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    Business

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

    Consumers are weird. They don’t do what they say they will do and don’t act how we think they “should.” Enter Melina Palmer, a sales conversion expert with a personal mission to make your business more effective and brain friendly. In this podcast, Melina will take the complex concepts of behavioral economics (the study and science of why people buy – or not) and provide simple, actionable tips you can apply right away in your business. Whether you’re a small business or thriving corporation, Melina’s tips can help your business increase sales and get more customers.

    Advertise
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    Latest Episodes:
    206. Nudging for Good at Walmart with Sarah Wilson May 27, 2022
    Show notes

    Today I am very excited to introduce you to Sarah Wilson, Director of Human Experience Research at Walmart. This is a fun episode because we are sharing a live podcast that was recorded while I was a speaker on the live podcast stage at Greenbook's IIEX North America Conference in Austin, TX a couple of weeks ago.

    At IIEX North America I had the honor of interviewing Walmart's Sarah Wilson about some of the work they are doing in behavioral science including a project we have been working on together around sustainability. Listen in to learn about Walmart's important sustainability goals, how asking the wrong question can make things worse, and how they are nudging for good.

    Show Notes:
    • [00:44] Today I am very excited to introduce you to Sarah Wilson, Director of Human Experience Research at Walmart.
    • [02:02] At IIEX North America I had the honor of interviewing Sarah Wilson from Walmart about some of the work they are doing in behavioral science.
    • [04:46] Sarah shares about herself and the work that she does at Walmart.
    • [05:44] Walmart has made a commitment to becoming a regenerative company. They believe in making a healthy planet that has prosperity for everyone.
    • [06:21] Small changes can make a really big impact when you have a large footprint like Walmart.
    • [07:10] It takes a thousand years for a plastic bag to degrade. 14 plastic shopping bags is equivalent to a gallon of gas.
    • [08:35] Research has shown that 95% of the decisions that people make are done on a subconscious level and that includes buying decisions.
    • [10:05] Being able to send the right message at the right time to get someone to change their behavior can actually be a difficult thing if you are working on the wrong problem.
    • [12:42] Sometimes the easy answer is not always the right answer.
    • [15:21] They started with the problem of reducing plastic but also didn't want to impact the customer experience.
    • [17:34] We like to think that we are logical and rational people making logical choices in everything we do, but humans aren't really that way.
    • [18:18] Often we know that we should do something but we don't always change the habit.
    • [20:09] With bag usage we have to find those nugdable spots to help shift the behavior.
    • [21:27] They started by making sure everyone was on the same page with the problem to solve.
    • [23:30] It is really easy to find the right answer to the wrong question.
    • [25:40] Walmart brought in Melina for a workshop to help with their plastic reduction project. They started with the idea of just letting people explore. They focused on the experience journey of the customer and associate separately because their experience journeys with the bags are very different.
    • [28:29] Sarah shares her favorite insights that came up from the workshop.
    • [31:18] Really small problems can add up, so they looked at how they could solve the small problems to turn those into big gains.
    • [32:58] It is really hard to test and experiment in certain environments.
    • [35:46] When you are trying to do too much, it ends up being too much and you don't get good results.
    • [36:41] Look at doing small ongoing experiments instead of too much at one time.
    • [38:20] Having thoughtfulness about the problem upfront is important. One benefit is being able to be shape the project around what you can test.
    • [40:37] Customer experience matters. We can add in small nudges that still maintain a good customer experience.
    • [42:40] Melina shares her closing thoughts. Do you want to hire Melina to do work with your company like at Walmart? Email melina@thebrainybusiness.com
    • [43:35] Finding new opportunities to incorporate behavioral science nudges into the habits of the associates and customers while maintaining great customer service in the process of reducing plastic is a long-term endeavor.
    • [44:52] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • The Voltage Effect, by John List
    • Nudge, by Richard Thaler & Cass Sunstein
    • Engaged, by Amy Bucher
    • Designing for Behavior Change, by Steve Wendell
    • A More Beautiful Question, by Warren Berger

    Connect with Sarah:

    • Sarah on LinkedIn

    Top Recommended Next Episode: The Most Important Step in Applying Behavioral Economics: Understanding the Problem (episode 126)

    Already Heard That One? Try These:

    • Framing (episode 16)
    • NUDGES & Choice Architecture (episode 35)
    • Checking in with Dr. Marco Palma (episode 202)
    • Brainy Health Benefits of Nature, with Dr. Jay Maddock (episode 203)
    • Inside the Texas A&M Human Behavior Lab (episode 33)
    • Using Biosensors to Unpack Human Behavior, with iMotions' Jessica Wilson (episode 182)
    • Habits (episode 21)
    • Sludge (episode 179)
    • The Voltage Effect with John List (episode 190)
    • A More Beautiful Question with Warren Berger (episode 200)
    • Social Proof (episode 87)
    • IKEA Effect (episode 112)
    • The Littery - Interview with CEO Michael Manniche (episode 75)
    • How To Set Up Your Own Experiments (episode 63)
    • Bikeshedding (episode 99)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Texas A&M Certificate Program

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    205. Encouraging Kids' Brain Development Through Music, with Emily Cadiz of Finnegan the Dragon May 20, 2022
    Show notes

    Today I am very excited to introduce you to Emily Cadiz, founder, and CEO of Finnegan the Dragon. What is Finnegan the Dragon, you ask? Of course, Emily will tell you all about that during our conversation, but here is the short, teaser version. Finnegan the Dragon is a new company I've had the honor of being an advisor for. This is an organization that is all about improving brain development and language learning for kids using inclusive music.

    When I was given the opportunity to be part of the advisory team for this company, I knew it was something I had to do. There are so many amazing things on the horizon for Finnegan the Dragon and I am so excited to finally be able to share what Emily and her team are up to so you can learn all about it! Emily will be sharing about all the great work they are doing, exciting milestones coming up (including your opportunity to be a beta tester for the upcoming game launch), and how to get their free Ebook that came out this week. Listen in!

