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

On the eve of the 300th episode of The Brainy Business, it felt like the perfect time to do a “best of” episode from the first five years of the show (another milestone we are just a couple of weeks away from!). How do we find out the “top” content around here? Thankfully, I don’t have to choose (each episode is like one of my babies), and, we don’t even have to ask.  You have been voting every day for the last five years as you have chosen which episodes to listen to. And, in these five years, you have cast 904,605 “votes” that made it into the final tally that created this Top 20 list. Thank you to everyone in the more than 170 countries who have listened to, rated, reviewed, subscribed to, and shared The Brainy Business podcast over the last five years. We wouldn’t still be here if it weren’t for you – please keep it up (and we plan to too!) In this episode:  Delve into the psychology behind consumer decision-making and its impact on businesses. Reinforce your learning by revisiting earlier podcast episodes and mining hidden gems. Embrace the concept of continuous improvement by experimenting and testing new ideas. Show Notes: 00:00:00 - Celebrating the First 5 Years, In this episode, host Melina Palmer celebrates The Brainy Business podcast's 299th episode and the first five years of the podcast. She shares that upcoming new episodes include an interview with Jonah Berger (301) to kick off the next hundred, as well as the five-year anniversary episode and data visualization designer Sarah K. Miller (303), who created an amazing piece of data art to commemorate the top downloads for the first five years. 00:02:00 - Top 20 Most Downloaded Episodes, Melina shares that 904,605 votes from over 170 countries were cast for the top downloaded episodes – so cool! She then goes on to list the top 20 most downloaded episodes, starting with The Voltage Effect, by John List. Other top episode guests from 11-20 include Kurt Nelson, Troy Campbell, Eric Johnson, Prince Ghuman, and Katelyn Bourgoin. Not to mention, several solo episodes from Melina, like the one on the behavioral economics of Starbucks. 00:09:47 - How to Create Remarkable Experiences with Dan Gingiss, Melina talks about the 13th most downloaded episode of all time, episode 185, with Dan Gingis. They discuss his book The Experience Maker and how to create great experiences using his WISER methodology. 00:12:00 - How to Successfully Pitch Your Business, Melina shares her tips on great pitches in the 11th most downloaded episode of all time, episode 177. She also mentions that if listeners are interested in consulting or improving their pitches, they can book a strategy session or send her an email. 00:13:33 - How to Make Online Courses People Enjoy with Chris Rawlinson, Melina talks about the 10th most downloaded episode of all time, the shocking completion stats for most courses, and how 42 Courses have exceeded all expectations. In this episode, founder Chris Rawlinson shares his tips for creating awesome online courses that people actually complete (and enjoy). 00:17:23 - You Love Influence, Three episodes from specialists in the area of influence, including Vanessa Bohns (You Have More Influence Than You Think), Yale Professor Zoe Chance (Influence Is Your Superpower), and, Robert Cialdini (Influence) all made the top 10. Where specifically did they land and what are some of Melina’s favorite insights from these episodes? Give it a listen. 00:21:06 - The Paradox of Choice, Episode 171 focused on the work of Barry Schwartz and how more choices can often lead to overwhelm and a tendency to choose nothing. People are less likely to buy when there are too many choices, so it's important to make it easier for them to choose. This is the 5th most downloaded episode of all time. 00:22:16 - The Dunning Kruger Effect, Episode 198 (refreshed as episode 266) discussed the interesting relationship between confidence and competence and how when we know very little about something (low competence) we have ridiculously high confidence. Once we get more competence and start to see all that we don't know, confidence tanks. This was the 4th most downloaded episode of all time. 00:24:49 - Get It Done, Based on the work of Ayelet Fishback, episode 186 gives tips and insights into the science of motivation to help you complete your goals and get more of the right things done. It's about setting the right goals in the right way and avoiding the relentless pursuit of goals that can sometimes come at our own detriment. Congratulations to Ayelet on the interview with the most downloads ever and the 3rd most-downloaded episode of The Brainy Business podcast! 00:27:01 - The Top Two, Are The First Two, The first two episodes have been the two most downloaded from the beginning. Melina explains why she thinks this is, and some of what you will find in those episodes. 00:32:54 - Recap of the Top 20 Episodes, Get the full list of the 20 most downloaded episodes of all time, so you can add them to your listening queue! 00:33:37 - Thank You, Melina expresses gratitude to all listeners for making the first five years of The Brainy Business podcast a success beyond anything imagined. She also teases new projects coming soon and encourages listeners to sign up for the newsletter/connect on social media to be the first to know. 00:34:31 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Get It Done, by Ayelet Fishbach Paradox of Choice, by Barry Schwartz Influence, by Robert Cialdini Influence is Your Superpower, by Zoe Chance You Have More Influence Than You Think, by Vanessa Bohns Top Recommended Next Episode: Unlocking the Secrets of the Brain (ep 1) Already Heard That One? Try These:  The Voltage Effect, w/ John List (ep 190) Motivation & Incentives at Work, w/ Kurt Nelson (ep 187) The Science of Cool, w/ Troy Campbell (ep 169) The Elements of Choice, w/ Eric Johnson (ep 174) Starbucks: Behavioral Economics Analysis (ep 278) Why We Like the Things We Like, w/ Prince Ghuman (ep 172) Creating Content People Can’t Help but Engage with, w/ Katelyn Bourgoin (ep 201) How To Create Remarkable Experiences, w/ Dan Gingiss (ep 185) The Truth About Pricing (ep 5) How To Successfully Pitch Your Business (ep 177) How to Make Online Courses People Enjoy (& Complete!) w/ Chris Rawlinson (ep 193) Amazon: Behavioral Economics Analysis (ep 159) You Have More Influence Than You Think w/ Vanessa Bohns (ep 197) Influence Is Your Superpower, w/ Zoe Chance (ep 189) Influence, w/ Robert Cialdini (ep 157) The Paradox of Choice (ep 171) The Dunning Kruger Effect (ep 266) Get It Done, w/ Ayelet Fishbach (ep 186) The Top 5 Wording Mistakes Businesses Make (ep 2) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter

