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From The Archives - The Incredible Dr. Amy Cuddy

February 25, 2021 by Lace Gilger in Influence & Communication, Weapons of Influence

In this episode we discuss the incredibly important thing that everyone (including you!) get’s wrong about presence, we explore how to prime yourself for the best performance in moments of pressure and high stakes situations where other people are watching and judging you. We look at the results from thousands of experiments over the last few decades to uncover the fascinating truth about power and powerlessness. And we share the exact strategy you can use to shift your brain into the mode that allows you to view the world as more friendly, help you feel more creative, and make you into someone who takes action. We dig deep into all this and much more with our guest Dr. Amy Cuddy.  

Dr. Amy Cuddy is an American social psychologist, author, and speaker. She currently lectures on the psychology of leadership and influence at Harvard University and she and her work have won several awards including being named one of “50 Women Who Are Changing The World” by Business Insider. She is the author of the 2015 best-selling book Presence: Bringing Your Boldest Self to Your Biggest Challenges and her 2012 TED talk is the second most viewed talk of all time. Her work has been featured in TIME, Wired, Fast Company, NPR, and countless academic journals.

  • The incredibly important thing that everyone (including you!) get’s wrong about Presence 

  • Presence - what is it and why do you so often misunderstand it?

  • Presence is not a permanent state that you achieve if you go to enough meditation retreats

  • No one can be present all the time, no one can be present all the time

  • Presence is a momentary state - its when you are attuned to and able to comfortably express your authentic best self

  • What is does it mean to be your “authentic best self?"

  • How do you bring your best self to your least likely situation when you’re least likely to be present and most likely to be distracted by your fears?

  • Let yourself off the hook about being your best self and being present all the time - it’s impossible 

  • How does the expression of the "Best Self" interact with the concept of FLOW?

  • Presence is about moments of pressure that come from human interaction - people judging us, high stakes situations throwing us off our games

  • Being focused on the outcome, feeling that you’re being judged, feeling like you’re in a high stakes situation often shuts us off from moments of real presence 

  • When are not present it reveals itself to others - it often triggers “deception queues” in your nonverbal communication 

  • When you lie you’re suppressing the words and emotions around the story - we often might get the words right but we often get the emotions and nonverbal wrong

  • When you are present you become aligned, you become synchronous, you aren’t getting in the WAY of yourself you’re BEING yourself - you believe your story and people hear, feel, and see that in your verbal and nonverbal communication 

  • The people who do the best on Shark Tank are the ones who clearly buy what they are selling - there is no reservation, you can hear their belief and their conviction 

  • When you’re authentic and you bring your best self forward you believe that self - authenticity is a HUGE and KEY piece of this 

  • Synchronous words and nonverbal

    1. You believe your own story

    2. When you’re present you communicate confidence, not arrogance 

  • Arrogance is associated with fragile high self-esteem - confidence is a tool that invites people in - arrogance is the opposite

  • Non-zero-sum power - personal power 

  • People who feel powerful are much more likely to be present 

  • When you look at the results from thousands of experiments over the last few decades - you see a fascinating pattern about power.

  • Feeling powerful affects your feelings, thoughts, behaviors, and physiologies 

  • When you’re in a place of feeling Powerful - you see the world as more friendly, you’re more creative, you’re more likely to take action - you view the world from the “approach” system

  • Why don’t bystanders intervene when they see a clear emergency? 

  • Power lets you EXPAND into situations and TAKE ACTION 

  • The vital difference between what Amy calls PERSONAL POWER and what many people’s traditional understanding of POWER might be.

  • Make peace with the idea of Power - its OK to feel powerful. Power is not just power over others or power over resources - its about feeling that you control your own resources, your own destiny, your own life.

  • How do we lose power? How do we start to feel powerless? 

  • You want to feel powerful - you want other people to feel powerful - power is a HUGE piece of your general wellbeing. As you start to feel less powerful, as you start to feel less control, you begin to flip into the “Inhibition System” 

  • When you start to hide, when you start to make yourself feel small, when you start to feel like you are lesser than, when you start to collapse and contract - do TWO KEY THINGS

  • (1) Notice what TRIGGERED the feeling of powerless 

    1. (2) Start to physically expand, slow down, open up, take some deep expansive breaths. Pausing and slowing down 

  • What makes people feel powerless?

  • Focus on feelings of expansiveness and try to prepare yourself before getting in high-pressure situations 

  • Ways that you can EXPAND and create more Power in your life and in your toughest moments:

  • Slow your speech

    1. Breathe more deeply

    2. Physically expand 

    3. Sit up straight 

    4. Movement 

    5. Carry yourself in an expansive way

    6. Carry yourself with a sense of pride and purpose 

  • Often times “Mind-Body” Interventions are MUCH more effective, especially when we’re anxious, than “Mind-Mind” Interventions

  • If the body is acting like it’s not being threatened, the mind will often follow into the same pattern 

  • In moments of anxiety - remember that you are an animal - and changing your body can often result in changes to your mind 

  • How does Imposter Syndrome play into feelings of powerlessness? 

  • At Harvard Business School 75% to 80% of students feel imposter syndrome. You’re not alone, everyone feels imposter syndrome at some point in their lives 

  • Men often feel that they aren’t capable or able to share their weaknesses, fears, and vulnerabilities 

  • Things that make you feel like an imposter are often things that send social signals that you’re actually less likely to be an imposter 

  • Homework: Before you go into a stressful situation - prepare by using expansive postures, in private, have good posture, carry yourself with a sense of pride, mind your posture. Notice when you slouch and make yourself small. 

  • Homework: Change how you’re holding your phone - sit back and hold your phone up over you

  • Homework: Pay attention to other’s posture. Presence invites presence from others. 

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Show Notes, Links, & Research

  • [SoS Episode] When the Impossible Becomes Possible - The Secrets of Flow Revealed with Steven Kotler

  • [BioMotionLab Profile] Niko Troje

  • [Study] The Imposter Phenomenon in High Achieving Women: Dynamics and Therapeutic Intervention by Pauline Rose Clance & Suzanne Imes

    • [Article] IMPOSTOR PHENOMENON (IP)

  • [Amazon Author Page] Neil Gaiman

  • [Twitter] Amy Cuddy

  • [Personal Site] Amy Cuddy

  • [Personal Blog] Where Are the Grown Ups? by Amy Cuddy

  • [Amazon Author Page] Amy Cuddy

  • [Book] Presence: Bringing Your Boldest Self to Your Biggest Challenges by Amy Cuddy

Episode Transcript


[00:00:19.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the internet with more than three million downloads and listeners in over a hundred countries.

In this episode, we discuss the incredibly important thing that everyone, including you, gets wrong about presence. We explore how to prime yourself for the best performance in the moments of pressure and high-stakes situations where other people are watching and judging you. We look at the results from thousands of experiments over the last few decades to uncover the fascinating truth about power and powerlessness.