    Show Notes:
    • [00:44] Today I am very excited to introduce you to Emily Cadiz, founder, and CEO of Finnegan the Dragon.
    • [03:40] Emily shares about herself and how she got connected to Melina.
    • [05:12] She has always been a service provider, teacher, musician, and public servant before starting her own business.
    • [06:48] She suffered a traumatic brain injury in the classroom, which turned her world upside down.
    • [07:37] During her recovery she found herself going back to music. She started studying how her own brain was recovering through sound and music.
    • [09:01] In her research she stumbled upon inclusive music which is how we use music to strengthen the brain multiple times throughout our lives to either cope, acquire, or realign ourselves with language.
    • [10:29] Going to traditional therapy never helped Emily because it was a reminder to her that she was disabled. Medical interventions can sometimes serve as a consistent reminder that you're different and that your access point to the world is not the same as everyone else. This was a spark for creating something new with Finnegan the Dragon.
    • [11:51] If we make this work part of the entire curriculum from a very young age everyone can benefit so you don't have to make anyone feel different.
    • [12:31] Developmentally speaking, stages happen at different rates for different children. Finnegan the Dragon wants to make things accessible for everyone.
    • [14:23] The process of making her brain tired and then letting it repair was the process that music had โ€” it helped her to "sweat" her brain.
    • [16:35] Melina shares her experience taking college music classes during high school.
    • [19:43] There are 1.5 billion people that speak tonal-based languages.
    • [20:56] We can see in a lot of countries where tonal-based languages are dominant or even with people that are studying tonal-based languages, their brains are cognitively able to do things that other brains aren't.
    • [21:36] The standards for developmental milestones have gone down. We have 33-34% of kindergarteners needing special education interventions coming into the 2022-2023 school year.
    • [23:53] If your child is spending more than 30 minutes a day in front of a screen per day with passive engagement their chances of having ADHD or a mood disorder are increased by 50%.
    • [25:37] Passive screen time is the root cause of a lot of this.
    • [26:54] Passive screen time is silent participation with the screen. Using your finger doesn't fully activate your brain for learning either.
    • [28:02] There needs to be sound, noise, singing, motion, and movement going on for little ones to really understand how their world works.
    • [30:23] We know it is unreasonable to expect zero screen time (or even less than 30 minutes) so Finnegan the Dragon is an optimized game and accompanying classroom curriculum.
    • [33:10] Little kids have trouble with r's at that age, we shouldn't correct them. We can often encourage inappropriate sounds that are very hard to correct down the road.
    • [35:55] Tone is equally important at this age to all of your academic subjects. Tone and language develop at the same rate. If we ignore tone we are not strengthening the brain as much as we should or need to be.
    • [38:20] Music (at home and in schools) are so important for development in all areas of life.
    • [39:41] Meet Finnegan and learn his story in their free ebook, Finnegan the Singing Dragon. He uses music to help him overcome some things he is facing. Get your free ebook.
    • [41:38] It is so important to help our generation of little learners be able to have a fighting chance and help all the children be on a level playing field. Will you support them and Finnegan?
    • [42:35] The Finnegan beta game will be coming out in the fall. Sign up for the newsletter to be first to know when it's available.
    • [44:24] Melina shares her closing thoughts.
    • [47:00] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • Finnegan the Singing Dragon, by Emily Cadiz
    • Unleash Your Primal Brain, by Tim Ash
    • Beautiful Questions in the Classroom, by Warren Berger
    • Evolutionary Ideas, by Sam Tatam
    • What Your Customer Wants and Can't Tell You, by Melina Palmer

    Connect with Emily:

    • Finnegan the Dragon Website
    • Finnegan the Dragon on Instagram
    • Emily on LinkedIn

    Top Recommended Next Episode: Did You Hear That? - On The Sense of Hearing (episode 27)

    Already Heard That One? Try These:

    • Unleash Your Primal Brain, An Interview with Tim Ash (episode 124)
    • Priming (episode 18)
    • A More Beautiful Question with Warren Berger (episode 200)
    • Evolutionary Ideas with Sam Tatam, Ogilvy's Global Head of Behavioural Science (episode 204)
    • The Power of Story, an Interview with Dr. Michelle Auerbach (episode 145)
    • Disney: A Behavioral Economics Analysis (episode 144)
    • Temptation Bundling (episode 136)
    • Get Your D.O.S.E. of Brain Chemicals, a Behavioral Economics Foundations Episode (episode 123)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Finnegan the Dragon Newsletter

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    204. Evolutionary Ideas with Sam Tatam, Ogilvy's Global Head of Behavioural Science May 13, 2022
    Show notes

    Today I am so excited to introduce you to Sam Tatam to talk about his fantastic new book Evolutionary Ideas. I got my first peek at this book so many months ago and I have been eagerly awaiting the moment when I can finally share it with everyone. I'm delighted that that day is finally here!

    Sam Tatam is the Global Head of Behavioural Science at Ogilvy. He has a passion for understanding human behavior, and his experience comes from a mix of organizational/industrial psychology and advertising strategy. Sam has led behavior change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioral economists to develop interventions and shape the communications of some of the world's most influential brands and organizations. You're in for a treat! I truly loved Evolutionary Ideas and think you will too!

    Show Notes:
    • [00:42] Today I am so excited to introduce you to Sam Tatam to talk about his fantastic new book Evolutionary Ideas.
    • [03:27] Sam shares his background and how he got into behavioral science. He is an organizational psychologist by training.
    • [05:47] Virtual doesn't have to be worse. Nudgestock looked at what they had available and reframed the idea of what this event could be (without being anchored to what they had done before).
    • [06:38] He shares their internal conversations about how they approached Nudgestock differently to make that transition (and have amazing results!) in 2020.
    • [07:45] They decided if they were going to do it digitally they wanted to do it big (transitioning from the "Woodstock" of behavioral science to the "Live Aid").
    • [09:27] They "followed the sun" and presented through LinkedIn live (with over 128,000 attendees!).
    • [11:32] Look at challenges that come your way like opportunities.
    • [12:21] Sam's new book is called Evolutionary Ideas.
    • [13:21] The beginnings of his book actually started in 2014 when he did a keynote in Sidney.
    • [15:03] Six years later a video about biomimicry continued to spark his interest.
    • [17:13] We are not distinct.
    • [19:10] It helps us to be more open and see psychological solutions in a slightly different way.
    • [20:49] Language is so immensely powerful. It helps us to see things in the world and categorically differentiates between concepts.
    • [21:53] Once you have a language for something, you see it more frequently and easily, and you can apply it more systematically.
    • [23:27] Context and individual differences still play a role.
    • [26:10] We don't always need to be revolutionary. It is not true that big problems need big solutions. (Innovation Myth #1 in the book!)
    • [26:58] Small ideas can have big impacts. We have a series of shared problems that we face. We have also adapted to have shared solutions.
    • [29:31] Innovation is the revolution of the contradiction.
    • [31:05] If you understand what connects us (across species and other developments) then you can borrow from each other and learn together.
    • [33:36] There is a rich and vast resource of inspiration in the world around us.
    • [35:12] The brain makes decisions the same way regardless.
    • [36:58] If you can reframe in more human terms, solutions are all around us to help us solve our problems. You are probably not as unique in facing your challenges as you think you are.
    • [38:38] Questions can be really helpful for us to have a bit more of a checklist approach to creativity.
    • [41:50] Melina shares her closing thoughts.
    • [42:37] Take comfort in knowing that any problem you have has already been solved before.
    • [45:09] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • Evolutionary Ideas, by Sam Tatam
    • Alchemy, by Rory Sutherland
    • Speed of Trust, by Stephen M.R. Covey
    • A More Beautiful Question, by Warren Berger
    • Ripple, by Jez Groom & April Vellacott