Incorporating the sense of smell in branding is an effective way to create emotional connections with customers. By utilizing scents that evoke positive memories and emotions, businesses can foster a sense of familiarity and trust, directly influencing consumers' perception of a brand's value. The appropriate application of scent marketing can significantly impact customer behavior and sales performance. Melina Palmer delves into the strategic use of scent in branding and shares examples of successful scent marketing in action. She discusses how a powerful scent can have surprising consequences on a consumer, with a personal story about Lush. Her insights provide a powerful blueprint for marketers and business owners to successfully integrate scent into their branding strategies, leading to enhanced customer experiences and brand loyalty. Discover the fascinating impact of scent marketing on consumer behavior and decision-making. Uncover the deep connections between smell, memory, and emotion and their role in guiding customer choices. Learn how businesses create unforgettable experiences and associations through strategic scent implementation. Explore real-life examples of successful scent marketing across diverse industries and contexts. Grasp the significance of selecting the right scents to create a cohesive customer journey and achieve your objectives. Show Notes: 00:00:00 - Introduction,  Melina introduces the episode and explains why she has started doing a refresh of earlier episodes each week. She discusses the upcoming special episodes and show milestones, and gives a brief overview of the topics that will be covered. 00:05:22 - How Smell Works, Melina explains how the sense of smell works and how it is closely linked to memories and emotions. She discusses the evolution of smell and how it has helped humans survive. 00:09:23 - The Power of Memories, Melina talks about how smell is linked to memories and how it can trigger vivid emotions that “take you back” to an earlier time. She explains how childhood memories are the most powerful and discusses the association between scent and physical attraction. 00:12:10 - Using Smell in Branding, Melina discusses how businesses can use scent to create positive associations with their brand and products. She talks about how the sense of smell can be used in real estate to sell homes and gives examples of brands that use scent marketing and scent logos. 00:15:58 - Signature Scents, Melina talks about how signature scents for brands and colognes are complex and often contain a mix of different smells. She provides a link for listeners to find out the ingredients in their favorite perfume or cologne and discusses the power of scent in branding. 00:17:25 - The Power of Scent in Business, Scent has the ability to impact the way customers interact with a business. Studies have shown that pleasant ambient odors can increase sales and improve behavior. Companies can hire experts to help them choose the best signature scent for their brand, because the associations made in the brain matter. 00:21:47 - The Impact of Different Scents, Different scents can trigger different emotions and behaviors. For example, a feminine scent in a women's clothing store can increase sales, while the scent of lemon can encourage people to order seafood at a restaurant. The context is important, and brands need to be strategic and intentional with their scent choices. 00:25:49 - The Importance of Scent in Branding, Scent is closely related to our memories and nostalgia, which can have a significant impact on buying behavior. Good smells can improve recall of brands, while bad smells can make it difficult to focus. Brands need to understand their customers and the context to choose scents that align with their brand experience. 00:28:27 - Mirror Neurons and Scent Memory, Mirror neurons are one reason why our brain reacts to certain words or images and can trigger scent memory. This is why the Food Network carefully chooses trigger words to influence food memories and make people hungry. Even if a business doesn't sell food, they can still use scent to prime behavior and trigger emotions. 00:32:07 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show. I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Evolutionary Ideas, by Sam Tatam What Your Customer Wants and Can’t Tell You, by Melina Palmer Marketing to Mindstates, by Will Leach Alchemy, by Rory Sutherland What Your Employees Need and Can’t Tell You, by Melina Palmer Top Recommended Next Episode: The Top 5 Wording Mistakes Businesses Make (ep 2) Already Heard That One? Try These:  Priming (ep 252) Sight (ep 24) Hearing (ep 27) Touch (ep 28) Taste (ep 26) Loss Aversion (ep 9) Herding (ep 264) Change Management: It’s Still Not About The Cookie (ep 226) Your Guide to Create a Brainy Brand (ep 230) Rebrand, Refresh, or Reinforce? (ep 44) What Your Customer Wants and Can’t Tell You (ep 147) Evolutionary Ideas with Sam Tatam (ep 203) Mirror Neurons (ep 31) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter Let Them Sniff, Customers Will Buy More The Science of Smell: How Retailers Can Use Scent Marketing to Influence Shoppers Good Smells are Good Marketing: How to Use Scent to Your Advantage Making Sense of the Hotel Guestroom The Impact of Ambient Scent on Evaluation, Attention, and Memory for Familiar and Unfamiliar Brands Smells Like Psychology The Smell of Commerce: How Companies Use Scents to Sell Their Products The Science of Sensory Marketing Productivity Hack Of The Week: Use Aromatherapy To Improve Your Work Inside the Invisible but Influential World of Scent Branding The Art of Scent Marketing 2-Minute Neuroscience: Limbic System How Do We Smell? – Rose Eveleth The Power of Scent Hippocampal Projections to the Anterior Olfactory Nucleus Differentially Convey Spatiotemporal Information During Episodic Odour Memory The Neuroscience of Smell Memories Linked to Place and Time Smells Ring Bells: How Smell Triggers Memories and Emotions How Does Scent Drive Human Behavior? Fragrant Flashbacks Perfume Directory

Non-obvious thinking is an essential skill for marketers who want to innovate and stay ahead in their respective industries. By being open to new ideas, recognizing patterns between seemingly unrelated things, and fostering a curiosity-driven mindset, marketers can unlock significant opportunities that others may overlook. Non-obvious thinking enables individuals to explore new territories and challenge conventional wisdom, leading to breakthroughs in marketing strategies and business growth.  During the conversation, Rohit Bhargava discusses this crucial aspect of thinking and its relevance in today's rapidly changing world. He shares his journey of developing the non-obvious platform through his books and thinking, emphasizing the importance of intersection thinking and breaking away from media bias. By adopting non-obvious thinking, marketers can effectively navigate the ever-changing landscape and consistently deliver exceptional value to their audiences. In this episode: Tap into the significance of non-obvious thinking for exceptional marketing and business approaches. Discover the magic of storytelling as a powerful method for resonating with and engaging audiences. Develop a savvy mindset to detect non-obvious trends within data to stay ahead of the game. Embrace the indispensable roles curiosity and observation play in cultivating trailblazing ideas. Transform your perspectives to see a brighter and more promising outlook on the future. Show Notes: 00:00:00 - Introduction, Melina welcomes Rohit Bhargava: a bestselling author and speaker on trends, innovation, and marketing. Rohit talks about his background and expertise in non-obvious thinking and behavioral economics. 00:06:30 - Non-Obvious Thinking, Rohit talks about his platform, Non-Obvious, which emphasizes the importance of being a non-obvious thinker and finding ideas in unusual places. Melina talks about combinatorial thinking, and Rohit shares his framework for intersectional thinking, which involves seeing connections between seemingly unrelated things. 00:09:00 - Importance of Diverse Perspectives, Rohit emphasizes the importance of exposing oneself to diverse perspectives and media to avoid being manipulated or outraged. He notes that this approach can also lead to creativity and innovation. 00:14:45 - Non-Obvious Examples, Rohit shares the example of Starbucks and how Howard Schultz's visit to Milan led him to discover the importance of coffee shops as community spaces. (An idea he would have missed if he had been looking down at a phone.) He also talks about the importance of non-obvious thinking in marketing and advertising to creatively solve problems and understand people's behavior. 00:20:25 - The Future Normal, Rohit discusses his latest book, The Future Normal, which offers insights into what the future may hold. He emphasizes the importance of being adaptable and open-minded in a rapidly changing world. 