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

In this episode of The Brainy Business podcast, Melina Palmer speaks with ethnographer Dr. Felicity Heathcote-Marcz about the significance of ethnographic research in understanding customer behavior and organizational culture. Ethnography, a research methodology rooted in anthropology, has found new relevance in the business world. Felicity explains that ethnographic research involves immersing oneself in the studied context, actively interacting with people, and collecting qualitative data to gain deep insights. The episode emphasizes ethnography's value in the transport industry, highlighting various projects that have uncovered valuable insights into future mobility trends and incident management. Felicity also addresses challenges such as time constraints and the Hawthorne Effect. Business professionals looking to make informed decisions and improve organizational culture will find this episode informative and practical, offering a comprehensive introduction to ethnographic research and its applications. In this episode: Uncover the profound effects that ethnographic research has on interpreting customer behavior and shaping organizational culture. Tackle the burdens of integrating ethnographic research into a business context and explore practical solutions. Gain an understanding of the longitudinal character and direct benefits of ethnographic research. Deconstruct the Hawthorne effect and its significant role in any research project you might take on. Discover the emerging role of behavioral science and nudges in revolutionizing transportation research. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the episode and the guest, Dr. Felicity Heathcote-Marcz. She mentions that ethnography is an important method for understanding customers and lays the groundwork for the upcoming episode on observation skills with Christian Madsbjerg. 00:02:21 - What is Ethnographic Research?, Dr. Felicity Heathcote-Marcz explains that ethnographic research originated in anthropology and involves studying cultures and local contexts to gain a deep understanding of people and their behaviors. She discusses how ethnography has evolved and how it is now used in business to gain insights into customers and organizational culture. 00:08:29 - Role of an Organizational Ethnographer, Dr. Felicity Heathcote-Marcz describes her role as an organizational ethnographer at Atkins, an engineering and transport consultancy. She explains that she studies the culture within organizations, conducts research on future trends in the transport industry, and collects immersive data by observing and interacting with customers in their natural environments. 00:11:05 - Impact of Ethnography on Organizations, Felicity discusses how ethnography can provide organizations with a deeper understanding of their customers and employees. She explains that ethnographers can identify opportunities for improvement, inform decision-making, and facilitate cultural change within organizations. 00:13:26 - Ethical Considerations in Ethnographic Research, Felicity emphasizes the importance of reflexivity and self-awareness in ethnographic research. 00:16:19 - Ethnographic Methodologies in Business Contexts, Felicity discusses the challenges of utilizing ethnographic methodologies in a business context, where time constraints often limit the depth and richness of the data collected. While some purist academic ethnographers may object to condensed time periods, Felicity suggests spending as much continuous time as possible with a specific group to establish rapport and gain valuable insights. 00:18:09 - Accompanied Drives and Ethical Considerations, Felicity explains her approach to conducting accompanied drives, where she sits in the passenger seat with the driver and encourages them to share their thoughts and experiences. She emphasizes the importance of maintaining participant anonymity and establishing trust to overcome suspicion and encourage open communication. 00:21:28 - Nudges and Behavioral Science in Transportation, Felicity discusses her work with local transport authorities in the UK, focusing on designing behavioral nudges to encourage residents to shift from private cars to public transport or active modes of travel. She highlights the importance of considering contextual factors, such as weather and incentives, to effectively change behavior. 00:25:10 - The Effectiveness of Nudges in Shifting Behaviors, Felicity presents findings from a study conducted in Manchester, where text message nudges were used to encourage walking, cycling, or using public transport for commuting. The results revealed that the effectiveness of nudges varied depending on contextual factors, such as weather, and suggested that larger incentives may be needed to change behaviors in unfavorable conditions. 00:31:44 - Social Pressure and Incentives for Mask-Wearing, The discussion focuses on the social pressure that exists regarding mask-wearing in different countri

In this episode of The Brainy Business podcast, host Melina Palmer interviews Marcey Rader, author of the book Work Well, Play More. They delve into the importance of habits in achieving efficiency and work-life balance. Marcey shares her personal journey of making small, manageable changes in her life and emphasizes the need to focus on the behaviors underlying productivity. She highlights the value of breaking down goals into smaller tasks and tracking progress to stay motivated. The conversation also covers strategies for setting boundaries, prioritizing tasks, and incorporating movement into daily routines. Whether you're a busy professional looking to enhance your productivity or seeking a better work-life balance, this episode offers actionable advice and inspiration. Don't miss the opportunity to learn from Marcey's expertise and improve your efficiency and overall well-being. In this episode: Uncover the critical crossroads of health, productivity, and behavioral economics, providing an enriched understanding of personal and professional efficiency. Appreciate the transformational power of habits in attaining a meaningful work-life balance, preparing you for a balanced and fruitful lifestyle. Realize the necessity of establishing boundaries and prioritizing tasks, seeding the prevention of potential fatigue and burnout. Delve into the profound significance of immersing oneself in work and taking necessary breaks, instilling a refreshed sense of focus and vigor. Relate to Marcey Rader's personal journey, promoting an invaluable dimension of empathy and connection to her work. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces Marcey Rader, an author and health, productivity, and digital wellness expert. They discuss the importance of health in powering productivity and how habits and behavior change play a significant role in achieving work-life balance. 00:05:16 - Background and Journey, Marcey shares her journey from working in clinical research to becoming a productivity coach and speaker. She talks about how her own struggles with burnout and health issues inspired her to help others find a healthier and more efficient approach to work and life. 00:10:41 - Minimalism and Productivity, Marcey discusses how reading the book The Power of Less by Leo Babauta sparked her interest in minimalism and productivity. She shares how adopting minimalist principles and simplifying her life helped her improve her focus, efficiency, and work-life balance. 00:13:25 - Personal Experience and Empathy, Melina and Marcey emphasize the importance of personal experience and empathy when helping others make behavior changes. They discuss the value of relatability and understanding in guiding individuals towards healthier habits and a more productive lifestyle. 00:14:51 - Overcoming Overwhelm, Melina and Marcey address the feeling of overwhelm that many people experience when trying to make multiple behavior changes at once. They emphasize the importance of breaking changes down into smaller, manageable steps and starting with one area at a time for sustainable progress. 00:16:40 - Making Small Changes for Personal Growth, Marcey Rader shares her method of making personal and behavioral changes by breaking them down into smaller, manageable tasks. She shares her experience of creating a list of 100 things she wanted to change about herself and how she tracked her progress by checking off each task every day. (And, yes, acknowledges this approach may not be for everyone.) 00:19:20 - The Importance of Small Wins, Marcey emphasizes the importance of celebrating small wins and finding quick wins to build momentum. She shares her personal journey of gradually increasing her vegetable intake and how she started with just one serving a day and gradually worked her way up to five or six servings. 00:23:17 - Work Well, Play More Book Overview, Marcey discusses her book, Work Well, Play More, which covers topics of productivity, clutter, and health. The book is divided into twelve months, and each month focuses on a different area with novice, pro, and master levels. It can be used as a guide for making changes at your own pace and choosing your own adventure. 00:28:03 - Tackling Decluttering in Different Areas, Marcey explains how her book caters to different levels of expertise in each area. She shares examples of decluttering tips, such as cleaning up contacts in your phone, and how she personally used the process of decluttering contacts to reconnect with people during the COVID-19 pandemic. 00:30:10 - Top Tips from the Book, Marcey shares a top tip from each section of the book: productivity, health, and clutter. 00:34:59 - Being Flexible with Dietary Restrictions, Marcey shares her experience of being gluten-free for digestive reasons but not wanting to restrict her diet too much. She emphasizes the importance of looking for flexibility and balance in everything, including one's dietary choices. 00:35:36 - Breakin

In this episode of The Brainy Business podcast, guest Leidy Klotz shares his research on the psychology of subtraction and its importance in decision-making and problem-solving. Klotz discusses how our natural instinct is to add rather than subtract when trying to improve a situation, and he provides insights into why this is the case. He explains that humans have a desire to display competence, and adding to a situation is a visible way to demonstrate that we can deal with the world effectively. However, Klotz argues that we can also display competence through subtracting, but it may require more effort to make it noticeable. He shares studies conducted with LEGO structures, itineraries, recipes, and computer grids, which consistently showed that people overwhelmingly choose to add rather than subtract. The episode explores concepts such as loss aversion and the IKEA effect, which contribute to our preference for adding. The conversation also touches on the concepts of minimalism and essentialism, and how subtracting can be a powerful tool for displaying competence and achieving goals effectively. Listeners will gain valuable insights into the psychological biases that hinder effective decision-making and problem-solving, and learn practical strategies to prioritize and achieve what truly matters. In this episode: Discover the pivotal role subtraction plays in effective decision-making and problem-solving. Learn how our instinctive preference for addition can obstruct optimal solutions. Grasp how to confront biases and initiate shifts towards a subtractive mindset. Understand the immense benefits of streamlining and eliminating needless aspects of daily life. Acquire empowering strategies for integrating subtraction practices into your everyday living. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the episode and its focus on the power of subtraction with Dr. Leidy Klotz. She emphasizes the importance of optimization, reduction, and efficiency in various areas of life. 00:03:20 - Dr. Leidy Klotz's Background, Dr. Klotz shares his background in engineering and how his interest in sustainability led him to behavioral science. He highlights the overlap between engineering, architecture, and behavioral science in terms of creative application and design. 00:08:56 - Uncommon Paths to Behavioral Science, The conversation explores the diverse backgrounds of behavioral scientists, including Dr. Klotz's experience as a professional soccer player. They discuss how different disciplines, like marketing and sports, can contribute to the field of behavioral science. 00:11:50 - Personal Backgrounds and Professional Work, Melina and Dr. Klotz discuss how personal backgrounds, such as being an opera singer or playing basketball, can shape a person's approach to problem-solving. They highlight the value of diverse experiences in the field of behavioral science. 00:13:35 - Introduction to Subtract, Dr. Klotz introduces his book, Subtract, and explains how it explores the concept of subtraction as a means of optimization. He discusses the relationship between design, sustainability, and the creative application of behavioral science principles. 00:15:26 - The Instinct to Add, Leidy discusses how our first instinct when trying to improve something is to add, rather than subtract. This instinct is seen across various contexts, including LEGO structures and itineraries. The guest also mentions a study where people were given a task to make quadrants symmetrical and found that people overwhelmingly added blocks instead of removing them. 00:17:27 - Overlooking Subtraction, The guest explains that our tendency to overlook subtraction is due to various factors such as loss aversion, the endowment effect, and the IKEA effect. The book explores these factors and delves into the biological, cultural, and economic forces that contribute to our preference for adding. 00:18:47 - Science-Informed Strategies, Leidy discusses the latter half of the book, which focuses on utilizing science-informed strategies to get better at subtraction. By understanding the science behind our inclination to add, we can develop strategies to improve our ability to subtract. Leidy emphasizes the importance of creating a list of "stop doings" instead of solely focusing on a long list of to-dos. 00:21:06 - Minimalism and Essentialism, Leidy notes the connection between the book's concept of subtraction and minimalism and essentialism. He and Melina highlight the value of decluttering and getting rid of excess in order to display competence. Leidy also mentions the satisfaction that comes from having a focused to-do list with achievable tasks. 00:30:08 - The Importance of Subtraction, The conversation begins with the idea that subtraction is often overlooked in our society, and how we need to shift our mindset to value subtraction as much as addition. The guest, Leidy Klotz, mentions historical figures like Da Vinci and Lao Tzu who understood th

In this episode of The Brainy Business podcast, host Melina Palmer interviews Kate Gigax, founder of Development Corps, to discuss the transition from "Act One" to "Act Two" in one's career and life. The conversation focuses on being confident in expressing what you want and the value you bring. Kate emphasizes the importance of finding time for oneself and engaging in self-reflection. She encourages listeners to break up their schedules and find small pockets of time for rejuvenation and self-discovery. Through personal examples, she demonstrates how taking risks and pursuing what feels out of the ordinary can lead to greater success and fulfillment. The episode challenges the misconception that transitioning to Act Two always means becoming an entrepreneur. Kate and Melina highlight that there are various paths to finding fulfillment and creating change, whether it's within existing structures or through entrepreneurship. They emphasize the need for self-worth and believing in one's capabilities beyond societal expectations. Listeners of this episode will gain practical advice on navigating transitions, finding personal fulfillment, and becoming confident in expressing their value. By embracing self-reflection, taking risks, and designing their own path, individuals can create a more meaningful Act Two in their careers and lives. In this episode: Discover the art of embracing Act Two in your professional and personal life for renewed achievement. Learn why introspection and 'me-time' are essential for your mental health and holistic success. Unearth the thrill and potential benefits of venturing into uncharted, even taboo, territories. Grasp the courage to voice your needs and showcase your worth confidently. Explore ways to find fulfillment that extend beyond starting your own business and learn why variety is important. Show Notes: 00:00:00 - Introduction, Melina Palmer welcomes Kate Gigax to The Brainy Business podcast and introduces her as a leadership coach and facilitator with expertise in organizational psychology and neuroscience. 00:03:23 - Connection to Arizona State University, Kate discusses her connection to Arizona State University and her work with Robert Cialdini, Steve Neuberg, Doug Kenrick and Dave Lundberg-Kenrick on the Psych for Life initiative, which aims to make peer-reviewed psychological research more accessible. 00:07:42 - Psychological Contracts, Kate explains her research on psychological contracts, which are the expectations and perceptions individuals have about their relationship with their organization. She discusses the impact of breaches in these contracts and the importance of effective communication in managing change. 00:11:25 - Managing Change and Preserving Relationships, Kate emphasizes the role of managers and supervisors in preserving relationships and managing change effectively. She highlights the importance of open communication, empathy, and acknowledging the difficulty of the situation. 00:14:40 - Leadership Development and Coaching, Kate discusses her work as an executive coach and her focus on helping high-achieving individuals navigate their careers and define their own success. She emphasizes the importance of mindset shifts and rewiring old thinking habits for achieving success and fulfillment. 00:16:10 - Importance of Difficult Conversations, Melina and Kate discuss the significance of having difficult conversations in the workplace and how they contribute to building trust and maintaining a high relational psychological contract. They emphasize the need for clear communication, transparency, and addressing challenging topics in order to foster a positive work culture. 00:17:53 - Recommended Resources on Difficult Conversations, Melina suggests listening to Kwame Christian's podcast, Negotiate Anything, and watching his Ted Talk on difficult conversations. They also mention Stephen M.R. Covey's episode on The Speed of Trust and Scott Miller's book, The Ultimate Guide to Great Mentorship, which provides valuable insights on setting boundaries. 00:19:08 - The Implicit Parts of Culture, Kate highlights the importance of being intentional about addressing the implicit parts of organizational culture. They discuss how implicit cultural norms around conflict and boundaries can impact relationships and collaboration. They encourage leaders to be transparent and deliberate in fostering a positive work culture. 00:23:39 - Repairing Breached Contracts, The guest advises leaders to have difficult conversations to repair breaches in the psychological contract. They emphasize the need for consistency, action, and acknowledging fault. They also discuss the importance of helping employees feel valued and recognized, as this contributes to repairing relationships and maintaining trust. 00:26:35 - The Power of Recognition and Specific Feedback, Kate emphasizes the importance of recognizing and appreciating employees' contributions in a specific and meaningful way. She s

This episode of The Brainy Business podcast features an insightful interview with Stephen M. R. Covey, author of The Speed of Trust. Covey shares his expertise on building trust through transparency and authenticity, drawing from his personal experience within Franklin Covey. He explains how trust serves as the foundation for effective relationships and collaboration within teams. Covey dives into the quantifiable value of trust, showcasing its impact on speed and cost. He shares two compelling examples to illustrate the economic benefits of trust, including the power of referrals and Warren Buffett's surprisingly successful acquisition deal. Throughout the conversation, Covey emphasizes the need for discernment in extending trust and the importance of creating a high trust culture. The episode provides practical insights and actionable strategies for leaders and managers to nurture trust within their organizations. By listening to this episode, business leaders can gain a deeper understanding of the economic and psychological benefits of trust and learn strategies to foster trust within their teams for increased productivity and success. In this episode: Realize the significant role trust plays in enhancing teamwork, productivity, and collaboration. Uncover the transformative power of transparency and authenticity within organizations, through the personal experiences of Stephen M. R. Covey. Appreciate the crucial interplay between trust and successful change management during periods of organizational transitions. Discover the foundational role of trust in boosting both speed and cost efficiency in business operations and its impact on economic outcomes. Identify the balance and discernment imperative in extending trust, a concept encapsulated as 'Smart Trust.' Show Notes: 00:00:00 - Introduction, Melina introduces the episode and welcomes Stephen M.R. Covey, the son of Stephen R. Covey, author of The 7 Habits of Highly Effective People. They discuss Stephen's family legacy and how he has built upon his father's work with a focus on trust. 00:02:18 - The Importance of Trust, Stephen explains the concept of trust and how it impacts relationships and organizations. He shares a personal story about the Franklin Covey merger and the importance of transparency and authenticity in building trust. 00:06:11 - Trust and the Covey Legacy, Stephen discusses how his family legacy and the reputation of his father have influenced the level of trust people have in him. He emphasizes the importance of backing up trust with skills and research. 00:08:37 - The Gift of Transparency, Stephen shares a story about a meeting he had with the Franklin Covey employees after the merger. By being open, transparent, and addressing their concerns, he was able to build trust and create a stronger team. 00:13:13 - Calming the Elephant, Melina relates Stephen's story to the concept of "calming the elephant," referring to addressing the underlying concerns and fears that people have during times of change. She shares an example of how taking the time to listen to an employee's personal stress helped improve their productivity. 00:14:44 - The Economics of Trust, Stephen discusses the economic impact of trust in organizations, and explains how his formulas for the economics of trust work. 00:15:20 - The Power of Understanding, Understanding others increases influence and builds trust, leading to better teamwork and improved outcomes. 00:17:15 - The Economics of Trust, Trust affects speed and cost in any relationship or environment. When trust decreases, speed decreases and cost increases. Conversely, when trust increases, speed increases and cost decreases. 00:20:33 - Examples of Trust in Action, Trust is a vital factor in word-of-mouth referrals, where trust leads to faster and less costly acquisitions. Stephen shares an example from Warren Buffett's handshake deal, which was completed quickly and without the traditional due diligence process due to high trust. 00:25:44 - The Cost of Distrust, Distrust leads to longer processes and higher costs, as seen in increased airport security measures and compliance rules after corporate scandals. The cost of distrust is real, while the dividends of high trust can be monetized. 00:28:22 - Balancing Trust and Caution, It is possible to be both too trusting and too suspicious. Finding the balance of smart trust involves being aware of potential risks while also recognizing the costs of not trusting enough and stifling creativity and innovation. 00:31:05 - The Importance of Smart Trust, Stephen Covey discusses the concept of smart trust, which involves assessing the likelihood, cost, and consequences of extending trust to someone. He emphasizes the importance of credibility and judgment in determining how much trust to give and acknowledges that blindly trusting someone who has proven to be untrustworthy is not wise. 00:32:33 - Building Trust and Overcoming Fear, Covey explains that extending trust can