    Connect with Sam:

    • Evolutionary Ideas
    • Sam on Twitter
    • Sam on LinkedIn

    Top Recommended Next Episode: Unleash Your Primal Brain, with Tim Ash (episode 124)

    Already Heard That One? Try These:

    • A More Beautiful Question with Warren Berger (episode 200)
    • Using Behavioral Science to Build Connections, with Jon Levy (episode 150)
    • Framing (episode 16)
    • Anchoring (episode 11)
    • Priming (episode 18)
    • Bikeshedding (episode 99)
    • The BIG Effects of Small Behavior Changes in Business, with Jez Groom and April Vellacott (episode 131)
    • Behavioural Science Club, with Co-Founder Louise Ward (episode 118)
    • The Power of Fast-Choice & Implicit Testing with CloudArmy's Keith Ewart (episode 183)
    • Herding (episode 19)
    • Reciprocity (episode 23)
    • The Speed and Economics of Trust, with Stephen M.R. Covey (episode 148)
    • Change Management (episode 7)
    • Loss Aversion (episode 9)
    • Scarcity (episode 14)
    • Relativity (episode 12)
    • Time Discounting โ€“ I'll Start Monday Effect (episode 51)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Nudgestock

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    203. Brainy Health Benefits of Nature, with Dr. Jay Maddock May 06, 2022
    Show notes

    While I was recently in College Station visiting the Human Behavior Lab, I had the joy of meeting Dr. Maddock when he came by to chat with us for a bit. I hadn't met him before, but in learning about his work and research it was clear that we had to do an interview. Thankfully, I had my equipment with me and he had some spare time to talk about some of the incredibly cool stuff he and his team are doing.

    Dr. Maddock is a professor in the department of environmental and occupational health at the school of public health at Texas A&M University and is also the co-director of the Center for Health and Nature. He serves on the Brazos County Board of Health. Not to mention he is editor in chief of the Journal of Healthy Eating and Active Living. He has authored more than 130 scientific articles which have been cited more than 5000 times, plus his research has been featured on/in The Today Show, BBC, CNN, Eating Well, Prevention and Good Housekeeping and he has given lectures around the world. This isn't even all of his bio, but I wanted to let you know a little bit about this awesomeness before you hear about the cool stuff he is doing. Listen in to hear all about the connection between nature and our health. It is really amazing!

    Show Notes:
    • [01:16] Dr. Maddock is a professor in the department of environmental and occupational health at the School of Public Health at Texas A&M University and is also the co-director of the Center for Health and Nature.
    • [03:47] Jay shares about his background and what he does.
    • [05:16] They are really looking at how natural environments change health. Spending time in nature really changes your health.
    • [05:59] They are now trying to understand what is the perfect dose of nature and how they can use some of the models to get more people into nature.
    • [07:46] Virtual reality lets us break the senses up. They can do a study experimenting with only one sense.
    • [08:40] They are trying to figure out the essential pieces of nature that we need for healthy benefits.
    • [09:47] People like different types of nature.
    • [10:49] The more that we feel we are in the environment, the more effect it has on our physiology.
    • [11:29] There are so many questions we can answer in virtual reality that would be difficult to do in person.
    • [12:48] Making environments immersive and interesting is important for people. Being in real nature is always best for us, but since that isn't always possible, it will be great to have other options.
    • [14:49] How we can integrate nature into our surrounding and environment is important.
    • [15:55] They have been looking at the effect of travel and nature. So many times when we go on vacation we want to go to some beautiful natural spot, but we also have an effect on the environment.
    • [17:34] The ability to virtually tour places that are untouched would be really cool.
    • [18:11] The biggest thing with health and nature is it doesn't work without conservation.
    • [18:45] One of the other things they have been working on is looking at some of the behavioral theories that we use and how we adopt these to increase people's time in nature.
    • [21:27] Melina shares her closing thoughts.
    • [23:53] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • The Behaviour Business, by Richard Chataway
    • Never Go With Your Gut, by Gleb Tsipursky
    • What Your Customer Wants and Can't Tell You, by Melina Palmer
    • Evolutionary Ideas, by Sam Tatam
    • How to Change, by Katy Milkman

    Connect with Jay:

    • Texas A&M University School of Public Health
    • Jay on Twitter
    • Jay on LinkedIn

    Top Recommended Next Episode: Checking in with Dr. Marco Palma (episode 202)

    Already Heard That One? Try These:

    • Inside the Texas A&M Human Behavior Lab (episode 33)
    • Announcing! Certificate in Applied Behavioral Economics from the Texas A&M Human Behavior Laboratory (episode 115)
    • Using Biosensors to Unpack Human Behavior, with iMotions' Jessica Wilson (episode 182)
    • The Most Important Step in Applying Behavioral Economics: Understanding the Problem (episode 126)
    • Vision Does Not Happen In The Eyes, But In The Brain - On The Sense of Sight (episode 24)
    • Why Burnt Popcorn Has Derailed So Many Meetings - On The Sense Of Smell (episode 25)
    • Why You Actually Taste With Your Nose - On The Sense Of Taste (episode 26)
    • Did You Hear That? - On The Sense of Hearing (episode 27)
    • Why Picking Something Up Makes People More Likely To Buy - On The Sense Of Touch (episode 28)
    • NUDGES & Choice Architecture (episode 35)
    • Priming (episode 18)
    • You Have More Influence Than You Think with Vanessa Bohns (episode 197)
    • Using Behavioral Science to Tackle Addiction (and the Lessons for any Business), Interview with Richard Chataway (episode 134)
    • How to Avoid Disasters When Returning to the Office, with Dr. Gleb Tsipursky (episode 175)
    • Adjusting Your Mindset: Tips To Overcome Imposter Syndrome And More (episode 13)
    • AI, Blockchain, Machine Learning, & Behavioral Economics with Manuj Aggarwal (episode 192)
    • The Overwhelmed Brain and Its Impact on Decision Making (episode 32)
    • How to Set, Achieve & Exceed Brainy Goals (episode 70)
    • How To Set Up Your Own Experiments (episode 63)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Texas A&M Certificate Program

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    202. Checking in with Dr. Marco Palma Apr 29, 2022
    Show notes

    Today's episode is an update on all the exciting stuff going on at the Human Behavior Laboratory at Texas A&M University. Last week I was able to spend two full days in the Human Behavior Lab (one of my favorite places in the world if I'm honest) and today's episode is featuring the director of the lab, Dr. Marco Palma.