00:15:03 - Importance of Being Observant, Rohit Bhargava shares the story of how Howard Schultz's observant nature led to the creation of Starbucks. He emphasizes the importance of being observant and paying attention to the things around us instead of being distracted by technology. 00:17:01 - The Five Habits of Non-Obvious Thinkers, Bhargava talks about the five habits of non-obvious thinkers, which include being observant, curious, thoughtful, fickle, and saying things elegantly. He explains that these habits can be learned and practiced to improve communication skills. 00:21:24 - The Importance of Understanding People, Bhargava emphasizes that people who understand people will always win, even in the age of technology. He explains that emotions play a big role in decision-making and that understanding how to connect with people is crucial in many fields, including marketing, advertising, and leadership. 00:25:32 - The Power of Storytelling, Bhargava discusses the importance of storytelling in communicating ideas and engaging with people. He shares the story of Dick Fosbury, the Olympic athlete who revolutionized the high jump with his unconventional technique (now known as the Fosbury Flop), and explains how stories can help people understand complex concepts in a relatable way. 00:28:27 - Using Analogies in Storytelling, Bhargava suggests that storytelling doesn't always have to be long and drawn out, but can also be as simple as using an analogy. 00:30:00 - The Importance of Storytelling in Presentations, Rohit emphasizes the importance of storytelling in presentations and how it can take the audience on a journey. He also stresses the need to read the room and adjust the storytelling approach accordingly. 00:31:07 - Storyboarding for Presentations, Bhargava talks about storyboarding, a process of outlining the flow of the presentation, which he compares to scene planning in screenwriting. He suggests watching master storytellers or reading books on screenwriting to learn the techniques used in creating engaging stories. 00:34:19 - Becoming a Great Presenter, Bhargava shares his journey of becoming a great presenter, emphasizing that natural talent is not the only factor in achieving this goal. He recommends finding what you are good at and honing your skills, investing time and effort into learning new ones, and practicing. 00:35:44 - Tips for Writing a Book, Bhargava suggests being honest with oneself about their relationship with writing and finding joy in it. He stresses that there is no one right way to write a book, and one should choose a method that works for them. Bhargava also talks about the different experiences he's had in writing his nine books. 00:39:00 - The Future Normal, Bhargava's latest book, "Future Normal," showcases trends that will shape the future, spanning topics such as space tourism, virtual relationships, weather control, and artificial intelligence. 00:44:39 - Conclusion Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: The Future Normal, by Rohit Bhargava and Henry Coutinho-Mason Personality Not Included, by Rohit Bhargava Evolutionary Ideas, by Sam Tatam Alchemy, by Rory Sutherland What Your Customer Wants and Can’t Tell You, by Melina Palmer Connect with Rohit:  Rohit on Twitter Non-Obvious Nation on LinkedIn Get the Non-Obvious Newsletter Top Recommended Next Episode: Evolutionary Ideas, with Sam Tatam (ep 204) Already Heard That One? Try These:  A More Beautiful Question, with Warren Berger (ep 200) Priming (ep 252) Framing (ep 296) Getting Along, with Amy Gallo (ep 269) Focusing Illusion (ep 89) Confirmation Bias (ep 260) The Life-Saving Skill of Story, with Michelle Auerbach (ep 288) Behavioral Storytelling, with David Paull (ep 289) What Your Customer Wants and Can’t Tell You (ep 147) Starbucks: Behavioral Economics Analysis (ep 278) Design for Decisions, with Sam Evans (ep 291) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter Get the Non-Obvious Newsletter

This podcast explores the importance of framing in business messaging. It discusses the power of framing in shaping perceptions and decision-making, and provides examples from various industries. It emphasizes the need for tailored framing techniques to resonate with the target audience and increase engagement. The podcast also highlights the ethical use of framing to genuinely benefit consumers.

Dr. Kurt Nelson is a behavioral scientist and founder of the Lantern Group. His expertise involves helping businesses align incentives and motivation to improve sales, productivity, and employee happiness. With a strong focus on incorporating behavioral science principles into goal-setting and motivation strategies, Kurt offers valuable insights for individuals and organizations seeking to enhance their overall success. During the podcast, Melina and Kurt discuss the Great Resignation, Quiet Quitting, keystone goals, incentives, priming, framing, and so much more. Want to reduce turnover rates in your organization? Kurt explains why this requires a holistic approach that addresses multiple aspects of employee engagement and satisfaction. These might include clear communication of goals and expectations, a strong organizational vision, appropriate incentives, a psychologically safe environment, and acknowledging employee contributions. Implementing these elements effectively within the organization can result in a considerable reduction in turnover rates and a more motivated workforce. He shares a case study of a client company that initially had a 42% turnover rate, which is now under 5%. They achieved this by improving communication and creating a clear vision, which involved offering incentives designed to promote desired behaviors rather than instilling fear. Regular town hall meetings and a national employee meeting facilitated better communication and helped everyone stay informed. Additionally, they worked with managers to enhance their communication skills and foster better relationships with their teams. Learn all about this fascinating example and more in this episode, including: Elevate employee engagement through comprehensive strategies for lasting retention. Manage workload effectively and prioritize tasks to minimize burnout. Infuse meaning, purpose, and creativity into your work culture for a thriving environment. Enhance communication, vision, and incentives to diminish staff turnover. Employ behavioral science techniques for successful goal-setting and motivation. Show Notes: 00:00:00 - Introduction, Dr. Kurt Nelson, co-host of Behavioral Grooves and CEO of the Lantern Group, discusses his expertise in employee incentives and motivation in the workplace. 00:03:35 - Employee Experience, Organizations are refocusing on the employee experience and how they can ensure they are doing right by their employees to increase engagement and motivation. 00:08:34 - Human Complexity, Organizations need to understand that humans are complex and are driven by various factors, such as their external environment, social environment, and managerial challenges at work. Employees want a psychologically safe environment where they feel respected and fulfilled. 00:11:23 - Quiet Quitting, Employees are pushing back against the expectation to give 150% effort every day. Organizations should not expect employees to go above and beyond all the time, but they need to create jobs that allow employees to be creative and bring passion into their work. 00:14:22 - Full Self in Work, Employees who bring their full selves into work find more meaning and purpose in their jobs. Organizations need to make sure they are creating an environment that allows employees to find fulfillment at work. 00:15:58 - The Importance of Frontline Managers, Frontline managers are often promoted for their individual job skills rather than their ability to manage. This can lead to a lack of understanding of how to engage and work with employees, causing turnover and "quiet quitting." 