In this episode of The Brainy Business podcast, Melina Palmer interviews Andrea Learned, a climate communications strategist and host of the Living Change Podcast, on the topic of building a leadership platform and personal brand for influence. Melina and Andrea discuss the importance of being authentic and engaging on social media to attract media attention and build trust with others. They emphasize the value of showcasing expertise and being seen doing the things you promote, as it builds credibility and inspires others to take similar actions. The conversation also highlights the power of aligning personal brand with initiatives and causes that align with one's values. Overall, the episode emphasizes the need for leaders to be visible and engaged on social media platforms to have influence and make an impact. In this episode: Unearth how to harness your influence (around climate or anything else) as a tool for personal and professional progression. Construct a powerful leadership platform that amplifies your influence. Explore the narrative magic of storytelling that can pivot climate and consumption behavior. Discover your genuine voice to effectively spur behavior modification. Amplify your climate advocacy through savvy social media engagement. Show Notes: 00:00:00 - Introduction, Melina introduces Andrea Learned, host of the Living Change podcast, and shares how they connected through a post Melina shared on LinkedIn asking for suggestions from fans for potential podcast episode topics. They discuss the importance of influence and how it can be applied to climate change and other causes. 00:03:47 - Building Climate Influence, Andrea shares her expertise in climate influence and how she helps leaders in the clean energy, food systems, transportation, and policy sectors leverage their platforms to drive scalable climate action. She emphasizes the importance of being visible and accessible on social media to gain influence and attract media coverage. 00:08:55 - Leveraging Leader's Influence, Andrea discusses the power of leaders in driving climate influence and how their engagement on platforms like LinkedIn can differentiate them from competitors and amplify their brand's messaging. She emphasizes the need for brands to support and empower their leaders to build their influence. 00:11:49 - Nudging Behavior Change, Melina and Andrea explore the role of influence in behavior change and pitching ideas. They discuss the importance of making it easy for others to follow your influence and how leaders who are visible and engaged can create a path for media and other stakeholders to follow. 00:13:29 - Media Pitching and Visibility, Melina and Andrea highlight the benefits of having a visible leader in media pitching efforts. They discuss how a leader's visibility and engagement on social media can make it easier for the media to identify the right person to pitch and provide a blueprint for their expertise and messaging. 00:15:19 - Importance of Building a Leadership Platform, Building a leadership platform for your sector allows you to have a warmer and more interesting conversation with the media. It also gives you social capital that you can carry with you wherever you go, even beyond your current organization. 00:17:24 - Importance of Media Training and Polished Communication, Media training and being able to communicate in good sound bites are valuable for building influence. It is important to align your personal brand with your organization's initiatives and show that you can be a polished spokesperson. 00:18:35 - Being Seen Doing the Things You Advocate For, It is important to be seen doing the things you are advocating for. Andrea shares real-world examples of leaders and influencers riding bikes, going plant-based, or taking other actions that align with their message. These actions influence others and encourage them to follow suit. 00:24:54 - The Power of Vulnerability and Building Trust, Being willing to be visibly vulnerable helps build trust with others. Taking the first step and showing you are on a journey, even if you are not perfect, encourages others to be braver and join in the cause. 00:26:47 - Examples of Influential Leaders, Examples of influential leaders include Malala who advocated for girls' education and Jane Goodall who used her work with chimpanzees to raise awareness about climate change and poverty. These leaders align their personal brand with their cause and use their influence to make a difference. 00:30:51 - The Impact of Consumer Recommendations on the Planet, Andrea discusses the importance of being aware of the impact our consumer recommendations have on the planet. She emphasizes that if we claim to care about the environment, we should consider the items we recommend or use, as they can influence others to emulate our behavior. 00:31:52 - The Power of Conversion Storytelling, Melina and Andrea explain that conversion stories, where someone makes a significant change

In this episode of The Brainy Business podcast, host Melina Palmer interviews Vanessa Bohns, a social psychologist and author of You Have More Influence Than You Think. The conversation explores many concepts, including the spotlight effect, invisibility cloak illusion, the focusing illusion, and more, and how they impact the way we show up in the world. Vanessa explains that even when it feels like everyone is looking at you, people are more focused on themselves and are not constantly judging our every move. The episode also dives into the importance of dissent and expressing our opinions, highlighting that speaking up can have a significant impact on conversations. The challenges of virtual presentations are discussed, including the absence of audience feedback. Vanessa shares techniques to keep virtual meetings engaging, such as utilizing the chat function and allowing everyone to contribute. She also reassures listeners that it's more important to focus on the overall message than getting every word perfect. The main takeaway is that individuals have more influence than they think, and being mindful of our words and actions can have a profound impact on others. This episode provides valuable insights for individuals looking to enhance their influence and navigate communication (both virtual and in-person) effectively. Delve into the fascinating realm of influence and perception and learn their true power in your life and business. Unveil the intriguing concepts of the spotlight effect and invisibility cloak illusion and explore how they could be affecting your view of yourself and others. Discover the significant role of audience reactions on speakers and understand the saying-is-believing effect from an all-new perspective. Identify the challenges of virtual presentations and learn effective techniques to engage and sustain the interest of your participants. Realize the extent of your influence and the imperative need to practice mindfulness in your interactions. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces episode 318 of The Brainy Business podcast featuring Dr. Vanessa Bohns. She mentions that this episode is a refresh of a previous conversation and explains the reason for choosing to revisit this topic because of how it ties in with this upcoming Friday's conversation with Andrea Learned. Melina encourages listeners to consider their own influence and how they can make positive changes. 00:02:35 - Vanessa Bohns' Background and Approach to Influence Vanessa Bohns, an experimental social psychologist, discusses her unique approach to studying social influence, which focuses on examining the gap between our intuitions about influence and the reality of our influence. She shares a personal research experience that led her to explore this topic and highlights the importance of understanding how we perceive our own influence. 00:05:59 - The Spotlight Effect and the Invisibility Cloak Illusion Vanessa explains the spotlight effect, which refers to our tendency to believe that others are paying more attention to our embarrassing or negative features than they actually are. She also discusses the invisibility cloak illusion, where we feel invisible to others but are actually being noticed more than we think. These concepts demonstrate that people pay attention to us as a whole, not just our insecurities. 00:09:47 - Having More Influence Than We Think Vanessa discusses how our influence extends beyond our self-perceived flaws and insecurities. She explains Erica Boothby's research on the invisibility cloak illusion, showing that people pay attention to us and our behaviors more than we realize. This insight reveals that we have more influence over others' behavior and actions than we think. 00:14:44 - The Influence of the Audience, Just being their–even if you don't say anything–can shape the experience and conversation. For example, the presence of a woman in a room can shape the way others talk about an issue as people engage in audience tuning. The audience's reactions and nonverbal cues can shape the beliefs of the person speaking, leading to a change in the message being delivered now and into the future. 00:15:28 - Virtual Presentations and Feedback, Virtual presentations can be challenging without the immediate feedback of the audience's reactions. The loss of laughter and nonverbal cues can lead to uncertainty and the need to adjust. Incorporating polls, chat questions, and breakout rooms can help maintain engagement and gather feedback. 00:21:16 - Maintaining Engagement in Virtual Meetings, In virtual meetings, it's important to ensure that everyone remains engaged and participates. Encouraging turn-taking and giving everyone a chance to voice their thoughts can help prevent people from getting lost or feeling unheard. Breakout rooms can also be used to facilitate discussions. 00:25:38 - The Power of the Audience in a Virtual World, In a virtual environment, the power of the audienc

Eden Brownell, director of behavioral science at MPulse Mobile, joins Melina Palmer on The Brainy Business podcast to discuss the application of behavioral science in healthcare delivery. The conversation, which was conducted live at Greenbook's IIEX North America conference, delves into the use of behavioral interventions to drive behavior change in healthcare. Brownell shares two case studies that highlight the power of storytelling, social influence, and understanding user experience to improve patient engagement and outcomes. From using videos to simulate the consequences of non-compliance to leveraging loss aversion, the episode demonstrates the effectiveness of behavioral design in healthcare. Brownell emphasizes the importance of addressing real barriers to behavior change and tailoring interventions to the specific needs and motivations of the target audience. Everyone interested in implementing evidence-based behavioral strategies to improve engagement and behavior change will find this episode insightful and practical (it's not just for the healthcare industry). Delve into the cutting-edge fusion of behavioral science and healthcare, and its role in optimizing patient results. Learn about the intriguing complexities of healthcare compliance and the psychology behind procrastination and time discounting. Be intrigued by real-world examples of how behavioral science can massively up the ante when it comes to adherence of medical tests. Discover the transformative power of personalized interventions in enhancing health outcomes with the aid of technology. Understand the synergy between behavioral science and healthcare as a pivotal solution to overcoming prevalent health barriers. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the podcast episode and welcomes Eden Brownell, the Director of Behavioral Science at MPulse Mobile. This episode is a replay of the live podcast interview conducted at Greenbook's IIEX North America conference. 00:03:24 - Getting to Know Eden Brownell, Eden shares her background and how she got into the field of behavioral science, drawing on her love for understanding human behavior and psychology. 00:06:35 - The Intersection of Theater and Behavioral Science, Eden discusses how her background in theater research has influenced her love for research and understanding human behavior. 00:08:57 - The Challenges of Healthcare Compliance, Melina and Eden explore the issue of compliance in healthcare and how behavioral science can help address it. They discuss the concept of present bias and its impact on healthcare decisions. 00:12:07 - Overcoming the Say-Do Gap, The conversation dives into the say-do gap and the challenges of committing to future actions. Eden shares a case study on healthcare compliance and how behavioral science can be applied to improve outcomes. 00:15:26 - Overcoming Engagement Challenges, Eden discusses the challenges of getting people to engage with colon test kits and the importance of getting their attention. They conducted an A/B test using behavioral science messaging to create a sense of ownership (leveraging loss aversion) and found a significant increase in engagement. 00:17:33 - The Endowment Effect and Psychological Barriers, The endowment effect is discussed as a psychological factor that increases the value of something once it is owned. The guest explains how reframing the message to create a sense of ownership can overcome psychological barriers and increase the likelihood of engagement. 00:19:15 - Increasing Engagement with Colon Test Kits, The results of the A/B test showed a 10-15% increase in engagement when using behavioral science messaging and the endowment effect. Eden discusses the importance of addressing barriers and lowering the perceived effort for members to complete the test. 00:20:44 - Next Steps: Completing the Colon Test Kits, The next step is to focus on increasing completion rates for those who have opted in to receive the test kit. Eden discusses using AI and natural language processing to identify barriers and provide resources to overcome them. 00:26:22 - Using AI to Overcome Barriers, AI is used to identify common barriers mentioned by members and provide targeted responses. Eden emphasizes the importance of allowing barriers to be uncovered and addressing them in real time to increase engagement. 00:30:13 - Encouraging Behavior Change, Eden discusses the importance of using nudges and partitions to encourage people to opt in for important activities such as cancer screenings. She emphasizes the need to make the process simple and streamlined while highlighting the value of health care and preventing cancer. 00:31:29 - Successful Storytelling with Video, Eden shares a passion project that involved using video to promote diabetic eye screening. By utilizing loss aversion and creating an emotional impact, the video successfully increased the click rates for scheduling eye exams by over 200%. 00:35:01 - Using

In this episode, explore the fascinating concept of loss aversion and its implications in business. Yes, it applies to marketing and sales strategies, but loss aversion is more than that. Loss aversion is the tendency for individuals to prefer avoiding losses rather than acquiring gains. This cognitive bias can be harnessed to increase customer engagement and conversion rates. Throughout the episode, host Melina Palmer delves into various examples and case studies to illustrate how businesses can leverage loss aversion to influence decision-making. From offering money-back guarantees to triggering the fear of regret, the key is to focus on avoiding losses rather than promoting gains. (Don't worry, it doesn't have to be negative.) By framing offers and rewards as something that has already been gained and must be maintained through specific actions, businesses can tap into the deep-rooted fear of loss within our subconscious brains. For business owners and marketers seeking to improve their marketing and sales strategies, this episode is a must-listen. Understanding the science behind loss aversion and learning how to apply it in your marketing efforts can significantly impact your bottom line. By appealing to people's fear of loss, you can increase engagement, drive conversions, and ultimately achieve greater success in your business. Throughout the episode, you'll hear real-world examples and case studies to demonstrate how businesses can leverage loss aversion to influence consumer behavior. In this episode: Gain insights into the persuasive power of loss aversion in business. Identify how diverse fields such as consulting, tax, and real estate harness loss aversion. Experience how loss aversion can work within the wedding industry. Harness the potential of digital sales by applying loss aversion through creative messaging and pop-up interventions. Understand how your own loss aversion can be used to help you get more done with Melina's "Loss Aversion Jar" and more. Show Notes: 00:00:00 - Introduction, Introduction to the episode and the importance of loss aversion in understanding consumer behavior–regardless of industry or role. 00:03:12 - Loss Aversion Defined, Loss aversion is the concept of valuing losses more than gains. People are more averse to losing something than gaining something. Research has found again and again that it takes double the joy felt by a gain to equal the pain felt by a loss. So, if you lose $20 you need to gain $40 to feel whole. 00:06:01 - The Power of Loss, Our brains are wired to avoid losses, and this behavior is deeply ingrained. Traditional economic models that focus on gains overlook the power of loss aversion. 00:10:26 - Practical Applications, Flipping the messaging from potential gain to potential loss can be a powerful motivator. Examples include financial institutions offering money upfront and entrepreneurs using regular check-ins to hold clients accountable. 00:13:59 - Long-Term Goals and Commitments, Loss aversion can be leveraged to help clients stay committed to long-term goals. Regular check-ins and accountability help prevent procrastination and maintain focus. 00:17:07 - Loss Aversion Jar, Melina's loss aversion jar technique and how it can help people keep themselves and their clients on track. 00:18:14 - Applied Example for Accountants, Melina explains how people are more motivated to seek help with taxes if they anticipate owing money rather than expecting a refund. Highlights the fear of being audited and suggests messaging that emphasizes reducing the amount owed instead of the potential return someone might receive. 00:20:21 - Visualizing Product Ownership, Melina explores the concept of perceived ownership and loss aversion in relation to physical products. She recommends strategies such as allowing customers to touch and interact with products to increase their attachment and desire to own them. 00:23:33 - Applied Examples from the Wedding Industry, When Melina bought her wedding dress, there was an ingenious loss aversion technique that helped her to buy her dress (and feel great about it) on the first visit to the first shop she went to. This was a big win for all involved. Learn how they did it and what this might look like in your business. 00:26:25 - Over-the-Top Online Sales Tactics, Melina critiques an extreme example of using loss aversion in online sales, where customers are presented with a long and exaggerated paragraph highlighting the potential loss of not purchasing. She emphasizes the importance of subtlety and avoiding tactics that may turn customers away. 00:33:43 - Overcoming the Fear of Change, Melina encourages listeners to embrace change and work to let go of their own loss aversion, familiarity bias, and status quo bias. Taking risks and trying new things can lead to growth and success. 00:34:39 - Embracing Change for Growth, Melina emphasizes the importance of making space for new opportunities by letting go of things that no

In this episode of The Brainy Business podcast, host Melina Palmer is joined by Dr. Tessa West, a renowned expert in social psychology and communication. They dive deep into the topic of workplace jerks, exploring the different types of jerky behaviors that exist and providing valuable insights on how to address and prevent these behaviors. Throughout the conversation, Melina and Tessa discuss the complexities of workplace dynamics, highlighting the structural issues that enable jerky behaviors to flourish. They emphasize the importance of recognizing these underlying systems and structures, rather than only viewing jerky behaviors as isolated incidents caused by individual bad apples. By understanding the systemic factors that contribute to such behaviors, individuals and organizations can take proactive steps to create a healthier work environment. Tessa also shares practical tips for individuals to identify red flags during the job interview process and early on in a new job. By being aware of the organizational structures and systems that may contribute to jerky behaviors, individuals can make informed decisions about their long-term job satisfaction. Overall, this episode offers valuable insights and advice for both managers and employees dealing with workplace jerks. It provides a fresh perspective on the topic, emphasizing the importance of addressing structural issues and fostering a healthy work environment to improve overall workplace dynamics. Recognize markers of negative characters in your workplace and their potential effects. Master techniques to dissolve issues arising from uneasy workplace interactions. Appreciate how our use of language subtly influences our perspective and behavior. Identify the link between empathy and successful communication, charting a path for stronger relationships. Understand how stereotypes maneuver personal and team performance and the ways to buffer their influence. Show Notes: 00:00:00 - Introduction, Host Melina Palmer welcomes Dr. Tessa West. Tessa discusses her background as a social psychology professor and her research on uncomfortable social interactions. 00:03:07 - Uncomfortable Social Interactions, Dr. West explains her research focus on uncomfortable social interactions and how she measures discomfort using physiological responses. She discusses the prevalence of discomfort in the workplace and the lack of effective strategies for handling it. 00:06:07 - Freezing and Rationalizing Discomfort, The tendency to freeze and rationalize discomfort in the workplace is discussed. Tessa emphasizes the need to address small discomforts before they accumulate and cause stress-related health issues. She offers tips on handling discomfort without confrontation. 00:08:24 - Cumulative Discomfort and Health, Dr. West explains how cumulative discomfort in the workplace can lead to stress-related health issues. She highlights the importance of addressing small discomforts and offers strategies for managing them effectively. 00:11:42 - Tell Us About Your Dissertation, Tessa briefly discusses her dissertation on interpersonal accuracy and the motivation to be inaccurate when accuracy threatens relationships. She shares an unpublished study on how threat affects individuals' perception of their partner's attractiveness. 00:14:26 - "Introduction and Funny Dissertation Stories", Melina shares a humorous anecdote from a Friends episode and Tessa jokes she could have just cited that instead of doing her dissertation. They discuss the interesting process of doing a dissertation and how it shapes one's work. 00:15:11 - "Types of Jerks at Work", Tessa breaks down the different types of jerks at work featured in her book, starting with the "kiss up kick downer" who impresses the boss but treats colleagues poorly. She also discusses the "credit stealer," "bulldozer," "free rider," "micromanager," "neglectful boss," and the more manipulative "gaslighter." 00:19:10 - "Micromanagers and Neglectful Bosses", Tessa delves deeper into the micromanager, who tends to have control issues and struggles with balancing their old job and new management role. She also discusses the neglectful boss, who oscillates between micromanagement and neglect, causing stress and instability. 00:20:56 - "Gaslighters at Work", Tessa explains the manipulative tactics of gaslighters, who lie to create a false reality and often have power and status. Gaslighters can make it difficult for their victims to fight back due to their strategic manipulation and the victims' own involvement in potentially unethical actions. 00:28:18 - Understanding the Root of Workplace Problems, Tessa West advises people to look beyond individual "bad apples" and consider the structural issues within their workplace that breed toxic behavior. By examining the systems and incentives that allow these behaviors to occur, individuals can make more informed decisions about their work environment. 00:29:27 - Red Flags to Look for in a New Wo

