The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

553. Removing Barriers to Drive Engagement w/ Matt Sucha

Nov 27, 2025

In this engaging conversation, Matt Sucha, CEO of Mindworks and author of *The Hidden Yes*, discusses his insights on removing barriers that hinder customer engagement. He introduces the SURF method, a practical toolkit for identifying and eliminating psychological obstacles in sales. Matt emphasizes the importance of understanding hidden 'no's' in consumer decision-making and shares real-world examples, such as optimizing job ads and improving bank retention calls. His approach focuses on simplifying communication to enhance customer experiences, making this a must-listen for sales professionals.

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INSIGHT

Yes Hides Behind Barriers

People often try to

ADVICE

Follow The SURF Sequence

Set clear behavioral goals for each stage of a customer interaction before designing solutions.
Uncover and remove psychological barriers first, then only focus on increasing motivation.

ADVICE

Start With Why Not

Ask "Why not?" to surface the hidden barriers preventing action before adding incentives.
Design communication to explicitly remove those barriers rather than piling on benefits.

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In this episode of The Brainy Business podcast, Melina Palmer welcomes Matt Sucha, author of the highly anticipated book, The Hidden Yes. This insightful conversation explores the often-overlooked barriers that prevent people from saying yes, revealing how removing these obstacles can lead to greater success in sales and customer interactions.

Matt, the CEO of Mindworks and editor-in-chief of Inside Be, shares his extensive experience in applying behavioral science across various industries, including banking and telecommunications. He introduces listeners to his SURF method—a structured approach designed to help professionals identify and eliminate hidden barriers in communication and decision-making processes. Throughout the episode, listeners will discover practical strategies to enhance their sales techniques and customer experiences by focusing on behavior rather than motivation.

As you listen, consider how hidden no's may be affecting your own work and what small changes could lead to significant improvements in outcomes. Matt's insights serve as a powerful reminder that sometimes the key to unlocking a yes lies in simplifying the path forward.

In this episode:

Learn about the SURF method and how it can transform your sales approach.
Discover the importance of identifying and removing psychological barriers in communication.
Explore real-world case studies that demonstrate the effectiveness of behavioral insights.
Understand how to shift your mindset from adding motivation to addressing hidden barriers.
Gain practical tips for creating more compelling job descriptions and customer interactions.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/553.

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