00:18:23 - Case Study: Decreasing Turnover Rates, Working with a company that had a 42% turnover rate, Kurt and his team's focus was on improving communication from executive leadership to employees, setting a clear vision and incentives, and training managers on how to communicate and engage with their team. The result was a decrease in salesforce turnover rate to under 5%. 00:22:23 - Priming and Framing, Changing 12 words in an email to incorporate qualified achievement words increased performance by 15% and decreased the need for escalation by 30%. Framing incentives in a gain or loss context can also impact behavior. Psychological safety is important for employees to feel valued and heard. 00:28:46 - How to Be a Better Organization, Align incentives with desired behaviors, create a psychologically safe environment where employees feel valued and heard, and provide tools for managers and employees to break down goals and understand how to engage and motivate teams. Changing behavior is key to achieving success, and incentives are key to that. 00:30:29 - Summary, To decrease turnover rates and create a better organization, focus on aligning incentives, creating a psychologically safe environment, and providing tools for managers and employees. Changing behavior is key to achieving success. 00:31:03 - Lantern Group's Tools, Dr Kurt Nelson talks about the Lantern Group's tools that help employees set and achieve their goals. He introduces the Brain/Shift Journal, a 13-week guided journal with daily prompts based on behavioral science insights. The journal helps users create keystone goals, break them down into milestones, track progress, and cultivate gratitude. 00:32:46 - Keystone Goals, Keystone goals are those that have a larger-than-life impact, which align with keystone habits. The journal helps users determine the right goal and break it down into milestones. It includes prompts like priming, gratitude, and progress tracking to keep users motivated and on track. 00:35:02 - Conclusion Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Influence, by Robert Cialdini What Your Employees Need and Can’t Tell You, by Melina Palmer Mixed Signals, by Uri Gneezy Getting Along, by Amy Gallo Both/And Thinking, by Wendy Smith and Marianne Lewis Connect with Kurt:  Kurt on Twitter Lantern Group’s Website Kurt on LinkedIn Top Recommended Next Episode: Secrets of Motivation and Incentives, with Tim Houlihan (ep 109) Already Heard That One? Try These:  Influence, with Robert Cialdini (ep 157) Nudges and Choice Architecture (ep 35) Priming (ep 252) Framing (ep 16) iNcentives: The “N” in NUDGES (ep 272) Mixed Signals, with Uri Gneezy (ep 273) The Human Experience, with John Sills (ep 277) Getting Along, with Amy Gallo (ep 269) Both/And Thinking, with Wendy Smith (ep 261) The Microstress Effect, with Rob Cross (ep 287) I Human, with Tomas Chamorro-Premuzic (ep 267) Cobra Effect (ep 220) Inequity Aversion (ep 224) Avoiding Everyday Disasters at Work, with Gleb Tsipursky (ep 111) Motivation and Incentives at Work, with Kurt Nelson (ep 187) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter Smart Behavioral Economics Secrets Every Marketer Needs, with Melina Palmer Using Behavioral Economics to Help Businesses, with Melina Palmer

In the context of choice architecture, mapping involves organizing options to make them easily comprehensible and help customers make better decisions. By presenting choices in a simple and quick-to-understand manner, customers can avoid getting overwhelmed and make choices they are confident about. It is important, however, to carefully consider how options are presented, as offering too many choices can lead to confusion and regret.  For the best results, businesses should strive to make options easy to compare and understand. Melina Palmer explains that mapping is a critical part of structuring complex choices, the "U" and "S" in NUDGES, and can be used to make customer decision-making more accessible and efficient. Proper mapping can result in better outcomes for both the customer and the business. Palmer highlights examples from several industries, including ice cream, hospital treatments, megapixel cameras and product guarantees, to illustrate how mapping concepts can be utilized to guide customers towards the best choice while maintaining their freedom to choose. Understand the role of mapping in choice architecture for superior customer selections. Convert complex choices into approachable, meaningful opportunities. Help people get from where they are to where they want to be in the easiest way possible. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the topic of the episode, which is the “U” in NUDGES: understanding mapping. She explains that the concept of mapping is important in choice architecture and nudging, which are foundational in behavioral economics. 00:04:03 - What is Mapping?, Mapping refers to the relation between choice and welfare. The example given by Thaler and Sunstein in Nudge is choosing a flavor of ice cream versus choosing a medical treatment. The mapping for choosing ice cream is relatively easy, while the mapping for choosing a medical treatment is much more complex and difficult. 00:07:07 - Five-Step Process to Understanding Mapping, Melina’s five-step process to understanding mapping includes: 1) encourage thoughtful review and open-mindedness, 2) break down the options, 3) make it relatable, 4) help them to get there, and 5) call to action. This process is essential in building the map and guiding the customer to the right recommendation. 00:10:22 - Encouraging Thoughtful Review, It's important to understand the biases and mental state of the customer or patient in making big decisions. The best choice architect will encourage thoughtful review and open-mindedness, especially in highly emotional situations. 00:12:08 - Breaking it Down and Making it Relatable, The second and third steps in the five-step process are breaking down the options and making it relatable. This means anticipating the questions and needs of the customer and presenting relatable information in their language. In the example of buying a camera, the mapping will be different for each type of customer and their needs. 00:16:34 - Mapping in a nutshell, Every choice can be broken down into a simple rule of thumb to use. Sticking with the camera example, megapixels are confusing. Saying it can be “billboard” or “poster size” or “web only” means something that can help someone make an informed decision. 00:19:54 - Air Conditioning Mapping Example, To map the seemingly simple choice of buying air conditioning, let’s encourage thoughtful review, break it down, make it relatable, help them get there, and set our call to action. 00:27:17 - Mapping in the Restaurant Industry, Mapping in the restaurant industry involves sorting menu items into categories, relatable descriptions, and making it easy to choose. Staff picks, chef specials, bolded options, and images can also help with the mapping process. 00:31:44 - Mapping in the Beauty Industry, Nail salons and other businesses in the beauty industry can learn from mapping practices. Simplify options, categorize services, and provide clear descriptions to help customers make informed choices. 00:32:45 - The Importance of Mapping, Adding more options to a product can cause confusion and overwhelm for the consumer, making it harder for them to make a decision. It is important to provide a map or a clear comparison of options to aid consumers in making a choice. 00:37:12 - The Significance of Incentives in Mapping, Consumers perceive fees differently than rates and how incentives play a role in mapping. Companies should present information in a relatable way to consumers to aid in making better decisions. 