We share the exact strategy you can use to shift your brain into the mode that allows you to view the world as more friendly, helps you feel more creative and makes you into someone who consistently takes action. We dig into all of these and much more with our guest, Dr. Amy Cuddy.

Do you need more time? Time for work, time for thinking and reading, time for the people in your life, time to accomplish your goals? This was the number one problem our listeners outlined and we created a new video guide that you can get completely for free when you sign up and join our e-mail list. It’s called How You Can Create Time for the Things That Really Matter in Life. You can get it completely for free when you sign up and join the e-mail list at successpodcast.com.

You’re also going to get exclusive content that’s only available to our e-mail subscribers. We recently pre-released an episode in an interview to our e-mail subscribers a week before it went live to our broader audience. That had tremendous implications, because there was a limited offer in there with only 50 available spots that got eaten up by the people who were on the e-mail list first.

With that same interview, we also offered an exclusive opportunity for people on our e-mail list to engage one-on-one for over an hour with one of our guests in a live, exclusive interview just for e-mail subscribers. There’s some amazing stuff that’s available only to e-mail subscribers that’s only going on if you subscribe and sign up to the e-mail list. You can do that by going to successpodcast.com and signing up right on the homepage. Or if you’re driving around right now, if you’re out and about and you’re on the go, you don’t have, just text the word “smarter” to the number 44-222. That’s S-M-A-R-T-E-R to the number 44-222.

Do you feel uncomfortable and conflict with others? Do you experience fear and anxiety when dealing with tough situations? Most negotiation tactics and strategies assume you’re already a master negotiator with nerves of steel, but that’s the wrong starting place.

In our previous episode, we discussed how you can get comfortable with having tough conversations and build the foundation to become a real master negotiator, using a simple and easy-to-apply framework. We discussed how you can deal with tough situations and conflict from a place of poise, curiosity and conflict with our previous guest, Kwame Christian. If you want to feel more confident in the toughest situations of your life, listen to that episode.

Now, for our interview with Amy.

[0:03:20.2] MB: Today, we have another awesome guest on the show, Dr. Amy Cuddy. Amy is an American social psychologist, author and speaker. She currently lectures on the psychology of leadership and influence at Harvard University. She and her work have won several awards,  including being named one of the 50 women who are changing the world by business insider.

She’s the author of the 2015 bestselling book Presence: Bringing Your Boldest Self to Your Biggest Challenges. Her 2012 TED Talk is the second most viewed talk of all time. Her work has been featured in Time, Wired, Fast Company, NPR, countless academic journals. Amy, welcome to the Science of Success.

[0:03:55.5] AC: Thanks so much for having me, Matt.

[0:03:57.2] MB: Well, we’re very excited to have you on the show today and to dig into the meat of some of these – some of the work that you’ve done. I’d love to start out with presence. It’s something so simple and yet, people often view it as the wrong way, or misinterpret it. I’d love to understand when you talk about presence and its importance, what does it mean to you?
[0:04:17.0] AC: Yeah. I think when people hear the word and it is used a lot these days, especially when people are talking about things like mindfulness. It’s not well-defined in those context and discussion, so people are left to define it on their own. What I find they come to in their own process of defining it is that it must some permanent state that you get to if you do enough meditation retreats. It’s like a state that you get to where you’re always present and that’s not the way it works at all.

Presence, it is inevitably fleeting.  No one can be present all the time. It’s a momentary state. It’s not a permanent state. It’s the state in which you are attuned to and able to access and comfortably express your authentic best self. Now, authentic best-self, there is another phrase that I think is used all the time and not well-defined. Let me just take a moment to say by authentic, I don’t mean unfiltered, right? I mean, there are times where we need to be mindful of who we’re speaking with and be respectful in our interactions and you could still be authentic.

I’m talking about the person that you are in the best moments of your life. If you think back, over the last say two or three years, think about the very best moments. These moments would be times when you feel totally connected, you feel – is probably an interaction with other people, you feel like that connection is real and deep. You feel odd, you feel seen, you feel hurt and you feel that you’re seen in hearing them and you feel happy and relieved.

That’s your authentic best sell. The question is how do you bring that person to your most challenging situations where you’re least likely to be present, right? Because you’re so distracted by all of your fears. How do you bring that authentic best self, which probably happens in the moment of your life when you’re with people who you know and care about and love and trust? How do you bring that into interactions with new people, where you’re maybe pitching something, or interviewing or giving a talk? How do you bring it into those situations?

[0:06:37.0] MB: That’s a great fundamental question. I want to dig into it. Before we do, I want to just come back to something. I think you pointed out a really important major misconception that a lot of people have about presence. Tell me more about this idea that we can’t be present all the time and that it’s a fleeting state.

[0:06:54.6] AC: We’re human, right? There are always thoughts and distractions that are poking their heads in and pulling this away. That’s okay. We would be artificial intelligence if we were able to do that. I think that we have to let ourselves off the hook a bit around expecting ourselves to be present all the time. Even if you’re in a really engaging, say talk, or you’re watching a great movie. The things that still fully engage you, you’re still going to be distracted at moments. You might have to go to the bathroom. I’m just giving you a really simple idea that distracts you from being present, right? To let yourself off the hook that you just can’t be present all the time. It’s impossible.

[0:07:39.3] MB: How does this idea of the authentic best self interact with the concept of flow?

[0:07:46.0] AC: I think there’s a lot to it. I guess, I would say flow is a supreme state of this that lasts also a bit longer. It might be – certainly people are present in those moments, but they also may not be interacting with other people when they’re in a flow state. The presence that I talk about usually involves human interactions and the pressures that come from human interaction, like the feeling that people are judging us, or the feeling that the stakes are really high in this situation, and that throws us off from being able to hear what the other person is saying. Flow I do think lasts a bit longer. It’s like an extreme form of presence.

[0:08:30.9] MB: I like that distinction, the presence you’re talking about is about situations where we’re interacting with other people where the stakes are high, where we feel like we’re being judged. How do we bring presence to those types of situations and what prevents us from being present in those high-stakes environments?

[0:08:48.6] AC: Well, I think the key is that we feel powerless in these moments. Feeling that you’re being judged and being very focused on the outcome as opposed to the process. Again yeah, feeling that the stakes are very high make it really hard for us to even remember who we are, well enough to be able to access that person and present that person.

The interesting thing is that when we're not present, it reveals itself to others, right? In some ways, not being present which is the same as not bringing your authentic self to the situation, it looks like deception. I get into the lie detection work, which I think is really a fascinating piece that fits in here. When people are lying, so when they're intentionally deceiving, there are these tells, right? There these signs that not everyone, but most people inadvertently send signals that they're not telling the truth. The main one there is not eye contact. Eye contact is actually a very poor signal of lying, because people learn very different things from their parents about whether you should make eye contact when you're being questioned. They learn different things in different cultures. Men and women might differ on that. Introverts and extroverts differ.

