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

Troy Andrews, an expert in storytelling for presentations, discusses the power of storytelling in captivating an audience during presentations. He shares his unique approach to storytelling, emphasizing the importance of turning obstacles into opportunities for engagement. The podcast explores the impact of storytelling, the 'red sneaker effect', and techniques for improving public speaking skills. It also mentions the guest's book on building bridges in presentations and includes recommendations for related resources.

The principle of unity, now featured as Robert Cialdini's 7th Principle of Persuasion in the New and Expanded version of Influence, is important for anyone in business to understand. Fundamentally, it is about fostering a communal sentiment between the communicator and the audience, making them feel as if they are part of the same group. This unity transcends mere similarities and taps into shared identities such as nationality, family, or political affiliation. More than being an effective tool for persuasion, creating a sense of unity also helps build stronger, more meaningful connections with others. Throughout the interview, Dr. Cialdini explains all seven principles of persuasion: reciprocity, authority, liking, consistency/commitment, social proof, scarcity, and unity. He provides thought-provoking examples and tips that anyone in business can learn from and start being more influential (and persuasive) immediately! Don't miss this one. In this episode: Uncover the basic principles of persuasion and their impressive influence on human behavior. Learn about the (now) 7 Principles of Persuasion from the godfather of influence himself. Hear some questions from listeners like you, that Melina asked Dr. Cialdini! Embrace ethical persuasion and the responsible handling of influence strategies. Discover a little about what Bob is doing now, as Melina mentions the Cialdini Institute, a new initiative that has launched since this refreshed episode originally aired. Show Notes: 00:00:00 - Introduction, The episode introduces Dr. Robert Cialdini, a renowned persuasion scientist, and discusses his iconic book "Influence" and its new and expanded version, which includes the seventh principle of persuasion, Unity. 00:03:15 - Cialdini's Background and Research, Dr. Cialdini shares his background as a persuasion scientist and his early research, which involved immersive observational studies of various professions that rely on influencing others. He emphasizes the importance of studying naturally occurring environments and the common principles of persuasion he discovered. 00:06:41 - The Original Six Principles of Persuasion, Bob presents the six original principles of persuasion: reciprocity, liking, social proof, authority, commitment and consistency, and scarcity. He explains each principle and how they influence people's decision-making processes. 00:15:55 - The Seventh Principle: Unity, Dr. Cialdini introduces the seventh principle of persuasion, Unity, which focuses on creating a sense of shared identity between the communicator and the audience. He explains how unity can break down barriers to influence and strengthen the impact of persuasive messages. 00:19:45 - The Cuban Missile Crisis and Reciprocity, The conversation begins with a discussion of the Cuban Missile Crisis and how the commonly held belief that Kennedy stood firm against Khrushchev was not entirely accurate. It was actually a reciprocal exchange of concessions, with Kennedy promising to remove U.S. missiles from Turkey in exchange for Khrushchev removing missiles from Cuba. 00:23:05 - Problem-Free vs. Problem-Freed Experience, The conversation shifts to the importance of resolving problems for customers in business. It is argued that a problem-freed experience, where a problem is resolved in favor of the customer, can lead to increased loyalty and advocacy. Customers appreciate when problems are quickly and effectively addressed. 00:29:40 - Principles of Influence in a Digital World, The conversation explores how the principles of influence adapt to a digital world, such as social media. While the platforms may change, the principles themselves remain consistent. Social proof, in particular, has gained traction with the availability of online reviews and testimonials. 00:33:53 - The Effectiveness of Persuasion Principles, Melina asks a question from a listener on whether or not the principles are less effective now that people are aware of them and the landscape is changing. Dr. Cialdini explains his thoughts on this question. 00:39:32 - Reader Letters and Social Proof, The inclusion of reader letters in the book was not initially intended as a social proof strategy, but rather as a way to engage with readers. However, the readers' reports became a popular feature, providing social proof of the principles of the book in everyday situations. 00:41:46 - Future Book Plans, Dr. Cialdini mentions his plan to write his next book as a collection of readers' reports, with his thoughts on each. This format has been well-received by readers and provides valuable insights into how the principles of persuasion work in various contexts, so he thinks it could make a good full book. 00:42:41 - The Power of Unity, Dr. Cialdini shares a personal story of how the principle of Unity helped him obtain data for a grant application from a colleague who is known to be less-than-helpful. By emphasizing their shared history and belonging to the same department, he was able to persuade his colleague to provide the necessary data. 00:45:30 - Learning More from Dr. Cialdini, To learn more from Dr. Cialdini, listeners can visit the Influence At Work website, where they can access his other books and also find information on training programs. Dr. Cialdini emphasizes the importance of ethical persuasion and offers resources to help individuals become effective and ethical persuaders. 00:45:57 - Reflecting on Influence, Melina reflects on her conversation with Dr. Cialdini and highlights the power of reciprocity, liking, and social proof and how they can all be achieved in one act – in this case, the endorsement he provided for her second book, What Your Employees Need and Can't Tell You. Melina also shares a bit of what Dr. Cialdini is up to now, including the newly launched Cialdini Institute (links below). 00:46:54 - 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 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 Presuasion, by Robert Cialdini Influence Is Your Superpower, by Zoe Chance You Have More Influence Than You Think, by Vanessa Bohns What Your Employees Need and Can't Tell You, by Melina Palmer Connect with Robert: Robert Cialdini on Twitter Follow Robert Cialdini on LinkedIn Cialdini Institute Website Top Recommended Next Episode: The Unity Principle (ep 216) Already Heard That One? Try These: Reciprocity (ep 238) Social Proof (ep 87) Influence Is Your Superpower, with Zoe Chance (ep 308) Framing (ep 296) You Have More Influence Than You Think, with Vanessa Bohns (ep 197) Priming (ep 252) Magic Words, with Jonah Berger (ep 301) 5 Years, 299 Episodes, These Are Your Favorites (ep 299) The Power of Scarcity, with Mindy Weinstein (ep 271) Precommitment (ep 120) Scarcity (ep 270) Familiarity Bias (ep 149) Friction, with Roger Dooley (ep 274) Negative Reviews and How to Deal with Them (ep 163) Episode 76: The Brainy Benefits of Gratitude What Your Employees Need and Can't Tell You (ep 225) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Influence At Work, Cialdini's website