It is common for organizations to say they want to remove all bias from their workplace or to become a completely unbiased organization. Unfortunately, that isn't possible because our brains run on bias in order to make decisions. Instead of trying to eliminate bias, it is best to understand and work with it. When we know what tendencies the brain will try to use and when/where they come into play, there is an opportunity to reframe and turn those biases into an engine for moving forward. This episode from Melina Palmer is an introduction to the many biases we have toward others who are not like us, including groups, to start you thinking about and understanding which biases exist and figuring out how to start navigating them in your life and organization. In this episode: Hear a little bit about a lot of biases we humans have toward others. This includes both how we look at groups and how we perform inside them. Understand how those biases impact you and those in your life and work. Get some tips for starting to think about how to navigate these biases (since they can't be eliminated). Reframe your brain from "removing" bias, to leveraging and working with it. Show Notes: 00:00:00 - Introduction, In this episode, Melina Palmer introduces the topic of biases toward others, including groups. She mentions that this episode is a refresh of a previous episode and hints at an upcoming interview with Dr. Tessa West on dealing with difficult people at work. 00:03:16 - Groupthink, Groupthink occurs when people in a group make irrational decisions to maintain harmony or avoid conflict. This can lead to poor decision-making and a lack of critical evaluation of different options or viewpoints. Melina shares an example of Amazon's approach to combating groupthink by implementing a silent start to meetings. 00:06:29 - Shared Information Bias, Shared information bias occurs when a group spends more time discussing topics that all members are familiar with, neglecting unshared information. This can hinder progress and prevent important topics from being addressed. Melina suggests encouraging group members to discuss difficult topics and avoid rehashing the same information. 00:07:36 - Bandwagon Effect, The bandwagon effect refers to the tendency to do or say things just because everyone else is doing or saying them. This bias influences decisions such as following people on social media, listening to podcasts with positive reviews, or choosing restaurants with high ratings. Melina emphasizes the importance of building a social presence and gaining followers, even though the number of followers does not necessarily indicate quality. 00:09:48 - Cheerleader Effect, The cheerleader effect is the tendency to think that a group looks more "attractive" (including its ideas) when there is a group than those individuals might appear on their own. This can also impact how someone feels about challenging or approaching a group instead of individuals. 00:16:18 - Stereotypes and Implicit Association, Melina discusses how stereotypes and implicit association play a role in our thinking and decision-making process, particularly in relation to gender and job titles. She shares about some research being done at Texas A&M University in the Human Behavior Laboratory. 00:18:00 - Cognitive Bias and Prejudice, Explores how cognitive bias and association can lead to prejudices, even when we are not consciously aware of them, and the potential impact this can have in various situations, including in HR scenarios. 00:20:07 - Fundamental Attribution Error, Explores the concept of the fundamental attribution error, where we tend to attribute others' behavior to their personality while attributing our own behavior to external factors, and the importance of considering different perspectives and giving the benefit of the doubt. 00:21:51 - Group Attribution Error, This is where we tend to generalize the characteristics of one person to the entire group and assume that a group's decision reflects the preferences of everyone in the group, highlighting the need to challenge these biases and consider individual differences. 00:23:10 - Halo Effect, This is where one positive or negative quality of a person influences our perception of their other qualities, and the importance of avoiding generalizations and considering individuals as multidimensional beings. 00:33:15 - Biases in Interacting with Robots, Due to form function attribution bias, people make systematic errors when interacting with robots, possibly due to intimidation or assuming robots think quicker. Biases and assumptions don't reflect the function of the robot. Be aware of biases towards robots, animals, and others. 00:34:08 - Identifying Biases, Spot biases in your life by identifying where you anthropomorphize or unfairly judge others. Consider if these biases are right or serving you, and who you may be inadvertently holding back or should give the benefit of the doubt. 00:36:24 - Avoiding

The art of storytelling plays a critical role in engaging and captivating an audience during presentations. A good story has the power to capture attention, foster emotional connections, and render complex ideas more relatable and understandable. However, the effectiveness of storytelling lies in its delivery. Presenters should aim to weave their key messages into a compelling narrative that provides value to the audience. Troy Andrews discusses the importance of storytelling in presentations using the metaphor of the Brooklyn Bridge which he used extensively in his book, Bridges and Barriers. In his view, the bridge represents the journey of taking an audience from one point to another, with the barriers symbolizing the obstacles or concerns that can hinder this process. By leveraging storytelling, Troy suggests that presenters can facilitate this journey more effectively, turning obstacles into opportunities for engagement and interaction. His unique approach to storytelling in the book doesn't follow a linear format, reflecting the idea that confident presenters can break from tradition to create more memorable and impactful presentations. In this episode: Discover the secrets behind creating powerful presentations that captivate and inspire. Decode the crucial role audience analysis plays in delivering meaningful and persuasive speeches. Learn how the strength lies in vulnerability and collaboration to foster trust and uplift your confidence. Understand the impact of strategic storytelling to craft enthralling presentations – even when you're just pitching for more budget next quarter. Learn the value of confidence (and practice) and the role it plays in giving compelling presentations. Show Notes: 00:00:00 - Introduction, Introduction to the podcast episode and the guest, Troy Andrews. He is the author of the book Bridges and Barriers and specializes in applying behavioral science and persuasion theory to presentations. 00:02:23 - Troy's Background and Transition, Troy shares his background in the construction industry and how his experience in communication and project management led him to pursue a career in presentation coaching. He discusses his move to Shanghai, China, in 2008 and his passion for behavioral economics and science. 00:06:15 - Leveraging Presentations for Career Growth, Troy emphasizes the importance of using presentations as an opportunity to shape others' perception of you and advance your career. He suggests focusing on the adjectives or nouns you want to be known for and strategically incorporating them into your presentations. 00:08:31 - The Role of Persuasion in Presentations, Troy highlights the role of persuasion in presentations and the misconception that there is a magic pitch or specific words that guarantee agreement. He discusses the importance of audience analysis and finding common ground to establish rapport and influence others. 00:12:53 - Genuine Connection and Persuasion, Troy shares an example of using audience research to establish a genuine connection with a potential client and how it positively influenced their conversation. He emphasizes the line between persuasion and manipulation and the importance of genuine care and thoughtfulness in establishing rapport. 00:15:06 - Building Relationships and Gaining Influence, Troy shares a story about how Benjamin Franklin won over an opponent by discovering their shared love for rare books. By finding common ground and asking for help, a mentor-mentee relationship was formed, leading to increased trust and support. 00:19:19 - The Art of Woo, Troy recommends "The Art of Woo" (link below) as a book that explores the principles of influence and persuasion. He highlights the importance of understanding influential people within an organization and tailoring presentations to address their concerns. 00:20:51 - Overcoming the Confidence Barrier, Melina and Troy discuss the challenge of confidence in presentations. They emphasize the need for confidence to be backed up by thorough audience analysis and preparation. Practice, understanding the audience's worries, and being well-versed in the content are key to building confidence. 00:24:33 - The Importance of Presentation Structure, Melina shares the importance of structuring presentations with a clear arc and a central message. By guiding the audience through a storytelling journey and incorporating emotional elements, presenters can create impactful and memorable presentations. 00:28:09 - Embracing Failure and Building Real Confidence, Troy promotes the idea of embracing failure and being okay with uncertainty. Real confidence comes from giving your best effort and being resilient, even in the face of potential failures. Building confidence through exposure and experience is key. 00:31:14 - Focusing Illusion in Presentations, The conversation discusses the focusing illusion in presentations, where presenters often fixate on one thing they think the audience is paying attentio

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

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 frustratin

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; t

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

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 committe

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 me

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 list

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. 0

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

The importance of data visualization cannot be overstated, as it plays a crucial role in making complex data accessible, engaging, and actionable. Presenting data in a way that clearly communicates an underlying narrative or message can lead to more effective decision-making and a deeper understanding of data-driven insights. Additionally, data visualization assists in conveying these messages to different audiences, ensuring that the information is received and interpreted accurately. In her conversation with Melina Palmer, Sarah Kay Miller discusses the importance of crafting a narrative with data visualization and how it can effectively communicate complex information. She notes that data visualization is not merely about producing visually appealing designs but also about presenting data in such a way that resonates with the intended audience. Throughout their discussion, Miller emphasizes the importance of thoughtfulness and creativity in creating meaningful data art. In this episode: Delve into the captivating realm of data visualization and data art to transform information processing. Understand the difference between data visualization and data art. Appreciate the critical connection between narrative and impactful data visualization and data art. Obtain key pointers to design compelling data visuals that resonate with diverse audiences. Identify the value of thought-provoking comparisons for maximum effectiveness in data presentations. Show Notes: 00:00:00 - Introduction, Melina introduces the Brainy Business podcast and welcomes Sarah Kay Miller, a data visualization designer, to the show. She also announces the 5-year anniversary of the podcast and the data art created by Sarah Kay to celebrate the milestone. 00:02:29 - About Sarah Kay Miller, Sarah Kay Miller is an independent data visualization designer with a background in graphic design. She defines data visualization as the process of visualizing data, making it more intuitive for humans to understand patterns, trends, and comparisons. Data art, on the other hand, is a broader category of creative endeavors that draw inspiration from or are touched by data. 00:05:00 - Data Visualization vs. Data Art, The line between data visualization and data art is blurry. Data visualization involves creating charts and graphs that help people understand data more intuitively, while data art is a creative endeavor that draws inspiration from data sets. Both are necessary and can be used in different contexts. 00:08:00 - Process of Data Visualization, Sarah Kay Miller spends a lot of time investigating data sets and collaborating with clients to understand domain expertise. Data visualization involves threading a narrative through the data to make it more interesting and engaging. It allows people to communicate messages, insights, or ideas more effectively. 00:13:21 - Sarah Kay's Process, Sarah Kay Miller's process involves three main phases: groundwork, design, and iteration. She elaborates on each phase and how she approaches them. 00:15:37 - Designing Data Visualizations, Sarah Kay Miller talks about her process of designing data visualizations. She discusses how she dives into the data and visualizes it in many ways -- everything from basic charts to the more elaborate and artistic. She also talks about the importance of understanding brand identity and color palettes when designing. 00:17:08 - Insights from Data Visualization, Miller shares her insights from visualizing data from The Brainy Business podcast. She talks about the upward trend in podcast downloads since 2018 and the number of downloads per episode. Melina and Sarah Kay also discuss the impact of the first two episodes on listeners, and how people tend to go back and listen to the earlier episodes. 00:22:49 - Design Ideas & Brand Identity, Miller talks about her design ideas for The Brainy Business podcast. She discusses the importance of staying within the brand identity of the podcast and how she used inspiration from the typography of the logo to create a groovy and energetic design. 00:27:03 - Final Product & Data Art, Miller shares the final product of her data visualization for The Brainy Business podcast. She talks about how she played with the layout of the circles to give it more movement and how she used a brighter blue to make it pop on thumbnails. She also talks about the importance of showcasing the global reach of the podcast and how everyone matters. 00:30:49 - Data Visualization as Data Art, Sarah discusses the importance of representing data in a visually appealing way and the power of data art to convey information. She talks about her love for creating unique and unusual chart types and how they can help tell a story. 00:34:05 - Fun Project on Architecture, Sarah shares details of a project she worked on for Space 10, a subsidiary of IKEA. She talks about how they created a data set for a visualization of the history of tools architects use and how digital tools have

In the context of business, the sense of touch plays a crucial role in building emotional connections with consumers and driving their purchasing behavior. Understanding and harnessing the power of touch can significantly improve the perceived quality of products and services, strengthening the brand image and fostering customer loyalty. By integrating touch into marketing and branding efforts, entrepreneurs can create a multisensory experience that has a lasting impact on their target audience. Melina Palmer emphasizes the importance of touch in business, discussing how it is directly connected to emotional language and can influence both our perceptions and actions. Throughout the podcast, she explores the science behind touch and how it can be strategically employed by businesses to engage consumers on a deeper level. Melina highlights the need for businesses to consider the various ways they can incorporate touch, ensuring it is utilized effectively and appropriately to deliver the desired effect. In this episode, you'll: Discover the secrets behind utilizing touch in business for better connections and results. Learn why investing in thoughtful materials that align with your message boosts your brand image and customer satisfaction. Uncover the powerful connection between emotional and visual touch in material choices. Explore innovative ways to incorporate touch into service-based and virtual businesses. Get a sneak peek at Friday's enlightening interview on the art of data visualization. Show Notes: 00:00:00 - Introduction, Melina welcomes listeners to a special episode on the sense of touch, which celebrates the five-year anniversary of The Brainy Business podcast. She talks about the importance of touch in our lives and how it is directly linked to emotional language. Melina also thanks listeners for their support and explains the purpose of the episode. 00:04:44 - How Touch Works, Melina explains that the skin has many nerve endings, and they all have different jobs of being receptive to temperature, pressure, or pain. She also discusses the concept of relativity and how it impacts our sense of touch. Melina compares the subconscious brain to a small child and how emotional touch and sensation are closely linked. 00:09:06 - Touch and Teamwork, Melina discusses the importance of human contact, especially touch, on our development throughout our lives. She explains how touch impacts the overall effectiveness of teams and cites a study from UC Berkeley that found NBA teams who engaged in more celebratory touch won more games and played better together. 00:14:22 - The Power of Touch in Business, Melina talks about the impact of touch in business, including the endowment effect, perceived ownership, and loss aversion. She explains how touch triggers these concepts and increases the value of products. Melina also discusses how touch impacts customer experience and how businesses can use it to their advantage. 00:19:34 - Touch Without Touch, Melina talks about the power of touch without touch, which is how even service-based businesses and those entirely online can leverage the sense of touch. Hint: your eyes are amazing! 00:16:32 - Incorporating Touch Appropriately, HR departments should be consulted to ensure touch is incorporated appropriately. Touch is a powerful tool for creating impressions, so it's important to be mindful of the message being conveyed through touch. 00:17:37 - The Power of Texture in Print, Texture plays a crucial role in creating a favorable impression in print materials. The texture of paper can say a lot about a business, and investing in high-quality materials can reflect positively on the brand. 00:20:14 - The Importance of Touch in Sales, Touch is a crucial element in sales, as it increases the sense of ownership that a person feels over an item. Even online sales can benefit from the power of touch, as images and descriptions can trigger perceived ownership and lead to buying. 00:23:11 - The Impact of Touch in Personal Interactions, Touch plays a significant role in personal interactions. Service businesses should consider how they interact with clients and what impression they are leaving, as touch is one of the key senses that people use to interpret others. 00:31:40 - How Touch Influences Perception, Touch influences perception, and people tend to associate touch terms with the way they interpret brands and people. It's important to consider the impression being left on others in interactions and what it means in touch terms. 00:34:04 - The Value of Touch and Concrete Concepts, Melina discusses the importance of touch and how it can make something feel real even when it's just words or an idea. She highlights the value of metaphors and concrete concepts in making ideas more relatable and actionable. This sets the foundation for the upcoming conversation with data artist Sarah K. Miller. 00:35:16 - Celebrating Five Years of The Brainy Business, Melina announces the upcomi

The power of language is paramount in any form of communication. How one utilizes language can significantly impact the outcome of conversations and the ability to persuade others. By understanding the intricacies of language and the psychology behind it, communicators can craft more effective messages that resonate with their target audience. With a focus on desired identities, motivations, and subtle shifts in language that can encourage or discourage behavior, communicators can directly influence the consumption and sharing of content. During Jonah Berger's discussion with Melina Palmer, he stressed the importance of language and provided insights from his book, Magic Words. Dr. Berger highlighted the difference between nouns and verbs and how a slight modification in language, such as changing from "help" to "helper," could significantly alter the perception of the task at hand. By diving into the psychology behind language, Jonah offers practical tips to enhance communication, ensuring messages are better received and understood. He also briefly discusses one of his other books, Contagious (a favorite of Melina's!), and the SPEACC framework in Magic Words. Hone your ability to communicate powerfully through thoughtful language choices. Explore the influence of converting verbs into nouns in shaping personal and professional identities. Recognize the effect linguistic similarity has on building rapport and attaining success. Examine the role of cutting-edge technology in unbiased research and in-depth analysis. Understand the vital importance of concrete language in creating compelling marketing and communication tactics. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces Dr. Jonah Berger, Wharton professor and author of the new book Magic Words. 00:05:24 - Tips for Making Content Viral, To make content stand out, communicators need to think less about the product or service they are selling and more about the audience and why they might want to share it. Understanding why people share is key to making word-of-mouth marketing effective. 00:08:28 - The Power of Language, Subtle shifts in language can have a big impact on persuasion. For example, calling someone a "helper" instead of asking them to "help" can increase the likelihood of them taking the action you want. Turning actions into identities can make people more likely to claim desired identities. 00:17:26 - The Power of Stories, Stories are powerful because they activate different parts of the brain and help people remember information better. To make a story more effective, focus on the emotions and how the story relates to the audience's experience. 00:24:31 - The Power of Social Influence, Social influence is powerful because people are more likely to take action if they see others doing it. To make social influence work for you, focus on the early adopters and influencers and make it easy for them to share your message. 00:12:52 - The Value of Metaphor and Concrete Language, Jonah discusses the importance of using concrete language to show others that we have heard them, and how this can lead to increased customer satisfaction. For example, saying "Your refund will be there soon" feels very different from "Your money will be in your account tomorrow." The latter (which is more concrete) had increased customer satisfaction scores. He also explains the difference between concrete and abstract language and how it can be applied in different contexts. 00:16:13 - The SPEACC Framework, Jonah breaks down the six key types of language covered in his book and provides an overview of each one. These include the language of Similarity and difference, Posing questions, Emotion, Agency and identity, Concreteness, and Confidence. 00:18:12 - Linguistic Similarity, Jonah explains how linguistic similarity can be used to build relationships and connections in the workplace, and how it can even predict future outcomes such as promotions or employee turnover. He also discusses the benefits of being both similar and different in terms of content and language design. 00:19:40 - When to Use Concrete Language, Jonah discusses the research that shows when it is beneficial to use more abstract language, such as in the case of entrepreneurs pitching a business idea. He also explains the importance of adapting to the linguistic culture of a workplace and how it can impact career success. 00:21:34 - Language Similarity and Affiliation, Jonah provides examples of how linguistic similarity can impact personal relationships, such as speed dating or building friendships in the workplace. He also discusses the importance of linguistic cues like pauses and intonation in building trust and increasing positive perceptions. 00:25:47 - Making Your Brand an Identity, The importance of making your brand an identity for your customers, highlighting the significance of transitioning from a verb to a noun. By finding opportunities for customers to be a part of the brand, or

