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

In today's conversation, I am joined by Gina Bianchini, author of the book Purpose: Design a Community and Change Your Life. She's also the CEO and Founder of Mighty, where creators, entrepreneurs, and brands build digital communities and courses with cultural software. Myself included -- the BE Thoughtful Revolution moved to Mighty Networks in 2021. In 2019, Gina launched the Community Design™ Masterclass, where over 8,000 people have learned how to build a community so valuable you can charge for it, and so well-designed it essentially runs itself. Before Mighty, she was the CEO and co-founder of Ning, a pioneering global platform for creating social networks she started with Marc Andreessen in 2004. She has been featured in Fast Company, Wired, Vanity Fair, Fortune, Wall Street Journal, Bloomberg, and The New York Times. She has appeared on CNBC, CNN, and Charlie Rose. She is a wealth of knowledge and I know you will enjoy this conversation as much as I did. Show Notes: [00:43] In today's conversation, I am joined by Gina Bianchini, author of the book Purpose: Design a Community and Change Your Life. [03:00] Gina shares about herself, her background, and how she found herself in this space. [04:05] Mighty is a software platform for people to create new digital cultures around mastering something interesting and important together. [06:15] Gina uses her time, talent, and focus to help people learn to live an extraordinary life. [07:50] Social networks are where we are making connections and building real relationships between people. The network gets more valuable to us with each person that joins and contributes. [08:55] Social media is about building an audience or a following. The goal is to build the biggest audience possible. [10:56] This shift from social networks to a world where we are passive consumers of content as opposed to all the things that allow us to build new and interesting digital cultures. [13:46] Across the board we are not happy and less happy the more time we spend in this system. The average American spends 3 ½ hours a day on social media platforms and report fewer friends and less happiness than 20 years ago. [15:48] We are happiest where we can play, connect, and have flow. [18:31] A network effect is a system where, when someone joins, that new person creates more value for everybody else in the network. [19:47] The new member is able to get a lot more value from your community because of the contributions other members are making (and they add value for everyone else). [21:40] It is so much better for us to play the role of host which is less work and more valuable for everyone involved and also feeds and scales the system. [24:26] We are constantly shifting through our different identities and having the support and finding others like you is so fulfilling. [27:17] We get better rewards and better returns with less risks. The same is true for how we spend our time. [30:07] The highest order is how are you helping other people reach their fullest potential. We need to play the role of helping other people become the hero. [31:40] The role of host is the most important and will continue to be the most valuable role any of us can play in our professional, personal, or social lives through this decade and decades to come. [33:24] A tiny change in the question can change your direction drastically. [35:41] People pay attention to what they pay for. [37:57] We need to build our future story. Gina's Purpose 30 model is 30 minutes, 30 days, with 6 questions (she shares all 6 in the conversation). You have a blank canvas to create the future you want. [40:12] It is very different to spend your time thinking about what is possible and what is positive than the negative thoughts. [41:04] True meaning and true impact come from how you have helped others realize their fullest potential as well. [43:00] It is about clearing your mind so that you can wander and explore. [45:00] Melina's closing thoughts 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: Purpose, by Gina Bianchini A More Beautiful Question, by Warren Berger The Power of Us, by Jay Van Bavel & Dominic Packer You're Invited, by Jon Levy The Fun Habit, by Mike Rucker Connect with Gina: Gina's Website Gina on LinkedIn Gina on Twitter Top Recommended Next Episode: Network Effect (ep 262) Already Heard That One? Try These: The Brainy Benefits of Gratitude (ep 236) Celebrate! It's More Important Than You Think (ep 80) Framing (ep 16) Questions or Answers (ep 4) A More Beautiful Question with Warren Berger (ep 200) The Power of Us with Dr. Dominic Packer (ep 178) Herding (ep 19) Using Behavioral Science to Build Connections, an interview with Jon Levy, author of You're Invited (ep 150) Confirmation Bias (ep 260) The Fun Habit with Mike Rucker (ep 251) The Power of Story, an Interview with Dr. Michelle Auerbach (ep 145) Get Your D.O.S.E. of Brain Chemicals (ep 123) Friction - What It Is And How To Reduce It, with Roger Dooley (ep 72) Solving Modern Problems with a Stone Age Brain (ep 237) The Truth About Pricing (episode 5) Habits (ep 256) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter

Today's episode is all about the network effect. This is something I don't talk about all that often as it isn't purely behavioral economics related, but I did the original episode because a listener requested it and it was really timely as at that time early on in the pandemic. This episode first aired in June of 2020 at a time where people were really looking to shift into a virtual presence. And not surprisingly, there is always a bit of a "field of dreams" mentality with these things, so I wanted to be sure to share a bit about the nuance of networks and how they create value, with tips for people to keep in mind to increase their chances of success. So, you may be wondering, if this doesn't come up often...why the heck are you talking about it again now? Well, I am delighted that on this coming Friday's episode, I had a chance to sit down with Gina Bianchini, Founder and CEO of Mighty, which includes Mighty Networks (the platform the BE Thoughtful Revolution has been on since May of 2021). She has a new book out called Purpose, which is all about creating communities and their importance for us as humans. Because of her Silicon Valley background and history of building great communities, we talked about the network effect in the conversation, making it a great opportunity to refresh this episode as you get ready to tune into that conversation on Tuesday. As you listen today, I encourage you to think about communities. What have they meant to you personally in the past? Where do you connect with others? What do you love about your real communities — those in person you have had over your