Do you want people to be more likely to follow whatever rules, policies, or procedures you create? It's time to make them more human. Understanding and empathizing with the perspectives of others plays a crucial role in effective rule adherence. Comprehending the dynamics of rules can lead to beneficial outcomes in various aspects of life, from lessening conflicts to fostering compliance within organizational settings. Those who understand and communicate the reasons behind their rules are more likely to gain cooperation from those affected. It also helps reduce misunderstanding and resistance, promoting a smoother and more efficient implementation of rules or policies. Guest Christian Hunt, during his conversation with Melina Palmer, explained his thoughts on this matter, drawing on his experience as the founder of Human Risk, host of the Human Risk podcast and author of Humanizing Rules. Hunt believes that, to instill rule adherence, it is important to understand the perspectives of individuals subjected to those rules. He also iterated the need for effective communication, emphasizing that rules are more likely to be accepted and adhered to when individuals understand the rationale behind them. Christian introduces his HUMANS framework during the conversation, and shares interesting, real-world examples from transportation, Netflix, and more. In this episode: Understand the relevance of emotional intelligence and empathy in compliance with rules. Acquire knowledge about the role of clear communication in improving rule compliance. Analyze the issues linked with changing speed limits and the crucial role of enlightenment. Appreciate the need to present regulatory efforts as advantageous and pertinent to the workforce. Learn Christian's HUMANS framework and how to start using it in your business. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces Christian Hunt, the founder of Human Risk, a company that specializes in using behavioral science to manage the risks of human decision-making. Christian shares his background in financial services and regulation, which led him to focus on the human side of compliance and ethics. 00:02:20 - Unique Perspective from Regulation to Compliance, Christian discusses his unique experience of transitioning from a regulator to a compliance professional, allowing him to see both sides of the problem when he had to enforce his own rules (and realized they didn't align properly). He emphasizes the importance of understanding the reasons behind rules and regulations in order to effectively manage them. 00:05:57 - Applying Behavioral Science to Ethics and Compliance, Christian explains how his experience in risk and compliance led him to realize the relevance of behavioral science in influencing human decision-making. He shares his mission to help organizations use behavioral science to get the best out of their people while mitigating risks. 00:08:03 - Navigating "Weird" Rules, Christian provides advice for individuals who find themselves dealing with rules that seem strange or unnecessary. He suggests understanding the reasons behind the rules and considering whether they serve a genuine purpose. Having a dialogue and presenting alternative perspectives can be helpful in managing such rules. 00:11:41 - Balancing Compliance with Dialogue, Christian acknowledges that in tightly regulated industries, dialogue may not always be possible. However, for those who can engage in discussions, he emphasizes the importance of approaching the conversation with empathy and understanding of the other party's perspective. 00:12:37 - Understanding the Fundamental Attribution Error, Christian Hunt discusses the difficulty of putting oneself in someone else's shoes and the tendency to blame others instead of seeking to understand their rationale. He emphasizes the importance of pausing and considering where others may be coming from in order to find better solutions. 00:13:30 - The Importance of Questioning What is Normal, Christian highlights the concept of "normal" and how rules and expectations are often based on extreme, non-common examples. He shares a story about his train journey and the importance of understanding the rationale behind rules. He initially dismissed the need for bag labels, but a staff member explained that they were necessary in case of train evacuation. This experience taught him the importance of not making presumptions and considering the reasoning behind rules. 00:18:25 - Learning from Mistakes and the Dunning-Kruger Effect, Christian discusses the Dunning-Kruger effect and admits to falling victim to it himself. He shares a story about a rule regarding variable speed limits on roads, where drivers often question the need to slow down. He emphasizes the importance of recognizing that rules are often in place for valid reasons, even if they may not be immediately apparent. 00:24:53 - The Frustration with Rules, Christian discusses how rules can be frustrating when they are imposed due to the actions of others. He highlights the need for clear communication and understanding between authorities and the people being controlled. 00:25:49 - Societal Reasons for Rules, Christian acknowledges that some rules are put in place for the greater good, such as slowing down traffic for the safety of elderly drivers. He emphasizes the importance of considering the rationale behind rules and whether they apply to specific subsets of the population. 00:26:39 - The Challenge of Communicating Rules, Christian recognizes the challenge that authorities face in communicating the reasons behind certain rules. He believes that authorities should be more transparent and ethical in their communication, especially in democratic societies. 00:28:00 - The Employment Contract Fallacy, Christian discusses the fallacy of relying solely on the employment contract as a reason for imposing rules. He argues that just because authorities have the power to enforce rules doesn't mean they should, and they should consider the perspective of those being controlled. 00:31:02 - Differentiating Between Rules, Christian explains the importance of distinguishing between rules that are irrecoverable (serious violations) and rules that are recoverable (less serious violations). He uses Netflix's approach of focusing efforts on irrecoverable actions as an example of effective rule implementation. 00:37:23 - Understanding Requirements and Imposing Tasks, The importance of understanding requirements and tasks from both the perspective of the person giving the task and the person receiving it. It is crucial to ensure that the person giving the task understands what they are asking for and the potential challenges involved. Imposing tasks without understanding can lead to frustration and inefficiency. 00:38:09 - Recognizing Risk and Impact on Employees, It is essential to recognize the potential risks and impact of imposing tasks on employees. If a task is likely to be unhelpful and difficult for the employee to understand, it poses a higher risk. Employers should consider whether the benefits outweigh the potential negative impact on employee relationships and trust. 00:39:30 - Using Behavioral Science as a Design Tool, Behavioral science can be used as a design or diagnostic tool to improve task implementation. If reality cannot be changed, the perception of a task can be altered through framing or breaking it down into smaller, more manageable tasks. Understanding the impact and finding ways to make tasks more user-friendly is crucial. 00:40:43 - The Pitfalls of Compliance Training, Compliance training exercises often fall short in effectively teaching and assessing employee understanding. Testing employees on obscure information that is unlikely to be relevant to their job can lead to frustration and a sense of wasted time. Employers should reconsider the purpose and effectiveness of compliance training exercises. 00:49:38 - Introduction to Incentives, Companies often use incentives, such as prize drawings, to encourage customers to fill out surveys. The same principle applies to employees in the workplace. Incentives can increase compliance and the quality of work. 00:50:22 - Importance of Incentives, Incentives are crucial for tasks that require a high standard of work. If people don't see the value in doing something, they are less likely to do it. Consider what's in it for them as an individual and find ways to make tasks feel worth doing. 00:51:11 - Feasibility of Compliance, Consider whether it is feasible for individuals to comply with a rule or task. If something is too difficult or requires significant effort, compliance is less likely. Make tasks easier to increase compliance. 00:52:02 - Acceptability of Rules, Just because a rule can be imposed doesn't mean it will be accepted. Consider whether employees find a rule acceptable based on their specific circumstances and employment. Overreach can lead to resistance. 00:53:44 - Social Proof and Normalcy, The perception of what is normal and acceptable plays a role in compliance. Consider social proof and whether other people in similar circumstances are being asked to do the same thing. Make rules salient and relevant to increase compliance. 00:56:04 - 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 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: Humanizing Rules, by Christian Hunt Both/And Thinking, by Wendy Smith and Marianne Lewis Friction, by Roger Dooley Mixed Signals, by Uri Gneezy What Your Employees Need and Can't Tell You, by Melina Palmer Connect with Christian: Christian on Twitter Follow Christian on LinkedIn Human Risk Podcast Top Recommended Next Episode: What Problem Are You Solving? (ep 126) Already Heard That One? Try These: Dunning-Kruger Effect (ep 266) Adam Hansen and the Curse of Knowledge (ep 176) Inequity Aversion (ep 224) Behavioral Science in the Wild, with Dilip Soman (ep 241) Framing (ep 296) Confirmation Bias (ep 260) Design for Decision, with Sam Evans (ep 291) Influence, with Robert Cialdini (ep 157) Mixed Signals, with Uri Gneezy (ep 273) Good Habits, Bad Habits with Wendy Wood (ep 127) Overwhelm and Decision Making (ep 32) Reciprocity (ep 238) Social Proof (ep 87) Friction, with Roger Dooley (ep 274) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Melina as a guest on the Human Risk podcast