The ability to identify and interpret sounds is a vital aspect of human existence, shaping how individuals interact with the world around them. Sound can be both comforting and distracting, encompassing a wide spectrum of experiences. For this reason, understanding the impact of sound in marketing can be a game-changer, as it allows businesses to create more immersive experiences for customers and foster an emotional connection. Moreover, sound can help guide consumer behavior, enhancing their experience with a brand or product. Melina Palmer emphasizes the significance of sound on human emotions and interactions, and how it can be harnessed in marketing to influence buying behavior. Analyzing the journey of sound waves as they travel from the eardrum to the brain, she identifies music as a particularly powerful element of sound, with the unique ability to provoke strong physical and emotional reactions. Discover the crucial role of hearing in successful marketing campaigns. Learn how music can effectively steer consumer choices. Uncover the remarkable influence of jingles on brand loyalty. Find out why sound can create different perceptions of price. Celebrate the milestone 300th episode and show appreciation to our loyal listeners. Show Notes: 00:00:00 - Introduction, Melina Palmer celebrates the podcast's 300 episode milestone (woo!) and explains about these refreshed episodes on senses. This episode discusses the sense of hearing and complements Melina's conversation with Jonah Berger (coming this Friday in episode 301), where they talk about his new book, Magic Words. 00:03:22 - How We Hear, Melina explains how sound waves turn into physical vibrations, which then stimulate tiny hairs in the ear that move molecules around and send signals to the brain for interpretation. The brain interprets the signals and determines what we're hearing. 00:08:12 - The Power of Sound, Sound has a significant impact on our ability to focus and perform. Noise-canceling headphones can help block out distractions, allowing people to focus better. Music is also powerful and can impact our bodies physically and emotionally. 00:11:14 - Music and the Brain, Humans are unique in their ability to understand, predict and interpret music. Music releases chemicals in the brain that can make people feel good or bad. It can also help people heal, as seen in studies with Parkinson's patients and those with brain injuries. 00:15:38 - Sound in Business, Atmospherics, including sounds, can be used in marketing to trigger emotional states that influence buying behavior. Restaurants can play faster music to turn over more clientele, while slower music can make people stay longer and buy more. 00:17:20 - Importance of Music in Stores, Studies show that stores need to carefully select brand-matching music to encourage shoppers to stay longer. Music that fit the brand persona increased time in store and the amount purchased. Familiar music may seem to make people stay longer, but in reality, it's the unknown music that has the increase. 00:19:31 - The Power of Jingles, Sound has a strong connection to memory, emotion, and behavior. Jingles associate brands into our brains in a different way than words or images. Little changes in sound can make a big difference. 00:23:06 - The Impact of Sound on Podcasts, The sound on the podcast intro and outro helps people relate to the host. The right voice, vocal inflection, and even smiling while talking can change the podcast experience. Sound is everything leading up to the sale conversation. 00:25:00 - Sound Impact on Pricing, The way a number is sounded out can impact the perception of price size. Some vowels give off the perception of being bigger than others, and this translates to a bigger price in the brain. This impact can happen even when prices are not heard or spoken. 00:29:48 - Thank You and Resources, Melina thanks listeners for 300 episodes and celebrates the mostly audio show with an episode on The Sense of Hearing. Resources, related past episodes, books, and articles are available in the show notes. 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: [email protected] The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Busines

On the eve of the 300th episode of The Brainy Business, it felt like the perfect time to do a "best of" episode from the first five years of the show (another milestone we are just a couple of weeks away from!). How do we find out the "top" content around here? Thankfully, I don't have to choose (each episode is like one of my babies), and, we don't even have to ask. You have been voting every day for the last five years as you have chosen which episodes to listen to. And, in these five years, you have cast 904,605 "votes" that made it into the final tally that created this Top 20 list. Thank you to everyone in the more than 170 countries who have listened to, rated, reviewed, subscribed to, and shared The Brainy Business podcast over the last five years. We wouldn't still be here if it weren't for you – please keep it up (and we plan to too!) In this episode: Delve into the psychology behind consumer decision-making and its impact on businesses. Reinforce your learning by revisiting earlier podcast episodes and mining hidden gems. Embrace the concept of continuous improvement by experimenting and testing new ideas. Show Notes: 00:00:00 - Celebrating the First 5 Years, In this episode, host Melina Palmer celebrates The Brainy Business podcast's 299th episode and the first five years of the podcast. She shares that upcoming new episodes include an interview with Jonah Berger (301) to kick off the next hundred, as well as the five-year anniversary episode and data visualization designer Sarah K. Miller (303), who created an amazing piece of data art to commemorate the top downloads for the first five years. 00:02:00 - Top 20 Most Downloaded Episodes, Melina shares that 904,605 votes from over 170 countries were cast for the top downloaded episodes – so cool! She then goes on to list the top 20 most downloaded episodes, starting with The Voltage Effect, by John List. Other top episode guests from 11-20 include Kurt Nelson, Troy Campbell, Eric Johnson, Prince Ghuman, and Katelyn Bourgoin. Not to mention, several solo episodes from Melina, like the one on the behavioral economics of Starbucks. 00:09:47 - How to Create Remarkable Experiences with Dan Gingiss, Melina talks about the 13th most downloaded episode of all time, episode 185, with Dan Gingis. They discuss his book The Experience Maker and how to create great experiences using his WISER methodology. 00:12:00 - How to Successfully Pitch Your Business, Melina shares her tips on great pitches in the 11th most downloaded episode of all time, episode 177. She also mentions that if listeners are interested in consulting or improving their pitches, they can book a strategy session or send her an email. 00:13:33 - How to Make Online Courses People Enjoy with Chris Rawlinson, Melina talks about the 10th most downloaded episode of all time, the shocking completion stats for most courses, and how 42 Courses have exceeded all expectations. In this episode, founder Chris Rawlinson shares his tips for creating awesome online courses that people actually complete (and enjoy). 00:17:23 - You Love Influence, Three episodes from specialists in the area of influence, including Vanessa Bohns (You Have More Influence Than You Think), Yale Professor Zoe Chance (Influence Is Your Superpower), and, Robert Cialdini (Influence) all made the top 10. Where specifically did they land and what are some of Melina's favorite insights from these episodes? Give it a listen. 00:21:06 - The Paradox of Choice, Episode 171 focused on the work of Barry Schwartz and how more choices can often lead to overwhelm and a tendency to choose nothing. People are less likely to buy when there are too many choices, so it's important to make it easier for them to choose. This is the 5th most downloaded episode of all time. 00:22:16 - The Dunning Kruger Effect, Episode 198 (refreshed as episode 266) discussed the interesting relationship between confidence and competence and how when we know very little about something (low competence) we have ridiculously high confidence. Once we get more competence and start to see all that we don't know, confidence tanks. This was the 4th most downloaded episode of all time. 00:24:49 - Get It Done, Based on the work of Ayelet Fishback, episode 186 gives tips and insights into the science of motivation to help you complete your goals and get more of the right things done. It's about setting the right goals in the right way and avoiding the relentless pursuit of goals that can sometimes come at our own detriment. Congratulations to Ayelet on the interview with the most downloads ever and the 3rd most-downloaded episode of The Brainy Business podcast! 00:27:01 - The Top Two, Are The First Two, The first two episodes have been the two most downloaded from the beginning. Melina explains why she thinks this is, and some of what you will find in those episodes. 00:32:54 - Recap of the Top 20 Episodes, Get the full list of the 20 most downloaded episodes of all time, so you ca

Incorporating the sense of smell in branding is an effective way to create emotional connections with customers. By utilizing scents that evoke positive memories and emotions, businesses can foster a sense of familiarity and trust, directly influencing consumers' perception of a brand's value. The appropriate application of scent marketing can significantly impact customer behavior and sales performance. Melina Palmer delves into the strategic use of scent in branding and shares examples of successful scent marketing in action. She discusses how a powerful scent can have surprising consequences on a consumer, with a personal story about Lush. Her insights provide a powerful blueprint for marketers and business owners to successfully integrate scent into their branding strategies, leading to enhanced customer experiences and brand loyalty. Discover the fascinating impact of scent marketing on consumer behavior and decision-making. Uncover the deep connections between smell, memory, and emotion and their role in guiding customer choices. Learn how businesses create unforgettable experiences and associations through strategic scent implementation. Explore real-life examples of successful scent marketing across diverse industries and contexts. Grasp the significance of selecting the right scents to create a cohesive customer journey and achieve your objectives. Show Notes: 00:00:00 - Introduction, Melina introduces the episode and explains why she has started doing a refresh of earlier episodes each week. She discusses the upcoming special episodes and show milestones, and gives a brief overview of the topics that will be covered. 00:05:22 - How Smell Works, Melina explains how the sense of smell works and how it is closely linked to memories and emotions. She discusses the evolution of smell and how it has helped humans survive. 00:09:23 - The Power of Memories, Melina talks about how smell is linked to memories and how it can trigger vivid emotions that "take you back" to an earlier time. She explains how childhood memories are the most powerful and discusses the association between scent and physical attraction. 00:12:10 - Using Smell in Branding, Melina discusses how businesses can use scent to create positive associations with their brand and products. She talks about how the sense of smell can be used in real estate to sell homes and gives examples of brands that use scent marketing and scent logos. 00:15:58 - Signature Scents, Melina talks about how signature scents for brands and colognes are complex and often contain a mix of different smells. She provides a link for listeners to find out the ingredients in their favorite perfume or cologne and discusses the power of scent in branding. 00:17:25 - The Power of Scent in Business, Scent has the ability to impact the way customers interact with a business. Studies have shown that pleasant ambient odors can increase sales and improve behavior. Companies can hire experts to help them choose the best signature scent for their brand, because the associations made in the brain matter. 00:21:47 - The Impact of Different Scents, Different scents can trigger different emotions and behaviors. For example, a feminine scent in a women's clothing store can increase sales, while the scent of lemon can encourage people to order seafood at a restaurant. The context is important, and brands need to be strategic and intentional with their scent choices. 00:25:49 - The Importance of Scent in Branding, Scent is closely related to our memories and nostalgia, which can have a significant impact on buying behavior. Good smells can improve recall of brands, while bad smells can make it difficult to focus. Brands need to understand their customers and the context to choose scents that align with their brand experience. 00:28:27 - Mirror Neurons and Scent Memory, Mirror neurons are one reason why our brain reacts to certain words or images and can trigger scent memory. This is why the Food Network carefully chooses trigger words to influence food memories and make people hungry. Even if a business doesn't sell food, they can still use scent to prime behavior and trigger emotions. 00:32:07 - Conclusion, Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn. Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show. I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let

Non-obvious thinking is an essential skill for marketers who want to innovate and stay ahead in their respective industries. By being open to new ideas, recognizing patterns between seemingly unrelated things, and fostering a curiosity-driven mindset, marketers can unlock significant opportunities that others may overlook. Non-obvious thinking enables individuals to explore new territories and challenge conventional wisdom, leading to breakthroughs in marketing strategies and business growth. During the conversation, Rohit Bhargava discusses this crucial aspect of thinking and its relevance in today's rapidly changing world. He shares his journey of developing the non-obvious platform through his books and thinking, emphasizing the importance of intersection thinking and breaking away from media bias. By adopting non-obvious thinking, marketers can effectively navigate the ever-changing landscape and consistently deliver exceptional value to their audiences. In this episode: Tap into the significance of non-obvious thinking for exceptional marketing and business approaches. Discover the magic of storytelling as a powerful method for resonating with and engaging audiences. Develop a savvy mindset to detect non-obvious trends within data to stay ahead of the game. Embrace the indispensable roles curiosity and observation play in cultivating trailblazing ideas. Transform your perspectives to see a brighter and more promising outlook on the future. Show Notes: 00:00:00 - Introduction, Melina welcomes Rohit Bhargava: a bestselling author and speaker on trends, innovation, and marketing. Rohit talks about his background and expertise in non-obvious thinking and behavioral economics. 00:06:30 - Non-Obvious Thinking, Rohit talks about his platform, Non-Obvious, which emphasizes the importance of being a non-obvious thinker and finding ideas in unusual places. Melina talks about combinatorial thinking, and Rohit shares his framework for intersectional thinking, which involves seeing connections between seemingly unrelated things. 00:09:00 - Importance of Diverse Perspectives, Rohit emphasizes the importance of exposing oneself to diverse perspectives and media to avoid being manipulated or outraged. He notes that this approach can also lead to creativity and innovation. 00:14:45 - Non-Obvious Examples, Rohit shares the example of Starbucks and how Howard Schultz's visit to Milan led him to discover the importance of coffee shops as community spaces. (An idea he would have missed if he had been looking down at a phone.) He also talks about the importance of non-obvious thinking in marketing and advertising to creatively solve problems and understand people's behavior. 00:20:25 - The Future Normal, Rohit discusses his latest book, The Future Normal, which offers insights into what the future may hold. He emphasizes the importance of being adaptable and open-minded in a rapidly changing world. 00:15:03 - Importance of Being Observant, Rohit Bhargava shares the story of how Howard Schultz's observant nature led to the creation of Starbucks. He emphasizes the importance of being observant and paying attention to the things around us instead of being distracted by technology. 00:17:01 - The Five Habits of Non-Obvious Thinkers, Bhargava talks about the five habits of non-obvious thinkers, which include being observant, curious, thoughtful, fickle, and saying things elegantly. He explains that these habits can be learned and practiced to improve communication skills. 00:21:24 - The Importance of Understanding People, Bhargava emphasizes that people who understand people will always win, even in the age of technology. He explains that emotions play a big role in decision-making and that understanding how to connect with people is crucial in many fields, including marketing, advertising, and leadership. 00:25:32 - The Power of Storytelling, Bhargava discusses the importance of storytelling in communicating ideas and engaging with people. He shares the story of Dick Fosbury, the Olympic athlete who revolutionized the high jump with his unconventional technique (now known as the Fosbury Flop), and explains how stories can help people understand complex concepts in a relatable way. 00:28:27 - Using Analogies in Storytelling, Bhargava suggests that storytelling doesn't always have to be long and drawn out, but can also be as simple as using an analogy. 00:30:00 - The Importance of Storytelling in Presentations, Rohit emphasizes the importance of storytelling in presentations and how it can take the audience on a journey. He also stresses the need to read the room and adjust the storytelling approach accordingly. 00:31:07 - Storyboarding for Presentations, Bhargava talks about storyboarding, a process of outlining the flow of the presentation, which he compares to scene planning in screenwriting. He suggests watching master storytellers or reading books on screenwriting to learn the techniques used in creating engaging stories. 00

In the context of business messaging, frames play a crucial role in shaping the way potential customers perceive products and services. Different frames can evoke distinct emotions or reactions, as well as influence the customers' decision-making process. When applied effectively, framing can make a product or service more appealing, inspiring curiosity and generating positive associations in the minds of potential buyers. Framing can also demonstrate the benefits and value provided by a particular offering, ultimately increasing the chances of conversion. In the podcast, Melina Palmer discusses the importance of framing in marketing and advertising. She emphasizes that the presentation of a message, including the choice of words and phrasing, can have a significant impact on the way it is received and acted upon by the target audience. As such, marketers should carefully consider the use of frames, always taking into account the context in which they communicate their offering. By doing so, they can maximize their chances of resonating with potential customers and increase sales. Insights in this episode will help you to: Grasp the power of framing and its influence on people's perception and communication. Master the art of employing framing tactfully in advertising and marketing campaigns. Adopt ethical framing practices to genuinely benefit consumers. Implement insightful techniques for effective framing in your business messaging. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the topic of framing and explains why it's essential for anyone looking to apply behavioral economics to their business. 00:03:24 - The Power of Frames, Melina explains how frames impact the way we perceive the world around us and how our subconscious brain evaluates everything very quickly. 00:09:23 - The Nail Salon Example, Melina uses the nail salon example from episode 2 to illustrate how framing can make a difference in how people perceive your business. 00:12:51 - Loss Aversion and Framing, Melina discusses how framing can impact loss aversion and how losses are actually twice as powerful a motivator as gains according to research by Kahneman and Tversky. 00:14:44 - Examples of Framing, Melina provides examples of how framing impacts the way we perceive things, such as labeling food as "90% fat-free" vs. "10% fat" or saying "Serena lost" vs. "Osaka won" in the context of the US Open. 00:17:16 - Importance of Context in Framing, The way a message is framed can impact how someone reacts to it, based on their individual context. For example, promoting a credit card bonus offer may annoy existing cardholders who are not eligible. Therefore, it's crucial to consider the context and placement of messaging when developing marketing strategies. 00:18:15 - Tversky's Studies on Framing, Tversky conducted several studies on framing, including one on the impact of framing on doctors' decisions about lung cancer treatment options. The study showed that framing the same information differently can lead to significantly different outcomes. 00:20:07 - The Disease Problem, The Disease Problem is a classic example of the impact of framing on decision-making. In the study, participants were more likely to choose a risky option when the information was framed positively, as opposed to when it was framed negatively. 00:25:33 - Examples of Verbiage Using Framing, Verbiage such as "Chevron with Techron" or "America's best selling brand" are examples of framing in marketing. The way a message is presented can impact how it's received by the audience, and it's crucial to choose the right framing to achieve desired outcomes. 00:29:43 - The Impact of Naming on Framing, Choosing the right name for a business can impact its success. A poorly framed name such as "Avg Daycare" can negatively impact business, whereas a well-framed name can have a big positive impact. 00:35:39 - The Impact of Framing on Consumer Behavior, Framing can impact the way consumers feel about a product or service. A well-worded frame can help someone appreciate a product or service, while a poorly worded frame can repel them from it. It's important to use framing in a way that helps people see the benefits of a product or service without tricking them. 00:39:27 - The Power of Claiming Ownership, When a company makes a claim, even if it's something their competitors could also claim, it becomes associated with their brand. The power of claiming ownership is evident in BECU's marketing campaign, which made it difficult for other credit unions to use similar messaging (even though it was true for them as well). 00:43:38 - Implementing Framing Strategies, Melina's top three framing strategies to try right now: replacing "if" with "when," using "everyone" instead of "anyone," and ending with a question. Curious why? Listen in... 00:47:22 - Conclusion Melina's top insights from the conversation. What stuck with you while listening to the episode? What are you going to tr