lifetime? Who do you feel closest to, and what is it you bond over? Is any of that present in your business now? What about your social media experiences? Just keep that in mind as you listen to this episode on the network effect today, as it will put you in a really great place for the conversation with Gina in episode 263 which is coming out in just a couple of days. (And if you aren't already subscribed to the podcast, now is a great time to do so!) Show Notes: [00:38] Today's episode is all about the network effect. [01:30] I am delighted that on this coming Friday's episode, I had a chance to sit down with Gina Bianchini, Founder and CEO of Mighty, which includes Mighty Networks, the platform the BE Thoughtful Revolution has been on since 2021. [03:18] Quick shoutout to Clayton Key for recommending the topic of this episode! [04:46] The network effect is when the value of the business increases as the network grows. [06:27] The network effect makes it so new people joining the network increase the value for everyone. [08:49] The three most common types of network effects are: direct, two-sided, and local. A direct network effect is when an increase in usage and users leads to a direct increase in the product or service's value for other users. [09:55] With the two-sided network effect, when someone from one user group joins the network the value increases for one or more of the other user groups. [11:14] The key difference between a two-sided and a direct network effect is that the type of user joining matters. [14:01] To leverage the full potential of the network, any social platform needs to maintain and monitor the quality of its users to ensure there are not bots and spam accounts. [15:30] The last type of network effect is the local network effect. [18:10] When you're talking about global effects in a network, it means it is impacting everyone across the entire platform. [19:38] Network externalities influence a network effort and they can work hand and hand; they are not the same thing. A business that is not built on the network effort still should be considering those network externalities to increase sales. A network effect is not the same as going viral. [20:57] There are serious hurdles to keep in mind in this kind of model. [22:36] So when setting up this model remember you need to be able to stick it out for a while upfront while it may be costing you money knowing it will pay off once you hit critical mass. [23:44] This platform model is looking for quality growth not just growth. [25:04] Network effects are not quite a house of cards, but being dependent on users working harmoniously together does make a somewhat precarious beast that needs constant monitoring and attention. [27:32] The five C's of network effect are connection, communication, collaboration, curation, and community. [29:11] People like and value things more than they invested in building themselves (IKEA Effect!) so if your users help build the platform, provide feedback, and see it being implemented they will overlook small flaws that would otherwise irritate them because they helped to build it. [30:43] You need to start with a small enough group to get the value for people early. Focus on operational excellence, great branding, and high value so most people who join the network stay for the long haul. [31:41] Those network externalities of social proof and herding will be very valuable to attract new members to the network. Frame the messaging in a way to showcase the value. [32:54] You can also have a powerful default option to make it easy for someone to choose to join the network. You want it to be as easy as possible, framed with the value, and set up so you can be part of their habits. [35:37] Brand extensions are a delicate balance of finding something that is related enough to make some sense for tying it to the original brand but not so close it feels like it should have been the main offering, to begin with. [37:03] Melina's closing thoughts 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: Purpose, by Gina Bianchini What Your Customer Wants and Can't Tell You, by Melina Palmer Friction, by Roger Dooley Sludge, by Cass Sunstein The Experience Maker, by Dan Gingiss Top Recommended Next Episode: Availability Bias (ep 15) Already Heard That One? Try These: Anthropology, Market Research & Behavioral Economics with Priscilla McKinney (ep 196) Creating Content People Can't Help But Engage With featuring Katelyn Bourgoin (ep 201) Peloton: A Behavioral Economics Analysis (ep 86) Defaults: The "D" in NUDGES (ep 38) Herding (ep 19) Social Proof (ep 87) Loss Aversion (9) Anchoring & Adjustment (ep 11) Relativity (ep 12) What is Value? (episode 234) Scarcity (ep 14) Peak-End Rule (episode 97) Friction - What It Is And How To Reduce It, with Roger Dooley (ep 72) Subscriptions and Membership Programs (ep 105) Defaults (ep 20) Habits (ep 21) The IKEA Effect (ep 112) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Network Effects: How Growing Your User Base Can Increase the Value of Your Product or Service The Network Effects Manual: 13 Different Network Effects (and counting) Network Effect VIRALITY VS. NETWORK EFFECTS Reverse Network Effects: Why Today's Social Networks Can Fail As They Grow Larger Network Effects Aren't Enough Why Network Effects Matter Less Than They Used To How To Harness The Power Of Network Effects Network Effects Network Effect 16 Ways to Measure Network Effects Consumer Evaluations of Brand Extensions 6 Worst Brand Extensions from Famous Companies

In today's conversation, I am joined by Dr. Wendy Smith, coauthor of Both/And Thinking: Embracing Creative Tensions to Solve Your Toughest Problems. I don't think we realize it all that much, but our lives are full of paradoxes. Questions like: How can we each express our individuality and be a team player? How do we balance work and life? How can we take care of ourselves while supporting others? How can we manage the core business while innovating for the future? Believe it or not, these are some of the everyday paradoxes that make up our lives. And because our brains tend to default to either/or choices, we choose one option over the other. We deal with uncertainty by asserting certainty. BUT this is not the best way, as you will learn about in today's conversation with Wendy Smith, a co-author of one of my new favorite books: Both/And Thinking. Wendy is the Dana J. Johnson Professor of Management and earned her Ph.D. in organizational behavior at Harvard Business School, where she began her intensive research on strategic paradoxes—how leaders and senior teams effectively respond to contradictory, yet interdependent demands. She is a wealth of amazing information and I can't wait for you to learn from her today. Show Notes: [00:42] In today's