Understanding cognitive biases can inform marketing and advertising strategies in businesses. Availability bias causes individuals to rely on immediate information, which is easily accessible, instead of thorough research. If it comes to mind easily, we think it is more true or likely than if it doesn't come to mind as easily. Of course, that isn't always the case. Availability bias can deeply influence decision-making processes both within a company and for its customers. For businesses, understanding this bias can provide pivotal insights about consumer behavior--one great way to use this, which host Melina Palmer discusses in detail throughout the episode, is in pitching your business and getting PR. During the podcast, Melina vividly illustrates the concept through examples, such as the typically contrasting associations with the words "shark" and "cow." She points out that these associations are borne out of the easily available information about these animals, rather than a comprehensive understanding of their respective behaviors. (Which do you think is more deadly? If you said a shark...you're in for a surprise!) Understanding availability bias and how it can be leveraged is essential for business owners and marketers to craft strategies that share the right message at the right time. In this episode: Unlock insights into availability bias and its impact on decision-making. Hear some fun examples -- like, should you be more scared of sharks or cows? -- that will show how your own mind is tricking you regularly. Learn why you should be following trends (and predicting them) so you communicate the right messages at the right time. Hear the fascinating story of the diamond industry and how they used availability bias to shape the narrative. Find out what HARO is, and how it can help your business to gain visibility along with availability bias. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the episode and explains that availability bias is one of her favorite concepts from behavioral economics. She mentions that availability bias is the tendency to judge the likelihood of something happening based on how easily examples come to mind. 00:01:10 - Importance of Availability Bias, Melina explains that availability bias is important because it affects our perception of risk and influences our decision-making. She gives examples of how availability bias can impact our view of certain events or situations. 00:09:06 - Swapping Out Questions, Melina discusses how our brains often swap out difficult or unfamiliar questions with easier ones (known as satisficing). She uses the example of solving a complex math problem and how our brains substitute it with a range of possible numbers instead. This swapping out can lead to / go hand-in-hand with availability bias. 00:11:21 - Impact of Stories and Personal Experiences, Melina explains that stories and personal experiences have a significant impact on availability bias. Our brains are more likely to remember and be influenced by vivid examples and stories rather than statistics or abstract information. 00:14:01 - Applying Availability Bias in Business, Melina advises businesses to be mindful of availability bias when developing their strategies. She emphasizes the importance of using social media as a tool to support other business objectives rather than relying solely on it for monetary gain. (Will 1 million YouTube downloads a month make you rich?) 00:18:00 - How Our Brains Associate Information, Our brains associate information in very literal ways. Melina shares examples of travel to Norway increasing dramatically because of a cartoon, and skyrocketing sales in Mars bars when the Mars rover was in the news. Aligning your business with popular topics can help boost your visibility and engagement. 00:19:07 - Being Aware of Trends, Stay aware of what's trending in social media, news, and pop culture. Find ways to connect your business to these trends and get associated with what people are talking about and searching for. Especially in areas that may seem unrelated (more on that as we go). 00:20:46 - The Power of Rose Gold, Rose gold has become a popular trend, and businesses that offer products in this shade can attract customers who are actively seeking it. By using scarcity and availability, you can create a buzz and fuel interest in your offerings. If rose gold isn't cool anymore by the time you are listening to this – or not aligned with your brand – what is the new "it" color? What is the Pantone color of the year, for example? 00:23:50 - Making Your Own Luck, Instead of waiting for opportunities to come your way, actively seek ways to connect your business to current conversations and trends. Look for unique and unexpected angles that can make you stand out from the crowd. 00:26:19 - Combinatorial Thinking, Combining seemingly unrelated ideas or concepts can lead to innovative and novel solutions. Don't limit yourself to obvious connections; think outside the box and explore new possibilities for your business. 00:37:36 - The Success of the Diamond Advertising Campaign, The advertising agency reported impressive results in its campaign, with diamond sales increasing by 55% in the United States from 1938 to 1941. The campaign focused on the emotional value of diamonds and created a new form of advertising that has been widely imitated. 00:38:48 - The Impact of De Beers' Advertising, De Beers continued to innovate its advertising approach, creating the "Diamonds are Forever" line in 1947 and utilizing television and a diamond information center. They even changed marriage traditions in Japan to incorporate diamond engagement rings. De Beers' advertising efforts led to a significant increase in diamond sales and a 100-fold increase in sales value by 1979. 00:42:12 - Importance of Research and Timing, De Beers understood the importance of solid research and finding new ways to reach consumers. They leveraged the popularity of influential figures, such as the royal family, to increase interest in their products. 00:44:04 - 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 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: Contagious, by Jonah Berger Magic Words, by Jonah Berger A More Beautiful Question, by Warren Berger Thinking Fast and Slow, by Daniel Kahneman The Hype Handbook, by Michael F. Schein Top Recommended Next Episode: How to Successfully Pitch Your Business (ep 177) Already Heard That One? Try These: Anchoring & Adjustment (ep 11) Relativity (ep 12) The Truth About Pricing (ep 5) Priming (ep 252) Framing (ep 296) Herding (ep 264) Social Proof (ep 87) Scarcity (ep 270) Questionstorming, with Mars (ep 215) The Life-Saving Skill of Story, with Michelle Auerbach (ep 288) Behavioral Storytelling, with David Paull (ep 289) Non-Obvious Thinking, with Rohit Bhargava (ep 297) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Cows Are Deadlier Than You Ever Knew Human Shark Bait In the War Between Sharks and People, Humans Are Killing It Why 'Success' on YouTube Still Means a Life of Poverty Frozen Has Massively Increased Tourism to Norway Rose gold: The fashion trend that just won't go away HARO Have You Ever Tried to Sell a Diamond? The 'Oprah effect:' Does everything she touch turn to gold?