Dr. Kurt Nelson is a behavioral scientist and founder of the Lantern Group. His expertise involves helping businesses align incentives and motivation to improve sales, productivity, and employee happiness. With a strong focus on incorporating behavioral science principles into goal-setting and motivation strategies, Kurt offers valuable insights for individuals and organizations seeking to enhance their overall success. During the podcast, Melina and Kurt discuss the Great Resignation, Quiet Quitting, keystone goals, incentives, priming, framing, and so much more. Want to reduce turnover rates in your organization? Kurt explains why this requires a holistic approach that addresses multiple aspects of employee engagement and satisfaction. These might include clear communication of goals and expectations, a strong organizational vision, appropriate incentives, a psychologically safe environment, and acknowledging employee contributions. Implementing these elements effectively within the organization can result in a considerable reduction in turnover rates and a more motivated workforce. He shares a case study of a client company that initially had a 42% turnover rate, which is now under 5%. They achieved this by improving communication and creating a clear vision, which involved offering incentives designed to promote desired behaviors rather than instilling fear. Regular town hall meetings and a national employee meeting facilitated better communication and helped everyone stay informed. Additionally, they worked with managers to enhance their communication skills and foster better relationships with their teams. Learn all about this fascinating example and more in this episode, including: Elevate employee engagement through comprehensive strategies for lasting retention. Manage workload effectively and prioritize tasks to minimize burnout. Infuse meaning, purpose, and creativity into your work culture for a thriving environment. Enhance communication, vision, and incentives to diminish staff turnover. Employ behavioral science techniques for successful goal-setting and motivation. Show Notes: 00:00:00 - Introduction, Dr. Kurt Nelson, co-host of Behavioral Grooves and CEO of the Lantern Group, discusses his expertise in employee incentives and motivation in the workplace. 00:03:35 - Employee Experience, Organizations are refocusing on the employee experience and how they can ensure they are doing right by their employees to increase engagement and motivation. 00:08:34 - Human Complexity, Organizations need to understand that humans are complex and are driven by various factors, such as their external environment, social environment, and managerial challenges at work. Employees want a psychologically safe environment where they feel respected and fulfilled. 00:11:23 - Quiet Quitting, Employees are pushing back against the expectation to give 150% effort every day. Organizations should not expect employees to go above and beyond all the time, but they need to create jobs that allow employees to be creative and bring passion into their work. 00:14:22 - Full Self in Work, Employees who bring their full selves into work find more meaning and purpose in their jobs. Organizations need to make sure they are creating an environment that allows employees to find fulfillment at work. 00:15:58 - The Importance of Frontline Managers, Frontline managers are often promoted for their individual job skills rather than their ability to manage. This can lead to a lack of understanding of how to engage and work with employees, causing turnover and "quiet quitting." 00:18:23 - Case Study: Decreasing Turnover Rates, Working with a company that had a 42% turnover rate, Kurt and his team's focus was on improving communication from executive leadership to employees, setting a clear vision and incentives, and training managers on how to communicate and engage with their team. The result was a decrease in salesforce turnover rate to under 5%. 00:22:23 - Priming and Framing, Changing 12 words in an email to incorporate qualified achievement words increased performance by 15% and decreased the need for escalation by 30%. Framing incentives in a gain or loss context can also impact behavior. Psychological safety is important for employees to feel valued and heard. 00:28:46 - How to Be a Better Organization, Align incentives with desired behaviors, create a psychologically safe environment where employees feel valued and heard, and provide tools for managers and employees to break down goals and understand how to engage and motivate teams. Changing behavior is key to achieving success, and incentives are key to that. 00:30:29 - Summary, To decrease turnover rates and create a better organization, focus on aligning incentives, creating a psychologically safe environment, and providing tools for managers and employees. Changing behavior is key to achieving success. 00:31:03 - Lantern Group's Tools, Dr Kurt Nelson talks about the Lantern Gro

In the context of choice architecture, mapping involves organizing options to make them easily comprehensible and help customers make better decisions. By presenting choices in a simple and quick-to-understand manner, customers can avoid getting overwhelmed and make choices they are confident about. It is important, however, to carefully consider how options are presented, as offering too many choices can lead to confusion and regret. For the best results, businesses should strive to make options easy to compare and understand. Melina Palmer explains that mapping is a critical part of structuring complex choices, the "U" and "S" in NUDGES, and can be used to make customer decision-making more accessible and efficient. Proper mapping can result in better outcomes for both the customer and the business. Palmer highlights examples from several industries, including ice cream, hospital treatments, megapixel cameras and product guarantees, to illustrate how mapping concepts can be utilized to guide customers towards the best choice while maintaining their freedom to choose. Understand the role of mapping in choice architecture for superior customer selections. Convert complex choices into approachable, meaningful opportunities. Help people get from where they are to where they want to be in the easiest way possible. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the topic of the episode, which is the "U" in NUDGES: understanding mapping. She explains that the concept of mapping is important in choice architecture and nudging, which are foundational in behavioral economics. 00:04:03 - What is Mapping?, Mapping refers to the relation between choice and welfare. The example given by Thaler and Sunstein in Nudge is choosing a flavor of ice cream versus choosing a medical treatment. The mapping for choosing ice cream is relatively easy, while the mapping for choosing a medical treatment is much more complex and difficult. 00:07:07 - Five-Step Process to Understanding Mapping, Melina's five-step process to understanding mapping includes: 1) encourage thoughtful review and open-mindedness, 2) break down the options, 3) make it relatable, 4) help them to get there, and 5) call to action. This process is essential in building the map and guiding the customer to the right recommendation. 00:10:22 - Encouraging Thoughtful Review, It's important to understand the biases and mental state of the customer or patient in making big decisions. The best choice architect will encourage thoughtful review and open-mindedness, especially in highly emotional situations. 00:12:08 - Breaking it Down and Making it Relatable, The second and third steps in the five-step process are breaking down the options and making it relatable. This means anticipating the questions and needs of the customer and presenting relatable information in their language. In the example of buying a camera, the mapping will be different for each type of customer and their needs. 00:16:34 - Mapping in a nutshell, Every choice can be broken down into a simple rule of thumb to use. Sticking with the camera example, megapixels are confusing. Saying it can be "billboard" or "poster size" or "web only" means something that can help someone make an informed decision. 00:19:54 - Air Conditioning Mapping Example, To map the seemingly simple choice of buying air conditioning, let's encourage thoughtful review, break it down, make it relatable, help them get there, and set our call to action. 00:27:17 - Mapping in the Restaurant Industry, Mapping in the restaurant industry involves sorting menu items into categories, relatable descriptions, and making it easy to choose. Staff picks, chef specials, bolded options, and images can also help with the mapping process. 00:31:44 - Mapping in the Beauty Industry, Nail salons and other businesses in the beauty industry can learn from mapping practices. Simplify options, categorize services, and provide clear descriptions to help customers make informed choices. 00:32:45 - The Importance of Mapping, Adding more options to a product can cause confusion and overwhelm for the consumer, making it harder for them to make a decision. It is important to provide a map or a clear comparison of options to aid consumers in making a choice. 00:37:12 - The Significance of Incentives in Mapping, Consumers perceive fees differently than rates and how incentives play a role in mapping. Companies should present information in a relatable way to consumers to aid in making better decisions. 00:42:09 - The Importance of Trailers and Descriptions in Mapping, Trailers, reviews, and ratings help customers map their options when it comes to choosing movies to watch. Brands can use visuals, such as commercials that show someone using their product, to help consumers create a mental map and make a decision. 00:44:38 - The Benefits of Trial Periods and Satisfaction Guarantees, Companies can offer trials or guarantees of their products to help con

The core idea of multi-narrative storytelling involves identifying a central message or concept that resonates with the audience and then expanding on it through a series of complementary stories. While each narrative can stand alone, together they create a comprehensive and compelling representation of the brand's identity and message. Two major brands that have successfully utilized multi-narrative storytelling in their marketing campaigns are Nike and Apple. Both brands have managed to create a global impact with their advertisements, encouraging consumers to connect with the brand on a personal level. By using multiple storylines, these giants have enabled their campaigns to resonate with a wide range of individuals, allowing for broader appeal and deeper emotional connections. During the podcast, Melina and Dr. Troy Campbell discuss how both Nike's "Just Do It" and Apple's "Think Different" campaigns are prime examples of effective multi-narrative storytelling. Companies can learn valuable lessons from these successful brands and apply the same techniques to their own business strategies. This episode will help you to: Uncover the power of multi-narrative storytelling in enhancing brand communication. Master the art of crafting a compelling personal brand identity through diverse stories. Grasp the importance of themes, metaphors, and language in creating engaging narratives. Cater to diverse customer groups by implementing a multi-narrative approach. Gain insights from storytelling techniques employed by successful companies. Show Notes: 00:00:00 - Introduction, Dr. Troy Campbell is back on The Brainy Business podcast (one of our few three-peat guests!) to talk about multi-narrative storytelling, building on his background as a former Disney Imagineer and Netflix Consumer Insights employee. 00:05:02 - Shades of Black, Troy talks about how Netflix uses different shades of black to differentiate importance cues on their platform. 00:11:19 - Definition of Multi-Narrative Storytelling, Multi-narrative storytelling involves telling a core story or idea through multiple complementary narratives. Nike and Apple's famous ad campaigns, "Just Do It" and "Think Different," are examples of multi-narrative storytelling. 00:13:48 - Nike and Apple as Examples, The "Think Different" campaign started as a multi-narrative by showcasing the "misfits" and "rebels" who changed the world. 00:15:10 - The Power of Multi-Narrative Storytelling, Multi-narrative storytelling is about getting a core idea across. It involves creating a core story that is the center of your messaging, which is surrounded by different stories that are used to convey your message. This technique involves using narratives that have associations with your brand that the audience will recognize. (As an example in the Apple campaign, showing a picture of Einstein is powerful because of the associations we all have with him and what his image means.) 00:16:52 - Core Idea of Multi-Narrative Storytelling, The core idea of multi-narrative storytelling is to create a cause-and-effect story. It involves telling a story that explains who you are and what you're trying to achieve, and then surrounding that story with other narratives that support your message. You can use existing stories or create original ones. 00:19:15 - Using Existing Stories as Associations, Multi-narrative storytelling can involve using existing stories as associations to convey your message. This technique involves using stories that your audience is already familiar with and borrowing elements of those stories to support your message. This approach makes it easier for your audience to understand and relate to your message. 00:22:28 - The Power of Metaphor and Semiotics, Metaphor, semiotics, and word choice allow for a deeper level of understanding of how to convey messages. Using these techniques and creating a multi-narrative story around them can make the messaging more powerful and effective. 00:30:36 - Multi-Narrative Storytelling, The concept of multi-narrative storytelling involves creating a core story with multiple examples or narratives that support it. This approach allows for flexibility in communication and can be used to convey complex or abstract ideas. Multi-narrative storytelling is useful in branding, marketing, and other areas of business where a clear and compelling message is necessary. 00:32:19 - Just Do It, Nike's "Just Do It" slogan is specific enough to be relatable and broad enough to appeal to a wide range of audiences. This approach can be applied to other branding or marketing efforts by creating a core story that is supported by multiple narratives or examples. 00:38:01 - Branding, Effective branding involves creating a core story that is supported by multiple narratives or examples. This approach allows for flexibility in communication and can help to appeal to a wider range of audiences. The branding of The Brainy Business podcast is an example of this app

Creating brain-friendly experiences involves understanding how human psychology and behavioral principles can be integrated into the design of products and services. By recognizing and leveraging these concepts, brands can establish a stronger emotional connection with their customers and create experiences that resonate long after the interaction has ended. In the podcast, Melina Palmer advocates for infusing behavioral economics concepts into business practices and learning from Disney's approach. She encourages brands to delve into the "why" behind their existence and explore principles like framing, nudges, and nostalgia to foster lasting relationships with customers. The goal is to deliver unforgettable experiences that keep customers coming back for more, just as Disney has managed to do, time and again. Discover the art of blending novelty and nostalgia to create Disney magic. Unravel the secrets behind Disney's scarcity and identity-based marketing techniques. Learn how to improve customer experience during those unavoidable wait times. Implement Mickey's Ten Commandments and Imagineering Team's guiding principles. Uncover brain-friendly storytelling methods that boost revenue generation. Show Notes: 00:00:00 - Introduction, Melina introduces the podcast episode, which is about the behavioral economics of Disney. She talks about how Disney is part of our culture and upbringing and how it is a complex web of companies. 00:06:42 - Disney's Focus on Innovation, Disney's focus on innovation and constantly working to be better has stuck with the company for over 90 years. They balance expectations with surprise and delight in a way that works with the brain's bias for the status quo. 00:09:19 - Nostalgia, Disney embraces nostalgia in its parks, movies, and merchandise. They keep some things static over decades to evoke a feeling of nostalgia and balance it with new adaptations to keep it fresh. 00:12:17 - Novelty and the IKEA Effect, Disney incorporates novelty and the IKEA effect, which is the idea that people value things they helped create. Disney has little surprises throughout its parks, like hidden Mickeys, and Easter eggs in its movies. They also let people create their own experience with the brand, like embroidering names onto Mickey ears. 00:15:00 - Emotional Bonding, Being part of the fun and shaping the experience makes people emotionally bonded to the Disney brand. Helping pick out Mickey ears or discovering hidden Mickeys can prime memories and conversations and helps people like the brand more. 00:16:07 - Scarcity and Buzz, Disney's scarcity of specialty ears creates buzz and excitement among park visitors, who love to follow the crowd. This generates social proof, making the limited item even more popular and highly sought after. It's a stroke of genius by Disney to create scarcity in a way that gets people talking about the brand. 00:19:22 - Thoughtfulness in Experiences, Disney is known for being thoughtful in their experiences, making even the bad moments an experience all their own. By creating fun and engaging interactions including, hidden Mickeys, and themed line experiences, Disney turns waiting in a long line into a dopamine-generating, anticipation-building experience. This thoughtfulness is a gift that people repay with loyalty and fandom. 00:23:18 - Mickey's Ten Commandments, Mickey's Ten Commandments are a set of guiding principles that define Disney's values and handbook. Two commandments that stand out are to "avoid overwhelm" and "tell one story at a time." By simplifying the customer experience, reducing decision fatigue, and thinking through every experience, Disney can remain the happiest place on Earth for over 65 years. 00:28:17 - Imagineering Process, Disney's Imagineering Team goes through a process of asking questions to guide every new project, starting with what could it be and ending with how did we do? By using this process, Disney creates a flexible approach that allows for variety while still maintaining a high level of thoughtfulness and attention to detail. 00:31:03 - Starting with Story, Disney starts by creating a great story and then builds everything around it. This approach is different from the standard approach where a product is created, and then a story is created around it. By starting with a story, Disney ensures that the audience is emotionally invested in the story and the products or services associated with it. 00:31:51 - Brain-friendly Experiences, Brands can benefit from creating brain-friendly experiences by starting with a story. Starting with a story creates a sense of emotional investment and makes the experience more memorable. Incorporating various concepts from behavioral economics, such as framing, nudges, and nostalgia, can help create a more brain-friendly experience. 00:33:36 - Insights and Inspiration, Disney is a master of creating a balance between novelty and nostalgia in their experiences. They recognize that people want to

In order to design effective solutions, businesses need to have a clear understanding of the different types of decisions their customers make. Not all decisions are created equal, and handling them differently ensures better outcomes. Companies should avoid applying a one-size-fits-all approach, instead aiming for a tailored response that addresses the specific needs of each consumer decision. By having a better grasp of decision-making processes, businesses can create products, services, and experiences that truly resonate with their audiences. In this episode of The Brainy Business podcast, Sam Evans emphasizes the importance of diagnosing the decision before prescribing a solution. Instead of providing a standard response to every challenge or query, businesses should seek to comprehend the decision type, the question being asked, and the desired outcomes. Evans highlights that businesses must go beyond just addressing jobs to be done but also consider the deeper aspirations and self-identity of customers. Uncover the pivotal role of the decision-making process in designing impactful solutions. Create a practical decision spectrum to categorize customer decision-making styles. Engage customers effectively while providing answers that direct them to optimal choices. Explore the power of weaving engaging stories and emotions into the decision-making framework. Devise immersive experiences that naturally drive customer engagement without forcefulness. Show Notes: 00:00:00 - Introduction, Sam Evans, founder and CEO of Design for Decision, talks about his background in brand strategy and innovation and his passion for helping teams design products, services, and experiences that change behavior and drive growth. 00:03:40 - From Reputation Management to Behavioral Science, Sam shares how his career has been about designing for behavior change, starting with reputation management and public affairs, then moving to brand strategy and innovation at Pepsi, and eventually launching Design for Decision. 00:07:29 - Design for Decision's Mission, Sam talks about Design for Decision's mission to put the latest science of how people think, decide, and behave into action for the purpose of winning brand positioning, meaningful innovation, and more engaging cross-channel experiences for big brands, non-profits, and startups. 00:09:27 - Connections with Behavioral Science Experts, Sam talks about his connections with behavioral science experts like Robert Cialdini, Steve Wendell, and Nir Eyal, and how he has integrated their ideas into his work at Design for Decision. 00:14:31 - Designing for Decision, Sam explains how designing for decision is more than just designing for the jobs to be done, and how not all decisions are created equal. He talks about the importance of understanding the decision before designing anything and how businesses can do social good by helping people make more confident, effective, and efficient decisions. 00:15:56 - Understanding Different Types of Decisions, Sam Evans emphasizes the need to move away from the assumption that all clients face the same challenges or require the same toolkit to solve their problems. He suggests that different types of decisions should be diagnosed first and then solutions prescribed to answer questions based on the decision-making needs of the customers. 00:18:38 - The Decision Design Spectrum, Sam Evans introduces the idea of a decision design spectrum, which classifies different types of decisions into deliberation, default, and deciding. He explains that depending on where a decision falls on this spectrum, different tactics must be employed for effective engagement. 00:21:08 - Educating vs Engaging, Sam differentiates between educating and engaging customers, citing the success of smoking cessation campaigns that used negative reinforcement instead of education to deter smoking. He recommends engaging customers in ways that inspire and answer their questions instead of educating them on why a product is important. 00:25:18 - The Importance of Translating and Avoiding Math, Sam Evans advises businesses to avoid asking customers to do math and include technical jargon. Instead, communicate in simple language. He suggests providing familiar concepts and translating information to help customers make informed decisions. 00:28:04 - Engaging Customers in the Right Way, Sam Evans highlights the success of brands like Amy's Kitchen in engaging customers through appealing visuals and inviting experiences. He suggests businesses find ways to engage customers based on their decision-making preferences, whether it's System 1 (subconscious) or System 2 (conscious). 00:29:30 - Understanding Decision Making & Behavior, Sam Evans highlights the importance of understanding decision making and behavior. He emphasizes that it is crucial to diagnose the decision before prescribing the solution. He also notes that not all decisions are created equal, and it is essential to consid