00:42:09 - The Importance of Trailers and Descriptions in Mapping, Trailers, reviews, and ratings help customers map their options when it comes to choosing movies to watch. Brands can use visuals, such as commercials that show someone using their product, to help consumers create a mental map and make a decision. 00:44:38 - The Benefits of Trial Periods and Satisfaction Guarantees, Companies can offer trials or guarantees of their products to help consumers test their welfare and make a more informed decision. 00:46:45 - The Importance of Showcasing Benefits in Mapping, Category headings like "Most Popular" or "Best Value" can help direct consumers towards the best options. It is important to ensure that these headings accurately reflect the product to avoid nudging consumers towards a bad choice. 00:48:31 - Understanding Customer Behavior, To understand customer behavior, it's important to consider the options they have and the criteria they use to make decisions. Creative solutions and presenting information in the best way possible can help businesses stand out from competitors and win repeatedly. 00:48:59 - Value and Testing, Understanding where customers experience value and knowing how to present information takes time and testing, but it pays dividends. Businesses can unlock the most effective ways to encourage customers to buy and motivate employees to buy in by using proper mapping. 00:49:28 - Incentivizing Employees, Incentivizing employees can be challenging, but with the right approach and understanding of their motivation, businesses can achieve success. The effort put in upfront can lead to significant dividends in the long run. 00:50:08 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Nudge, by Richard Thaler and Cass Sunstein Mixed Signals, by Uri Gneezy What Your Customer Wants and Can’t Tell You, by Melina Palmer The Illusion of Choice, by Richard Shotton Elements of Choice, by Eric Johnson Top Recommended Next Episode: The “N” in Nudges – iNcentives (ep 272) Already Heard That One? Try These:  Mixed Signals, with Uri Gneezy (ep 273) The Illusion of Choice, with Richard Shotton (ep 275) Choice Hacking, with Jennifer Clinehens (ep 141) Priming (ep 252) Loss Aversion (ep 9) NUDGES & Choice Architecture (ep 35) The Overwhelmed Brain and Its Impact on Decision Making (ep 32) Mirror Neurons (ep 31) Anchoring and Adjustment (ep 11) The Top 5 Wording Mistakes Businesses Make (ep 2) Sludge (ep 179) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter 1995 Breyer’s Ice Cream Commercial Nudges Blog Choice Architecture

The core idea of multi-narrative storytelling involves identifying a central message or concept that resonates with the audience and then expanding on it through a series of complementary stories. While each narrative can stand alone, together they create a comprehensive and compelling representation of the brand's identity and message. Two major brands that have successfully utilized multi-narrative storytelling in their marketing campaigns are Nike and Apple. Both brands have managed to create a global impact with their advertisements, encouraging consumers to connect with the brand on a personal level. By using multiple storylines, these giants have enabled their campaigns to resonate with a wide range of individuals, allowing for broader appeal and deeper emotional connections. During the podcast, Melina and Dr. Troy Campbell discuss how both Nike's "Just Do It" and Apple's "Think Different" campaigns are prime examples of effective multi-narrative storytelling. Companies can learn valuable lessons from these successful brands and apply the same techniques to their own business strategies. This episode will help you to: Uncover the power of multi-narrative storytelling in enhancing brand communication. Master the art of crafting a compelling personal brand identity through diverse stories. Grasp the importance of themes, metaphors, and language in creating engaging narratives. Cater to diverse customer groups by implementing a multi-narrative approach. Gain insights from storytelling techniques employed by successful companies. Show Notes: 00:00:00 - Introduction, Dr. Troy Campbell is back on The Brainy Business podcast (one of our few three-peat guests!) to talk about multi-narrative storytelling, building on his background as a former Disney Imagineer and Netflix Consumer Insights employee. 00:05:02 - Shades of Black, Troy talks about how Netflix uses different shades of black to differentiate importance cues on their platform. 00:11:19 - Definition of Multi-Narrative Storytelling, Multi-narrative storytelling involves telling a core story or idea through multiple complementary narratives. Nike and Apple's famous ad campaigns, "Just Do It" and "Think Different," are examples of multi-narrative storytelling. 00:13:48 - Nike and Apple as Examples, The "Think Different" campaign started as a multi-narrative by showcasing the “misfits” and “rebels” who changed the world. 00:15:10 - The Power of Multi-Narrative Storytelling, Multi-narrative storytelling is about getting a core idea across. It involves creating a core story that is the center of your messaging, which is surrounded by different stories that are used to convey your message. This technique involves using narratives that have associations with your brand that the audience will recognize. (As an example in the Apple campaign, showing a picture of Einstein is powerful because of the associations we all have with him and what his image means.) 00:16:52 - Core Idea of Multi-Narrative Storytelling, The core idea of multi-narrative storytelling is to create a cause-and-effect story. It involves telling a story that explains who you are and what you're trying to achieve, and then surrounding that story with other narratives that support your message. You can use existing stories or create original ones. 00:19:15 - Using Existing Stories as Associations, Multi-narrative storytelling can involve using existing stories as associations to convey your message. This technique involves using stories that your audience is already familiar with and borrowing elements of those stories to support your message. This approach makes it easier for your audience to understand and relate to your message. 00:22:28 - The Power of Metaphor and Semiotics, Metaphor, semiotics, and word choice allow for a deeper level of understanding of how to convey messages. Using these techniques and creating a multi-narrative story around them can make the messaging more powerful and effective. 00:30:36 - Multi-Narrative Storytelling, The concept of multi-narrative storytelling involves creating a core story with multiple examples or narratives that support it. This approach allows for flexibility in communication and can be used to convey complex or abstract ideas. Multi-narrative storytelling is useful in branding, marketing, and other areas of business where a clear and compelling message is necessary. 00:32:19 - Just Do It, Nike's "Just Do It" slogan is specific enough to be relatable and broad enough to appeal to a wide range of audiences. This approach can be applied to other branding or marketing efforts by creating a core story that is supported by multiple narratives or examples. 00:38:01 - Branding, Effective branding involves creating a core story that is supported by multiple narratives or examples. This approach allows for flexibility in communication and can help to appeal to a wider range of audiences. The branding of The Brainy Business podcast is an example of this approach, using a fun and relatable logo to convey complex ideas. 00:41:29 - Thesis and Proof, Effective marketing involves creating a clear thesis and using specific examples to prove it. This approach can be used to convey complex or abstract ideas to a wider audience. The selection of imagery, titles, and stories should support the thesis and help to prove its validity. 