What you are looking for are asynchronous between the words the person is saying and the body language the person is using, because when you're lying, you are suppressing one true story and you're telling another different false story. Each of those stories comes with a set of emotions. You're basically not only suppressing the story and you're good at doing that with words, but you're also suppressing the emotions that go with that story and you're trying to fake another story with words and also get the body language right to go with that. It's almost impossible for us to do that.

What happens is that we see these asynchronous between the emotions that go with the words and the emotions that are leaking out through people's body language. When you're nervous and not authentic, the same kinds of things happen. People seem asynchronous. They seem off. Their words don't quite match what they're doing with their bodies, because you have too much to think about and not enough cognitive bandwidth to be telling the story and also matching your nonverbals to it. That's too much choreography.

When you are present, the opposite happens, right? You become aligned and synchronous, your words match your body language, you're not getting in the way of yourself, you're being yourself. That's one thing that comes across to other people.

Another is that you believe your story and people hear that and see that, right? You buy what you're selling. If you think about the show Shark Tank, which is I think a guilty pleasure for many of us. I love a psychologist and body language person. I love analyzing what's happening on that show and trying to predict who's going to do well and who's not going to do well.

What I find is that the people who do the best and this is really clearly backed up by a lot of research, which I'll talk to you about in a minute, but is that the people who do the best are the ones who clearly buy what they're selling. There's no reservation. You can hear their conviction, their belief about what they're selling. That is so important. That's an important cue, right?

If you're not going to eat the cookie that you're selling, why would anyone else eat the cookie that you're selling? When you're present and bringing your authentic best self forward, you believe that self, right? That's what's happening. What the research shows is that that is a really important variable, this this authenticity variable. In studies that I’ve looked at, VC pitches, or job interviews that people who are – how conviction about who they are and belief in their story do much better. Then so I would say the third piece, so you now have synchrony between words and nonverbals, you have believe in your story.

The third and I think this is so important, because people often conflate these two concepts; when you are present, you communicate confidence, not arrogance. Arrogance is often seen as a sign of confidence. It's not. In fact, it's more closely related to what we would call fragile high self-esteem. It's people who report they have self-esteem, but they really don't. It can be punctured really easily. Confidence is a tool that invites people and it's appealing. People find it attractive.

Arrogance is exactly the opposite. It's a weapon. At the very least, it's a wall that you build to prevent people from challenging you, to intimidate them. No one likes arrogance. No one likes arrogance. They may not challenge you, but that's not because they believe you. It's because they want to get rid of you, right? Confidence is what you're going for, not arrogance. When you're present, you're able to be confident and really fully grounded in who you are. For that reason, you don't feel defensive when people challenge you, or push back. You feel like, “Huh, that's an interesting question and I want my idea to be as good as it can be, so let me try to engage with that.”

When you're arrogant, you're not going to be able to receive that pushback in a constructive way. Those three things together are great predictors of outcomes in things like hiring decisions and investments. They're not false signals. If you look down the road six months later after those people are hired, or after someone invests in them, these are the people who actually are doing better. They work harder, they are more creative, they're more likely to inspire people around them, they stay at the job longer.

[0:14:47.3] MB: I love this idea that we might get the words right when we're maybe being not as genuine as possible, or not as authentic as possible and we're not being our best selves, but it's often the nonverbals that creep in and communicate a different story. That's why people may feel something is off about a speech, or presentation, or a performance in a high-stakes moment when on the surface level, things seem fine. Tell me a little bit more about the science behind that and behind all these phenomenons.

[0:15:16.2] AC: Well, let me say a little bit about what's happening. First of all, the studies that I was talking about what's happening, I mean, the way that they're figuring out what is mediating the relationship between the person and the outcome is by having experts code the videos of these interactions on these variables that I listed; the confidence and authenticity and synchronous body language.

It's not that the people who are making the investment decisions know that's why they're doing it. They're not quite aware of why they like this person better. It's not something that they can quite articulate, which I think is really very interesting. What it comes down to is that people who feel powerful and by powerful, I'm not talking about power over other people, but power to do, power to bring that best self forth, belief in yourself, self-efficacy, agency. That's what I'm talking about; nonzero-sum power, which I call personal power.

People who feel personally powerful are able to be present and people who feel powerless are just not able to be to be present. When you look at the research on power, which is – and I'm not just talking about power posing. I'm talking about a much, much bigger, much broader area of research that it includes literally thousands of psychological experiments from the last couple of decades.

What you see is this really fascinating pattern. The pattern is this; when people feel powerful, it affects their feelings, their thoughts, their behaviors and even their physiology. When they feel powerless, it also affects those things, but in the opposite way. Let me describe it this way, when you feel powerful, it activates what we call the behavioral approach system. You feel more optimistic and more happy and more confident. You think more openly, more creatively. You do better on cognitive tasks. You generally see the world as a place that's filled with opportunities, not threats.

You see new people not as potential predators, or competitors. You see them as potential allies and friends. You are much more likely just to take action. When you feel powerless, you don't act. You freeze, or you flee, right? You don't take action when you feel powerless. When you feel powerful, you do. Including power on behalf of others. Think about all of the research on bystander non-intervention. Why do bystanders not intervene when they see a clear emergency?

When you look at some of this research on adults, you find that one of the strongest predictors is that people don't intervene, they don't act because they feel powerless. People who feel powerful are much more likely to step in and help a victim. This is not just a selfish, or a self-serving outcome. The last is that it affects your physiology in exactly the same way. People feel stronger, they feel less stressed, but you also see that their cortisol levels are lower, so that's one of your stress hormones. Their cortisol reactivity is less strong. In other words, when something stressful happens, their cortisol doesn't spike as high as it does for somebody who feels powerless. They live longer. They have a lower rate of stress-related illness.

All of that together, again think of as power allows you to expand and approach the world, right? The world becomes bigger and friendlier to you. Powerlessness does the opposite. When you feel powerful, you can be present. When you feel powerless, it absolutely blocks you from being present.

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[0:21:16.8] MB: Before we get too much deeper, I think it's worthwhile to dig into the difference between what you call personal power or power and what many people might have as a traditional understanding, or colloquial definition of power.

[0:21:32.1] AC: Yeah. It's funny, when I ask people if we’re doing a free association and I say the word ‘power’, what's the next word you think of? The word that comes up most often is corruption.

[0:21:45.3] MB: That's what I thought of.

[0:21:47.0] AC: Yeah. Did you? Right. That's fascinating, right? Because what that says to me is wow, the people have one definition of power. They think of power as political power. They think of it as hierarchical power. Then the cases that are most salient to them are those where you see a powerful person behaving in a way that involves corruption. The truth is that power does not corrupt. Power reveals. Power reveals who you are. Power only corrupts when it's interacting with other forces like certain personalities and all kinds of societal and economic pressures and structures that facilitate corruption.