Dr. Vanessa Patrick, a respected marketing professor at the University of Houston's Bauer College of Business, is revered for her notable research on the psychology of saying no. This research acts as the foundation of her book, The Power of Saying No. The seemingly simple act can be a strenuous inner struggle, but Vanessa insists it's an essential skill for preserving personal dignity and establishing a balanced life. Understanding the psychology behind our hesitance to refuse can liberate individuals from overcommitment and enable them to set healthier boundaries. In her conversation with Melina Palmer, Vanessa articulated that the challenge of saying no often stems from our fear of negatively impacting relationships or tarnishing our reputation. However, people's constant attempt to please others leads them to become a pushover, gradually erasing their individuality. Vanessa conveyed that saying no (using her method of empowered refusal) allows you to not just create and uphold your unique identity but also to avoid turning into a person who mindlessly accepts every request. In this episode: Discover the influence of saying no and how it enhances the quality of relationships and life. Learn actionable strategies to establish personal boundaries and become uncompromisingly committed to them. Recognize the primary function of personal motivations and beliefs in setting energized refusal. Grasp the dilemma of saying no in contrasting situations and the art of diluting social pressure. Acquaint yourself with the principle of opportunity cost and its immense relevance to making mindful trade-offs. Show Notes: 00:00:00 - Introduction, Dr. Vanessa Patrick is the author of The Power of Saying No and a professor of marketing. Her research focuses on understanding why people struggle with saying no and the importance of setting boundaries. In this episode, she discusses the dual drivers behind saying yes when we want to say no. 00:05:39 - The Fear of Saying No, Dr. Patrick explains that the fear of saying no stems from our desire to be liked and our concern for our reputation. We often say yes to maintain relationships and be seen as competent. However, saying no strategically can actually help us develop our unique skills and be known for our expertise. 00:07:50 - The Motivation Behind Studying Saying No, Dr. Patrick shares that her initial research focused on self-discipline and resisting temptation through self-talk. After publishing her findings, she realized the widespread struggle with saying no and the importance of understanding how to say no effectively. This led her to further explore the topic and eventually write her book. 00:11:25 - The Power of "Don't" vs. "Can't" Dr. Patrick introduces the concept of using "don't" instead of "can't" when saying no. By saying "I don't" instead of "I can't," we appear more empowered and in control. This small shift in language can make a significant difference in how others perceive our refusal. 00:16:05 - Building Personal Policies, Vanessa Patrick discusses the importance of reflecting on our beliefs and values to establish personal policies that guide our actions and decisions. These policies, similar to mental budgets, help us stick to our desired goals and make it easier to say no in various situations. 00:18:04 - Being the "Kind of Person" Who Says No, Vanessa emphasizes the power of framing our decisions as reflections of our identity. By saying "I'm the kind of person who..." we can effectively communicate our boundaries and say no more effectively. 00:19:26 - Navigating Asks in the Workplace, Vanessa provides a framework for deciphering asks in the workplace. She distinguishes between urgent and important tasks that require immediate action, and non-promotable tasks that may distract from our main responsibilities. She highlights the importance of balancing participation in non-promotable tasks and ensuring fairness in task distribution. 00:23:24 - Finding Value in Non-Promotable Tasks, Vanessa acknowledges that some individuals may find value in non-promotable tasks, such as party planning, as it aligns with their personal interests or provides visibility. However, she encourages individuals to ensure they are not solely responsible for these tasks and to create an environment where everyone's strengths are leveraged. 00:27:28 - Reframing Saying No, Vanessa reminds us that saying no is not a rejection of the person making the request, but a refusal of the ask. By reframing our mindset, saying no can become much easier. 00:32:25 - Is It A Salt or Lasagna Ask?, Vanessa explains the concept of "pass the salt" asks, which are easy and low-cost requests that can have a high benefit for the person asking. She also introduces the idea of "bake your famous lasagna" asks, which are requests that are costly for the person asked but have no real impact. Vanessa emphasizes the importance of saying no to these types of asks and prioritizing the "Hero's Journey" asks that make a difference in the world. 00:35:13 - Opportunity Cost and Saying No, Vanessa discusses the concept of opportunity cost and how every time we say yes to something, we are saying no to other opportunities. She highlights the need to intentionally consider the opportunity cost of our decisions and the importance of saying no to things that don't align with our values and goals. 00:37:10 - The (Non)Selfishness of Saying No, Vanessa challenges the notion that saying no is selfish, explaining that it is actually selfish for someone to ask us to do something that doesn't matter to us or leverage our strengths. She encourages individuals to recognize their right to say no and not feel guilty about it. 00:38:02 - Tips and Resources for Saying No, Melina mentions that Vanessa's book provides valuable tips and strategies for saying no, especially in different situations such as with bosses. Vanessa emphasizes the power of an empowered refusal, which effectively conveys your stance based on your values and priorities. She encourages individuals to own their no's and not make excuses or be wishy washy -- own those nos! 00:39:04 - 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 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 Power of Saying No, by Vanessa Patrick Influence Is Your Superpower, by Zoe Chance You Have More Influence Than You Think, by Vanessa Bohns Magic Words, by Jonah Berger What Your Employees Need and Can't Tell You, by Melina Palmer Connect with Vanessa: Vanessa on Twitter Follow Vanessa on LinkedIn Vanessa's Website Top Recommended Next Episode: Influence Is Your Superpower, with Zoe Chance (ep 308) Already Heard That One? Try These: Behavioral Science in the Wild, with Dilip Soman (ep 241) Framing (ep 296) You Have More Influence Than You Think, with Vanessa Bohns (ep 197) Influence, with Robert Cialdini (ep 157) Getting Along, with Amy Gallo (ep 269) A More Just Future, with Dolly Chugh (ep 247) Priming (ep 252) Framing (ep 296) Magic Words, with Jonah Berger (ep 301) Game Theory (ep 228) Inequity Aversion (ep 224) Mental Accounting (ep 282) Get It Done, with Ayelet Fishbach (ep 186) Defaults (ep 38) Subtract, with Leidy Klotz (ep 162) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter

Dr. Zoe Chance emphasizes the importance of examining problems from different perspectives and setting long-term goals for success. Approaching problem-solving differently can result in innovative solutions that others might overlook. By aligning these objectives with Zoe's "magic question," individuals can foster a sense of collaboration and create opportunities for progress. Throughout the podcast, Dr. Chance shares stories of how people have successfully applied the magic question in various situations. For instance, she recounts the story of Gloria Steinem, who addressed the issue of sex trafficking in a Zambian village by asking the magic question, leading to a revelation that an electric fence was required to protect crops from elephants. Such examples reinforce the importance of aligning long-term goals with the magic question in order to effectively influence and create meaningful change. This episode, which features many insights from Zoe's book, Influence is Your Superpower, also highlights the importance of saying "No" (with a challenge to do so to every request for 24 hours) and the interesting way she set up her book chapters (along with some tips for aspiring authors). In this episode, you will be able to: Enhance your connections and communication through the strength of influence. Achieve better work-life balance by saying 'no' and outlining clear-cut boundaries. Embrace an innovative way of addressing problems and designing future targets. Comprehend the workings of decision-making and how to convince others with competence. Show Notes: 00:00:00 - Introduction, Melina introduces Zoe Chance and her book Influence Is Your Superpower. She highlights the relevance of the topic to the upcoming guest, Vanessa Patrick's book, The Power of Saying No. 00:03:24 - From Theater to Sales, Zoe talks about her experience in theater and how it helped her develop the skills to communicate, move, and connect with people. She also narrates her experience in sales, door-to-door sales, telemarketing, and marketing, where she learned about rejection and the importance of being comfortable with saying (and hearing) no. 00:06:44 - The Power of No, Zoe introduces her 24-hour no challenge, which she did for a whole month one November, and the 24-hour no challenge she gives her students. She explains how saying no can help build healthy relationships and create space in one's life. She also emphasizes the importance of not justifying one's no and the need to disentangle the request from the relationship. 