00:47:12 - The Power of Storytelling, The way Troy implements his “scientific mind and artistic heart” approach can help businesses understand and leverage techniques from other companies like Disney or Nike to improve their own storytelling strategies. 00:47:43 - Multi-Narrative Storytelling, Companies can use multi-narrative storytelling to tie together narratives within their own organization, for the benefit of both customers and employees. Understanding the stories woven within a brand is essential for weaving them together to make a great brand. 00:48:37 - Related Episodes, Other podcast episodes relating to storytelling include David Paull on behavioral storytelling, Dr. Michelle Auerbach, and Sam Evans. These episodes and their related materials are linked below. 00:49:10 - Conclusion,  Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! CONNECT WITH TROY TROY’S WEBSITE ON YOUR FEET TROY ON LINKEDIN Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Choice Hacking, by Jennifer Clinehens What Your Customer Wants and Can’t Tell You, by Melina Palmer The Experience Maker, by Dan Gingiss Blindsight, by Matt Johnson and Prince Ghuman Alchemy, by Rory Sutherland Top Recommended Next Episode: The Science of Cool, with Troy Campbell (ep 169) Already Heard That One? Try These:  Flip The Script! With Troy Campbell (ep 253) Why We Like The Things We Like, with Prince Ghuman (ep 172) Disney: Behavioral Economics Analysis (ep 292) Starbucks: Behavioral Economics Analysis (ep 278) Costco: Behavioral Economics Analysis (ep 47) Peloton: Behavioral Economics Analysis (ep 86) Choice Hacking, with Jennifer Clinehens (ep 141) Social Proof (ep 87) Priming (ep 252) Peak-End Rule (ep 97) Get Your D.O.S.E. of Brain Chemicals (ep 123) Surprise and Delight (ep 276) The Life-Saving Skill of Story, with Michelle Auerbach (ep 288) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter

Creating brain-friendly experiences involves understanding how human psychology and behavioral principles can be integrated into the design of products and services. By recognizing and leveraging these concepts, brands can establish a stronger emotional connection with their customers and create experiences that resonate long after the interaction has ended. In the podcast, Melina Palmer advocates for infusing behavioral economics concepts into business practices and learning from Disney's approach. She encourages brands to delve into the "why" behind their existence and explore principles like framing, nudges, and nostalgia to foster lasting relationships with customers. The goal is to deliver unforgettable experiences that keep customers coming back for more, just as Disney has managed to do, time and again. Discover the art of blending novelty and nostalgia to create Disney magic. Unravel the secrets behind Disney's scarcity and identity-based marketing techniques. Learn how to improve customer experience during those unavoidable wait times. Implement Mickey's Ten Commandments and Imagineering Team's guiding principles. Uncover brain-friendly storytelling methods that boost revenue generation. Show Notes: 00:00:00 - Introduction, Melina introduces the podcast episode, which is about the behavioral economics of Disney. She talks about how Disney is part of our culture and upbringing and how it is a complex web of companies. 00:06:42 - Disney's Focus on Innovation, Disney's focus on innovation and constantly working to be better has stuck with the company for over 90 years. They balance expectations with surprise and delight in a way that works with the brain's bias for the status quo. 00:09:19 - Nostalgia, Disney embraces nostalgia in its parks, movies, and merchandise. They keep some things static over decades to evoke a feeling of nostalgia and balance it with new adaptations to keep it fresh. 00:12:17 - Novelty and the IKEA Effect, Disney incorporates novelty and the IKEA effect, which is the idea that people value things they helped create. Disney has little surprises throughout its parks, like hidden Mickeys, and Easter eggs in its movies. They also let people create their own experience with the brand, like embroidering names onto Mickey ears. 00:15:00 - Emotional Bonding, Being part of the fun and shaping the experience makes people emotionally bonded to the Disney brand. Helping pick out Mickey ears or discovering hidden Mickeys can prime memories and conversations and helps people like the brand more. 00:16:07 - Scarcity and Buzz, Disney's scarcity of specialty ears creates buzz and excitement among park visitors, who love to follow the crowd. This generates social proof, making the limited item even more popular and highly sought after. It's a stroke of genius by Disney to create scarcity in a way that gets people talking about the brand. 00:19:22 - Thoughtfulness in Experiences, Disney is known for being thoughtful in their experiences, making even the bad moments an experience all their own. By creating fun and engaging interactions including, hidden Mickeys, and themed line experiences, Disney turns waiting in a long line into a dopamine-generating, anticipation-building experience. This thoughtfulness is a gift that people repay with loyalty and fandom. 00:23:18 - Mickey's Ten Commandments, Mickey's Ten Commandments are a set of guiding principles that define Disney's values and handbook. Two commandments that stand out are to "avoid overwhelm" and "tell one story at a time." By simplifying the customer experience, reducing decision fatigue, and thinking through every experience, Disney can remain the happiest place on Earth for over 65 years. 00:28:17 - Imagineering Process, Disney's Imagineering Team goes through a process of asking questions to guide every new project, starting with what could it be and ending with how did we do? By using this process, Disney creates a flexible approach that allows for variety while still maintaining a high level of thoughtfulness and attention to detail. 00:31:03 - Starting with Story, Disney starts by creating a great story and then builds everything around it. This approach is different from the standard approach where a product is created, and then a story is created around it. By starting with a story, Disney ensures that the audience is emotionally invested in the story and the products or services associated with it. 00:31:51 - Brain-friendly Experiences, Brands can benefit from creating brain-friendly experiences by starting with a story. Starting with a story creates a sense of emotional investment and makes the experience more memorable. Incorporating various concepts from behavioral economics, such as framing, nudges, and nostalgia, can help create a more brain-friendly experience. 00:33:36 - Insights and Inspiration, Disney is a master of creating a balance between novelty and nostalgia in their experiences. They recognize that people want to share their childhood experiences with future generations, and they create experiences that allow them to do so. Disney also pays attention to the true end of the experience, which is not when someone leaves the park, but when they can relive the experience through photos. Companies can learn from Disney by creating similar brain-friendly experiences. 00:35:09 - Making Memories, Disney understood the true end of their experience, which was the moment when people could relive the experience through photos. They worked with Kodak to paint the park in colors that would look best when printed on photo paper, creating amazing, stellar pictures that helped make the memories stronger. Creating brain-friendly experiences involves paying attention to the details that make all the difference. 