The first thing is to make peace with the idea of power. It's okay to feel powerful. The second is to realize that power is not just power over others. It's not just controlling others, or controlling resources. It is again, it's about you feeling that you control your own resources, right, your own inner resources. The feeling that you have some control in your life, that you're not being controlled by other forces, that you're making those decisions and that you have this intrinsic feeling of motivation and control. Yeah, that's the power that I'm talking about. That power certainly doesn't corrupt.

Generally, I think it's good for all of us to feel that way and for you to want the people in your organization to feel that way. This is again, not zero-sum, it's not hierarchical. Everyone in your organization, people who work for you can feel powerful and it's taking nothing away from anyone else. It's only contributing to their ability to be present, to be passionate to show up to do their best.

[0:23:29.6] MB: Tell me more about the approach system and this idea that we expand into the world when we feel powerful.

[0:23:36.8] AC: I really think of it in this – I imagine this person stepping forward and opening their arms. Well, this sounds totally corny and I never thought of it this way, but the scene from Titanic where Leonardo DiCaprio and they were there standing at the front with their arms open. I mean, that's a moment of feeling really powerful, like very confident and connected and having a sense of agency and freedom, right?

Think of it as a power liberates you to be who you are. It frees you. That's really what the approach system is about. It’s about not going into you're terrified, fight, flee, or faint mode. It's the opposite of that. What happens in these stressful situations, say let's just use job interview, which is a stressful situation that almost everyone will encounter at some time in their lives.

Job interviews feel – they basically activate that fight, flee or faint system. The thing is that's adaptive. If you are actually being chased by a tiger, right? That's what you should do. You should run. When you're in an interaction like a job interview, that system doesn't help you at all, right? It's a flaw in the way that we're wired. What you got to figure out is how do you get in there and turn off that response? Instead, respond as someone who is – has composure, has confidence, has this feeling of power, knows that no matter what happens in this situation, they're not going to die, right? They're not going to die if they don't get the job.

[0:25:11.6] MB: I want to look at the flip side of this and start to understand why don’t people have power, why do people lose power, why do people feel powerless?

[0:25:22.0] AC: One thing is that when we begin to feel powerless, we consent to that feeling. We don't notice it as something that we should resist. We do just allow ourselves to fall into it. One of the things that I would love to do in the world is to get people to understand that people's psychological well-being, their subjective well-being is not just about happiness and lack of stress, because that's how people generally think of it.

When they think about like how well do you feel, they think well, “I'm happy and I'm not very stressed.” Those two things are important. I think there's now quite a bit of research on the importance of feeling a sense of purpose, so there's discussion about that. What I don't often hear people talk about and what ends up being a really important predictor of thriving is that people also feel that sense of agency. They feel they can get things done.

Think about if you were trying to improve, increase the well-being of a struggling society and you wanted to measure the long-term outcomes of that. You wouldn't just want to make them feel happy and less stressed, you'd also want to make them feel powerful, right? You want them to feel that they can change their situation, they can get things done. Not just continue to live as they are, right?

Power is such an important piece of your general well-being. As you start to feel less powerful and again, personally powerful, note that. Start to pay attention to the moments when you collapse. When do you start to slouch? When do you start to lower your eyes and maybe wrap yourself with your torso with your arms? Think about what people do when their team is losing, or when they are on the losing team in sports.

Sports has so much to teach us about these things. I'm a huge baseball fan, so I just finished watching the World Series and my team won. Go Red Sox, but it was very fun to watch what was happening in the stands, because you see as your team is struggling, everyone all of a sudden they have their hands on their faces. They're covering their eyes. They're touching their necks. They're doing all kinds of contractive body language. That's a sign of feeling powerless. 

It's what animals do when they don't have power. They're hiding themselves. They're making themselves invisible. They're making themselves small. That's a sign of feeling powerless, so when you notice that you're starting to do that, two things; try to figure out what was the stimulus that led you to react that way. What caused you to react that way? Because that gets you to know yourself and what are the cues that you should you get in touch with to understand when you're losing that sense of power, but also don't allow yourself to collapse. That's exactly when you actually need to physically expand.

Say you're giving a talk and you start to realize that you're doing nervous things like touching your arm with your opposite hand, or touching your face, or maybe you're speaking very quickly, which is another way of contracting. Instead of doing those things, slow down, open up your shoulders, take some deep expansive breaths and all of that will reset you. It triggers a relaxation response. It allows you to collect yourself, collect your thoughts. It certainly does not signal powerlessness to an audience, because pausing and slowing down does exactly the opposite. It signals power. All of those things are ways in which you can resist collapsing into that feeling of powerlessness.

[0:29:04.3] MB: From a larger perspective outside of just moments of powerlessness, what causes people to be or feel powerless in their lives?

[0:29:14.2] AC: Well, lots of things. I don't want to dismiss all of the structural and institutional and real things that make us feel powerless, like systemic prejudices and for all kinds of unfair inequalities. Illness, right? Losing a job. In fact, chronic unemployment is the strongest predictor of unhappiness and powerlessness, especially for men. That's a very strong predictor of long-term power, feelings of powerlessness and depression.

There are a lot of things that can do it, and I'm not saying that it's easy to make yourself feel powerful, but you have to try. You have to at least resist that urge to contract and hide and go into the fetal position.

[0:30:00.8] MB: I think my perspective on it at least and I'm curious what your perspective is, the most effective strategy if you're in a tough situation like that is to try and create agency for yourself, try and create action, try and create results and having the mindset of or being in a place of powerlessness is often the most counterproductive thing you can do in those types of scenarios.

[0:30:20.6] AC: Yeah, exactly. I mean, it's because you're also ceding control of your own outcome and your own thoughts. You end up leaving those situations with a sense of regret, as opposed to a sense of satisfaction. One of the interesting things about these stressful situations where people feel present or not present, or powerful or not powerful is that when people feel powerless, they don't feel they've been seen. They leave something like a job interview feeling like, “Ah, I wish I had shown them who I am.”

They leave with a sense of regret and they can't get themselves out of the cycle of wanting to do over, but you don't get a do-over. You just have to move on and not pick up another piece of baggage that you carry in with you to the next situation that looks the same way. People often, that sense of regret is all about what happened in that moment. It's not actually about the outcome. When people feel present and powerful in something like a job interview, when they leave they feel satisfied and they feel much more accepting of the outcome, even if it's not the one they desired. They feel that what happened was fair, that they were seen, they were heard and if they weren't chosen, that's okay. Maybe there was somebody who is a better fit. It doesn't reflect so strongly on them in a negative way.