00:10:23 - Handling Objections, Zoe talks about handling objections in sales training, addressing all the different kinds of objections that someone might have. She reveals that most sales training is about handling objections. She adds that it is often a good idea not to justify one's no because it can create a way for them to convince you to change your mind. 00:13:00 - The Worst Thing They Can Say is No, Zoe explains the mindset that "the worst thing they can say is no," -- how this is both helpful and harmful. 00:15:33 - Framing and Half Chapters, Zoe discusses her use of framing in her book, Influence Is Your Superpower, and how she structured the chapters to include shorter chapters between longer ones to create more momentum and ease of reading. She also shares her love for Harry Potter and how she used references to create a little magic for readers. 00:19:16 - The Magic of Harry Potter, Melina and Zoe bond over their love for Harry Potter and share their experiences visiting the Harry Potter Studios outside London. They discuss the level of thoughtfulness and detail that went into creating the world of Harry Potter and how it inspires them in their own work. 00:23:49 - The Power of Framing, Zoe explains the concept of framing and shares an example from her idol, Derren Brown, a mind reader and illusionist who is a master at directing attention. She discusses how framing works to focus our attention on one thing and make us ignore everything else, and how this is a metaphor for how our brain makes decisions. 00:29:22 - The Influence of Derren Brown, Melina and Zoe discuss the work of Derren Brown and how he is an expert in influence, even though he is not an academic. They share examples of how he uses questioning techniques to get people to believe certain things and how he can get them to choose something different from what they originally wanted. 00:31:38 - The Importance of Experimentation, Zoe emphasizes the importance of experimentation in behavioral science and how it is critical to test and iterate on things. 00:31:31 - Setting Goals and The Magic Question, Dr. Zoe Chance shares tips on setting long-term goals and using the magic question to collaborate and problem-solve with others. The magic question involves asking "What it would take...?" to achieve a specific goal or overcome an obstacle. By doing this, it shifts the mindset from resistance to collaboration, and the other person becomes committed to supporting the outcome. 00:35:20 - Personal Journey of Transformation, The book Influence Is Your Superpower is a personal journey of transformation to becoming someone that people want to say yes to. It provides readers with the tools needed to gain influence through personal and professional relationships. The book is focused on collaboration and problem-solving to achieve goals. 00:37:06 - Connecting with Zoe Chance, The best way to get the book Influence Is Your Superpower is through Zoe Chance's website, Zoechance.com. You can connect with her on Twitter, where she shares tips and engages with readers. She encourages readers to share how they use the tips from the book. 00:38:39 - Using the Magic Question, The magic question "What would it take?" is a simple yet powerful tool that can be used to achieve goals and overcome obstacles. It involves asking the other person what it would take to achieve a specific goal or overcome an obstacle. This approach shifts the mindset from resistance to collaboration and helps to identify the roadmap needed to achieve the desired outcome. 00:39:14 - 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 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 Is Your Superpower, by Zoe Chance You Have More Influence Than You Think, by Vanessa Bohns Magic Words, by Jonah Berger The Power of Saying No, by Vanessa Patrick What Your Employees Need and Can't Tell You, by Melina Palmer Connect with Zoe: Zoe on Twitter Follow Zoe on LinkedIn Zoe's Website Top Recommended Next Episode: A More Beautiful Question, with Warren Berger (ep 200) Already Heard That One? Try These: Framing (ep 296) You Have More Influence Than You Think, with Vanessa Bohns (ep 197) Influence, with Robert Cialdini (ep 157) 5 Years, 299 Episodes, These Are Your Favorites (ep 299) Getting Along, with Amy Gallo (ep 269) A More Just Future, with Dolly Chugh (ep 247) Non-Obvious Thinking, with Rohit Bhargava (ep 297) What is Questionstorming? (ep 215) Priming (ep 252) Framing (ep 296) What is Cognitive Semiotics? With Sarah Thompson (ep 259) Leveraging Metaphor, with Olson Zaltman (ep 181) Magic Words, with Jonah Berger (ep 301) The Sense of Sight (episode 24) The IKEA Effect (ep 112) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Zoe's Yale Faculty Page How to Make a Behavior Addictive: Zoë Chance at TEDxMillRiver Derren Brown, The Apocalypse Derren Brown, Perfect Present

Mentorship is a critical component of personal and professional growth. A supportive mentor enables mentees to develop critical skills, make better decisions, and achieve their goals faster by providing guidance, perspective, and encouragement along their journey. Furthermore, mentors benefit by expanding their network, reinforcing their knowledge, and deriving satisfaction from contributing to the success of others. Mentorship is a valuable, reciprocal relationship that fosters learning, development, and change for both the mentor and mentee. In the podcast, Scott Miller shares his insight into how mentorship can impact individuals in various aspects of life. He offers personal stories and experiences, highlighting the importance of recognizing the potential mentorship opportunities that exist beyond traditional boundaries. By emphasizing the powerful and transformative effects of mentorship, Miller encourages listeners to actively pursue mentoring relationships that enrich personal and professional lives, and explains the 13 roles mentors play, based on information in his book The Ultimate Guide to Great Mentorship. In this episode: Unveil the importance of mentorship and why anyone can be a mentor. Decode the 13 essential roles of mentors in guiding their mentees. Realize the value of genuine feedback and vulnerability in fostering strong mentor-mentee connections. Examine the lifelong benefits that mentorship can provide for you and your career. Identify how everything from setting boundaries to celebrating matters in the mentor-mentee relationship (and some language to help you along your way!) Show Notes: 00:00:00 - Introduction, Scott Miller is a multi best-selling author, special advisor on thought leadership for the Franklin Covey Company, and a globally celebrated keynote speaker. He has previously been a guest on The Brainy Business podcast to discuss his books Marketing Mess to Brand Success and Management Mess to Leadership Success. In today's episode, he talks about his new book, The Ultimate Guide to Great Mentorship. 00:06:42 - Importance of Mentorship, Mentorship is a key part of companies' employee development plans. However, most people don't know what to do as a mentor. Scott wrote The Ultimate Guide to Great Mentorship to help people become better mentors. The book outlines 13 roles that all mentors can play, which will help them ask better questions, be more patient, and be more thoughtful. 00:10:16 - Informal Mentorship, Scott shares the story of how Bruce Williams, a radio host who has since passed away, became a mentor to him without ever knowing it. This highlights the importance of informal mentorship and how people can redefine what mentorship looks like. For example, by following favorite bloggers or podcasts, those thought leaders can be a mentor to you (even if you never talk to them and they don't know your name). 