00:35:08 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Choice Hacking, by Jennifer Clinehens What Your Customer Wants and Can’t Tell You, by Melina Palmer The Experience Maker, by Dan Gingiss Blindsight, by Matt Johnson and Prince Ghuman Alchemy, by Rory Sutherland Top Recommended Next Episode: Why We Like The Things We Like, with Prince Ghuman (ep 172) Already Heard That One? Try These:  Starbucks: Behavioral Economics Analysis (ep 278) Costco: Behavioral Economics Analysis (ep 47) Peloton: Behavioral Economics Analysis (ep 86) Choice Hacking, with Jennifer Clinehens (ep 141) Why Our Brains Love Nostalgia & Traditions (ep 79) Social Proof (ep 87) Priming (ep 252) Peak-End Rule (ep 97) Loss Aversion (ep 9) Get Your D.O.S.E. of Brain Chemicals (ep 123) Habits (ep 256) Surprise and Delight (ep 276) Status Quo Bias (ep 142) IKEA Effect (ep 112)  Scarcity (ep 270) Reciprocity (ep 238) NUDGES & Choice Architecture (ep 35) The Overwhelmed Brain and Its Impact on Decision Making (ep 32) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter The Psychology Behind Disney’s “10 Commandments” for Experience Design The Science Hiding in Mickey’s Pixie Dust Disney Proves That Profitable Marketing Is About Brand Stories Be Like Disney: Why You Should Embrace Imagineering Principles in Branding How Disney Built An Empire By Designing Brand Experience Why are so many adults obsessed with Disney theme parks? Here’s an upside-down Mickey at the Big Thunder Mountain Railroad in Frontierland

In order to design effective solutions, businesses need to have a clear understanding of the different types of decisions their customers make. Not all decisions are created equal, and handling them differently ensures better outcomes. Companies should avoid applying a one-size-fits-all approach, instead aiming for a tailored response that addresses the specific needs of each consumer decision. By having a better grasp of decision-making processes, businesses can create products, services, and experiences that truly resonate with their audiences. In this episode of The Brainy Business podcast, Sam Evans emphasizes the importance of diagnosing the decision before prescribing a solution. Instead of providing a standard response to every challenge or query, businesses should seek to comprehend the decision type, the question being asked, and the desired outcomes. Evans highlights that businesses must go beyond just addressing jobs to be done but also consider the deeper aspirations and self-identity of customers. Uncover the pivotal role of the decision-making process in designing impactful solutions. Create a practical decision spectrum to categorize customer decision-making styles. Engage customers effectively while providing answers that direct them to optimal choices. Explore the power of weaving engaging stories and emotions into the decision-making framework. Devise immersive experiences that naturally drive customer engagement without forcefulness.  Show Notes: 00:00:00 - Introduction, Sam Evans, founder and CEO of Design for Decision, talks about his background in brand strategy and innovation and his passion for helping teams design products, services, and experiences that change behavior and drive growth. 00:03:40 - From Reputation Management to Behavioral Science, Sam shares how his career has been about designing for behavior change, starting with reputation management and public affairs, then moving to brand strategy and innovation at Pepsi, and eventually launching Design for Decision. 00:07:29 - Design for Decision's Mission, Sam talks about Design for Decision's mission to put the latest science of how people think, decide, and behave into action for the purpose of winning brand positioning, meaningful innovation, and more engaging cross-channel experiences for big brands, non-profits, and startups. 00:09:27 - Connections with Behavioral Science Experts, Sam talks about his connections with behavioral science experts like Robert Cialdini, Steve Wendell, and Nir Eyal, and how he has integrated their ideas into his work at Design for Decision. 00:14:31 - Designing for Decision, Sam explains how designing for decision is more than just designing for the jobs to be done, and how not all decisions are created equal. He talks about the importance of understanding the decision before designing anything and how businesses can do social good by helping people make more confident, effective, and efficient decisions. 00:15:56 - Understanding Different Types of Decisions, Sam Evans emphasizes the need to move away from the assumption that all clients face the same challenges or require the same toolkit to solve their problems. He suggests that different types of decisions should be diagnosed first and then solutions prescribed to answer questions based on the decision-making needs of the customers. 00:18:38 - The Decision Design Spectrum, Sam Evans introduces the idea of a decision design spectrum, which classifies different types of decisions into deliberation, default, and deciding. He explains that depending on where a decision falls on this spectrum, different tactics must be employed for effective engagement. 00:21:08 - Educating vs Engaging, Sam differentiates between educating and engaging customers, citing the success of smoking cessation campaigns that used negative reinforcement instead of education to deter smoking. He recommends engaging customers in ways that inspire and answer their questions instead of educating them on why a product is important. 00:25:18 - The Importance of Translating and Avoiding Math, Sam Evans advises businesses to avoid asking customers to do math and include technical jargon. Instead, communicate in simple language. He suggests providing familiar concepts and translating information to help customers make informed decisions. 00:28:04 - Engaging Customers in the Right Way, Sam Evans highlights the success of brands like Amy's Kitchen in engaging customers through appealing visuals and inviting experiences. He suggests businesses find ways to engage customers based on their decision-making preferences, whether it's System 1 (subconscious) or System 2 (conscious). 00:29:30 - Understanding Decision Making & Behavior, Sam Evans highlights the importance of understanding decision making and behavior. He emphasizes that it is crucial to diagnose the decision before prescribing the solution. He also notes that not all decisions are created equal, and it is essential to consider the type of decision before designing a solution. 00:31:00 - Leading with Behavior, Sam and Melina discuss the importance of leading with behavior when it comes to growing a brand. Sam argues that focusing on behavior first is crucial because people buy based on behavior. He suggests that the emphasis should be on designing for behavior rather than forcing things on people. 00:32:15 - Education vs. Behavior, Sam and Melina discuss the challenges of educating people about a product or service. They note that the goal is often to get people to care about something in the same way the company cares about it (which is a bad approach). Sam argues that it is more important to focus on designing an experience that is engaging and inviting rather than leading with education. 00:33:40 - Behavioral Design for Good, Sam emphasizes that he would love to have more conversations with those who are trying to do good by people and change the world. He notes that private organizations, public organizations, nonprofit, and startups are all welcome to reach out to him. Sam highlights that the goal of behavioral design is to make a connection and design an amazing experience that is really engaging. 00:38:02 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Indistractable, by Nir Eyal Hooked, by Nir Eyal Influence, by Robert Cialdini What Your Customer Wants and Can’t Tell You, by Melina Palmer Designing for Behavior Change, by Steve Wendell Connect with Sam:  Design For Decision website Sam on LinkedIn Top Recommended Next Episode: Become Indistractable, with Nir Eyal (ep 290) Already Heard That One? Try These:  Influence, with Robert Cialdini (ep 157) Marketing to Mindstates, with Will Leach (ep 88) Nudges and Choice Architecture (ep 35) Priming (ep 252) Designing for Behavior Change, with Steve Wendell (ep 116) Behavioral Science in the Wild, with Dilip Soman (ep 241) Cognitive Semiotics, with Sarah Thompson (ep 259) Habit Weekly’s Samuel Salzer (ep 284) Get It Done, with Ayelet Fishbach (ep 186) Other Important Links:  Brainy Bites - Melina’s LinkedIn Newsletter

