On this episode of Brainfluence, host Roger Dooley is joined by Paul Zak, founder of Immersion, a company that uses smartwatches and fitness devices to turn activity data into business insights. They discuss neuromarketing, the limitations of traditional metrics, and the importance of immersion for user experience testing. They also talk about the correlation between immersion and psychological safety, and how their technology can be used to predict mood and energy levels in vulnerable populations.

Show notes, resources, audio, and text:

Paul J. Zak is a world-renowned neuroscientist, author, and entrepreneur who has pioneered the fields of neuroeconomics, neuromanagement, and neuromarketing. He is a professor at Claremont Graduate University and a TED speaker with over 180 published papers and 19,000 citations. His latest book, Immersion: The Science of the Extraordinary and the Source of Happiness, reveals the science behind extraordinary experiences and how they can boost happiness and business success. He also co-founded Immersion Neuroscience, the first neuroscience-as-a-service company. Zak’s research has taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea, where he discovered the role of oxytocin in trust, morality, and love.

Direct download: Ep401-paul-zak-23.mp3
Category:general -- posted at: 10:00am EDT

On this episode of Brainfluence, we explore how behavioral science can be utilized in both B2C and B2B marketing. Guest Nancy Harhut shares how campaigns that focus on emotional impact over product features can increase purchase intent.

Video, text, and resources:

We also discuss information gap theory and how marketers can use it to pique interest, availability bias, and autonomy bias. We dive into how giving people choices can increase the likelihood of a buying decision, and how the use of the word "because" can increase compliance. In addition, we cover temporal landmarks, guiding customer choice, and the importance of coming off as engaged and interested in clients' work. Join us as we dive into these fascinating behavioral science principles and their applications in marketing.

[00:00:00] Intro
[00:00:44] Acceptance of Behavioral Science in Marketing
[00:01:20] Skepticism in B2B Marketing
[00:06:04] Autonomy Bias in Marketing
[00:06:42] The Power of Choices
[00:10:05] Temporal Landmarks and Discounting
[00:12:36] Retirement Age Progression Tool
[00:14:07] Information Gap Theory
[00:18:17] Availability Bias
[00:18:53] Availability Bias
[00:21:18] Overcoming Bias in B2B Purchases
[00:24:08] Automatic Compliance Triggers
[00:24:43] The Power of "Because"
[00:25:26] The Credibility of Charts and Graphs
[00:27:39] Using Behavioral Science Principles in Marketing

Nancy Harhut is the Chief Creative Officer at HBT Marketing. She specializes in blending creative with decision science to prompt responses and has spoken at industry conferences around the world. Prior to co-founding HBT Marketing, she held senior creative management positions with Hill Holliday, Mullen, and Digitas, and has won over 175 awards for digital and direct marketing effectiveness.

Direct download: Ep400-Nancy_Harhut.mp3
Category:general -- posted at: 8:42am EDT

In this episode of Brainfluence, host Roger Dooley interviews Sam Tatam, Global Principal and Head of Behavioral Science at Ogilvy Growth and Innovation.

Show notes, transcript & resources:

Tatam discusses his background in organizational and industrial psychology and advertising strategy, as well as his work at Ogilvy, where he and his team develop interventions and shape communications for some of the world's biggest brands and organizations. They also talk about Tatam's new book, Evolutionary Ideas: Unlocking Ancient Innovation to Solve Tomorrow's Challenges. The conversation covers various topics related to behavioral science and marketing interventions, including the power of quantity anchoring, the TRIZ framework, operational transparency, and the concept of choice.

Direct download: Sam_Tatam_Ep_399.mp3
Category:general -- posted at: 12:17pm EDT

In this episode of Brainfluence, host Roger Dooley interviews AJ Harper, an editor and publishing strategist, about her career as a developmental editor and ghostwriter, her new book, and the importance of understanding the reader as a character in non-fiction writing. AJ shares her insights and experiences in the world of writing and publishing, providing valuable tips for aspiring authors.

Show notes & resources:

During the interview, AJ and Roger discuss their intertwined book origin stories and their experience at a writer's retreat co-hosted by Mike Michalowicz and Michael Port. AJ emphasizes the importance of a transformational core message in non-fiction writing and marketing, and discusses editing for a deeper reader connection. She also encourages authors to do their own developmental editing before handing it off to a professional editor.

AJ's expertise in developmental editing and ghostwriting shines through as she provides valuable advice for writers looking to improve their craft. Her new book and her insights on the importance of understanding the reader as a character in non-fiction writing make this interview a must-listen for anyone interested in the world of writing and publishing

Direct download: aj_harper.mp3
Category:general -- posted at: 10:04am EDT

Tom Peters is an author and legendary business thinker who has written 19 books. His new title is Tom Peters' Compact Guide to Excellence. It's a small book packed with short bites of wisdom curated by Tom to encourage a humanistic approach to business. In this episode, he explains why the most important decisions in business are promotions, and that often managers don't spend enough time on them or know how to do them correctly. He shares a technique for choosing the best candidate he learned in a conversation with an Indian general.

The entire episode is packed with Tom's plain-spoken, hard-hitting wisdom. You'll learn why a company's front-line managers are the most important group in the firm. He explains why big companies rarely do things right, and that mid-sized companies are often the most valuable contributors to society and the economy.

Show notes, resources, text and video: 

Direct download: Ep397-tom-peters-22_edited.mp3
Category:general -- posted at: 9:22am EDT

In business, we have a bias for busyness. Doing something is always better than doing nothing, to most of us. Indeed, Brainfluence guest and management expert Tom Peters famously proclaimed "a bias for action" to be a key component of excellence.

But, is it possible that doing nothing could sometimes be the best strategy?

In today's episode, we welcome Jinny Uppal, who has studied the science of action-taking and discovered that constantly being busy can be counter-productive. Jinny has compiled her research into a book called IN/ACTION: Rethinking the Path to Results, in which she argues that taking breaks and being mindful can lead to more sustainable growth than constantly striving for progress.

As a business consultant, investor, author, and speaker, Jinny now helps others achieve their goals without burning out. In this conversation, Jinny shares her own experience of shedding the busyness bias and embracing a more strategic approach to success, and explains the science behind the action bias and how we can motivate ourselves to overcome it.

Direct download: Brainfluence_-_Jinny_Uppal.mp3
Category:general -- posted at: 12:33pm EDT