00:14:21 - The Power of Mentorship, Scott and Melina discuss the impact of mentorship on individuals and society, highlighting the importance of having a framework for effective mentorship. Scott introduces his book, The Ultimate Guide to Great Mentorship, and introduces the 13 roles a mentor can play. 00:17:32 - The 13 Roles of Great Mentorship, Scott discusses the 13 roles a mentor can play outlined in his book, emphasizing that a mentor may not necessarily play all 13 roles and why they need to adapt their role depending on the mentee's situation (you aren't just one "type" of mentor, you need to wear multiple hats during your time as a mentor). He highlights the importance of having an awareness of these roles and how they can be used to support a mentee effectively. 00:21:01 - The Importance of Validation in Mentorship, Scott shares his personal story of being validated by a stranger at a young age, which had a profound impact on his life. He emphasizes the role of the Validator in mentorship and the power of validating a mentee's genius, skill, and talent. He provides tips for how to effectively validate a mentee and how this can be a transition point for them to move towards more effective mindsets. 00:23:05 - Scott's Six-Step Closing Process, Scott introduces his six-step closing process, which includes naming what has been learned from the mentee, validating their genius, and setting them on their way. He emphasizes the importance of taking away something from each mentor session and using it to improve oneself. 00:28:34 - Caution for the Validator, The Validator role in mentoring should be used with care. Rather than validating mentees for small actions, acknowledge their genius, and give them lifelong courage to retrieve it when they need it. 00:32:41 - The Flagger Role, The Flagger is the challenger on steroids, who stops a conversation in its tracks to challenge an idea. Diplomatically flagging issues prevents potential conflict in the future. 00:37:57 - The Boundary Setter, Setting boundaries is an uncomfortable yet essential conversation that every mentor needs to have. Mismatched or unfulfilled expectations cause most conflicts in life, and setting clear boundaries is key to avoiding any potential issues. Scott provides some sample language the listener can use in their own mentoring sessions immediately. 00:41:24 - Honing in on Boundaries, It's important to have a clear understanding of each other's boundaries in mentorship. Starting with an uncomfortable conversation about boundaries can prevent future awkwardness and allow for a more productive relationship. 00:42:53 - Importance of Situational Mentorship, Scott emphasizes the importance of situational mentorship and tailoring conversations to the mentee's needs. He suggests checking out greatmentorship.com for videos and tools, and invites people to connect with him on social media. 00:44:27 - Scott's Impact on Melina, Melina thanks Scott for being a mentor to her, and Scott reflects on how anyone can be a mentor (with or without realizing it). They encourage listeners to reflect on who has impacted their lives and consider sharing their gratitude with them. 00:45:00 - What is Mentorship?, Melina and Scott discuss the meaning of mentorship and how it can be informal and brief. They encourage listeners to reflect on the mentors in their lives and consider sharing their impact with them. 00:46:19 - Reflecting on Impactful Moments, Melina encourages listeners to reflect on small or big moments that were impactful and consider who was part of them. She suggests telling mentors how they have impacted their lives and invites listeners to connect with her and Scott on social media. 00:46:30 - 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 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 Ultimate Guide to Great Mentorship, by Scott Miller Management Mess to Leadership Success, by Scott Miller Marketing Mess to Brand Success, by Scott Miller Fierce Conversations, by Susan Scott What Your Employees Need and Can't Tell You, by Melina Palmer Connect with Scott: Scott on Instagram Follow Scott on LinkedIn Scott's Website Top Recommended Next Episode: Management Mess to Leadership Success, with Scott Miller (ep 69) Already Heard That One? Try These: Marketing Mess to Brand Success, with Scott Miller (ep 156) Overcoming Imposter Syndrome (ep 306) Change Management: It's Not About The Cookie (ep 226) Anchoring and Adjustment (ep 11) Relativity (ep 12) On-Air Coaching Call with Mariel Court (ep 10) Secrets of Motivation and Incentives with Tim Houlihan (ep 109) The IKEA Effect (ep 112) Priming (ep 252) Framing (ep 296) The Brainy Benefits of Gratitude (ep 248) Celebrate! It's More Important Than You Think (ep 236) Stressed and Overcommitted? Tips to Overcome Planning Fallacy (ep 114) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Scott's Site: GreatMentorship.com

Self-doubt can be a significant barrier to success in business, holding individuals back from pursuing opportunities or capitalizing on their strengths. Overcoming self-doubt requires anyone in business (especially entrepreneurs) to develop a positive mindset, embrace their expertise, and trust their instincts in decision-making. By actively combating self-doubt and harnessing confidence, entrepreneurs can overcome the obstacles holding them back, paving the way for professional and personal growth. Host Melina Palmer emphasizes the importance of overcoming self-doubt in the episode, offering practical advice for those grappling with imposter syndrome or a lack of confidence. She endorses the use of daily affirmations, practice in speaking confidently, and actively engaging in activities that boost self-esteem. By overcoming self-doubt, entrepreneurs can unleash their full potential, contribute positively to their businesses' success, and advance toward the realization of their goals and ambitions. In this episode, you will be able to: Realize the significance of a positive attitude in boosting entrepreneurial achievements. Master techniques to conquer impostor syndrome through role-playing and self-assurance methods. Grasp how flexible thinking can break barriers and facilitate entry into new markets or pricing changes. Learn about anchoring and adjustment to establish pragmatic and rational goals. Appreciate the influential role of mentorship in sculpting personal and career advancements. Show Notes: 00:00:00 - Introduction, Melina welcomes listeners to episode 306 of The Brainy Business podcast, which is all about adjusting one's mindset and overcoming impostor syndrome, particularly when it comes to pricing. She encourages listeners to be open-minded and ready to adjust their anchors, priming, and mindset to achieve their goals. 00:03:36 - Mindset Challenges, Melina notes that mindset issues can make or break one's business and impact confidence around pricing and offerings. She emphasizes the need for listeners to be aware of vicious cycles that can drag them down and to focus on virtuous cycles such as the confidence-competence loop. Melina recommends practicing saying new prices aloud, building one's confidence and training one's brain to project confidence. 00:08:25 - The Role of Confidence, Melina shares her experience working at Alaska Airlines and how her training there helped her project confidence when quoting prices. She explains how projecting confidence is vital in sales and how, regardless of the price, one needs to say it confidently without hesitation. Melina also shares how her first agency job helped shape her mindset about billable hours and not discounting on the back end. 00:11:45 - The Importance of Confidence, Melina highlights how projecting confidence is essential when quoting prices and how the subconscious brain of buyers pick up on the slightest sense of hesitation. She advises listeners to train their brains by practicing saying new prices aloud, projecting confidence, and speaking as if they were telling someone the weather. 00:16:22 - Mindset is Key for Success, Melina emphasizes the importance of having a positive mindset and believing in your worth. She explains that having the right mindset is crucial in pricing conversations, networking events, live videos, and other situations where you need to show your worth. 00:17:35 - Setting Realistic Anchors, Melina talks about the behavioral economics of mindset, specifically anchoring and adjustment and relativity. She explains that we tend to set an unrealistic anchor by comparing ourselves to top-performers in our industry, which can result in feeling stuck and not taking action. She advises resetting your anchor to where you are now and taking small steps each day. 00:19:31 - Setting Achievable Goals, Melina encourages listeners to focus on where they are now instead of setting unrealistic goals for the future. She emphasizes the importance of taking small steps each day and adjusting your anchor to the present offering you have out there. She also highlights the importance of long-term planning sessions and having goals for where you want to get to eventually. 