conversation, I am joined by Dr. Wendy Smith, coauthor of Both/And Thinking: Embracing Creative Tensions to Solve Your Toughest Problems. [01:46] Wendy is the Dana J. Johnson Professor of Management and faculty director of the Women's Leadership Initiative at the Lerner College of Business and Economics, at the University of Delaware. [03:57] Wendy shares about herself, her background, and the work she does. She is a professor of organizational behavior and business leadership management. [06:27] We all experience these tug of wars in our lives. [09:37] Our decisions really have multiple layers to them. They show up for us as a dilemma - these competing ideas in which you feel like you have to make a decision. [11:37] Underlying our dilemmas are these paradoxical tensions. [14:23] It is not that we are constantly trying to choose between always trying to be super disciplined or always trying to be spontaneous. If we go extreme on one side it becomes problematic in so many ways. [15:36] The goal is to recognize that there is a relationship between discipline and spontaneity and that discipline enables us to be spontaneous as long as we don't go so extreme. Spontaneity enables us to have more structure in our world. [17:08] These tensions drive us into either/or thinking. That kind of thinking is limited at best and detrimental at worst. [19:39] Often when change happens you feel like you have to change significantly and essentially you are throwing out the baby with the bath water by innovating everything. [21:44] Polarization is when you go down a path and you are sure that if you are right about the way you are thinking, someone else must be wrong. [24:35] Businesses should continue to be operationally successful as they move up their S curve. Continue to service your existing customers and be efficient with your existing products and at the same time be scanning, exploring, experimenting, and innovating to figure out what the new S curve looks like. [27:09] The problem isn't the problem. The way we are framing and thinking about the problem is the problem. [28:10] You have to change to stay the same. [30:56] Wendy shares a story about a group that built an inn to honor and value what was key to the culture of Newfoundland. [34:04] To keep what you have, you have to change and we should embrace that. [35:35] Her number one tip for writing a book is just to sit and do it. [38:04] Wendy and her co-author worked together to structure the ideas of the book. [40:38] There is something deeply paradoxical about behavioral economics (and Wendy loves that!) [43:02] Just changing the question will invite you into a whole different way of thinking. [44:02] Melina's closing thoughts [45:55] Embracing paradoxes can have a huge impact. There is so much opportunity there. 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: Both/And Thinking, by Wendy Smith & Marianne Lewis The Paradox of Choice, by Barry Schwartz Paradoxes of Group Life, by Kenwyn Smith & David Berg A More Just Future, by Dolly Chugh A More Beautiful Question, by Warren Berger Connect with Wendy: Wendy's Website Wendy on Twitter Wendy on LinkedIn Top Recommended Next Episode: Framing (ep 16) Already Heard That One? Try These: A More Just Future, with Dr. Dolly Chugh (ep 247) Paradox of Choice (ep 171) Dunning-Kruger Effect (ep 198) Past, Present, and Future Biase (ep 246) Time Discounting (ep 51) What Your Employees Need and Can't Tell You (ep 225) Change Management (ep 226) Confirmation Bias (ep 260) Focusing Illusion (ep 89) Functional Fixedness (ep 194) A More Beautiful Question with Warren Berger (ep 200) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter

Today's episode is all about confirmation bias. My oh my, what an important topic when it comes to applying behavioral science to life and work. You have likely heard the term "confirmation bias" before, whether you heard this episode when it first aired back in May of 2020 or not, as this is one of those concepts that gets thrown around a bit. It is easy to understand on the surface, but the depth of its importance and impact isn't always realized. Because our brains function largely on predictability and a love for the status quo, confirmation bias is part of our lives and work constantly. Did you know that whether or not you believe someone is difficult or easy to work with, can determine whether or not they are easy or difficult to work with? Kids' performance in school has been found to be tied to the way a teacher was told about them more than on their starting academic ability. Your view of your team or a project or a process can all be a filter that your confirmation bias either uses for good or to keep you stuck. Now, in case you are wondering why I chose to refresh this episode today, it is because of the interview coming up on Friday with Wendy Smith about her book Both/And Thinking which will change your life. It is so good and fantastic. Because of that conversation, it felt like the best thing we could talk about today to set the stage is confirmation bias. As you listen today, think about what your biases are and where you have an "either/or" mindset. Our world is not one of binary choices. There are many opportunities in the both/and space that businesses can benefit from embracing and updating your filters to be set up for them is going to make such a difference. So, keep that in mind as you listen today. Show Notes: [00:39] Today's episode is all about confirmation bias. [01:16] Confirmation bias is part of our lives and work constantly. [03:25] In its most basic form confirmation bias comes down to our brain's desire to be correct and the subconscious filter deciding what gets through and stored and what gets ignored. [03:59] The subconscious brain can do 11 million bits of information per second. The conscious brain can only do 40 bits. [05:44] Stereotypes do go hand and hand with confirmation bias and many of these are taught to us intentionally or not when we are very young. [07:28] The four main ways you will see confirmation bias are: 1) not seeking out objective facts, 2) interpreting information to support your existing belief, 3) only remembering details that upheld your belief, and 4) ignoring information that challenges your belief. [10:33] Studies have shown that seeing facts from an opposing side that contradicts what you believed going in actually has the opposite effect of what they should and can make people double down on their previous beliefs. (This is known as the backfire effect.) [11:18] You are going to seek out information that supports your beliefs and be more likely to believe, remember, and share those items that support your belief. You are also likely to attribute things to beliefs that aren't necessarily true. [14:01] This reinforcing tendency is because