    This is actually his third time being on The Brainy Business podcast. (He might be the first one to do thatโ€ฆ?) Since the first time he was on the show (way back in episode 33 when I visited the lab for the first time) we have done so much together, including creating the certificate in Applied Behavioral Economics. I am honored to teach so many amazing courses for that program which has led to relationships and conversations with wonderful people around the world. (Sneak peek! Some of those projects are going to be featured in the coming weeks, and I am very excited to showcase more of my own work in the podcast.) The lab has done tons of experiments since I was there in January 2019 for that first interview, and about 40 of them have been published in the last few years. Don't worry, we won't try to cover all of them today. Instead, Dr. Palma and I selected a choice few that really resonate and can be applicable for listeners like you.

    Show Notes:
    • [00:52] I spent two full days last week in the Human Behavior Lab at Texas A&M University.
    • [01:33] Dr. Palma has been on the show before (this is actually his third time โ€“ I think he might be the first to do that).
    • [05:29] There have been many changes since the last time I featured the lab on the show: in terms of the infrastructure, they are hiring new people, and students have graduated and started their own labs.
    • [06:43] ] One of the fascinating parts about studying human behavior is that we are all, to a certain degree, experts.
    • [08:26] Marco's tips for choosing between a PhD, masters or a certificate program like the one we have at Texas A&M.
    • [10:04] It is an exciting time to be at Texas A&M because of all of the different dimensions of human behavior that are being studied from different angles.
    • [12:05] The lab has done tons of experiments since I (Melina) was there in January of 2019 and about 40 of them have been published.
    • [13:05] Dr. Palma shares about their charitable donations experiment.
    • [14:20] In the paper they concentrate on matching 1-to-1 versus giving seed money with charitable donations. The matching scheme is supposed to motivate people to give because then their money can go further.
    • [17:04] The general idea is that matching funds are always a good idea because they encourage others to donate, but as Dr. Palma shows, there could be a negative behavioral message being shared underneath the surface that actually decreases donations in this type of approach.
    • [19:10] Being able to communicate that a percentage of your money goes directly to the charity goes a long way and is a way to differentiate yourself. You want to be able to stand out and be a high-quality charity.
    • [20:10] Next Dr. Palma shares about their calorie labeling experiment. In this paper, they are looking at the policies requiring large restaurant chains to display the calorie content of food on food menus. The intention of the policy was for people to realize the number of calories in food and act accordingly in trying to reduce calorie consumption.
    • [22:57] Some studies have shown this works, some show that people don't change their consumption, and others show that they eat more calories when the numbers are shown on the menu. How can all three things be true at one time? Dr. Palma shares about their research and why relativity matters.
    • [24:32] You're not going to change how you eat in response to the calories if you expect something to have a lot of calories because you didn't really learn anything new.
    • [25:43] It's dependent on the menu you see, your expectations, and realization of reality. In this context you can have scenarios where you increase calorie consumption, you make no changes in calorie consumption, and in which you actually have a reduction which is the intention of the law.
    • [28:32] In another paper they were looking at decision-making under time pressure.
    • [29:49] Once you have a set (number of choices) we are very good at optimizing the thing that we like the most.
    • [31:04] However, generating a choice set is very difficult for us to do (businesses should focus on this!). If someone else constructs the choice set for us and gives us a choice among 3-5 options, we are actually pretty good at choosing something that we would probably like. We tend to choose things we value a lot.
    • [32:15] The less cost we have to invest in making a decision will lead to an increase in satisfaction. Not only is the business going to gain, but the customer is also going to be happier.
    • [33:00] Making decisions when you are hungry or emotional tends to change the way that we act.
    • [34:58] In another paper looks at how hunger might change our cognitive capacity.
    • [36:22] They found there was no difference in the cognitive performance of normal-weight individuals whether they had the option to order food or not. Obese individuals had a lower performance relative to the normal weight individuals so they were more affected by being hungry โ€“ unless they were able to pre-order their snack. Why?
    • [37:51] The obese individuals anticipated the food and the anticipation was enough to increase their cognitive capacity. (It essentially eliminated the negative impacts of feeling hungry.)
    • [39:37] Melina shares her closing thoughts.
    • [41:44] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • Influence is Your Superpower, by Zoe Chance
    • You Have More Influence Than You Think, by Vanessa Bohns
    • What Your Customer Wants and Can't Tell You, by Melina Palmer
    • The Voltage Effect, by John List
    • The Elements of Choice, by Eric Johnson

    Connect with Human Behavior Lab:

    • Human Behavior Lab Website
    • HBL on Twitter
    • HBL on LinkedIn

    Top Recommended Next Episode: Announcing! Certificate in Applied Behavioral Economics from the Texas A&M Human Behavior Laboratory (episode 115)

    Already Heard That One? Try These:

    • Inside the Texas A&M Human Behavior Lab (episode 33)
    • Using Biosensors to Unpack Human Behavior, with iMotions' Jessica Wilson (episode 182)
    • The Most Important Step in Applying Behavioral Economics: Understanding the Problem (episode 126)
    • Influence Is Your Superpower with Yale's Dr. Zoe Chance (episode 189)
    • You Have More Influence Than You Think with Vanessa Bohns (episode 197)
    • Anchoring (episode 11)
    • Relativity (episode 12)
    • Herding (episode 19)
    • Framing (episode 16)
    • NUDGES & Choice Architecture (episode 35)
    • Time Pressure (episode 74)
    • The Overwhelmed Brain and Its Impact on Decision Making (episode 32)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Texas A&M Certificate Program
    • Human Behavior Lab Research

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    201. Creating Content People Can't Help But Engage With featuring Katelyn Bourgoin Apr 22, 2022
    Show notes

    Today I am very excited to introduce you to Katelyn Bourgoin. As you will hear during our conversation, I met Katelyn via Twitter where she has been kind enough to tag me many times when people ask for recommendations for people who are using psychology in marketing or for business as well as for podcast recommendations, books, or just for someone to follow. Katelyn also has a phenomenal newsletter that is so engaging โ€” I just love how well she understands her audience. We will be talking about that a lot more during the conversation today.