Dealing with distractions is a common challenge that many professionals face in their everyday lives. Traction (the opposite of distraction) is the force that drives us towards our goals and objectives, keeping us focused on the tasks that really matter. In order to combat distractions, it's vital to create a plan that outlines the necessary steps for achieving success. This includes setting clear objectives and breaking down goals into manageable tasks, while also allocating specific time for relaxation or personal enjoyment. By doing so, individuals can achieve a balanced life that fosters productivity and happiness. During this conversation with host Melina Palmer, Nir Eyal emphasized the importance of distinguishing between distraction and traction. Contrary to popular belief, the opposite of distraction isn't focus, but rather traction. Eyal explained that distractions are anything that pulls us away from our true goals, while traction is any action that brings us closer to achieving them. He urged listeners to create schedules that align with their values and to stick with them, ensuring that they devote the necessary time and focus to what truly matters. Enhance concentration through gaining traction and structured planning to mitigate distractions. Utilize technology with intention for peak productivity and enriching personal experiences. Overcome internal triggers by comprehending the nature of discomfort and controlling urges. Create value-driven schedules to bolster time management and sharpen focus. Employ tactical tools and approaches to curb the influence of digital distractions. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the episode and the guest, Nir Eyal, who is a behavioral designer. She talks about how Nir's book, Indistractable, helps people overcome distractions and become more productive. 00:04:30 - Personal Reason for Writing Indistractable, Nir Eyal shares his personal reason for writing Indistractable. He talks about how he was distracted by his phone while spending time with his daughter. Research and personal testing made him realize the problem was much deeper than just technology. He decided to explore the root cause of distraction and find an answer that actually worked. 00:09:40 - Distraction is an Old Problem, Nir talks about how distraction is not a new problem and has been with us for at least the past 2500 years. He explains how people have always blamed various forms of entertainment and technology for distracting them, and how it's lazy thinking to blame technology for distraction without understanding the root cause. 00:11:14 - The Opposite of Distraction is Traction, Nir Eyal explains that the opposite of distraction is not focus, but traction. He defines traction as any action that pulls you towards what you want to do, and distraction as any action that pulls you away from what you plan to do. He emphasizes the importance of understanding the difference between the two. 00:12:27 - Tools for Finding Balance, Nir Eyal talks about the importance of finding balance when it comes to using technology. He shares some tips and tricks anyone can use to help with this (a tiny sample of all the resources in his book). 00:13:47 - Understanding Distractions and Traction, Nir Eyal explains that distraction is anything that pulls us away from what we planned to do and anything can be a distraction. Conversely, anything can be traction if we make time for it and plan it according to our values. Becoming indistractable means living with personal integrity and knowing why we got distracted. 00:18:28 - The Root Cause of Distraction, Eyal identifies the root cause of distraction as our inability to deal with discomfort in a healthy manner. We use distraction as psychological pacification and escape uncomfortable emotions. To become indistractable, we must first learn to deal with the discomfort in a healthy way by fixing the source of discomfort or finding ways to cope. 00:19:48 - Human Motivation, Nir explains that human motivation is not about the pursuit of pleasure and avoidance of pain but rather spurred by discomfort. We have two neural circuits, the liking system and the wanting system. The purpose of the wanting system is to create discomfort to get us to act. Time management is pain management, and to master distractions, we must first master internal triggers. 00:22:21 - Time Management and Addiction, Addiction isn't just about substances or behaviors but is more about our need to escape from discomfort. We must fix the source of discomfort or learn to deal with it in a healthier way. Eyal shares the story of Dr. Zoe Chance, who became temporarily addicted to her pedometer as she was using it to escape her life. 00:27:21 - The Evolution of Internal Triggers, Evolution has made us perpetually perturbed and hardwired for things like hedonic adaptation, rumination, and boredom to keep us searching for more. We are not designed by evolution to be satisfied, but

In today's fast-paced world, attention spans are shorter than ever. By making stories concise, engaging, and to the point, marketers can cater to the needs of overwhelmed audiences while still delivering powerful messages. Short stories leave out unnecessary details while retaining the most critical elements, ultimately making them more memorable and easier to digest. David Paull considers short stories to be particularly useful tools in marketing and communications. He cites the popularity of TED Talks as evidence that people are drawn to concise yet impactful stories. In the podcast, he discusses the importance of refining messages through a careful editing process, distilling them down to their most essential aspects, and making them as powerful and engaging as possible. In this episode: Unleash the potential of behavioral storytelling to revolutionize your branding and marketing efforts. Learn how Dialsmith dials offer an innovative way to non-consciously measure audience reactions. Discover how to implement the RSPCT framework for designing impactful and convincing messages. Realize the significance of concise, emotionally charged stories for capturing your audience's interests. Leverage testimonials and social proof to amplify your persuasion techniques. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces David Paull, CEO of Dialsmith and founder of Lillian Labs. She highlights David's expertise in using storytelling to build brands and introduces his behavioral storytelling framework. 00:04:02 - Dialsmith, David Paull talks about Dialsmith, his insights technology company that develops dials used in focus groups during presidential debates and State of the Union addresses. He also discusses the online version of the dials and the consultancy arm of the company, Lillian Labs. 00:11:56 - Storytelling, David shares his journey in becoming interested in storytelling through his work on strategic communications and messaging. He talks about how he got involved with the Story Conference in Nashville and the experiments and thought exercises he did on cognitive biases and behavioral economics. 00:15:33 - Behavioral Storytelling, David Paul explains how he blends insights and storytelling to create behavioral storytelling. He provides an example of working with clients on climate issues and how they isolate the real problem and test their messaging with the market. The goal is to take the audience on an emotional or intellectual journey that leads to action. 00:19:25 - TEDxPortland, David Paul discusses his involvement with TEDxPortland, the largest indoor TEDx in the world. He talks about the importance of having a diverse group of speakers and how they select the speakers for the event. 00:16:25 - The RSPCT Framework, David Paull discusses his RSPCT Framework, which involves determining the real problem for the target audience, understanding what's at stake if the problem is not solved, identifying the perfect outcome, crafting an effective call to action, and providing testimonials and social proof for added credibility. 00:19:23 - The Danger of Stressing the Problem, Melina Palmer and David Paull discuss how stressing the problem too much can lead to unintentional normalization of the behavior you want to change. Instead, they highlight the importance of including testimonials and social proof to make the audience feel comfortable with the solution being proposed. 00:24:56 - Tips on Delivering a TED Talk, David Paull shares his experience as a speaker coach for TEDxPortland. He emphasizes the importance of keeping talks short, with a focus on big original ideas and tangible takeaways. He also recommends a strong emphasis on editing to distill the message down to its most essential elements. 00:27:38 - The Power of Short Stories, Melina Palmer and David Paull highlight the power of a short story to convey complex ideas in a short amount of time. They use examples from famous TED Talks, including one that was only two minutes and fifty-two seconds long. They emphasize the importance of making every word count to deliver a compelling message that resonates with the audience. 00:30:24 - Make It as Short as Possible, David Paull shares a quote from Albert Einstein about making scientific work. 00:31:51 - Finding the Real Problem, The first step in problem-solving is identifying the real problem. Keep peeling back the layers until you find the underlying issue by asking "why" until there's nowhere else to go. Then determine what's at stake and what the perfect outcome would be if the problem is solved. 00:32:34 - Using Storytelling to Evoke Emotion, Describing the perfect outcome in a way that can be felt is crucial. Storytelling evokes emotion, making it easier for people to make a decision. The call to action should demonstrate how your solution solves the real problem, alleviates what's at stake, and delivers the perfect outcome. 00:33:13 - Testimonials and Social Proof, Sharing testimonials and s

Stories have a tremendous impact on the way we perceive the world and make decisions. They are deeply rooted in our human nature and can be incredibly effective for marketing and brand strategy. Utilizing storytelling in marketing creates an emotional connection with the audience, which is integral for influencing decisions and shaping behavior. Stories have a unique ability to captivate attention, evoke emotions, and create a sense of empathy with the characters, all of which are powerful tools for businesses to reach their target customers. During the podcast, Michelle Auerbach shared the importance of focusing on a specific character or situation when crafting a story, to achieve a strong emotional impact. By providing a relatable context, stories can effectively communicate complex messages and ideas that may get lost or appear less engaging when presented as plain data or statistics. Auerbach emphasized that incorporating storytelling into marketing and brand strategy can be an essential factor for success, as it encourages the audience to connect with the brand and take action that benefits everyone involved. Master the art of storytelling for influencing human behavior and boosting your business potential. Implement the three-point story arc for powerful communication and establishing deeper connections. Trigger emotions through captivating storytelling techniques that drive decision-making and prompt action. Reinforce group cohesion and empathy through genuine and relatable stories. Show Notes: 00:00:00 - Introduction, Melina introduces the episode and its focus on the power of story. She explains that over the next few weeks, there will be guests discussing various aspects of storytelling in life and business. 00:03:14 - Michelle Auerbach's Background, Michelle talks about her childhood and her love for stories, which led her to pursue a degree in literature and a career in teaching that as well as ancient world languages. She then transitioned to organizational change and leadership development, using storytelling to help organizations develop culture and change. 00:06:01 - Story's Role in Change Management, Michelle explains how story impacts change management in several ways. Story has a somatic impact on the brain, helps with co-regulation, facilitates learning, and helps people see possibilities they wouldn't otherwise see. Story also helps people focus and remember information, and it produces cortisol and oxytocin, which encourage pro-social behavior. 00:11:10 - The Power of Story in Marketing and Brand Strategy, Melina and Michelle discuss how storytelling is used in marketing and brand strategy. Michelle explains that storytelling can help organizations connect with their audience by creating empathy and helping people understand the impact of their work. By focusing on one person's story, it can create a powerful emotional response and motivate people to take action. 00:13:29 - The Biology of Storytelling, Michelle explains the biology of storytelling and how it impacts the brain. Story produces cortisol and oxytocin, which help people focus and remember. 00:14:50 - The Importance of Storytelling in Business Michelle shares her expertise in storytelling and how it can be applied to business. She emphasizes the power of story in bridging gaps in communication, sharing scientific information, and even changing perspectives. She also suggests a simple three-part story structure that can be used in presentations, conversations, and even conflict resolution. 00:19:28 - Different Story Structures Michelle talks about the diversity of story structures found in different cultures and how they can be used in storytelling. She gives examples of Japanese and West African story structures and emphasizes the importance of not forcing one's own story structure on others. She also suggests ways to learn about other people's favorite stories and how it can build affinity and rapport. 00:25:06 - Using Story Cubes to Open Up Melina shares her experience using Story Cubes in her workshops to help people open up and share more about themselves. Story Cubes are a fun tool that uses images to trigger memories and stories that people might not have shared otherwise. Michelle also shares her love for Story Cubes and how they can help people tap into different parts of their memories and experiences. 00:27:00 - Priming with Storytelling Michelle talks about the concept of priming and how it can be used in storytelling to set the tone and mood for an event or meeting. She gives examples of how organizations with a strong "why" or Credo can use storytelling to bring that purpose into the room and lead from that place. 00:28:59 - Using Story Cards, Michelle created story cards with pictures from art students to help people tell stories and add visuals to presentations. The details in stories evoke feelings that anchor learning and change. 00:30:25 - Using Visuals in Storytelling, Adding visuals to storytelling evoke

The manner in which we communicate plays an essential role in contributing to or easing microstress. With the proliferation of remote work and numerous communication channels, it is vital to be mindful and intentional in our communication with colleagues and acquaintances. Establishing positive communication norms can alleviate microstress and create a more collaborative and productive work environment. Rob Cross highlighted the need for thoughtful communication in his conversation with Melina Palmer. He shared that teams should establish clear communication norms, such as using bullet points rather than lengthy paragraphs, avoiding unnecessary CC in emails, and refraining from sending messages after a particular time. By adopting such positive communication practices, teams can work towards fostering a supportive workplace culture and minimizing the impact of microstress on all members. Unveil the methods for recognizing and neutralizing everyday workplace microstressors to elevate your work experience. Comprehend the ramifications of toxic relationships on your well-being and establish pathways for transformation. Benefit from Rob Cross's research on the microstress effect and its applications to your personal and professional sphere. Refine your communication skills to address microstress mindfully and cultivate enriching connections. Bring about small alterations that result in remarkable betterment of your holistic well-being. Show Notes: 00:00:00 - Introduction, Host Melina Palmer introduces Dr. Rob Cross, who is the Edward A. Madden Professor of Global Leadership at Babson College and the co-founder and director of the Connected Commons. The episode is about the new book he co-authored with Karen Dillon, The Microstress Effect. 00:03:02 - Background, Rob Cross talks about his background and his work with the Connected Commons, a consortium of over 150 leading organizations that sponsor research into ways of looking at networks and relationships in organizations. 00:06:32 - The Impact of Negative Relationships, Social psychology has shown that the negative interactions we have tend to have 3x to 5x the impact of the positive. Rob Cross shares his thoughts on the best practices for organizations to cultivate relationships that positively impact their employees' wellbeing. 00:08:15 - Resilience and Connections, Resilience is not just about grit and fortitude. It's about how we fall back on others in difficult times. Rob Cross discovered that there are eight predictable things we get from others when we have the connections in our lives. Without these, it's harder to navigate through difficult times. 00:12:23 - Understanding Microstress, Rob Cross shares how he stumbled onto the idea of microstress through his research. He found that there are 14 pretty consistent types of microstress that tend to accumulate around us each day and week at a pace and volume our brains just aren't designed to handle. These microstresses grow behind the scenes in a way that sneaks up on us until they become overwhelming. 00:14:55 - The Impact of Microstress, Rob discusses the impact of microstress on one's life, particularly when they are not aware of it. He talks about how the stress is just beneath the surface of awareness and can be creeping up on us. 00:17:09 - Types of Microstress, Rob explains that microstressors can come from different sources, including emails, instant messaging applications, and team collaborative spaces. He shares that it affects the metabolism differently, and people under this form of stress metabolize their meals differently. 00:22:44 - Cascading Effects of Microstress, Rob shares that microstressors can lead to cascading effects that people don't often think about. For example, a leader or stakeholder that shifts expectations can cause extra work, and employees may have to protect their team and go back into the team to keep engagement high. 00:24:24 - Tips on Dealing with Microstress, Rob suggests a table in the book with the 14 microstressors and categories of people where they come from, and answering three questions around them. He advises people to think about which stressors have become systemic in their lives and what stress they are creating for others. Rob also mentions the importance of finding groups outside of one's profession that they can be an authentic part of. 00:27:15 - Avoiding Getting into the Minutiae, Rob suggests focusing on getting out of the minutiae by finding groups outside one's profession that one can be an authentic part of. He shares that people who are happiest in this work typically have at least two or three groups outside their profession. 00:28:27 - The Impact of Traumatic Events, When experiencing a traumatic health diagnosis or event, people often reflect on what previously seemed important and realize it was insignificant. Those who maintain dimensionality in their life are better equipped to handle such events. Reflecting on interactions and adapting the

Counterfactual thinking (when we mentally "undo" events that have already happened and imagine different outcomes) can contribute to personal and professional growth when applied constructively. This type of thinking is closely related to prefactual thinking, which involves imagining future scenarios, alternatives, and opportunities. Both types of thinking can aid in regulating behavior, problem-solving, and goal setting, ultimately contributing to improved performance and success in life and business. This episode highlights the interplay between counterfactual and prefactual thinking and how both can foster unique perspectives and considerations that set individuals and businesses apart from the competition. There is immense value in adopting a curious, open-minded approach when engaging in these thought processes, which can ultimately lead to personal development, innovation, and cultivating a successful and resilient mindset. Here's some of what you'll get from this episode: Explore the intriguing effects of counterfactual thinking on emotions and behaviors. Identify the fine line between helpful and detrimental counterfactual thoughts. Learn effective tactics for managing counterfactual thinking in tough situations. Uncover the power of combining counterfactual and prefactual thinking for a winning strategy. Master transforming negativity into productive and positive actions. Show Notes: 00:00:00 - Introduction, Melina Palmer introduces the podcast episode (a refresh from one that originally aired in October 2019) focusing on counterfactual thinking and how it is central to being human. She explains the different types of counterfactuals and the impact they can have on our emotions and way of thinking. 00:05:06 - Types of Counterfactuals, Melina explains the difference between upward and downward counterfactuals, omissions and commissions, rumination and undoing, and usual or extreme events. She encourages listeners to reflect on their own types of counterfactuals and how they have impacted them in the past. 00:09:25 - Target of Counterfactuals, Melina discusses how the target of counterfactuals can impact the thought process. She gives an example of how people tend to focus on themselves even when they are not to blame, which can lead to distress and anxiety. 00:13:32 - Example of Unhealthy Counterfactual Thinking, Melina provides an extreme example of unhealthy counterfactual thinking where a woman dwells over a nonevent at work and becomes distressed and angry, constantly dwelling over what the woman in HR did or didn't do and how she could have acted differently. 00:14:50 - Recap, Melina summarizes the key takeaways from the episode so far and encourages listeners to use counterfactual thinking as a tool for setting and achieving goals, while also being mindful of when it becomes unhealthy and causes distress. She reminds listeners to download the free counterfactual thinking worksheet (and get more resources) in the show notes. 00:14:57 - The Impact of Counterfactual Thinking, Counterfactual thinking can lead to spiraling thoughts and negatively impact interactions. Dwelling on negatives can be harmful and counterproductive. It's essential to focus on the present and not dwell on the past. 00:19:07 - A Study on Counterfactual Thinking, A study on counterfactual thinking found that over half of the respondents were undoing a traumatic event in their minds. The distress level and frequency of undoing did not differ based on whether the item being undone was usual or exceptional; omission or commission. 00:25:31 - Focus on Self, Those who were undoing the event in their minds were more focused on their own actions or the actions of their loved ones than the other driver's behavior, even though the other driver was (typically) at fault. This shows how quickly the brain can compartmentalize and can lead to feelings of regret, guilt, and responsibility. 00:28:54 - Recency of Undoing, The recency of the undoing process (note: this is not the recency of the event) impacted distress levels. Those who were still undoing the event were more distressed than those who had never undone or had undone in the past, but stopped. This suggests that undoing may be a distress-driven cognitive process. 00:31:15 - Changing Focus, The action that people actively undo overwhelmingly changes over time. People may focus on themselves and their actions in a particular circumstance, but the specific action that they focus on can vary. The lesson is to focus on the present and not dwell on the past. 00:31:47 - The Effects of Undoing, Continuously undoing can increase distress levels, and guilt is the only negative emotion uniquely related to undoing. Guilt related to controllable events declines over time, but excessive undoing can perpetuate distress. 00:33:21 - Self Esteem and Counterfactual Thinking, People with low self-esteem may focus on their inadequacies in their counterfactuals, leading to more distress. Highly distre