of illusory correlation which is when we overestimate the relationship between two items to reinforce our biases even when little or no relationship exists. [15:49] We humans are pretty bad listeners by nature because our brains are processing so much information at any given time. [18:42] It is important to not start the conversation with a predetermined recommendation before they have had a chance to tell you about their situation. Most everyone should have at least two options. [21:35] We can inadvertently talk people out of something they have chosen to get if we aren't careful. [23:24] Confirmation bias doesn't have to be a bad thing and it can very much work to your advantage in life and business. [24:07] Your conscious brain has limited capacity and you can't do everything so don't waste the effort on little unimportant beliefs. [27:17] People who have been injured will often see themselves as victims, especially while they are dealing with all the legal stuff. Many people have a big improvement when their cases are settled because they are able to get out of that victim mindset. This is confirmation bias in action. [28:24] You can change the belief that has been holding you back if you are willing to put in a little effort. [29:46] Melina's closing thoughts [30:40] You need to change YOU before trying to change them. [33:19] Try and find a real human connection point that can help you to get away from just seeing them as "that difficult team member." 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: A More Just Future, by Dolly Chugh Both/And Thinking, by Wendy Smith and Marianne Lewis What Your Employees Need and Can't Tell You, by Melina Palmer Influence, by Robert Cialdini You Have More Influence Than You Think, by Vanessa Bohns Top Recommended Next Episode: Vulnerability Loops (ep 229) Already Heard That One? Try These: Framing (ep 16) A More Just Future, with Dr. Dolly Chugh (ep 247) IKEA Effect (ep 112) Reciprocity: The Amazing Power of Giving (ep 238) Priming (episode 18) Unity (ep 216) Dr. Robert Cialdini and the (Now!) 7 Principles of Persuasion (ep 157) The Power of Us with Dr. Dominic Packer (ep 178) The Most Important Step in Applying Behavioral Economics: Understanding the Problem (ep 126) Focusing Illusion (ep 89) Get Your D.O.S.E. of Brain Chemicals (ep 123) Decision Fatigue (ep 132) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter How to Effectively Combat Confirmation Bias with Melina Palmer Texas A&M Certificate program Check out the Master Your Mindset Mini-Course

In today's conversation, I am joined by Sarah Thompson, a behavioral designer at Live Neuron Labs, who has a master's in cognitive semiotics. Don't worry, we are going to have lots of conversation today about what cognitive semiotics is and why it matters. The first thing I want to set the stage on is to get you thinking about metaphor. Now, this isn't the first time we are talking about metaphors (or semiotics) on the show, but today we are talking about how important metaphor really is when it comes to understanding the brain, thought, and decision-making. Metaphor matters because research is starting to show that we don't just use them as colorful language, but we actually think in metaphors. It's how our cognitive system is structured. Sarah will talk about a lot of great resources including a book called Metaphors We Live By, which was written by George Lakoff and Mark Johnson. If, like me, you are ready to go all in on cognitive semiotics and metaphor, this is a book to add to your library immediately. Cognitive semiotics is an emerging field, so we all need to stick together and know who else is researching and working in this space. Get ready to have your mind blown (metaphor) as you listen today! Show Notes: [00:43] In today's conversation, I am joined by Sarah Thompson, a behavioral designer at Live Neuron Labs, who has a master's in cognitive semiotics. [02:08] Cognitive semiotics is an emerging field, so we all need to stick together and know who else is researching and working in this space. [04:29] Sarah shares about herself, her background, and the work she does. She is a behavioral designer. Her job is to apply behavioral science through design to help people make better decisions. [06:10] Cognitive semiotics is how the mind makes meaning. [07:43] One of the biggest insights from cognitive semiotics is that metaphors are incredibly powerful at shaping how we talk, how we think, and how we make decisions. [08:21] Metaphors are something we don't go out of our way to use. It is just something that naturally flows out of us. [10:55] We have this myth that metaphors are just a part of language but metaphors are actually in all other types of communication including gestures. [12:35] Melina talks about metaphor usage in songs, including what happens when something is unexpected. [14:21] In a metaphor we talk about one concept as if it is another concept. [16:50] A lot of studies show that the earlier you can get a metaphor in your conceptualization of an idea the more ability it has to influence how somebody thinks about it. It is not as effective if you add the metaphor at the end. [18:01] You are using metaphors constantly even when you are not thinking about them. [18:24] Sarah shares a study from Stanford University about two researchers who wanted to know if using a metaphor could affect how somebody thought about a complex social issue like crime. [20:07] A single word changed how people thought about a very complex social issue. The metaphor was more powerful at determining people's response than their political affiliation. [23:03] We have primary metaphors which are ones that are deeply rooted and embodied metaphors. We acquire them from interactions with the world at a very young age. [25:36] The war metaphor was a mismatched metaphor for the pandemic. [26:56] Metaphors are a part of our everyday communication. They have the ability to influence us and they structure our thoughts. [29:20] The first key thing in using metaphors is identifying your user's metaphors. [31:44] Once you know what your users are saying you can figure out those higher level conceptual metaphors they have. [33:04] Once you have their metaphors you need to evaluate them and figure out which of their metaphors align with the behavioral outcome we want them to do. [35:44] We have lots of ways where you can go and find what people are actually saying. [37:57] Some metaphors can be empowering, but others can be potentially harmful. [39:19] The next critical piece is that whatever metaphor you use to describe your user's problem you need to use the same metaphor to describe the solution. [40:54] It is important to really think through all the ripples and steps of what a metaphor might mean and the effects it may have. [43:27] With metaphors, it is particularly important to test because metaphors trigger associations or experiences that your users already have. You take a best guess, put it out there, and get feedback. [44:44] Tests are always best! [47:12] There can be so many mixed metaphors in a piece of communication. [48:02] Mixed metaphors are like mixed messages. They increase cognitive load and make it more difficult for someone to make a decision. [49:18] Once you decide what your core metaphor is going to be you take it and try to carry it through the entire communication. [51:01] Go and try and find all the metaphors around you first. Then jot down all the associations you have for it. [53:42] Melina's closing thoughts [55:02] Cognitive semiotics, understanding how the mind makes meaning, is so key to understanding behavior. And I can't wait to keep learning and researching more and more in this space in the years to come. 