    Katelyn uses reciprocity so well by shining the light on others and it comes back in a really great way. Before any non-marketers tune out and say this episode is not for you, know that creating engaging content that people want to respond to matters for everyone whatever your industry, whoever you are communicating with, and whatever you want to achieve. People like to work with those they like. Framing your messages with the recipient in mind is never a bad idea. Katelyn is a marketer and market researcher so that is the lens of her statements throughout the episode, but I challenge you to consider all the ways this can be useful to you in your life and business. For anyone with a newsletter or striving to have one, and who has ever been mystified by Twitter and especially Twitter threads, get ready for some awesome tips and free resources.

    Show Notes:
    • [00:41] Today I am very excited to introduce you to Katelyn Bourgoin.
    • [02:13] Katelyn is a marketer and market researcher so that is the lens of her statements throughout the episode, but the tips are for everyone!
    • [04:24] Katelyn shares about herself and how she found herself in the behavioral sciences.
    • [05:50] She ended up working with a bunch of companies and seeing the same problem over and over: they just didn't know who their best customers were or why they bought. That led her to launch the company she has today called Customer Camp.
    • [08:18] When she decided that she wanted to help people overcome that problem she discovered an innovation framework known as Jobs to Be Done.
    • [09:56] Jobs to Be Done is really important for understanding the context of the customer situation and what would cause them to seek out and choose a new solution.
    • [11:44] Their company exists to help people build a better understanding of their buyers through educating them on why people buy, training, and products.
    • [12:39] It was thinking beyond the research and what they do to what would be engaging for potential customers.
    • [14:54] Having a functionally better product is important but there are all these other factors that you also need to consider when you think about the job holistically.
    • [16:00] You have to not just look at the functionality of a product but you have to consider the social and emotional aspects too.
    • [18:45] In having these conversations about the buyers' journey, pulling out the details, and mapping them, that is what leads to being able to design better marketing.
    • [20:14] Talk to buyers who have bought to try and understand their buying journey โ€” that's a step a lot of marketers are missing.
    • [23:00] The trigger technique is a good solution for pulling out the bits that you can make most actionable and share with your team to back up your strategy. (Freebie in the links below!)
    • [25:47] When they designed the newsletter, they thought about what was the job of the newsletter. They wanted to create a newsletter to make people feel like it was food for their brains.
    • [26:58] It has to be something really quick to consume and it has to be something where you walk away feeling like you have ideas for applying them to your own work.
    • [29:55] People need to feel like they are getting something back to open and read a newsletter. It can be inspiration, validation, or something to forward.
    • [32:02] They realized it was better to have consistency with their newsletter even in the subject line.
    • [34:44] Testing and seeing what works is very helpful.
    • [37:54] Choose the social media platform where you think you can be consistent.
    • [39:21] Make a big effort to follow the right people. She follows people who inspire her and she can learn from.
    • [40:57] Leverage the opportunity to highlight work that other people are doing.
    • [42:54] Melina shares about one of Katelyn's Twitter threads.
    • [44:32] When it comes to writing a thread, the first tweet is the most important one.
    • [47:34] Understanding your customers when it comes to figuring out demand is everything. Clarity of what works doesn't come from sitting around in a boardroom and thinking about it. It comes from actually engaging with customers.
    • [49:05] If you want to market better, really be obsessed about understanding customers.
    • [50:28] Melina shares her closing thoughts.
    • [52:31] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • The Innovator's Dilemma, by Clayton Christensen
    • Atomic Habits, by James Clear
    • The Experience Maker, by Dan Gingiss
    • The Jobs to Be Down Playbook, by Jim Kalbach
    • Marketing to Mindstates, by Will Leach

    Connect with Katelyn:

    • Katelyn's Website
    • Katelyn on Twitter
    • Katelyn on LinkedIn

    Top Recommended Next Episode: The Most Important Step in Applying Behavioral Economics: Understanding the Problem (episode 126)

    Already Heard That One? Try These:

    • The Truth About Pricing (episode 5)
    • Functional Fixedness (episode 194)
    • NUDGES & Choice Architecture (episode 35)
    • Habits (episode 21)
    • Scarcity (episode 14)
    • Framing (episode 16)
    • How to Create Remarkable Experiences with Dan Gingiss (episode 185)
    • The Speed and Economics of Trust, an Interview with Stephen M.R. Covey (episode 148)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Know Your Customers' "Jobs to Be Done"
    • Customer Camp Newsletter
    • Trigger Technique: Turn Buyer Stories into Smart Marketing Ideas

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    200. A More Beautiful Question with Warren Berger Apr 15, 2022
    Show notes

    Today I am very excited to introduce you to Warren Berger. If you know me at all, you probably know what a big deal this is for me. Warren wrote my very favorite book, A More Beautiful Question. I reference it all the time on the show when I am being interviewed, when I am teachingโ€ฆ I even referenced it in my own book. I love questions and a huge part of that infatuation came from Warren's book.

    When the milestone of the 200th episode of The Brainy Business was on the horizon I decided to go out on a limb and asked Warren if he would be my guest for this special episode. He kindly agreed and here we are! Warren has a history as a journalist for the New York Times before writing or co-authoring ten books including A More Beautiful Question, The Book of Beautiful Questions, Beautiful Questions in the Classroom, and more. Today we are talking about questions (of course!) as well as design thinking and so much other goodness. You definitely don't want to miss this one! Thank you so much for 200 amazing episodes together! What do you want to hear more of in the next 200?