I think that for me, I very much do focus on these feelings of expansiveness versus contractiveness and what you can do to prepare yourself before you go in, because one thing that people are not great at doing when they feel bad about themselves is telling themselves that they're powerful. When you feel anxious and powerless and then you tell yourself, “Oh, no. I'm actually powerful,” now you just feel you're lying to yourself. It can make it even more salient, so you can get a rebound effect, a heightened sense of powerlessness.

We're not very good at talking ourselves down off the ledge, but we are good at walking ourselves down off the ledge at changing the way we carry ourselves, the way we breathe, the way we move, our speech, our posture, all of those things. Again, not just about standing like a superhero. There's so much more research out there from many different fields that show the same pattern. When we expand, we feel powerful and we can control our expansiveness.

If you start from the head down to the feet, it's a ways to expand. I've already mentioned this, but speak more slowly. Studies done at Stanford GSB, researchers like Deb Grunfeld have found that when you get people to slow down their speech, they feel more powerful and others perceive them as more powerful. Slow your speech. Breathing, right? Do you breathe shallowly, or do you breathe deeply? When you breathe deeply and expansively and really fill your lungs, you are triggering what's called the relaxation response. That is a complex circuitry in your mind that's telling your body that you are not in a threatening situation. You are in a safe situation. You don't go into fight, flee or faint mode. You feel comfortable.

There you've got just two things that you can do starting at the head. Certainly, even simple posture like sitting up straight is a way of expanding. Your shoulders should be back and down and your chest should be open. You should basically do what you would do when your grandmother might have told you to sit up straight. Studies show that people who are clinically depressed, if you get them to sit up straight for just two to three minutes which goes against the typical posture of someone who's depressed, they feel significantly happier. The same then applies to people who are not depressed as social psychologists have shown.

Then you have complex posture, which is what I've been studying is the various ways in which we expand in more complex ways, not just sitting up straight, so having your limbs away from your torso, having your feet apart. When you do that before you go into a stressful situation, you feel more powerful. You don't do it while you're in the stressful situation, because it comes across as really rude, right? You're not going to man spread when you're sitting in a job interview, you're not going to stand like a superhero or in the victory pose when you're in a job interview, but you can do it in advance.

Even movement. Studies by a guy named Nico Troya whose Queens University outside of Toronto, shows that even walking changes the way we feel. When we feel happy for example, we walk in a more expansive bouncy way. When we feel sad, we get really contractive. When he has people walk in this way that mirrors happiness and they don't know that that's what they're doing. They just know they're walking in a way that matches what they're looking at on a screen, they end up feeling happier and more powerful than people who walked in this contractive way.

All of those things override the doubts that happen when you're trying to change your mind with your mind. Instead, use your body to change your mind. Carry yourself in an expansive way with a sense of pride, with a sense of purpose, right? When you carry yourself that way, that's the world that manifests in front of you.

[0:35:33.7] MB: That's exactly what I wanted to get into next. Tell me more about the notion of the mind; mind connection versus the mind body connection.

[0:35:42.4] AC: The body and mind connection encompasses so much different work. So much of that is important, right? Cognitive behavioral therapy for, example. I mean, certainly in many cases for many people, that's a hugely important part of reducing stress, or improving your mental health. I don't mean to be dismissive of it. Again, if we're talking about performance in stressful situations, we're just not very good at talking ourselves out of feeling bad, especially when we're anxious.

The body overrides that. The body skips that step. If the body is acting as if it's not threatened, the mind begins to fall in line what the body is doing. We're animals. This is a very basic primitive reaction. I mean, the same is true – there's a woman who is a horse trainer who I talk to quite often, who's developed this technique, she works with very submissive shy horses. Her job is to bring them out of their shells. What she finds is that firstly, horses can't talk themselves out of it, right? They're just not able to. The horse trainer can't talk them out of it.

She changes their body language through these different kinds of games and interactions, so that eventually she gets them to behave in a way that emulates the airs and graces of powerful horses. When they do that for a period of time, it’s like it snaps them out of it and they come out of their shell and they become much more willing to interact with other horses. Their health improves, they're more likely to be able to go to competition and do well in competition. It just goes on and on. The same is true for humans. I think in these moments of anxiety, remember that you're an animal. Use some of these very primitive approaches to snap yourself out of it.

[0:37:32.9] MB: What a great example. It crystallizes things, because as you said, you can't convince a horse to come out of that behavior pattern. Yet, just with an intervention at the mind/body level, you can create behavior change.

[0:37:46.8] AC: Right. When you think about – Just another example, because people often ask me this when it comes to – athletes often ask me this. Well, what about visualization? Think about an alpine skier visualizing the course before the gates open. Does that mean that that doesn't work? I would say no, it doesn't mean that. An alpine skiers, let's talk about Lindsey Vonn and you often do you see her before – I do. I love watching ski racing. You see her before she races with her eyes closed and she's – you see her gently going through the motions of going down that course.

There is a physical piece. She's also visualizing the course and she's visualizing how she wants to do as she skis down through that course. Does that work for her? Hell yeah. It's definitely working for her. Lindsey Vonn is not necessarily feeling incredibly stressed and self-doubting before every race. The point is that we're really not good at that when we are feeling self-doubting and anxious already off of that.

[0:38:50.8] MB: Another piece of this that I want to dig into is imposter syndrome. How does that play into all of us?

[0:38:56.5] AC: Imposter syndrome is not just about feeling powerless. It's about feeling powerless, it's about feeling that you somehow accidentally got the job, or the award, or whatever it is and that you're going to be found out at any moment. It also involves what we call pluralistic ignorance, which is we think that everyone else who has that job or goes to that fancy school is feeling great and confident and deserving. They're not. Impostor syndrome is so pervasive when you take places, like at Harvard Business School for example, 75% to 85% of students report feeling imposter syndrome, right?

Other people are not walking around feeling like, “Oh, I totally deserve to be here.” They're feeling the same kinds of doubt. I think the first thing is to realize that you're not alone. Everyone is feeling imposter syndrome at some point in their lives. If you are in a situation with people who've really excelled and in a competitive situation, chances are a lot of people are feeling that way. They're feeling that if they really put themselves out there, someone's going to realize that they were an admissions mistake and come and tap them on the shoulder and say, “Sorry, but we made a mistake and you have to leave,” right?

Impostor syndrome definitely is coming from a seer, a feeling of powerlessness, but it becomes even more complex in how we think about it. Now when – and it's very context specific. People could feel like an impostor say at Harvard Business School when they're being a student and go home and feel totally fine and not feel like an impostor with their spouse, right? It's not that you're walking around feeling powerless all the time. You're feeling powerless and as if you're an impostor in this one particular context.