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: Using Semiotics in Retail, by Rachel Lawes Using Semiotics in Marketing, by Rachel Lawes Metaphors We Live, by George Lakoff and Mark Johnson Philosophy in the Flesh, by George Lakoff and Mark Johnson How Customers Think, by Gerald Zaltman Connect with Sarah: Sarah on LinkedIn Live Neuron Labs Top Recommended Next Episode: The Power of Metaphors for Brands with Olson Zaltman (ep 181) Already Heard That One? Try These: Using Semiotics in Retail with Rachel Lawes (ep 191) The Philosophical Side of BE, an interview with Dr. Nick Hobson (ep 161) Priming (episode 18) Framing (ep 16) The Sense of Sight (ep 24) The Sense of Taste (ep 26) Sense of Touch (ep 28) Sense of Sound (ep 27) Sense of Smell (ep 25) Focusing Illusion (ep 89) Confirmation Bias (ep 102) Time Discounting (ep 51) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter How to build a baby: II. Conceptual primitives Metaphors We Think With: The Role of Metaphor in Reasoning Database of Conceptual Metaphors Embodied metaphor and abstract problem solving: Testing a metaphoric fit hypothesis in the health domain Do metaphors in health messages work? Exploring emotional and cognitive factors The #ReframeCovid initiative: From Twitter to society via metaphor The Case Against Waging 'War' on the Coronavirus

Today's episode is all about making concepts tangible (what that means and why it matters in life and business). I am so excited to refresh this episode for you today because it shows how I was excited about something I didn't have a word for several years ago, but was already searching for. Now I know this was at the root of my interest in cognitive semiotics, something we are digging into on this coming Friday's episode with Sarah Thompson. Cognitive semiotics may sound super technical, but it is essentially about how the mind makes meaning, and we talk a lot about metaphor in that conversation. These brain associations and the concepts like a blue square or yellow triangle, which I introduce in this episode are from George Lakoff (I read about in his book The Political Mind, which was part of the reading in my master's program. I wish they would have included Metaphors We Live By as that would have changed my entire life if I had encountered it all these years ago, but I think things turned out ok so I'm not too mad about it.) While I didn't realize it at the time, this episode from 2019 was my first real dive into cognitive semiotics and metaphor elicitation. This episode is all about what it means to make a concept "tangible" or a physical manifestation or physical representation of a concept, and why that is important for all kinds of businesses. Listen in for tips on making things more tangible (and making it easier for people to buy from you). Show Notes: [00:38] Today's episode is all about making concepts tangible. [02:43] This isn't really a topic you can look up. There aren't really papers or extensive research on this naming. It is more of an acceptable premise. (As noted in the refreshed intro, the field of cognitive semiotics is a place to start.) [03:21] The brain works on associations. [05:30] The physical shapes and colors of road signs bring a physical presence that can be recalled easier. [07:04] The physical manifestation of the brand makes the business more real in your mind because there is a logo to relate to. [08:18] Physical representation can do two big things for a business. It can make an abstract concept more real and impactful. And, it can tie back to an emotion or memory or other association you want to remember. Abstract concepts are everywhere in business. [10:12] Businesses will say things that are more conceptual but feel tangible. That makes the point more impactful for the customer. [12:50] The physical, tangible representation can be tied to our emotional center and trigger loss aversion. A personal example from DVDs. [13:35] In your business, where could you reverse the process and find a spot to inject a physical form where only a concept exists today to make your business more tangible and sticky for your customers? [16:24] When you take something from conceptual to tangible it makes it easier for the brain to categorize, relate, and remember. [17:04] The second way that physical representation is helpful is that it can help remind you of associations you have made previously or of what is important to you. [19:45] A strong brand is able to live through the lack of words and evoke feelings. They leave an impression even without their name. [21:14] What could your business do to be a constant association and reminder in the brains of your customers? [21:22] One important reminder is to note where the association is taking place and what that says for and about your overall brand. [23:07] You (typically) don't want to be associated with the physical manifestation of a negative concept. [24:47] You can strategically create visuals around what you are wanting to do to help you achieve your goals. What you surround yourself with has a huge impact on your approach to life, business, and success. [25:16] Melina's closing thoughts [25:33] The words and images we use and how we can be more impactful when we are consistent in our metaphor usage, it's just so so important in life and business. 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: What Your Customer Wants and Can't Tell You, by Melina Palmer How Customers Think, by Gerald Zaltman Alchemy, by Rory Sutherland Using Semiotics in Marketing, by Rachel Lawes Metaphors We Live, by George Lakoff and Mark Johnson Top Recommended Next Episode: Can behavioral economics increase savings? (65) Already Heard That One? Try These: Framing (ep 16) Priming (episode 18) Color Theory (61) Loss Aversion (9) Time Discounting (51) Sense of Touch (28) Endowment Effect (139) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Getting to the Top of Mind: How Reminders Increase Saving Progressive TV Commercial For Name Your Price Tool Progressive TV Commercial 'The Box' Jogger Commercial | Allstate Mayhem

