Zak Tormala

Zak Tormala, the Lawrence W. Lane Professor of Behavioral Science and Marketing at Stanford GSB, shares insights on the science behind persuasion. He explains that effective communication isn’t about manipulation, but rather understanding how to engage people’s attention. The discussion dives into strategies for overcoming resistance, fostering dialogue, and utilizing cooperative language. Tormala emphasizes the importance of combining confidence with humility to connect with audiences, making persuasion a collaborative effort rather than a confrontation.