In this episode of the Brainy Business podcast, host Melina Palmer interviews Carlos Hoyos, a behavioral scientist and content creator from Latin America. They discuss the challenges of creating content in a non-English language and the importance of making behavioral science accessible to a wider audience. Hoyos shares his approach to creating content, including his YouTube channel, Behavioral Pills, and his e-learning platform, which offers one-hour sessions on various behavioral science frameworks. The conversation highlights the need for more diverse voices in the behavioral science community and the opportunities for growth and learning in different regions around the world. Show Notes: [00:42] Welcome Carlos Hoyos, Senior Behavioral Designer at BeWay, and Co-Founder at Kestudio. [02:19] Behavioral science is important everywhere. [03:42] Carlos shares about himself, his background, and the work he does in behavioral science. [05:35] In recent years he has dedicated his whole career to developing his knowledge in terms of behavioral science and design and specifically to find ways to apply it in business. [07:15] Carlos was named Content Person of the Year by Habit Weekly. (Merle van den Akker – last week's guest – and I were both finalists as well – congrats Carlos!) [10:15] There are many companies now that are investing in behavioral science in Latin America. [13:12] He sees himself as a content curator because he shares what other good professionals are doing. [14:46] People love to talk about human behavior. It really connects to people. [16:36] He found that there is so much information out there in English. Instead of being just one more, he decided to focus on Spanish because there is so little in Spanish right now. [19:32] Daring to do the thing no one else has done yet is what helps people to stand out. [22:20] Carlos shares some of the work he is doing with BBVA. They have merged behavioral science into day-to-day decision-making. [24:53] One project they worked on at BBVA was with credit cards. People weren't interested in applying for the credit cards because of a lack of trust – they wanted to change that. [27:34] Experimentation and testing are a must in their projects. [29:20] In 2022, they did more than 130 experiments in different areas of the business and that actually represented an extra income of around 45 million euros in the year. [30:46] There are so many little things where behavioral science can make a very big impact in any type of business all around the world. [32:20] There is plenty of opportunity and room for growth in behavioral science – in the US and around the world. [35:16] The stress on the brain when you are trying to hurry and rush leads to problems that have to be fixed down the line. [37:23] Experimenting and testing every decision you want to make will help you make better decisions now and for the future. [38:42] If you torture the data long enough it will confess to anything. [41:34] Carlo's Behavioral Pills are one-hour e-learning sessions where he explains things concepts he considers basic for a behavioral scientist to know. [43:33] Melina's closing thoughts [45:03] Don't be scared of being first. There are lots of people like you who have done this in their own way or their own language. 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: [email protected] 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: Outsmart Your Brain, by Dan Willingham Good Habits, Bad Habits, by Wendy Wood Predictably Irrational, by Dan Ariely Evolutionary Ideas, by Sam Tatam Friction, by Roger Dooley Connect with Carlos: Carlos Website Carlos on LinkedIn Carlos on YouTube Top Recommended Next Episode: How To Set Up Your Own Experiments (ep 63) Already Heard That One? Try These: Saving Peru's Environment One Nudge At A Time with BE OEFA (ep 195) Habit Weekly: A Discussion With Creator Samuel Salzer (ep 284) Dan Ariely Interview: Discussing Shapa, the Numberless Scale (ep 101) Nudges and Choice Architecture (ep 35) How To Change, an interview Dr. Katy Milkman (ep 151) Evolutionary Ideas with Sam

In this episode of The Brainy Business podcast, host Melina Palmer interviews Samuel Salzer, founder of Habit Weekly, a newsletter that curates the latest in behavioral science research and news. Salzer discusses the importance of creating content that people actually want (imagine that!) and the value of putting good things out into the world. He also shares insights on building habits and behavior change, and how businesses can apply these principles to their marketing and customer engagement strategies. Overall, the episode highlights the power of behavioral science in shaping our daily lives and the importance of staying up-to-date with the latest research and trends. Show Notes: [00:40] Today's episode is a refresh of my conversation with Samuel Salzer, founder of Habit Weekly. [02:06] It is so fun to see how much things have grown at Habit Weekly in these three years. They have a full team of people now, and they've been doing their awards for a few years as well. I was honored to have been a winner in the inaugural edition, and a finalist in multiple categories every year. [03:29] Samuel shares about himself, his background, and how he started working in behavioral science. He has always been an entrepreneur and started his first business at 16. [05:02] He found human decision-making fascinating. [06:44] He wanted to learn more about what we can do to support people in making behavioral changes in their lives. [08:42] For his work he focuses on how to scale behavioral change. [09:56] You are succeeding if you help create value for your users and customers, understand them better, and help find a good solution for their problems. [10:38] Whether we like it or not, behavior is quite complex. We are complex beings living in complex environments. [13:06] Most businesses look at reducing friction in their customer journeys. Sometimes increasing friction is a good idea too. [16:06] We are really good at creating stories and narratives in our minds to support whatever thing we really want to do. [18:28] Just the simple shift of taking the word from reward to consequence makes it feel heavier in a way that can change behavior. [19:39] Each individual choice matters. [20:50] We are often trying to do things that remove a negative effect. [23:17] The concept of "eating the frog" is doing the hard thing first. [25:45] Samuel felt like it was hard to stay up on the content and research in the field so he started sharing links on LinkedIn. [26:53] This eventually evolved into Habit Weekly. It's now a mailing list that sends content related to behavioral design on a weekly basis. [28:27] You know you found something people really want if they are reaching out to you asking you to create a mailing list. It doesn't have to be difficult to start an email list if you understand what drives people. [30:27] His goal is to make sure that anyone interested in applying behavior change has the best and latest insights every week. [35:21] This field of behavioral science is still in the adolescent phase. In the near future, it is going to move into this more mature phase that is more about the process and learning more about applying these concepts in the best way. [37:21] Samuel is really excited about the better understanding in the next few years of how any organization can easily start applying these concepts. [40:17] His superpower or wish would be to see the world through other people's eyes. (Melina would like to be able to speak and read every language fluently.) [40:58] He also loves books and movies. A really good book or movie can help show the world from someone else's perspective. [44:44] Many businesses create content people don't want. If you start from a place of sharing, reciprocity will kick in eventually and people will appreciate what you are doing and what to give back to you one way or another. [46:18] 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: [email protected] 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! More from The Brainy Business: Get your copies of Melina's award-winning books. Get the Books Mentioned on (or related to) this Episode: Friction, by Roger Dooley What Your Customer Wants and Can't Tell You, by Melina Pa

In today's conversation, I am joined by Dr. Merle van den Akker. Merle is a behavioral scientist who has recently completed a Ph.D. at the Warwick Business School, studying the effect of different payment methods on personal finance management. She decided to leave academia to apply behavioral insights in the real world and has become a behavioral science manager at a financial well-being unit in an Australian bank. She continues to research and apply behavioral science to improve financial services and consumer (financial) well-being. Next to this, Merle is a science communicator, running the blog Money on the Mind, and the MoneyPsychologist TikTok account, where she disseminates insights from the intersection of behavioral science and personal finance. Last, to not leave academia behind fully, Merle also still teaches behavioral science as well as courses on fintech developments at top Australian universities. Merle was also a finalist for Content Person of the Year in the Habit Weekly Awards in 2022 along with myself and many other amazing content creators in the space including next week's guest who won the award last year. In today's conversation, we are talking about personal finance – both for individuals and how it applies to any business. Stress at home can impact performance at work, and there are some ways businesses can be helping their employees feel more comfortable -- and do better work -- if they are thoughtful about personal finances and what is going on in the world around them. Even if your company doesn't believe it is impacted by inflation or the massive layoffs that have been happening recently...think again. Merle and I dig in on how social media and other availability-bias- and herding-fueled messaging is impacting everyone, and what companies can be doing to help their employees to feel more secure and less stressed. Show Notes: [00:42] In today's conversation, I am joined by Dr. Merle van den Akker. Merle is a behavioral scientist who has recently completed a Ph.D. at the Warwick Business School studying the effect of different payment methods on personal finance management. [02:21] Stress at home can impact performance at work and there are some ways businesses can help their employees feel more comfortable and do better work. [04:34] Merle shares about herself, her background, and the work she does. She runs the Money on the Mind blog, where she writes about how behavioral science applies to personal finance. [06:42] Spending on a credit card is incredibly different than spending with cash. [07:37] With contactless payments, people tend to spend a bit more and then they actually have a much worse recall of what they spent. [09:32] Mental accounting is expenditure and research tracking in your head. [11:51] It is important to ask thoughtful questions in business and research. [14:25] You have a mental and a physical account for savings and your credit whether you are in debt or not. [16:54] Behavioral science can contribute positively to the cost of living crisis in major ways. When people act out of fear they don't make great decisions. [18:54] Learned helplessness is a very dangerous state to get into. You need to be able to get into a mindset where you are still able to act. [21:50] Having too much pressure on people's time is impacting their ability to do really good, thoughtful work. [24:28] The present bias is a very inconvenient bias and is something you should be aware of. [27:31] As an employee, it is important to know what would and would not work and ask for that from your employer. An employer should be open and expectant to have these conversations. [30:36] There can be more thoughtful and creative solutions for ways employers can help that don't cost them a lot of money. [32:45] You can help be a solution for customers and employees by having this overall awareness of what is happening in the world and how that is going to be impacting behavior. [34:09] If your brain is in overload the last thing it wants is ambiguity. [35:42] You don't want people to act out of fear because they will make decisions that don't benefit anyone in the long run. That is something we should really try to avoid. [37:53] Social media algorithms give you more of what you show interest in. Something may feel like it is everywhere, when in reality the algorithms are just showing it to you a lot. [39:46] Always take the time in stressful moments to breathe and get out of that hot state to look and see what you can do differently. [41:01] It is a win-win situation to have employees that are not just cowering under an enormous load of stress and fear and as a result being rendered almost nonfunctional. [42:34] Melina's closing thoughts. [43:01] If you focus on helping your people with more aspects of their lives then just what feels immediately relative to your bottom line can have really great impacts financially and otherwise. Thanks for listening. Don't forget to subscribe on Apple Podcasts or

You're likely familiar with accounting, so perhaps you can gather that mental accounting is essentially about how we account for things in our mind. But, you may not realize that it isn't just mental math. This is about how we tend to create separate accounts for things in our minds that feel concrete, but often aren't. When I give examples in this episode today, which originally aired in the summer of 2019, you are going to find yourself saying, "Well, obviously that is how it works!" And then when you realize it doesn't have to be that way…it's kind of mind-blowing, but in a good way. Mental accounting is great in a lot of ways. It helps us to save money and prioritize things that we might have a harder time with if everything was all lumped together. But it doesn't mean it is the ONLY way or even the right way. It might just be the best way our brains are doing it right now, and it is always a good thing when you can know the rules your brain is using to make its decisions as well as that of your employees, peers, customers, and more. So, why are we talking about mental accounting today? It's because this Friday I am joined by Dr. Merle van den Akker, an expert on psychology and personal finances who runs the Money on the Mind blog. When she is here on Friday we discuss how the stress of money (fear of losing a job, concern about inflation, and the like) can impact employees. And, we of course take it a step further to unpack what businesses should know about these topics to better support their employees and why, even if a company thinks this doesn't have anything to do with them…it absolutely does. This kind of stress has a lot of economic impact on an organization, and it doesn't have to be difficult to support employees and achieve that win-win. We specifically talk about mental accounting in the episode, making it the perfect time to refresh it and get you set up for success for Friday! Show Notes: [01:21] Our brains make rules all the time. Sometimes they are really valuable — mental accounting is a great thing in a lot of ways. Sometimes, they aren't necessarily serving us well. [03:21] The concept of mental accounting was introduced by Nobel Prize winner Richard Thaler and is based on a human's illogical approach to value in relative terms instead of looking at it as an absolute. [06:00] Three examples of how mental accounting can impact the decisions we make. This concept is very ingrained in our brains. [08:22] Money is commonly labeled as either: expenses, wealth, and income. [10:48] Much like regular accounting in mental accounting, individuals will book and post any occurring or planned transactions to the mental account. However, small items may not be booked in the same way as a big item would be. As long as it is below a certain amount it doesn't have to hit the mental account. [12:38] We often don't look at dollar bills and change the same. [15:31] Similar to the process of rounding up change at the grocery store, adding a small amount to an already large payment doesn't feel the same as having that payment on its own. This is because of decoupling. [17:07] Vacations are enjoyed more when they are prepaid because it feels free. [19:06] There are times when prepayment is necessary and beneficial for the overall enjoyment of an experience. [22:34] When prepayment comes into play the impact of the payment gets completely wiped off the mental accounting sheet so its impact on the sheet becomes zero. [25:11] Instead, internalize how the brain is wired to make its decisions around mental accounting. [27:49] When it comes to wealth in these sorts of categories people are very influenced by paper gains and losses. [29:26] Where you keep the money mentally or physically matters, but it also matters how you came across the money in question. [30:53] The way you receive the dividend impacts your willingness to spend it. [32:17] While it is easier to give cash than gifts, in many cases when the gift given is something someone really likes or enjoys it can have a greater value than giving cash. [34:08] While losses should be lumped together, gains should be separated out to really feel their value. Don't wrap all the Christmas presents in one box. [35:14] Mental accounting affects more than just money. [37:52] Context is important in the way people react. [39:54] Talking on the phone is more enjoyable when you aren't worried about how much it is going to cost you. [41:57] If you struggle with work-life balance and want to make more time for yourself, your family, or date night, consider how the mental accounts for money were set up. [43:47] Try to take a step back and have perspective on what's a waste of time and how you could better allocate your mental time account. [44:25] 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 everyt

In today's conversation, I am joined by Dr. Dan Willingham, a memory expert with a Ph.D. in Cognitive Psychology from Harvard. Dan's new book Outsmart Your Brain (which we discuss today) will change your life. While the book is catered to K-16 learners (for example, it includes chapters on "how to take notes," "how to listen to a lecture," "how to read hard books," and "how to take tests") trust me when I say this book is for you and everyone you know. It is fascinating and will help you with any presentation you may give or meeting you will be in moving forward. Trust me, you're gonna love this. A little more about Dan: His work has appeared in the Washington Post, The New York Times, and many other publications, and he is the author of several books – his writing has appeared in 18 languages! In 2017 he was appointed by President Obama to serve as a Member of the National Board for Education Sciences. Whether you want to be a better learner yourself or if you have kids (including college students) in your life whom you want to help be successful, this episode and book are for you. I can't wait to dive into this one because there is so much great stuff. Show Notes: [00:43] In today's conversation, I am joined by Dr. Dan Willingham. Dan earned his Ph.D. in Cognitive Psychology from Harvard University in 1990. [03:03] Dan shares about himself, his background, and the work he does. He was trained as a cognitive psychologist. [04:04] He shares his transition from basic researcher to applied researcher. [07:02] Often, we assume people know that thing that we know so we miss key things when presenting. That means they don't get value from your talk. [08:41] There are things we know we should do that we find difficult to implement. Sometimes we really don't know what is optimal to do. We tend to do things in the moment that we feel are working and are not that difficult. (But often, the harder/counterintuitive thing will make a much bigger impact.) [11:16] Does cramming work? Dan says, "kind of." It depends on what your goals are. If you do not care about remembering something in the long term then crowding it all in right before you need to perform is actually fine. [12:50] The only way to ensure that you remember things in the long term is if your learning happens over time rather than all crammed together. [15:42] If you are trying to master a new skill or a new topic and you feel like you need to wait to start until you have more than small bits of time, don't wait! The data shows this is actually optimal for learning and retention. [18:2326] Creating that consistent study or work habit by time and not by task is very important. [21:04] We all procrastinate. It is a natural tendency. [22:37] The key thing is you have to give yourself permission to stop if you want to. [24:26] The night of sleep is important in consolidating the memories that were formed during the day. If you don't get much sleep or you get low-quality sleep you are tampering with the learning that you put so much time into the previous day. [25:40] Your intention or your desire to learn contributes nothing to whether or not you will learn something. There are lots of things we want to remember but don't. [27:26] Memory loves meaning. That is the main way we remember. [29:05] You draw memory out the same way that it went in. [30:53] Memories are going to be queued by thoughts or by things in the environment later. The way you are going to be able to draw memories out most successfully is when the queue is a good match for the way you thought about the memory at the time you were trying to remember it. [32:51] When you are storing something away, think to yourself, "How am I likely later to try and remember this?" and make that part of the way it becomes retrievable. [35:48] How do you organize 94 tips in one book? He chose to sort them by task. It is organized by things you would do that entail learning (how to read hard books, how to take notes, etc). [38:45] When there is a hierarchical organization in speeches you are expected to make connections among the different things that you are hearing. Because it is not a narrative it is difficult to make those connections. [41:45] You want to reframe to highlight what you enjoy instead of what is making you procrastinate. Looking at it in this way helps you overcome that. [44:43] Allocate time to different tasks to help you get to the tasks that you tend to procrastinate on. Do the hard task first. [46:40] It is not that what you are doing now is ineffective. It is that it can be slightly tweaked to be significantly more effective. [48:31] What's the simplest tip in the book? Some data shows that chewing gum helps you to focus for 20 minutes. Give it a try if you like gum! [50:328] Melina's closing thoughts [51:39] In understanding how your own brain is wired to learn as well as others, and then how to "outsmart it" every step of the way is pure gold. Thanks for listening. Don't forget to subscri

Memory is a funny thing. We like to think we have these perfect pictures of what really happened in our minds waiting to be retrieved in pristine condition, but that's not at all how it works. It turns out we have all sorts of biases that, well, bias our memories. And that is important to know in our interactions with other people in life and business. The truth is: you can remember something completely different from someone else, and neither of you has to be wrong. Let me say that again, even if you remember something that is completely different than someone else, it doesn't mean that either of you is wrong. Our brains screen for different information than what someone else might be screening for (focusing illusion and confirmation bias). That subconscious filter is sifting through a lot of stuff, and what mattered to you and what you remember is never the full picture. This episode, which originally came out in early 2019, is a quick run through of a bunch of memory biases (part of the 8-part "All the Biases" series). So, why was memory important to refresh today? It is because of the guest I am delighted to introduce you to this coming Friday, Dan Willingham, a memory expert whose book Outsmart Your Brain will change your life (and that of every learner you know). Outsmart Your Brain has chapters on "how to take notes," "how to listen to a lecture," "how to read hard books," "how to take tests," and more. It is fascinating and will help you with any presentation you may give or meeting you will be in moving forward. Trust me, you're gonna love that conversation and Dan's book, so be sure to subscribe to The Brainy Business podcast now (before you forget). (Haha, memory joke!) Show Notes: [00:39] Today's episode is all about memory biases. Memory is a funny thing. [01:16] You can remember something completely different from someone else, and neither of you has to be wrong. [03:41] Today's episode is going to be divided into three sections: general memory stuff, false memories, and tips on how you can use these biases to help you remember things better. [04:45] Our memories are basically inaccurate renditions our brains tell us and every time we access them we change them a little. So the more you think about something the less and less it is like the original version. (Frustrating, but true.) [06:26] Your customers, coworkers, friends, and family all have these same biases, so hopefully learning more about all your brains will help in all sorts of interactions in the future. [07:20] You are the hero of your own story and no one will remember your story as well as you do (but of course even you don't remember your story correctly). The emotions tied to bad memories will fade quicker than the emotions tied to positive events. [10:08] A few well planned surprise and delight moments throughout a relationship can create good peaks (and remember the most recent end holds the most weight). [12:38] A false memory is when we accidentally think something we imagined really happened and misattribute it as a memory. [14:15] Our brains are powerful, but they are easily manipulated too. [15:39] The opposite of a false memory is called cryptomnesia when a real memory is mistaken as imagination because there is not a proper experience of it being a memory. [17:21] We do tend to remember the efforts we had to put in as much higher than they were and toils more difficult as they were in reality. [19:12] Don't feel like you need to remember everything about everything. Instead, remember important things that can't be easily looked up, and don't gunk up your brain with all the trivial information. [20:45] If you want to be able to remember things better and with easier recall, it is best to have repeated exposure over a long span of time instead of trying to cram it all in at the last minute. [22:14] Try to commit things to memory in the context they belong to or multiple contexts so they are less isolated. The mood we are in is also tied to the context. [24:13] If you want to remember things, write them down. [25:51] Visual images are often recalled by our visual subconscious faster and easier than words because of the picture superiority effect. [27:38] We all put so much effort into making things as easy as possible to read and process but in reality due to processing difficulty, stuff that takes longer to read and process is easier to remember. [28:43] We are provided with lists of things all the time and the way those things are presented absolutely impacts memory. [30:15] Due to the next in line effect you are less likely to remember the words people spoke just before you because you were distracted with what you wanted to say. Being a good listener is key to building relationships in life and business. [31:40] 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 ho