In today's conversation, I am joined by Dr. Cassie Holmes. Her fantastic book Happier Hour was named a "must-read" of 2022 by Forbes AND by the Next Big Idea Club. The Washington Post also profiled it as one of their best health books read and recommended by experts in 2022. Cassie is a Professor at UCLA's Anderson School of Management. Her research examines how focusing on time (rather than money) increases happiness, how the meaning of happiness changes over the course of life, and how much happiness people enjoy from extraordinary versus ordinary experiences. Across these inquiries, her findings highlight the joy that stems from interpersonal connection and paying attention to the present moment. Cassie's academic research on the role of time in cultivating well-being has been published in leading academic journals, including Psychological Science, the Journal of Personality and Social Psychology, and the Journal of Consumer Research, and earned her the Early Career Award from both the Association of Consumer Research and the Society of Consumer Psychology. Cassie was identified by Poets & Quants as one of the best 40 business professors under 40, and popular accounts of her research have been featured by NPR, The Economist, The New York Times, The Wall Street Journal, the Financial Times, and Scientific American. Happier Hour is based on her wildly popular MBA course, "Applying the Science of Happiness to Life Design." It is so good and I can't wait to have you hear about some of the insights from her -- it will change your life for the better I'm sure. Show Notes: [00:41] In today's conversation, I am joined by Dr. Cassie Holmes, who you met a few weeks ago when she was on the "panel" episode with Dr. Ayelet Fishbach sharing how to have the best and happiest 2023 possible. [02:45] Her new and widely acclaimed book, Happier Hour: How to Beat Distraction, Expand Your Time, and Focus on What Matters Most, is based on her wildly popular MBA course, "Applying the Science of Happiness to Life Design." [04:18] Cassie shares about herself, her background, and what she does. She studies happiness and in particular the role of time. [05:22] When we feel happier, it makes us better in the work environment. [08:02] She wrote Happier Hour after the success of her course so she could share her learnings with even more people. Readers can apply the insights and experience the benefits just like her students. [10:10] You can have this huge impact from changing a couple of little things if you put a little focused effort forward. [12:21] Our time is so important. Maximize the amount of time that feels worthwhile and minimize the time that feels like a waste. [15:12] Cassie shares a day of her life early in her career when she experienced time poverty. She wanted more time so she could slow down and experience the time she was spending. [17:15] Time poverty is that acute feeling of having too much to do and not enough time to do it. [19:25] With too little discretionary time people are less happy. When we have too much discretionary spent in time that doesn't feel worthwhile, that undermines our sense of purpose and we feel less satisfied. [21:45] It is not about how much time you have available. It is really about how you invest the time you have available. [24:20] Discretionary is what you want to do as opposed to nondiscretionary is something you have to do. [26:35] On average people are most satisfied from social connection. The least happy activities tend to be commuting, work hours, and housework. [28:25] After tracking your time for a week you have a fantastic data set where you can find which activities made you feel most satisfied. [31:05] If it is not something you have to do and you are not enjoying it, that is an opportunity to reallocate that time to things that are worthwhile. [33:49] Simply being outside had its own significantly positive effect. [36:28] Experiencing awe can increase one's sense of time affluence. [38:40] You don't have to have your discretionary time all in one block. [41:14] It is not the amount of time you spend on a particular activity that determines happiness. It is really the quality and your engagement in the activity that determines it. [42:27] Ordinary experiences can bring us as much joy as extraordinary experiences if only we are paying attention and savoring and cherishing them. [44:33] It is not just the amount of time you spend that determines its impact, it is really how you mentally engage in that time. [46:55] The most worthwhile investment is in cultivating relationships. The single biggest predictor of having a satisfied life was having strong supportive relationships with family or friends that feel like family and that requires investment. [49:01] She was living her dream life and she found herself charging ahead because she was in her head thinking about other things she had to do. It was pulling her out of the moment. [51:24] The goal is to pause in those moments and smell the (literal or metaphorical) roses. If we are rushing because we are time poor through it all then we might as well not spend the time in the first place. [53:13] Cassie explains why she doesn't make New Year's resolutions. [55:41] Melina chooses a word and theme to help her through the whole year. [58:10] Why change something that is working. She wants everyday to be what she wants it to be. [60:12] Melina's closing thoughts [61:29] The balance of a couple hours a day is enough for real lasting happiness. 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: Happier Hour, by Cassie Holmes Get It Done, by Ayelet Fishbach Indistractable, by Nir Eyal How to Change, by Katy Milkman The Fun Habit, Mike Rucker Connect with Cassie: Cassie's Website Cassie on LinkedIn Top Recommended Next Episode: Using Motivation and Happiness Science to Make 2023 Your Best Year Ever (ep 249) Already Heard That One? Try These: Get It Done: Surprising Lessons from the Science of Motivation with Ayelet Fishbach (ep 186) How To Change, an interview Dr. Katy Milkman (ep 151) Influence Is Your Superpower with Yale's Dr. Zoe Chance (ep 189) Framing (ep 16) Brainy Health Benefits of Nature, with Dr. Jay Maddock (ep 203) How to Become Indistractible, Interview With Author Nir Eyal (ep 78) Get Your D.O.S.E. of Brain Chemicals (ep 123) Focusing Illusion (ep 89) Confirmation Bias (ep 102) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter All The Books from the podcast in 2022 Some of Cassie's research on Time Affluence vs. Time Poverty and its impact on well being Giving Time, Gives You Time Does variety among activities increase happiness?