00:21:07 - Overcoming Self-Doubt, Melina acknowledges that self-doubt and imposter syndrome are common among many people. She advises listeners to take small steps each day to gain more competence and confidence. She also shares some Dr. Seuss quotes that she finds inspiring and applicable to mindset. 00:28:19 - The Importance of Mentorship, Melina talks about her upcoming episode with Scott Miller (307), where they will be discussing his new book. The Ultimate Guide to Great Mentorship. 00:29:04 - 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 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 Power of Us, by Dominic Packer and Jay Van Bavel Magic Words, by Jonah Berger A More Beautiful Question, by Warren Berger Both/And Thinking, by Wendy Smith and Marianne Lewis The Power of Saying No, by Vanessa Patrick Top Recommended Next Episode: Management Mess to Leadership Success, with Scott Miller (ep 69) Already Heard That One? Try These: Anchoring & Adjustment (ep 11) Relativity (ep 12) The Truth About Pricing (ep 5) Priming (ep 252) Framing (ep 296) Leveraging Metaphor, with Olson Zaltman (ep 181) Overview of Personal Biases (episode 45) Herding (episode 264) Overwhelm and its Impact on Decisions (ep 32) Selective Attention Biases (ep 50) Ultimate Pricing Confidence (ep 66) How to Set, Achieve, and Exceed Brainy Goals (ep 70) Prefactual Thinking (ep 232) Counterfactual Thinking (ep 286) How To Stack and Bundle Products and Services (ep 84) How To Raise Your Prices (ep 77) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Yes, Impostor Syndrome Is Real. Here's How to Deal With It Cognition and Performance: the Relation to Neural Mechanisms of Consequence, Confidence, and Competence 37 Dr. Seuss Quotes That Can Change the World

To build authentic brand connections with customers, it is essential for marketing professionals to understand the unique cultural context within which their target audience exists. This encompasses not only the cultural values and beliefs of the intended market but also the broader societal context within which these individuals reside. By accurately identifying their congregation (NOT target market) and their specific cultural attributes, marketers can create tailored messaging that communicates more effectively with the intended consumer base. In the podcast, Dr. Marcus Collins discusses his experience working with various brands, such as Beyoncé, Budweiser, and the Brooklyn Nets, that have built authentic connections with their customers by leveraging behavioral science. As a marketing professor and industry professional, Collins emphasizes the importance of finding a "congregation" of like-minded individuals who share the same beliefs, values, and attitudes as the brand. By focusing on these shared attributes, companies can create more genuine and meaningful relationships with their customers, fostering loyalty and a sense of real connection. In this episode, you will: Understand the significance of culture in crafting effective marketing campaigns. Realize the potential of focusing on a congregation over a target market for greater influence. Grasp the art of blending brand values with cultural norms to create authentic connections. Appreciate the benefits of a humble approach in navigating the ever-changing societal landscape. Analyze successful implementations of cultural marketing by leading companies. Show Notes: 00:00:00 - Introduction, Host Melina Palmer introduces Dr. Marcus Collins, an award-winning marketer, cultural translator, and author of For the Culture. 00:02:21 - Dr. Marcus Collins' Background, Dr. Collins talks about his background, growing up in Detroit, studying engineering, and his journey into marketing, including working at Apple and running digital strategy for Beyoncé. 00:06:29 - Importance of Culture, Dr. Collins explains the importance of culture and how it influences people's behavior and decision-making. He believes that understanding and respecting culture is crucial for businesses to effectively connect with their audiences. 00:09:40 - Learning About People, Marcus shares a pivotal moment in his career when he realized that his understanding of social media was limited because he didn't understand people. This realization led him to study human behavior and psychology, which has been instrumental in his work as a marketer. 00:14:13 - Marketing to Diverse Audiences, Dr. Collins discusses the importance of marketing to diverse audiences and the challenges that come with it. He emphasizes the need for businesses to go beyond surface-level diversity and truly understand different cultures and communities. 00:14:22 - The Power of Influence, Marcus Collins talks about the power of influence and how he became a better practitioner by studying network theory and the social sciences. He also shares how theory helped him launch campaigns for the Brooklyn Nets and Budweiser. 00:15:45 - Career Journey, Marcus Collins shares his journey from wanting to study musical theater to becoming a marketer and eventually pursuing a doctoral degree in sociology. He also talks about the importance of having mentors. 00:19:13 - Learning from Dan Ariely, Marcus shares his experience of being connected to Dan Ariely. Melina also shares about the kind nature of Dan. They collectively agree on the power of asking questions and being generous with others. 00:22:06 - Consumer Culture Theory, Marcus Collins talks about his doctoral research on consumer culture theory and how he became interested in the role of culture in understanding consumer behavior. He also discusses the evolution of marketing, from using psychology to sociology to culture to better understand people. 00:27:21 - Find a Congregation, Marcus discusses the importance of finding a congregation – or a group of people who share your values and beliefs – rather than a generic target market. He emphasizes the need for brands to focus on building a community and connecting with their audience on a deeper level. 00:28:37 - Understanding People and Business, People are at the core of business. Culture is anchored in our identity, and our identity is the character in the story we tell ourselves. Therefore, companies should target people who see the world the way they do, and those people will not only consume but also tell other people like them. 00:31:23 - Finding the Congregation, The biggest cheat code for understanding the underlying physics of humanity is behavioral sciences. Consumption is a cultural act, and our consumption is a product of our cultural subscription. Therefore, companies should focus on finding the congregation of people who see the world the way they do, and those people will do the marketing and communication for them. 00:35:01 - Relating it to Nike's Core Belief, Nike believes that every human body is an athlete, and they exist to help people realize their best athletic self. Nike talks to athletes, not people who just buy sneakers. They preach the gospel to their congregation, which is made up of many tribes who see the world the way they do. And those people not only consume but also share the gospel with other people. 00:38:55 - Consumption is a Cultural Act, Understanding the underlying physics of humanity is the biggest cheat code for any profession, whether you're an accountant, finance person, marketer, HR, leader, or C-suite. Consumption is a cultural act, and our consumption is a product of our cultural subscription. Therefore, companies should leverage the behavioral sciences to segment, target, and activate the market. 00:44:06 - Theoretical vs. Practical, Marcus Collins discusses how everything is theoretical in social sciences and how he spends more time contextualizing his explanations than teaching theories. He talks about how he breaks down complex ideas for students, and this approach has helped him socialize thinking within organizations. 00:45:16 - Humility in Academia, Collins talks about approaching academia from a humble place and realizing that everything is based on what is known at present. He believes that looking at the world from a more humble state has helped him be a better corporate citizen and partner. 00:47:53 - Melina's Closing Thoughts, Palmer discusses the idea of building a congregation of listeners and how understanding identities and tribalism can help businesses connect with consumers. She encourages listeners to consider what their brand could do to embrace culture and create a mutual benefit for everyone involved. 00:49:20 - 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 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: For The Culture, by Marcus Collins Predictably Irrational, by Dan Ariely Thinking Fast and Slow, by Daniel Kahneman Influence, by Robert Cialdini What Your Employees Need and Can't Tell You, by Melina Palmer Connect with Marcus: Marcus on Twitter Follow Marcus on LinkedIn Marcus' Website Top Recommended Next Episode: Dan Ariely – What is Shapa? (ep 101) Already Heard That One? Try These: Social Proof (ep 87) Neuroscience and Psychology in business, with Matt Johnson (ep 160) Branding That Means Business, with Matt Johnson (ep 231) Why We Like The Things We Like, with Prince Ghuman (ep 172) Secrets of Motivation and Incentives with Tim Houlihan (ep 109) Habits (ep 256) Dr. Robert Cialdini and the (Now!) 7 Principles of Persuasion (episode 157) The Network Effect (ep 262) The Endowment Effect (ep 139) The IKEA Effect (ep 112) Priming (ep 252) Framing (ep 296) Using Semiotics in Retail, with Rachel Lawes (ep 191) What is Cognitive Semiotics? With Sarah Thompson (ep 259) Multinarrative Storytelling, with Troy Campbell (ep 293) The Life-Saving Skill of Story, with Michelle Auerbach (ep 288) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter

Effective leadership involves being aware of and managing one's social identities within the workplace. To foster a sense of teamwork and shared purpose, leaders should focus on building an environment where employees feel heard, understood, and valued. This not only strengthens group dynamics but also reduces the instances of us-versus-them mentalities. Packer shared insights on how leaders can better manage their social identities, emphasizing the need to validate group identities continually based on his research and book, The Power of Us. He warned against potential pitfalls when employees get promoted, urging them to be cautious of their friendships at lower organizational levels. Packer underscored the importance of ensuring actions don't alienate leaders from the rest of the group, as this can negatively impact their ability to lead effectively. In this episode, you will: Discover how group identity influences individual behavior and decision-making. Explore strategies for maintaining unity while encouraging constructive dissent within teams. Uncover the nuances of identity shifts, allowing you to better understand and predict consumer behavior. Learn about the critical role diversity and inclusion play in collaborative environments. Gain insights on translating group behavior principles to foster a thriving organizational culture. Show Notes: 00:00:00 - Introduction, Melina welcomes Dr. Dominic Packer to the podcast and introduces the topic of the power of group identity and collective behavior, as featured in Dominic's book, The Power of Us. 00:02:22 - Shifting Identities, Melina and Dominic discuss the multiple aspects of identity and how individuals shift between different identities based on context and group membership. 00:05:16 - Writing Through the Pandemic, The conversation shifts to the challenges of writing a book with a co-author during the pandemic, including the need for accountability and social support. (With lessons any aspiring author can use today.) 00:08:41 - Influence of Group Norms, Dominic explains how group norms can influence behavior through social pressure, informational influence, and signaling of group identity. 00:10:12 - Types of Identity, The three types of identity – personal, relational, and collective – are discussed, with a focus on how collective identities can become emotionally important and drive decision-making. 00:14:59 - The Flexibility of Identity, Identity is not only discerning, but also flexible, malleable, and adaptive to current circumstances. People have a readiness to identify, and a new way of categorizing ourselves can create a new identity. The story of two brothers who split their shoe making business in Germany during WWII divided a town into a fierce rivalry. This shows how categorizing the world can produce identities and group-based differences. 00:19:43 - Cooperating Opportunities with Others, Groups are fundamental to human survival, and we tend to band together for collective achievements. A thing we have in common with others is an opportunity to cooperate. By extending a little more trust to others and receiving a little more trust from them in return, it facilitates collaboration and allows groups to achieve things that they couldn't achieve on their own. 00:23:13 - Multileveled Identities, Lower-level identities in company corporate situations like different divisions or units are not necessarily bad. One solution to reduce tensions and rivalries between the lower-level identities is to shift people's focus from their lower level identity to their higher level identity, the superordinate identity, which is the company as a whole. Companies need to create conditions that bring people together through common goals and shift people's focus from their lower-level identity to their higher-level identity. 00:25:45 - Incentive Structures and Resource Allocation, Leaders need to create conditions by which people can see themselves as part of something larger than just their immediate experience. 00:29:56 - The Importance of Divergent Opinions in Groups, It is important for groups to have divergent opinions and new ideas to innovate and become more productive in the long term. Dissenting behavior is often seen as annoying or slowing down the group, which could be a threat, but that isn't the whole story. The most identified group members are the most likely to dissent because they care a lot about the group. It is important for leaders to create a psychologically safe environment where people feel comfortable speaking up and being critical. 00:35:59 - Tips for Creating a Culture of Dissent, It is important to distinguish between dissenters who are trying to change the group in a positive way and troublemakers who stir up trouble just to be difficult. Leaders should encourage a culture where dissenters who are positively motivated feel comfortable speaking up, engage in behaviors themselves that validate the group's identity, and make sure they embody it. Leaders should avoid behaviors that differentiate them too much from the rest of the group and reduce large-scale pay discrepancies between people at the top of an organization and the average employee. 00:39:15 - Leadership and Managing Social Identities, Leaders need to manage the social identities of the people they are leading, foster it, build it, and help people experience it and see it. A fundamental idea that arises from this is that followers are much more likely to be inspired and motivated by leaders who they see as one of us, that they see as possessing an identity in common. Leaders need to engage in behaviors themselves that are continually validating of an identity, reduce things that can work against that, 00:45:10 - Balancing Identity and Groups, Dominic Packer discusses the importance of balancing identity and groups, how our identities shift throughout the day, and how it affects what we buy and consume. He emphasizes the need for leaders to understand their roles within different groups and how they can be more effective members of the global collective. 00:46:28 - Key Takeaways, Melina reflects on the importance of understanding how easily we can be influenced by our identities and group affiliations. She highlights the concept of the "Town of Bent Necks" and sibling rivalries that can change what we buy and wear. She encourages listeners to read both The Power of Us and For the Culture, two books that teach valuable lessons for anyone in business. 00:48:14 - 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 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 Power of Us, by Dominic Packer and Jay Van Bavel Magic Words, by Jonah Berger For The Culture, by Marcus Collins How Minds Change, by David McRaney What Your Employees Need and Can't Tell You, by Melina Palmer Connect with Jonah: Dominic on Twitter Follow Dominic on LinkedIn The Power of Us Website Top Recommended Next Episode: Social Proof (ep 87) Already Heard That One? Try These: Biases Toward Others – Including Groups (episode 46) Priming (ep 252) Framing (ep 296) Using Semiotics in Retail, with Rachel Lawes (ep 191) What is Cognitive Semiotics? With Sarah Thompson (ep 259) Leveraging Metaphor, with Olson Zaltman (ep 181) Multinarrative Storytelling, with Troy Campbell (ep 293) The Life-Saving Skill of Story, with Michelle Auerbach (ep 288) Overview of Personal Biases (episode 45) Herding (episode 264) The Science of Opinions, with Dr. Andy Luttrell (episode 173) Dr. Robert Cialdini and the (Now!) 7 Principles of Persuasion (episode 157) Incentives – The "N" In NUDGES (episode 272) Only 1% of People Blow the Whistle at Work—How to Fix That, with Nuala Walsh (episode 153) Priming (episode 252) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter The Power of Us Newsletter