Morning America, Dr. Phil, Fox & Friends, ABC Evening News, and his work has been reported in The New York Times, The Wall Street Journal, USA Today, Time, The Economist, Scientific American, Fast Company, Forbes, and many others. In this episode, Dr. Zak discusses the fascinating ways in which our brains process persuasive messages, the ethical considerations of influence, and practical strategies for enhancing persuasive communication. He explains the crucial role of psychological safety, the power of storytelling, and the importance of understanding personality types in crafting impactful messages. Dr. Zak also introduces his innovative app, getimmersion.com, which uses smartwatches to measure the immersion of an audience in real-time. This episode is packed with insights for anyone looking to improve their influence and persuasion abilities. Dr. Zak’s Books: https://www.amazon.com/stores/Paul-J.-Zak/author/B005VWO61G - Website and live online programs: http://ims-online.com Blog: https://blog.ims-online.com/ Podcast: https://ims-online.com/podcasts/ LinkedIn: https://www.linkedin.com/in/charlesagood/ Twitter: https://twitter.com/charlesgood99 Chapters: (00:00) Introduction (01:30) (Tip) Understanding Behavior Change (03:17) (Tool) Psychological Safety in Persuasion (04:10) (Tip) Ethics of Persuasion (07:45) (Tip) Trust and Gender Differences (09:02) (Tool) Personality Types and Persuasion (11:20) (Tool) Effective Storytelling (14:39) (Technique) The SIRTA Process (16:03) (Tip) Leveraging Superfans (22:54) (Tool) Practical Applications and Tools (24:31) Conclusion