Habits are foundational to everything we do. When we think about habits we tend to think about the "bad" ones, things we want to change but there is so much more to it. Our brains run on habits, and without them, we couldn't function. Many episodes of this podcast that have been dedicated to habits and related topics throughout the years, and this is the first one, which originally aired in the fall of 2019. Since then, I've interviewed habits expert Wendy Wood and discussed habits with Richard Chataway (links to their episodes in these notes). I included habits heavily in my books and the reason I chose to refresh this episode right now is because of this upcoming Friday's guest. Cassie Holmes, the author of Happier Hour is my guest on Friday, and I thought that some reflection on habits is the best way to set you up to get the most out of that conversation. When you look at your day, what makes you happy? What is serving you and what isn't? What has become a habit and what you should be more thoughtful about? This episode will help you in that process to understand further what a habit is, how they work, and what to keep in mind as you look to reinforce some and change others. The main thing to remember is that we need habits. They aren't inherently bad. Most of them are good. Understanding them and leveraging them is where the opportunity lies. Show Notes: [00:37] Today's episode is all about habits. Habits are foundational to everything we do. [02:45] You have a lot more good habits than bad ones. You just aren't consciously aware of the vast majority of them. [04:27] Sorting by color is a form of habitual purchasing. Even with infrequent purchases, the place you go and look is based on habits. [06:25] The human brain essentially works on many many associations. [09:03] Up to 95% of all buying decisions are habitual. [11:09] Unfortunately the idea that it takes us 21-30 days to create a habit is wrong. [13:33] 21 days is not the magic number for making or breaking a habit. [15:16] A 2009 study from the European Journal of Social Psychology found the average number of days it took to form a habit was 66 days. (But don't let that fool you…the range of data points matters!) [16:58] We approach habit changing all wrong. [18:20] Habits are made up of four phases: cue, craving, response, and reward. [19:31] Habits form because your brain is trying to find predictable ways to get rewards. A cue is a signal to the brain that there is a reward around and that instantly leads to craving/desire/filter for that item. [21:21] If you want to change a habit or start a new one, the cue and reward phases are driving the behavior. [22:44] Cues have been found to fall into one of five categories: location, time, emotional state, other people, and an immediately preceding action. [24:27] You aren't craving the thing, but rather the reward it provides. [27:05] When we know the cue and the reward our brain wants we can work to change the habit. [29:31] One other crazy brain trick is word choice. [31:27] Saying "I don't" is empowering. This was your choice. It affirms the choice you made and makes you feel determined and full of willpower. (This is very different from "I can't.") [33:12] You should be confident that you made this choice so you can firmly say "No, I don't do that." [35:04] We can check our notifications and emails every couple of hours or a couple of times a day (instead of every instant as we get continuous pings, dings and buzzes) and it will be fine. Once the cue is gone, we won't look at our phones as much and we can be more productive. [38:07] Interrupting shoppers' habitual sequence can be a problem depending on your business positioning. [39:05] As the brand leader you don't want to do too much to shake things up or rock the boat. [41:59] The habits of your current and potential customers are important to consider when building out your strategies. [42:28] Melina's closing thoughts [43:29] We are all surrounded by habits all day, they are a huge portion of the 35,000 decisions we all make each day. Understanding the rules of your habits is the first step in identifying which are working well for you and which you might want to let go of because they aren't serving you well. [44:58] You want to focus on the right stuff at the right time and not changes habits that you don't need to. 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: What Your Customer Wants and Can't Tell You, by Melina Palmer What Your Employees Need and Can't Tell You, by Melina Palmer Good Habits Bad Habits, by Wendy Wood Atomic Habits, by James Clear The Power of Habit, by Charles Duhigg Top Recommended Next Episode: Good Habits, Bad Habits, with Dr. Wendy Wood (ep 127) Already Heard That One? Try These: The Power of Habit (ep 22) Framing (ep 16) Priming (episode 18) Get Your D.O.S.E. of Brain Chemicals (ep 123) Decision Fatigue (ep 132) Defaults: The "D" in NUDGES (ep 38) Herding (ep 19) Availability Bias (ep 15) Unlocking The Secrets Of The Brain (ep 1) Status Quo Bias (ep 142) Using Behavioral Science to Tackle Addiction, with Richard Chataway (ep 134) Using Behavioral Science in Healthcare, with Aline Holzwarth (ep 135) Sitting Down with Habit Weekly founder, Samuel Salzer (ep 90) How To Be Indistractable, with Nir Eyal (ep 78) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Three Purchase States How Long Does it Actually Take to Form a New Habit? (Backed by Science) Psycho-Cybernetics, A New Way to Get More Living Out of Life How Are Habits Formed: Modeling Habit Formation in the Real World How Long Does it Really Take to Break a Habit? The Amazing Power of 'I Don't' vs. 'I Can't' 5 Ways To Change A Habit Tiny Habits, by BJ Fogg

In this 'best of' episode, the host reflects on their achievements in 2022, including speaking engagements and book launches. They also discuss connecting with amazing guests and testing out a second episode per week. The chapter highlights the top episodes of the year, featuring discussions on anthropology and marketing, creating engaging content, and the influence of human behavior on technology. The host recommends listening to episodes on motivation, influence, and the Dunning-Kruger Effect. They also discuss the science of motivation and effective goal-setting in an episode featuring IELUT Fishback. Finally, the chapter recaps the best episodes of the year, covering topics such as influence, behavioral science, difficult conversations about race, and branding.