In today's conversation, I am joined by McDonald's Lauren Kemp and Stephen Springfield from the Aspen Center for Consumer Science. Last fall I saw them give a talk at IIEX Behavior on how they used behavioral science to create an "irrational" loyalty program at Mcdonald's. It was instantly clear they had to be on the show to talk about this project, its insights, and what you can learn from it. It is such a great case study showing how real people inside organizations (and in this case, working with a great consultant), can create a program that infuses behavioral insights in a smart way -- that is often counterintuitive – to find a win-win for the company and its customers. You'll also hear tips from Lauren about how she did her literature review and lots of other great insights. And, do know that while we joke about not loving the term "irrational" as it is popularly used in behavioral science, if there was ever a program that proved a lot of the choices people make aren't exactly rational this would be it. You'll see what I mean as they dig in on the story in the episode… Show Notes: [00:46] In today's conversation, I am joined by Lauren Kemp and Stephen Springfield, whom I first saw while they were giving a presentation at Greenbook's IIEX Behavior last fall. [03:44] Lauren shares about herself and her background. She works in consumer insights at McDonald's on the US team. [04:41] Stephen shares about himself and his background. Stephen is the Founder and Principal at Aspen Center for Consumer Science. [06:43] Novelty and the magic of the irrational attracted Stephen to behavioral science and behavioral economics. [07:35] Behavioral science isn't really about the irrational and the crazy cool stuff. It is about the scientific process applied to understanding behavior. [10:35] Irrationality is where all the profit is. [13:05] Lauren started her career with an internship at Brain Juicer. They were pioneers in the behavioral economic space. McDonald's was one of her main clients there. [15:17] McDonald's global team created the loyalty program so the individual markets had some space to make the program work in their specific market. [17:17] She started with a literature review since loyalty programs were not new to the industry. She wanted to learn what was most important for a loyalty program and how they could design theirs to be successful. [19:45] Top tips for doing your own literature review? Definitely start by bookmarking Google Scholar. [22:11] The program needed to entice customers to engage with the program. They wanted it to be consumer centric. [24:16] They knew it was very important for the program to be transparent enough and easy to understand. Consumers don't like it when they feel they are being tricked or it is clouded. Transparency is so huge in our culture today. [25:57] They found that the value of a loyalty program is engagement with the program itself – not the reward that you get. The reward you get is transactional. [28:27] Lauren spent a week or two on her literature review process and Stephen's team did some additional research. [30:39] It is important to invest the time in research, but it probably doesn't need to take as long as you think. [33:21] There is an aspect of irrationality and that is where the profit is. You have to find a way to offer something of value that is not completely transactional. [36:23] They wanted to find which items would drive trips because the point of the loyalty program is to get to people to visit more often. [37:58] They tested five different point levels from 1 point to 10,000 points. They found that 100 points per dollar was easy and worked best. [40:03] The goal is to get somebody to purchase something now with an eye toward achieving something later. Mental budgeting and being able to do the math towards a simple reward was a game changer. [43:05] They continued coming back to the goal and objective: getting consumers to come to McDonald's because they had rewards, and they want to accumulate more rewards, and at some point they would like to redeem those rewards. [44:56] They found there was some linearity with the value of the item and the trip driving behavior, but there were also outliers drove trips. [46:46] If there are products on the loyalty menu that are a lower cost to produce that would still drive engagement from a customer perspective and trips are a huge win. [49:16] Consumers can't tell you what they would do and why they would do it. [51:35] Key Insight: The thing that drives that behavior doesn't have to be the most expensive thing. [53:18] Science isn't really interested as much in truth as things that are reliably predictive. [56:07] Melina's closing thoughts [57:18] It doesn't need to take eons to incorporate good behavioral science research into your projects. 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

As a Seattle girl, I love me some Starbucks so it is fun to refresh this episode which was one of the first (and most popular) behavioral economics analysis episodes I've ever done. It is currently the 11th most downloaded episode of the show of all time, and with 277 episodes to date, that is a pretty big deal! If you aren't familiar with this format, it is an episode where I talk about a well-known company and their practices to share what concepts from behavioral economics and behavioral science in their work so you can see what you might want to emulate and what isn't a good fit for you in your company. So, why this episode from late 2019, and why now? Well, it is because of the loyalty program and this coming Friday's episode where I am joined by Lauren Kemp and Stephen Springfield to talk about how they created an "irrational" loyalty program at McDonald's during the pandemic. It is a fascinating story with lots of insights for you to learn. Today, I chose to share an episode that showcased another loyalty program doing a lot of smart things that are different from the traditional punch card approach to loyalty. (And, good news, there is a lot more to this episode that I know you're gonna love.) So grab a coffee, and settle in… Show Notes: [00:40] Today's episode is a behavioral economics analysis of Starbucks. [04:01] In this episode we are going to dig into their Star Rewards program, featured drinks, and products, the coveted red cups, their personality, overall brand choices, their logo, locations, social media, and pricing. [04:23] Without the original brand and pricing, Starbucks would be just another coffee shop. [05:57] One of the big aspects Starbucks had to overcome was the pricing anchor. [08:41] Howard Schultz and Starbucks took a step back. They got out of their own way and created a new category which ended up changing the conversation about coffee around the world. Asking good questions can help you get there. [10:19] Price is never about the price. It is all about all the things that come before the price that matters more than the price itself. [12:02] The first big drink Starbucks made famous was the Frappuccino. There is a lot of effort that goes into turning these things into multibillion dollar industries. This created a brand within a brand. [14:27] Most everyone knows that the original PSL started at Starbucks. Pumpkin spice lattes are one of the seasonal drinks Starbucks brings out each year. They are only available for a few weeks or months until they are gone. This is scarcity in action. [17:39] Starbucks changed the game. They created something different and managed to hold a big piece of the market even when imitators arose in every area. [18:28] Starbucks is constantly testing and they are not afraid to have something really popular only available sometimes. [19:24] Making and keeping a tradition alive is something Starbucks does amazingly well. The red cup first debuted in the 1997 holiday season and has been a staple ever since. [20:19] When you become a lifestyle brand you bear the responsibility of being a big part of peoples' lives. Your choices reflect theirs and when you do something out of character, they will tell you about it. This is both good and bad. [22:30] Consistency is key and until you define what you are and are not you can't be whatever it is consistently. When you have your own filters and know what you are about you can shout them from the rooftops and your tribe will resonate with them. [24:49] The value of a brand is more than money and bottom-line sales. It is about the overall experience with the brand at its core. [27:13] Find what people are already talking about and loving and see how you can be part of that conversation. [28:39] The Star Rewards model is built to create habits for users and increase visits. It also encourages users to try new items and has limited-time offers, and customized preferences with an opportunity to get bonus stars. [29:48] Being willing to test, experiment, and learn is something Starbucks does really well. Essentially Star Rewards is a huge testing ground of live field environments. [32:15] Star Rewards is super easy and built-in. You have loss aversion and reciprocity built into the promotions. [33:50] Star Rewards is a smart balance of loss aversion, scarcity, relativity, habits and more all executed through a series of experiments to see what is bringing the most value to the company and its customers. [34:59] Scarcity is a powerful tool when used correctly, especially when properly paired with loss aversion to help people choose your product. [36:31] Melina's closing thoughts [38:39] There is a lot of value and loyalty that comes from delightful, unexpected experiences and a less formal program is perfect for that. 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 ever

In today's conversation, I am joined by John Sills. John is Managing Partner at the customer-led growth company, The Foundation. He's been in front-line teams delivering the experience, innovation teams designing the propositions, and global HQ teams creating the strategy. He's been a bank manager during the financial crisis (which he says was not fun), launched a mobile app to millions of people (very fun), and regularly visits strangers' houses to ask very personal questions (incredible fun). He now works with companies across industries and around the world, and before joining The Foundation spent twelve years at HSBC, latterly as Head of Customer Innovation. He regularly writes on Customer Experience and Innovation, and his first book, The Human Experience, just came out and is what we are discussing today. This was a really fun book, and it is chock-full of real life experiences from businesses (both good and bad) that you can learn from. John keeps it light, even when teaching some really important stuff, and helps us to see how we can all benefit from remembering that we are, at the end of the day, humans (and so are our employees and customers). So let's just bring a bit more human-ness back into our companies! Show Notes: [00:43] In today's conversation, I am joined by John Sills. John is the managing partner at the customer lead growth company, The Foundation. [03:24] John shares himself and his background. [05:56] You really need to want to make things better for customers. [08:41] You are closer to your colleagues, business, products, and services, but your customers are really important. We often write things that make sense to us but not to our customers. [11:22] Factfulness is all about helping us challenge our perspectives of the world. It is easy for us to think we are the center of the world. [14:01] Nearly all of the research we have is very inside out. It is all about the company and almost none of it is about the customer and how we can be useful to them. [16:10] Companies should stay close to what matters most to their customers and their lives and then work out how to be useful to them. [19:42] As a CEO if you don't go and experience the other jobs in your company yourself then you never get the visceral connection to what is really mattering for your customers. [23:07] A real sense of responsibility and ownership for the customer is missing in many organizations. [24:09] John shares a wonderful customer experience he had with Swiss Rails. [27:27] Bad customer experiences are really expensive to provide. [29:35] If you give a good experience in the first place your customers will contact you less and everything will be more efficient. [30:23] Failure demand is the demand that is put on your service or organization as a result of failures you made elsewhere in your customer experience or service. [32:50] As humans we are truly loyal to very few things. Very rarely are we truly loyal to companies. [34:02] If you as an organization stay more useful than your competitors then people will stay with you. [35:09] Organizations spend very little time keeping the experience great and essentially ignore endings or make it difficult for customers to leave. [37:35] If as the leaders in an organization, you really understand what matters to people in their lives then your singular job is to understand how you can be most useful to them in their life. [38:30] What is at the heart of great organizations is really understanding their customers and really staying useful to them. [39:55] If you can retain that humanness in your organization and let your people be human then they will understand customers and create things that are useful. [41:43] No one has time to stop and think and it is really dangerous. It feels like it is really important to check things off a to-do list instead of really getting things done well. [43:18] When you don't have the time to step back, bad customer experience abounds. [44:05] When you try to make it look like you know the person you are talking to and then you miss it feels a lot more painful and annoying than if you didn't ask enough. [46:43] Over the last 20 years organizations have done a great job at trying to perfect the functional customer experience, but they have done that at the expense of the emotional and human experience. [48:27] Just be the human you have spent all your life training to be. Speak in a human way, think about what it is like to be on the other end, and take time to understand other people. [50:00] Treat people the way you want your gran to be treated and make your mum proud of the decisions you make. [51:30] Melina's closing thoughts [52:28] If you consider the extreme costs when you have to fix things it is often more cost effective to do it right and more human the first time. 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 ab

Today's episode is all about surprise and delight. Hopefully, the title concept of this episode already has you in a happy and delightful mood (that's priming for you!) and you are ready for some fun. I love thinking about experiences and incorporating fun, delightful moments. It can be with customers or employees and in totally unexpected places (that is the best strategy) like an error page of a website or the legaleze people agree to. Little moments of thoughtfulness are my favorite, and they help us to have fun at work (we should!) as well as help our customers and employees to enjoy interacting with us (which will make them want to do it more). And, while I don't need much of an excuse to talk about surprise and delight, there is a specific reason I chose to refresh this episode from 2019 today, and that is as a lead into this coming Friday's conversation with John Sills on his new book The Human Experience. His book is all about creating better experiences. He features brands that are already doing an amazing job and how companies can make big leaps by remembering their humanness. Great experiences shouldn't be surprising, but sadly they are as too often the experiences with brands are more of a pain than a pleasure. But it doesn't have to be this way! This episode will share why delight is so critical to companies, why surprise matters, what it all has to do with loyalty and profitability and so much more. It's a fun one and I can't wait to share it with you Friday (if you aren't already subscribed to the podcast, take a moment to do so now). And, in the meantime, let's talk about surprise and delight. Show Notes: [00:38] Today's episode is all about surprise and delight. [02:12] Great experiences shouldn't be surprising, but sadly they are as too often the experiences with brands are more of a pain than a pleasure. [04:18] If a customer has an expectation they will either be satisfied or dissatisfied by the level at which that expectation is met or not. Expectation can't lead to delight. [05:15] Ideally you are living in the satisfied territory most of the time with a few delights popping up here and there. Delighting customers takes extra work and it can be expensive, though it doesn't have to be. [05:38] Delight is much more likely to drive loyalty than mere satisfaction. [07:31] It is important to not get stuck in the traps of false loyalty. [10:13] A 5% increase in loyalty can increase your profit by as much as 85%. [11:03] Loyalty is huge for businesses and delight is a big key to earning it. Loyalty isn't the only awesome thing to come out of delighting customers. [11:57] The biggest issue is that there is no standard scale for measuring delight. [14:14] Customers can't tell you what would cause them to be delighted because they have to be surprised. They can't be expecting it or it isn't going to hit the delight scale. [17:46] Finding someone who is influential and loves your brand and then finding a way to work with them can both delight that person and their following. [19:39] If your delights become standard then they become expected. Surprise is key to delight. [22:33] Having a great first encounter helps set the relationship off on a good start. Having a dose of delight every now and then keeps customers happy. [24:09] Empowering employees to help customers and go the extra mile can make a big difference in loyalty scores and profitability. [26:02] Sometimes the most delightful "WoW" moments happen in the blink of an eye. If employees are not empowered and need to cross layers of approval these moments could be lost forever. [28:27] In other businesses this could be as simple as changing the radio station on a loaner car to match the customer's vehicle when it is brought in for repairs, or knowing when a client comes to your office for a meeting drinks chai tea lattes and having one waiting on them when they arrive. Little things can make a big difference and delight your customers. [30:01] Businesses always need to be watching the market to see what the status quo is and how expectations have changed to keep up with delight. [32:33] Melina shares one of her favorite examples of surprise and delight. [34:35] There are countless other ways your company can implement surprise and delight for your customers. [36:34] Listen to customers to understand what's important to them. [38:08] Delight is not something you do one off and hope for the best. It requires time and strategy, but it is absolutely worth it. When you give a little bit to people often they want to give back. [40:45] Don't let herding make you feel like you have to send stuff at the same time as everyone else. That is precisely why you should send something at another time because no one else is. [41:37] Melina's closing thoughts [43:41] It is important to take a step back and look around and disassociate from the current experience. Working with a consultant can be very helpful to bring fresh eyes to the situation. Thanks for l

In today's conversation, I am joined by Richard Shotton. His first book, The Choice Factory, is a best-selling book on how to apply findings from behavioral science to advertising. His new book, The Illusion of Choice: 16 ½ Psychological Biases that Influence Why We Buy, is a phenomenal add to what he has already contributed to the field of behavioral science. This book (and conversation!) are both full of great examples from traditional academic research and from practical application. And, one of my favorite things that Richard does is take research and recreate it. Sometimes it replicates (and does even better than expected) and sometimes it doesn't – whatever the results, they are shared and there are learnings for everyone involved. And, of course, that includes you. Does precision matter? Should you speak in abstract or concrete terms? Tune in and get ready for these amazing lessons and many more… Show Notes: [00:43] In today's conversation, I am joined by Richard Shotton. Richard is the author of The Choice Factory, a best-selling book on how to apply behavioral science to advertising. [02:42] Richard shares himself, his background, and the work he does in behavioral science. [04:06] There are thousands of biases. He covers 25 in The Choice Factory. His new book covers 16 and ½ more. (The half chapter is around the power of precision.) [06:51] Precision is powerful. Generally if someone knows the subject they speak in precision, if not they speak in generalities. [09:30] The precise price tends to be seen as lower than rounded ones. [11:52] If you want to change behavior, remove friction. If you want to boost appreciation of your product, you might want to add some friction. [13:10] The importance of framing the question is key if you are going to use behavioral science practically. [15:42] You have this huge swing in memorability based on whether terms are concrete or abstract. If we can picture a term it becomes very sticky if not it becomes forgettable. [18:02] Increasingly brands talk in abstract terms. It is ineffective to use that language. If you want to communicate one of those abstract objectives you have to translate it into more concrete terminology. [20:43] Academics sometimes make behavioral science more complex than it has to be. Reading modern academic papers is a chore. [22:41] The evidence shows that if you communicate simply you come across as more prestigious and more intelligent. [25:50] People were twice as likely to remember the rhyming than the non rhyming phrases. Alliterating phrases have a boost of believability and memorability. [28:06] We have to make sure that what we do is what our clients want us to do rather than worrying about the kudos that we as individuals get. [30:19] The cafe had a problem that people didn't want to go on a Monday. So if you go on Monday you get to roll the brass dice. If you roll a six everything you have eaten is free. (Love this!) [33:27] If you know that this is the thing on Monday, everyone is going to order a little bit more because they might get it all for free. [36:01] People are not only interested in maximizing the financial benefit of the situation. They also wanted to know that they are being treated well and not being taken advantage of. [38:35] Questions are so important. Questions can give people a pause for thought and influence them more subtly. [41:12] Professionals are just as influenced as consumers with the vast majority of biases. The only difference is they are even more loathe to admit it. [42:43] Podcasts and books are a wonderful way of quickly understanding lots of different experiments. The ones you think are most interesting are worth finding the original paper and exploring further. [44:53] 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: [email protected] The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! Learn and Support The Brainy Business: Check out and get your copies of Melina's Books. Get the Books Mentioned on (or related to) this Episode: The Choice Factory, by Richard Shotton The illusion of Choice, by Richard Shotton Alchemy, by Rory Sutherland Friction, by Roger Dooley Sludge, by Cass Sunstein Connect with Richard: Richard's Website R