When impostor syndrome was first studied in this 1970s by a woman named Pauline Clance, she originally thought that it was much, much more common among women than men. Then she learned pretty quickly that it wasn't. It was just that women were more comfortable telling her that they were feeling that way. Women are more comfortable talking about it. This is one of the ways in which gender stereotypes I think really hurts men. Men feel that they're not allowed to talk about those things, to share those kinds of fears and weaknesses and vulnerabilities. As a result, the research and the therapy around impostor syndrome was first focused just on women.

She realized that as soon as she was doing rather than interviews anonymous surveys, men were reporting impostor syndrome at exactly the same level as women. Men are feeling like impostors. I think the burden on men – so this whole idea that it's a woman's problem is not only bad for women. I think it's bad for women, because it's like another thing to heap on top of the pile of all of these things that women are afraid of. It's also a burden on men, because men believe that men generally don't feel like impostors and you do feel like an impostor, that's really going to make it even harder on you. Let me just rest assured to all the men in the audience, most of the men that you know, 85% of them probably have felt like imposters.

[0:42:05.0] MB: It's funny, I out of college for number years I worked at Goldman Sachs and in my analyst training for the first six weeks on the job is crushing impostor syndrome the entire time. I know exactly what it feels like.

[0:42:17.3] AC: Yeah, yeah. Probably almost everyone in your group felt the same way.

[0:42:21.5] MB: What can we do to overcome, or deal with impostor syndrome, other than the awareness that it's so prevalent?

[0:42:28.8] AC: Well again, notice when you feel it. What are the things that make you feel it often? It's funny and counterintuitive, but things that make people feel like imposters are the things that make you look the exact opposite of an impostor to outsiders. Winning an award for example, being recognized publicly for something that you did well, that makes impostor syndrome momentarily or for a brief period of time worse for a lot of people.

Realize that the reason you're feeling that way when those things happen is just because you're feeling very – because it's public, you feel exposed and you feel more afraid that you're going to be found out. Knowing what are the things that stoke that feeling for you is important and knowing that as you learn the ropes, you're going to get over that. One of the people that I talk to in the book is the wildly successful sci-fi writer Neil Gaiman, who's written two dozen international bestselling books. I'm sure, many people in the audience will know who he is. He's also just a delightful genuine, open person who admits to feeling an imposter syndrome.

He was talking to me about a time when he was writing this book called American Gods, which was going to be his big, big novel and he was talking to a friend of his, a writer, mentor of his. He said something like, “I think I've gotten over the imposter syndrome. I think I finally figured out how to write a novel.” His friend says, “You never figure out how to write a novel. You just figure out how to write the novel that you're on, right? The one that you're doing now.”

The idea is that it's this game of whack-a-mole. It's going to keep on popping up again, but don't panic about it. Go, “Okay, I noticed that feeling. I'm going to let go of it now and not perseverate or ruminate about it.” Eventually it just goes away. You might feel it again when you go into a new context. Maybe that's a good thing. It means you're challenging yourself or you're doing things that they're making you push yourself.

[0:44:34.8] MB: For listeners who want to concretely implement some of the tactics, themes, ideas that we've talked about today, what would be one piece of homework that you would give them to really concretely use these ideas in their lives?

[0:44:49.5] AC: Let's just talk about the expansive – the body-mind piece. I would say first of all, before you go into a stressful situation, prepare by using expansive postures; the warrior pose in yoga, stretch out, make yourself as big as you feel comfortable doing, but in private, right? Not in front of other people. You want to do it in private, because you don't want to feel – you don't offend people, but you also don't want to feel that you’re being judged. Do that before you walk in.

When you walk in, use posture that have a good posture. Carry yourself with a sense of pride, but not in a way that's domineering. You're not challenging somebody to a duel, you're trying to have an interaction where you connect with them, where they see you as confident, but they also see you as likable and trustworthy and engaged and as somebody who wants to be there, who doesn't feel that he or she is the most important person in the room, but is someone who's there to connect.

Huge, big poses before, reasonable good posture during and use also open gestures. Gestures, palms up for example, that show that you are comfortable being there. Mind your posture throughout the day. If you're sitting over your computer a lot, or over your phone which we find is hugely problematic and causes what we call text neck, or eye posture, people really begin to hunch and that does affect the way they behave and it activates the inhibition system.

If you're staying a lot of time on your phone, try to change how you're holding your phone. I'm not going to tell you to put your phone down, because I know how hard that is to do. What we see is that people who sit back and have their – hold their phones up over them as opposed to hunching over them, they don't seem to activate the inhibition system in the way that the people who are slouching do.

Mind your posture. Realize what your – notice the times when you start to slouch and make yourself small and see what you can do to correct that. The other is pay attention to other people's posture, right? When you're in an interaction, remember that presence begets presence. When you're present, you are inviting others to be present. When you're present, you're saying I am authentic. I am here. You can trust me. They respond in kind.

What you want to do is pay attention to times when they're using body language that looks powerless. If their body language changes and suddenly they close off, try to figure out what happened. How can you get things on track again?

[0:47:23.0] MB: For listeners who want to find you, the book, all of your work online, what is the best place for them to do that?

[0:47:29.4] AC: I would say I'm very active on Twitter and I'm AmyJCCuddy, so two Cs, because I have two middle initials. Do you look for me there. You can look for me at amycuddy.com, or amycuddyblog.com, but I think the book is really a useful and practical and very strongly evidence-based guide to understanding what's happening to your body and mind in these stressful situations, how you can overcome it. Please do look for the book Presence: Bringing Your Boldest Self to Your Biggest Challenges.

Obviously, you can buy it online. I always encourage people to buy from their local, their indie bookstore, because I certainly love those places and would like to see them succeed, but it's widely available and it's now in 34 different languages. It's available all over the world. For many of you, even if you're not native English speakers, I hope that it will be available in your native language.

[0:48:21.1] MB: Well Amy, thank you so much for coming on the show, for sharing all this wisdom, all these practical strategies. It was a great conversation.

[0:48:28.2] AC: Thanks so much.

[0:48:29.6] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.


February 25, 2021 /Lace Gilger
Influence & Communication, Weapons of Influence
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The Shades of Influence with Robin Dreeke and Chase Hughes

February 13, 2020 by Lace Gilger in Influence & Communication, Weapons of Influence

This week we’re diving into the two sides of the topic of influence. 

Surprisingly, there are two very different schools of thought on the best way to influence someone. But which style is more effective? What are the pros and cons of each of them? 

In order to get to the bottom of this debate, we brought in some incredible experts to make their cases on the topic. First, we’ll dig into the light side of the force of influence. You’ll hear from Robin Dreeke. 

Robin began his career in law enforcement in 1997 after serving in the United States Marine Corp. Robin has directed the behavior analysis program of a federal law enforcement agency and has received training and operational experience in social psychology and the science of relationship management. Robin is currently an agent of the FBI and the author of “It’s Not All About “Me”, The Code of Trust and the newly released Sizing People Up. 