    Show Notes:
    • [00:45] Today I am very excited to introduce you to Warren Berger.
    • [01:44] Warren has a history as a journalist for The New York Times before writing or co-authoring ten books including A More Beautiful Question, The Book of Beautiful Questions, Beautiful Questions in the Classroom, and more.
    • [03:35] Warren shares who he is and his background. He is a long-time journalist.
    • [05:54] This idea of asking questions, trying to get to the right questions, and figuring out how to ask a good question is a really important concept that has been underappreciated and not talked about enough.
    • [07:20] Questioning is basic and comes naturally to usโ€ฆbut at the same time, it is very complex. There are so many ways you can get better at questioning and understand it better.
    • [09:16] Warren looks for whatever has been published and he also talks to people and interviews them about how they use questions. He has interviewed a hostage negotiator, FB agent, therapists, coaches, and more.
    • [11:31] It is very common to see books have a chapter on questioning, but it doesn't go that deep into it. There needs to be more. Warren advocates for Questionology departments in schools (sounds good to Melina!)
    • [12:46] The more you learn about something, the more you realize there is to learn and that is certainly true with questioning. (Intrigued by this idea? Listen to episode 198 on the Dunning-Kruger effect to learn more about this!)
    • [14:28] Warren has three books on questioning, A More Beautiful Question, The Book of Beautiful Questions, and Beautiful Questions in the Classroom.
    • [15:27] There is this underappreciated tool called questioning. You know how to do it in a way, but there is so much more to it that you can learn. Questioning leads to innovations, changes, and breakthroughs.
    • [16:25] Everybody comes at questioning from a different angle.
    • [19:02] His third book on questioning was adapted for education and teachers.
    • [20:58] You have to model the behavior of being a curious questioner that doesn't have all the answers. Be a person that is wondering, growing, and learning.
    • [23:27] You have to have a balance of confidence and humility to be a questioner.
    • [24:39] The model for great leaders is to have that ability to learn consistently and be learning in front of the people you are leading.
    • [25:36] The smartest people are aware of how much they don't know. Being aware of your ignorance is an indication of how smart you are. (Dunning-Kruger effect again!)
    • [27:28] We have to realize there is a lot we don't know and keep learning with our teams.
    • [29:48] Questioning involves getting comfortable with uncertainty.
    • [31:17] If you use why, what if, and how questions together they tend to go in a cycle that pushes you forward.
    • [33:27] Questioning has to be actionable and it has to be moving forward.
    • [35:07] The problem is that people want to rush to practical "How" questions. It is in our nature, but it is not enough.
    • [36:53] You could give yourself a deadline when working through the questions or just trust your gut that you will know when you have spent enough time on that stage of questioning. Melina's tip โ€“ ask way more questions than you think you need to.
    • [37:39] Sometimes the purpose of a question is to help you get to the next question.
    • [38:48] The questioning muscle is a different muscle than your idea-generating muscle. When you use the questioning muscle you start to see things differently.
    • [41:11] Warren says design thinking is how a designer would go about approaching a problem, what can we learn from the way designers approach problems, and how we can apply that.
    • [43:27] We can all use this mindset and process that designers use as we try to take on problems.
    • [44:18] If you want to create your own beautiful question and take ownership of it, consider framing it as: "How might Iโ€ฆ?" Warren shares his beautiful question(!)
    • [46:21] Forget the mission statement. What is your company's mission question?
    • [48:33] Melina shares her closing thoughts.
    • [50:28] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thank you for 200 episodes! What do you want to hear in the next 200? Share it with me on social media (links below).

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • A More Beautiful Question, by Warren Berger
    • The Book of Beautiful Questions, by Warren Berger
    • Beautiful Questions in the Classroom, by Warren Berger
    • Advertising Today, by Warren Berger
    • Glimmer: How Design Thinking Can Transform Your World, by Warren Berger

    Connect with Warren:

    • Warren's Website
    • Warren on Twitter
    • Warren on LinkedIn

    Top Recommended Next Episode: The Dunning-Kruger Effect (episode 198)

    Already Heard That One? Try These:

    • The Most Important Step in Applying Behavioral Economics: Understanding the Problem (episode 126)
    • Framing (episode 16)
    • Questions or Answers (episode 4)
    • Bikeshedding (episode 99)
    • Priming (episode 18)
    • Influence Is Your Superpower with Yale's Dr. Zoe Chance (episode 189)
    • How Businesses Can Design for Behavior Change, with Dr. Amy Bucher (episode 164)
    • 150. Using Behavioral Science to Build Connections, an interview with Jon Levy, author of You're Invited (episode 150)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Warren Berger TED Talk: Nurturing the Ability to Question
    • Right Question Institute
    • The Questionologist, Psychology Today
    • Warren Berger Articles, Harvard Business Review

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    199. Brainy Tips for Ethical Influence with Brian Ahearn Apr 08, 2022
    Show notes

    Today I am so happy to have my friend (and a great friend of The Brainy Business) Brian Ahearn back on the show. Brian is a wealth of information and is the Chief Influence Officer at Influence People. It has been almost 100 weeks since Brian was on the show โ€“ which is kind of crazy to think about. He was here in episode 104 talking about how to ethically influence people and his first book, Influence PEOPLE.

    Now he is here talking about his third book, called The Influencer, which came out a couple of months ago. Today, Brian gives tips about Cialdini's 7 Principles of Persuasion, including some things to do as well as common pitfalls to avoid. He also talks about how he approached writing a business parable for this third book, and how that was different from a traditional business book. Lots of great insights await in this brainy episode!

    Show Notes:
    • [00:41] Today I am so happy to have my friend Brian Ahearn back on the show.
    • [01:36] He is a Ted X presenter who has more than 30 years of experience in the insurance industry.
    • [03:39] Brian shares his background and what he does in this world of behavioral sciences.
    • [05:33] Changing how people think or feel about something isn't usually enoughโ€“you need to get them to change their behavior.
    • [06:46] It is not about what we think and how we feel. It is about how they think and feel.
    • [09:16] Don't tell, ask. Also, say "Becauseโ€ฆ" and give a valid reason. That simple restructure is going to get you what you need far more often.
    • [11:46] The Principle of Liking was something he learned the importance of through Cialdini.
    • [12:37] It is not about us getting someone to like us, it is about us utilizing those same approaches to come to know and like them.
    • [14:13] A lot of times, we don't know how thirsty we are until we take that first sip. (Giving compliments to people who don't get them often is like giving a thirsty person water, it makes a huge impact.)
    • [16:32] Life is a lot happier when we are looking for the good in people and they are responding positively to us.
    • [17:41] Brian shares about his three books and how they differ from each other.
    • [19:09] His most recent book is called The Influencer: Secrets to Success and Happiness.
    • [21:11] He shares that his approach for his most recent book is much like his approach to parenting.
    • [23:14] He shares how his first two books were different from his most recent book.
    • [25:49] Authority is really important for speaking and training and a book helps create that authority.
    • [27:53] Brian summarizes Cialdini's 7 Principles of Persuasion: liking, reciprocity, unity, authority, social proof, consistency, and scarcity.
    • [30:14] Liking Tip: Don't go into a situation trying to get people to like you. Have the mindset that you want to come to like the people you are with.
    • [32:32] Scarcity Tip: Instead of talking about all the positive reasons for doing business with you, talk about what people give up for not doing business with you.
    • [35:17] The value of ending with a question can have a huge impact. (reframing!)
    • [37:06] All of life and sales is a long game. It is good to put the goodness out into the world and in some way it will come back to you.
    • [39:23] Brian shares the things he is excited about and what he is working on.
    • [42:17] Melina shares her closing thoughts.
    • [43:45] Melina's top takeaways: Don't ask how you can get people to like you, instead find ways that you can like other people. When you genuinely like people and find things in common with them everything gets better.
    • [44:46] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • Influence PEOPLE, by Brian Ahearn
    • Persuasive Selling for Relationship Driven Insurance Agents, by Brian Ahearn
    • The Influencer, by Brian Ahearn
    • Influence, by Robert Cialdini
    • Presuasion, by Robert Cialdini