Dealing with distractions is a common challenge that many professionals face in their everyday lives. Traction (the opposite of distraction) is the force that drives us towards our goals and objectives, keeping us focused on the tasks that really matter. In order to combat distractions, it's vital to create a plan that outlines the necessary steps for achieving success. This includes setting clear objectives and breaking down goals into manageable tasks, while also allocating specific time for relaxation or personal enjoyment.  By doing so, individuals can achieve a balanced life that fosters productivity and happiness. During this conversation with host Melina Palmer, Nir Eyal emphasized the importance of distinguishing between distraction and traction. Contrary to popular belief, the opposite of distraction isn't focus, but rather traction. Eyal explained that distractions are anything that pulls us away from our true goals, while traction is any action that brings us closer to achieving them. He urged listeners to create schedules that align with their values and to stick with them, ensuring that they devote the necessary time and focus to what truly matters. Enhance concentration through gaining traction and structured planning to mitigate distractions. Utilize technology with intention for peak productivity and enriching personal experiences. Overcome internal triggers by comprehending the nature of discomfort and controlling urges. Create value-driven schedules to bolster time management and sharpen focus. Employ tactical tools and approaches to curb the influence of digital distractions. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the episode and the guest, Nir Eyal, who is a behavioral designer. She talks about how Nir's book, Indistractable, helps people overcome distractions and become more productive. 00:04:30 - Personal Reason for Writing Indistractable, Nir Eyal shares his personal reason for writing Indistractable. He talks about how he was distracted by his phone while spending time with his daughter. Research and personal testing made him realize the problem was much deeper than just technology. He decided to explore the root cause of distraction and find an answer that actually worked. 00:09:40 - Distraction is an Old Problem, Nir talks about how distraction is not a new problem and has been with us for at least the past 2500 years. He explains how people have always blamed various forms of entertainment and technology for distracting them, and how it's lazy thinking to blame technology for distraction without understanding the root cause. 00:11:14 - The Opposite of Distraction is Traction, Nir Eyal explains that the opposite of distraction is not focus, but traction. He defines traction as any action that pulls you towards what you want to do, and distraction as any action that pulls you away from what you plan to do. He emphasizes the importance of understanding the difference between the two. 00:12:27 - Tools for Finding Balance, Nir Eyal talks about the importance of finding balance when it comes to using technology. He shares some tips and tricks anyone can use to help with this (a tiny sample of all the resources in his book). 00:13:47 - Understanding Distractions and Traction, Nir Eyal explains that distraction is anything that pulls us away from what we planned to do and anything can be a distraction. Conversely, anything can be traction if we make time for it and plan it according to our values. Becoming indistractable means living with personal integrity and knowing why we got distracted. 00:18:28 - The Root Cause of Distraction, Eyal identifies the root cause of distraction as our inability to deal with discomfort in a healthy manner. We use distraction as psychological pacification and escape uncomfortable emotions. To become indistractable, we must first learn to deal with the discomfort in a healthy way by fixing the source of discomfort or finding ways to cope. 00:19:48 - Human Motivation, Nir explains that human motivation is not about the pursuit of pleasure and avoidance of pain but rather spurred by discomfort. We have two neural circuits, the liking system and the wanting system. The purpose of the wanting system is to create discomfort to get us to act. Time management is pain management, and to master distractions, we must first master internal triggers. 00:22:21 - Time Management and Addiction, Addiction isn't just about substances or behaviors but is more about our need to escape from discomfort. We must fix the source of discomfort or learn to deal with it in a healthier way. Eyal shares the story of Dr. Zoe Chance, who became temporarily addicted to her pedometer as she was using it to escape her life. 00:27:21 - The Evolution of Internal Triggers, Evolution has made us perpetually perturbed and hardwired for things like hedonic adaptation, rumination, and boredom to keep us searching for more. We are not designed by evolution to be satisfied, but to strive, search, want, and crave, which helped our species progress. The idea is to channel these uncomfortable sensations towards traction rather than distraction. 00:29:21 - Mindset and Reimagining Temptation, Our brains are wired for mindset issues, and we need to reimagine our temperament to become indistractable. If we have an issue, we need to understand the root cause and channel our mindset towards traction instead of distraction. We can reimagine the task, trigger, or our temperament to master the internal triggers, which is crucial to becoming indistractable. 00:32:00 - The Nuances of Technological Distraction, Our relationship with technology and other distractions is a nuanced discussion. Everything has unintended benefits and harms, and it is crucial to take a deeper look. We need to understand the good stuff that's happened and not just the negatives. If something is not serving us, we should disconnect and use what we want with intent. 00:35:23 - The Story Behind the Moral Panic, Every moral panic throughout the years has had a scapegoat, and this time, it's technological distraction. It's dangerous to believe in scientifically unsupported theories, which leads to learned helplessness. The evidence is scant, and the story is much more nuanced. 00:41:33 - Why We Need to Become Indistractable, Nir Eyal talks about how constant interruptions from Facebook and the news distract us and how hacking back our phones and offices can help us become indistractable. 00:42:14 - How Distractions Come from Colleagues, Eyal discusses how distractions from colleagues in open-office plans can impede work progress and how a simple explicit message can help. 00:43:10 - The Role of Pre-Commitments, Eyal explains how pre-commitments can help prevent distraction and promote personal integrity. 00:48:29 - The Antidote to Impulsiveness, Eyal emphasizes that the antidote to impulsiveness is forethought and how we should use our ability to see into the future to plan ahead. 00:50:08 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina’s Books.  Get the Books Mentioned on (or related to) this Episode: Indistractable, by Nir Eyal Hooked, by Nir Eyal Influence is Your Superpower, by Zoe Chance What Your Customer Wants and Can’t Tell You, by Melina Palmer What Your Employees Need and Can’t Tell You, by Melina Palmer Connect with Nir:  Nirandfar.com Nir on Twitter Nir on LinkedIn Top Recommended Next Episode: Influence is Your Superpower, by Zoe Chance Already Heard That One? 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