I love partitioning! It is such an under-discussed concept, which is why I decided to refresh this episode from 2019 for you here today. Partitioning is closely related to friction or sludge, but it isn't exactly the same. While an experience that has partitions may be creating friction/sludge, it isn't just about that. And, it isn't always about reducing it. Sometimes, adding a partition is really useful when you want someone to stop and think. I'll get into that more as we dig into the episode. As you get ready to listen to the episode today, I encourage you to have some experiences in mind. Try and think of a time when you had a great experience with a company, where things were seamless and streamlined or it felt easy. And another where you were part-way through buying and then stopped or when you changed your mind on a project or whatever else. Try and think through what happened along the way and keep that in mind as you consider the idea of partitioning. Where were the unintended partitions and where did the lack of them make a difference? Of course, look to your own experiences in your company as well. If you have a hard time closing deals or lose people partway through an application form keep that in mind too. It can all tie back to partitions. So let's dive in and learn how you can use partitions in your business to create a seamless experience for your customers. Show Notes: [00:37] Today's episode is all about partitioning. I love partitioning! It is such an under-discussed concept. [02:39] Partitioning has shown us that when you put tiny barriers into place it causes a consumer to consider their options and be presented with a new decision point. This can be good or bad on both sides depending on the situation. [04:33] Melina shares a study with bottomless soup bowls. [06:34] Another study found that adding some sort of measurement reminder can help reduce consumption even if the cups are large. [08:45] One study found that once something became common it no longer acted as a partitioning mechanism. [10:21] It isn't just effort that matters but drawing the attention of the conscious brain really matters too. [12:56] It is so easy to be tricked by our brains. [15:07] Those with a high aversion to gambling were significantly impacted by the partitions. [16:24] Partitioning money has also been found to help people save more and spend less. [17:26] Essential with shopping…once you start the process of spending you are more likely to spend again until you hit a partition. [19:07] Any cognitive intervention (something that makes the user stop and think) can trigger partitioning. This can be done using sounds, rhetorical questions, targets, or progress markers. [21:37] It doesn't have to feel bad or negative for the consumer. [23:41] The cashier in an airport store bringing up the price of the almonds and forcing us to rethink our decision multiple times caused anticipated regret and lowered the total amount spent significantly. [25:18] It is easy to talk people out of a sale, make them feel bad about a purchase, or start to regret it even when you are trying to be helpful. [26:07] Setting up targets or progress markers, on the other hand, can be great partitions for a business to set up to keep on the radar of their current, past or potential customers. [27:21] Removing partitions and obstacles can be great for businesses and customers alike. [29:29] Partitions in the selling process are a recipe for getting ghosted. Always schedule circle-back meetings in the moment. [32:03] Make it easy for people to do business with you. Remove unnecessary partitions in the process and everyone will be happier. [32:13] Melina's closing thoughts [32:42] The concept of partitioning can help you to look for opportunities to make it easier to work with you, especially up front. Partitions are particularly dangerous early on and in the selling process. 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: What Your Customer Wants and Can't Tell You, by Melina Palmer Friction, by Roger Dooley Sludge, by Cass Sunstein The Experience Maker, by Dan Gingiss The Selling Staircase, by Nikki Rausch Top Recommended Next Episode: Sludge: What It Is and How to Reduce It (ep 179) Already Heard That One? Try These: Friction - What It Is And How To Reduce It, with Roger Dooley (ep 72) How to Make it Easy to Do Business With You With Nikki Rausch (ep 96) What Your Customer Wants and Can't Tell You: All About Melina's First Book (ep 147) How To Set Up Your Own Experiments (ep 63) Surprise and Delight (ep 60) Pain of Paying (ep 240) Peak-End Rule (ep 97) How to Create Remarkable Experiences with Dan Gingiss (ep 85) Other Important Links: Brainy Bites - Melina's LinkedIn Newsletter Nikki's Website - Your Sales Maven