Then, representing the dark side of influence you'll hear from Chase Hughes, Chase Hughes is the founder of Ellipsis Behavior Laboratories and the amazon bestselling author of The Ellipsis Manual. Chase previously served in the US Navy as part of the correctional and prisoner management departments. Chase speaks on a variety of topics including brainwashing and attraction and frequently develops new programs for the US Government and members of anti-human-trafficking teams around the world. 

Both of these experts have INCREDIBLE backgrounds and some amazing stories as well. In the end, how you use these incredible powers is up to you. 

Which side are you on?

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Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[00:00:11] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the internet with more than 5 million downloads and listeners in over a hundred countries.

Have you seen Star Wars? Are you drawn to the light side of the force or do you gravitate to the power of the dark side? In this week’s episode, we’re diving into the two sides of influence. Surprisingly, there are two very different schools of thought of the best ways to influence someone. But which style is more effective and what the pros and cons of each of them?

In order to get to the bottom of this debate, we brought in some incredible experts to make their case on each of these topics. First, we’ll dig into the light side of influence. You’ll hear from Robin Dreeke. Robin began his career in law enforcement in 1997 after serving in the United States Marine Corps. Robin has directed the behavior analysis program of a federal law enforcement agency and has received training and operational experience in social psychology and the science of relationship management. He’s currently an agent of the FBI and the author of It’s Not All About Me, The Code of Trust, and the newly released Sizing People Up. 

Then representing the dark side of influence, we’ll hear from Chase Hughes. Chase Hughes is the founder of Ellipsis Behavior Laboratories and the Amazon bestselling author of the Ellipsis Manual. Chase previously served in the US Navy as part of the correctional and prisoner management departments. Chase speaks on a variety of topics including brainwashing, attraction and frequently develops new programs for the US government and members of antihuman trafficking teams around the world. 

Both of these experts have incredible backgrounds and some amazing stories. In the end, how you use these incredible powers is up to you. Which side are you going to be one? Sign up for our email list and let me know. I’ll even tell you my own personal affiliation. Jedi or Sith?

As always, thanks for listening to this show. First up, let’s hear from Robin Dreeke. 


[00:02:25] MB: You have an incredible background and story and some of the work you’ve done with the FBI is fascinating. Would you share kind of your journey with the listeners? 

[00:02:34] RD: Yeah, sure Matt. It’s actually pretty funny and remarkable not in the things I’ve achieved, but because in what I’ve done with my life and career completely opposite of what my biological genetic coding is for. What I mean is this – And you read part of it, my bio and background. Yes, I’m a Naval Academy graduate, Marine Corps officer. I came in to law enforcement and the FBI in 1997.I served in New York City, Norfolk, FBI Headquarters, Quantico. I ran our behavioral team. All those things. They sound pretty neat on paper and they kind of scream at you hard charging type A, but in reality – Which I am. There’s no doubt. But in reality, when you work in the world of counterintelligence like I do, it’s completely backwards from the behavior you really need for success. 

What I mean by that and what I learned when I first got assigned to New York City working counterintelligence, I was very fortunate that I got on a squad of individuals that had probably 20, 25 years in the FBI all doing that job and working in counterintelligence is different than anything else in the FBI or really in the world. It is related mostly anywhere else to sales. I basically sell a concept that protecting America is a great idea and the way I’m going to compensate you for that is through a great relationship with me, mostly, not much else. Government funded me. What it is, it really comes down to this feeling of patriotism and having a great relationship that’s going to be the inspiration behind why people are going to want to cooperate with you. 

Also working in counterintelligence, it’s all leadership, because the people that I interact with day-in and day-out, they don’t commit crimes. I mean, it’s very rare that my main job in New York was to recruit spies. 99.99% of the time, they’re just getting regular information, open source information and sourcing it to an individual. So it has value. Mostly information, like I said, it’s open source. Who it comes from makes it valuable. The people I interact with are great Americans or citizens as well. 

The challenge is, “All right. If you’re a hard charging type A that’s used to trying to convince and coerce and manipulate people into giving you things, it doesn’t work. It just does not work,” because as soon as someone walks away from any engagement with you, think to themselves, “Wow! I really wonder what he really wanted.” You’ve totally failed, because there’s doubt. There’s subterfuge and people are very, very keen to pick up on these things, because what generally happens – And we’ve all experienced it, whether it’s been a shady cars salesman or any other kind of salesman that is actually there for profit and gain and to take advantage of you. People pick up on that because there’s incongruence between people’s words and things they say which they might be saying all the slick lines, everything really great, but their body language becomes very incongruent with what they’re saying and our ancient [inaudible 00:05:24] brain really picks up on these things and it gives us that creep feeling. 

Well, when you’re actually genuinely making about everyone else, and that’s what the code of trust is about, how to make it about everyone else but yourself, but you have a lot of clarity, the destination that you hope to move to, but you realize that you can only do that through being an available resource for the prosperity of others. That’s what the whole thing is about. 

I did this for years on the street on our behavioral team. Again, I’m not naturally born leaders. Not naturally born doing this, but I was surrounded by greats that were showing me and modeling the way. So you learn these things on the job training, osmosis, and observation. But what really started happening was I started writing because I was asked to write about it. When I got down to Quantico, when they started asking me to teach about it, you start making this art form as it is in a personal art form, a paint by number. 

You start giving labels and meanings to things so people can start recognizing the behaviors they’ve already been doing. I call the new car effect and I always get a puzzled look when I say that. But really what it comes down to, the days you buy your new car or any car, all of a sudden you start seeing that vehicle everywhere. I mean, I own a Tundra. The day I bought my Tundra, I swear, I think 300 people in my town bought the same darn truck because it has that label and meaning. That’s all I do, is I give labels and meanings to all the behaviors that we do when we’re having a great relationship. So you can repeat that behavior and understand also the ones that you might have failed at or more challenged at to understand exactly what you were and weren’t during those situations so you can stop doing those behaviors. 

That’s been the journey. Probably, the code of trust came about around 2013. I was running our behavioral team and someone asked me to do an article again on counterintelligence and I said, “Well, we can’t really talk about hooky-spooky spy stuff.” I said, “Who? Let me talk about what my team does,” and I had never really sat down and contemplated. 

When I sit down and strategize any kind of operation I’m doing, what am I actually doing? Then I reflected on every instance of my entire life, my career, in the Marine Corps, in the Naval Academy and with my friends, family, kids, I started realizing that, “Well, in every encounter, all I’m ever doing is strategizing trust,” and I came out with the five steps of trust and all of a sudden when I gave myself that green Tundra effect as I call it, or the new car effect, I started seeing the code of trust everywhere and it’s become my guiding light in my life. I live it every day and it creates amazing prosperity as a byproduct, but if you – The core thing of the code of trust is if you focus on yourself, it undermines the entire process. It really comes down to first and foremost good healthy relationships, open ask communication and being an available resource for the prosperity of others. When [inaudible 00:08:10] those things first, everything else falls into place. That’s kind of a brief overview of almost 49 years of my life. 