    Connect with Brian:

    • Brian's Website
    • Brian on LinkedIn
    • Brian on Twitter

    Top Recommended Next Episode: How To Ethically Influence People: Interview with Author Brian Ahearn (episode 104)

    Already Heard That One? Try These:

    • Dr. Robert Cialdini and the (Now!) 7 Principles of Persuasion (episode 157)
    • How to Have Difficult Conversations About Race & Inequality: Interview with Kwame Christian (episode 107)
    • Using Anchoring in Negotiations, an Interview with Kwame Christian (episode 146)
    • Avoiding Everyday Work Disasters, an Interview with Dr. Gleb Tsipursky (episode 111)
    • How to Avoid Disasters When Returning to the Office, with Dr. Gleb Tsipursky (episode 175)
    • How Simple Nudges Can Save Hundreds of Millions, interview with Dectech's Dr. Benny Cheung (episode 140)
    • Scarcity (episode 14)
    • Reciprocity (episode 23)
    • Social Proof (episode 87)
    • Focusing Illusion (episode 89)
    • Confirmation Bias (episode 102)
    • Precommitment (episode 120)
    • Loss Aversion (episode 9)
    • Framing (episode 16)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • The Power of the Word "Because" to Get People to Do Stuff

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    198. Dunning-Kruger Effect: Behavioral Economics Foundations Apr 01, 2022
    Show notes

    In today's episode, we are talking about one of my all-time favorite concepts, the Dunning-Kruger effect.

    In its simplest form, the Dunning-Kruger effect essentially says that people who are unskilled will tend to overestimate their abilities and those who are very skilled experts will underestimate theirs. Someone who undersells their skills could be more qualified than that person who seems very confident. In this episode I explain what the Dunning-Kruger effect is, how understanding it can help you be more effective, how to leverage it in business, and some top tips for navigating this natural tendency of the brain.

    Show Notes:
    • [00:41] In today's episode, we are talking about one of my all-time favorite concepts: the Dunning-Kruger effect.
    • [03:48] To put the Dunning-Kruger effect into its simplest form, it would say essentially that people who are unskilled will tend to overestimate their abilities and those who are very skilled experts will underestimate theirs.
    • [04:34] Think about a kid who graduates from high school and believes they know everything.
    • [05:23] When someone graduates from high school, they are at a point that has come to be known as the "Peak of Mount Stupid." At the peak of mount stupid, someone has lots of confidence, but it isn't built on much competence. They have no idea how much they don't know so they are blissfully unaware of their precarious position and how close they are to falling right off the cliff. When this kid gets to college and realizes they don't know nearly as much as they thought they did, they fall into the "Valley of Despair."
    • [07:21] This is an opportunity to look at the things you don't yet know and begin to research them. This gradual climb is called the "Slope of Enlightenment." You slowly gain confidence as you grow your competenceโ€ฆthough you might never get back up to the level of confidence you had way back at the peak of mount stupid.
    • [08:14] If you take a moment now to reflect upon your own life, I am guessing you could pretty easily come up with at least half a dozen examples where the Dunning-Kruger effect reared its ugly overconfident head.
    • [09:43] While you are an expert in one thing, you are way overconfident in something else, where you don't have any idea of the ocean of stuff you don't know.
    • [11:29] How the effort heuristic relates.
    • [12:43] I can live in blissful unawareness of my inadequacies forever and never have it be an issue until I try the thing enough to realize that I should have been a little less confident.
    • [13:56] Have some awareness and don't assume you know better than everyone else.
    • [14:54] There is a flip to this as well. (It isn't all about mount stupid). Remember, there is a point where you become an expert and then grossly underestimate your own abilities.
    • [16:11] You can't do this for everything, but on the things that matter it is worth doing a little Dunning-Kruger evaluation every so often to discover if you are underestimating or overestimating your confidence and competence at this point.
    • [17:11] Look at your own moments where you have high confidence and low competence (or high competence with not enough confidence) to determine if you are showing up in the best way possible. Also, look at others to determine where they are on that Dunning-Kruger scale.
    • [18:37] Another place where the Dunning-Kruger effect is really critical to keep in mind is when you look at coaching or giving advice to members of your team.
    • [20:10] Giving them too many things to change while they are feeling the stress in the "valley" is going to make the problem worse, so you need to be selective on what advice to give them.
    • [21:23] Know that when people have low competence in something, they are likely to be overconfident in their own abilities. Those who are very competent have a tendency to underestimate their own skill or ability.
    • [22:02] There is an interesting point when there is an increase in knowledge where you realize all of what you don't knowโ€”that increased competence results in a drastic drop in confidence.
    • [22:46] As you build knowledge, know that you will gradually underestimate your abilities, skills, and all the effort and training that went into what you now know and can do. Just because it is easy for you doesn't mean it isn't of value to someone else. Especially when someone is new, overshare information to help with where you both are on the Dunning-Kruger scale.
    • [23:33] Don't take your spot on the Dunning-Kruger scale as a fixed point. The context is always changing, there are new discoveries and technologies and experts every day.
    • [26:07] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • Nudge, by Richard Thaler & Cass Sunstein
    • What Your Customer Wants and Can't Tell You, by Melina Palmer
    • Outsmart Your Instincts, by Adam Hansen
    • A More Beautiful Question, by Warren Berger
    • Sludge, by Cass Sunstein

    Top Recommended Next Episode: Confirmation Bias (episode 102)

    Already Heard That One? Try These:

    • Focusing Illusion (episode 89)
    • Priming (episode 18)
    • Optimism Bias (episode 34)
    • Planning Fallacy (episode 114)
    • Expect Error (episode 39)
    • Give Feedback (episode 40)
    • Counterfactual Thinking (episode 68)
    • Framing (episode 16)
    • IKEA Effect (episode 112)
    • Reframing Annoying Disruptions to Support Innovation, with Adam Hansen, coauthor of Outsmart Your Instincts (episode 176)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Dunning-Kruger Original Research
    • Baader-Meinhof Phenomenon

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


    197. You Have More Influence Than You Think with Vanessa Bohns Mar 25, 2022
    Show notes

    Today I am very excited to introduce you to Dr. Vanessa Bohns, author of You Have More Influence Than You Think: How We Underestimate Our Power of Persuasion and Why It Matters. She got her Ph.D. in Social Psychology from Columbia University and her AB in Psychology from Brown University. Her research looks at social influence and the psychology of compliance and consent.

    She has been published in Psychological Science, the Journal of Personality and Social Psychology, Organization Science, the Yale Law Journal, and more. She and her work have also been featured in The New York Times, The Wall Street Journal, The Atlantic, The Economist, Harvard Business Review, and NPR. She is an associate editor at the Journal of Experimental Social Psychology, was previously editor of the social influence section of Social and Personality Psychology Compass, and sits on the editorial boards of the Journal of Personality and Social Psychology and Social Cognition. In this episode, we talk about influence, building relationships, Vanessa's book, and so much more. If you have been loving all the conversations about influence this episode is a must-listen.

    Show Notes:
    • [00:43] Today I am very excited to introduce you to Dr. Vanessa Bohns, author of You Have More Influence Than You Think: How We Underestimate Our Power of Persuasion, and Why It Matters.
    • [03:32] Vanessa shares about herself and her background. She is an experimental social psychologist.
    • [05:04] She started on this journey of exploring influence in a different way than many other people have. They look at what their intuitions are to influence and how they match or don't match reality.
    • [06:39] In general, we get focused on one negative thing and we are so focused on that one thing that we don't pay attention to all of the other things that other people are paying attention to.
    • [07:07] Vanessa shares about the "weird shirt" study.
    • [09:51] Good news! People are not paying attention to the things you hope they are not paying attention to and the things that you are really insecure about.
    • [10:17] The invisibility cloak illusion is the idea that we often feel like we walk through the world wrapped up in an invisibility cloak; you feel invisible to the world, but are not. People are noticing you and more than you tend to think.
    • [11:44] People are actually paying attention to us as a whole, but they are not noticing the tiny embarrassing flaws that are the things we worry that people are noticing. In the end, we are having more influence than we think in a more positive way often than we think.
    • [13:54] Influence works both ways. It is not just the person standing in front of the room, it is also the people they are speaking to that can have influence.
    • [15:26] The audience sitting there without saying a word can really shape the beliefs of that person at the front of the room.
    • [17:15] One thing that was difficult for a lot of people is doing presentations over a virtual format where you lose audience feedback.
    • [20:09] There is so much feedback you get from nonverbals that you take for granted. Vanessa wove in polls and chat questions to maintain engagement virtually.
    • [21:51] She found that going around the room in Zoom and having everyone share what they think about a particular topic has really helped in her virtual presentations.
    • [23:18] Breakout rooms in online platforms are a great way to re-energize participants.
    • [26:16] We have lost so much of the interpersonal aspects of influence by moving to a virtual environment.
    • [28:39] People really just get the gist of what we say.
    • [30:07] In general, people only speak up about things that they really care about.
    • [31:57] The online chat feature is an outlet for people who feel less comfortable actually speaking aloud.
    • [33:28] So often when we do something we are so focused on how people are going to judge us for that thing instead of thinking about how that thing we said or did impact other people.
    • [35:05] Any time we are holding back and not asking for something, we may be missing opportunities.
    • [37:16] You want to be aware that every conversation and interaction is leaving an aftertaste, aftermath, or afterglow.
    • [38:58] We are too hard on ourselves when it comes to people judging us.
    • [39:43] It is so important for us to be mindful of the impacts our words and actions are having on other people.
    • [42:02] Shouting is born of underconfidence. We shout when we think nobody is listening.
    • [44:08] We don't see the ways we are impacting people all the time.
    • [45:58] If you can find ways to get out of your own head and reflect on the things that you're doing, you can be more accurate and aware of your influence.
    • [47:02] People like you more than you think they do.
    • [49:43] Melina shares her closing thoughts.
    • [53:03] If you enjoy the experience I've provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

    Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

    I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

    Let's connect:

    • Melina@TheBrainyBusiness.com
    • The Brainy Businessยฎ 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 โ€“ our free behavioral economics community, and keep the conversation going!

    More from The Brainy Business:

    • ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰ Buy Melina's award-winning book, What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia ๐ŸŽ‰๐ŸŽ‰๐ŸŽ‰

    Get the Books Mentioned on (or related to) this Episode:

    • You Have More Influence Than You Think, by Vanessa Bohns
    • The Power of Us, by Jay Van Bavel & Dominic Packer
    • Reinforcements, by Heidi Grant
    • Fierce Conversations, by Susan Scott
    • The All or Nothing Marriage, by Eli Finkle

    Connect with Vanessa:

    • Vanessa's Website
    • Vanessa on Twitter
    • Vanessa on LinkedIn

    Top Recommended Next Episode: Dr. Robert Cialdini and the (Now!) 7 Principles of Persuasion (episode 157)

    Already Heard That One? Try These:

    • Focusing Illusion (episode 89)
    • Influence Is Your Superpower with Yale's Dr. Zoe Chance (episode 189)
    • Fundamental Attribution Error (episode 92)
    • Hate Being on Camera? Understand Your Brain's Biases To Change Your Mind (episode 95)
    • How To Sell From The Stage (episode 6)
    • Sense of Sight (episode 24)
    • Partitioning (episode 58)
    • The Power of Us with Dr. Dominic Packer (episode 178)
    • Framing (episode 16)
    • Herding (episode 19)

    Other Important Links:

    • Brainy Bites - Melina's LinkedIn Newsletter
    • Dove Real Beauty Campaign
    • Devil Wears Prada Clip

    Check out What Your Customer Wants and Can't Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia


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