[00:08:19] MB: The funny thing about – And there’s so much to unpack there. There’re a number of things I want to ask you about. One of the most fascinating things to me about fields like counterintelligence is that there’s no room for error. Did these tactics have to work, in many cases, literally, life and death situations? I think it’s such a beautiful format for really – It’s almost a crucible for cultivating the absolute, most effective strategies for doing something. 

Then you talked about how your old sort of perception of what leadership meant isn’t necessarily what actually works and actually changes behavior. Can you tell me about how that transformation took place and how the old conception of kind of the hard charging, manipulating, pressuring, bullying framework of leadership doesn’t really work?

[00:09:04] RD: Yeah, absolutely. My form is leadership is what I witnessed. The things we witness between the ages of 9 and 19 really form our generational outlook on the world because our prefrontal lobe is not fully developed yet. The emotional impresses we have really form how we see the world. During those years, I wanted to go to the Naval Academy. I want to be a Navy pilot, aerospace engineer, an astronaut. My form of leadership is what I watched in the movies and TV. The first movie I saw in leadership that I thought was strong leadership was Patton, screaming at people, yelling, kicking them in the butt, poking them in the eye. I figured leadership was getting people to do what you want. 

That’s the behavior I was modeling. At a young age, many people get rewarded for that kind of behavior, because just think sports of teams you’ve been on or clubs or any other kind of position where an adult or a superior ask you to accomplish something with a group of people and you ask politely all the group of people to do what was asked and no one goes along with what it is you want them to do. So you now get chastised for being a weak leader. Now next thing you do is you yell and scream and these people do what you want them to do and now you’re reward for being a good leader. 

The negative behavior on convincing and cajoling gets rewarded. So you start at a young age thinking that’s the way in order to get things done. In reality, what you just did is you manipulated people through fear and reprisal to take action. The action they’re giving you is probably about 5%, maybe 5% to 10% effort just to get you to shut up and go away. That can work fine in situations where there is a position of reprisal that people can take again you. Again, you're not going to get the best out of anyone because loathing start seeping in against you and people are just going to stop performing. That makes the now leader look extremely bad and can’t be productive and that leader now things, “Well, what's happened? Why am I not been productive? Why am I no longer getting promoted?” They now think they've gotten soft. So the way to undo getting soft, they think they have to get harder. This is where the bullying in the workplace starts in that kind of leadership. 

In reality, what I found both in the Marine Corps and coming in the FBI, especially working, like I said, counterintelligence, where I get up every day hoping I don't make a mistake and then it caused myself a humbling moment because every relationship is potentially helping our national security. Protect our country. Protect my community. I don't have the luxury of making mistakes. I mean, I am extremely hypercritical of myself and all my conversations and dialogues. I care passionately about not making a mistake. 

What I found is especially when you work in the world as I described to you, there are no criminals. Very, very few were criminals and even if someone is manipulated good-naturedly by accident by someone trying to take advantage of them, they're very unwitting that they've even done anything wrong. In my entire life in career the last 20 years, I've never made an arrest in the area I’ve done. I've only done things that hopefully build relationship strong enough so we can garner the information we need to protect our country. 

When people don't have to talk to you and you can't rely on your title and position, you better know what to do. The other thing I really found out too is that people do not care about your title and position and whatsoever. I mean, being an FBI in New York City knock on a front door and see what people think about you if you start showing a badge and everything. Really comes down to not your title and position, but how you treat them. If you treat them and talk in terms of their priorities, you validate them, you validate their context, you don't argue their point of view on things and you genuinely – This is the real key, is you got to be genuine and sincere about your desire to understand them as a human being and their motivations and priorities in life.

[00:12:57] MB: Before we get too deep into that, because I really want to go deep down that track, tell me about – You mentioned the importance of kind of really honest self-awareness and self-assessment.

[00:13:10] RD: Yeah. As a Marine Corps, there was the 14 leadership principle I learned was know yourself and seek self-improvement. One of my more humbling aha moments in life was I remember I was stationed at Cherry Point. I was in the air wing but on the ground side, and so we’re really bottom heavy. We had a lot of junior officers, and I think we had about 14 or 15 of my rank as second lieutenant. I remember my first assessment, I was ranked last out of them all. I remember walking up to my major that rated me and said, “All right. I get it. I'm doing something wrong. What am I doing?” All he could say was, “You just need to be a better leader.” 

It was very subjective, and so I didn't understand what that meant, but it bothered me. I was like, “All right. I’m doing something wrong.” What I started discovering was – And everyone has this, that what I thought I was projecting to the world was not what the rest of the world is seeing. So taking an honest self-assessment is actually hearing the word people say about you and to you but really ideally about you where you can be a fly on the wall and hear people's honest impression of you. This is not a self-loathing or always me if you hear something you don't like. It's an assessment of what people see when they see you. 

It's funny, I often – Any time I bump in to someone I knew 25 years ago, I usually give them a big hug and thanked them for tolerating me 25 years ago in their lives. The one thing that I've heard when I apologize for being a self-centered jerk years ago, they said, “No. No. Robin. You're just intense.” When I hear something twice, I do assessment of it. I analyze what intense looked like to other people. Intense looked like just me being a good guy to me, because very rarely do people get up in the morning and say, “All right. Today I’m going to treat people really horribly and be a jerk,” but ultimately that happens sometimes not because we want to, but because there is this incongruence again between what we feel and what's get hijacked that comes out of our mouth because of our ego, vanity and insecurities. 

So I define that, I looked at intensity and actually saw what that meant, and it’s a typical type A response. It’s you have something you’re trying to achieve, a goal of some sort. A very tangible means goal, I call them, instead of ends goals. Ends goals are states of mind, and I’ll tell you more about that later maybe. But a means goal is I want a promotion. I'm trying to do well on this project. I want a better salary. I want to move. All those things are very, very specific and we become so focused on them that we totally disregarded not by intent, but by our genetic design that anyone else around is doing anything and we kind of wholly focused on what we’re trying to do. Again, we’re not regarding really people around us that are actually might be working on other things that you're not making yourself available to or pretty much ignoring and you combine that with a tempo that is out of sync with the others around you because, again, you have that higher tempo of activity. It really becomes off-putting to other people and it looks like a narcissistic megalomaniac jerk. Was that in the heart and soul of the individual to type A? No. They are totally clueless about this until you actually have those aha moments and listen to the people around you, take feedback and ask yourself, “Is that the behavior I want to be exhibiting or not?” If it's not, what can I add to myself to have that behavior stop being that way?

Again, especially when you're working in areas and fields weather you’re in sales and doing cold calls and people are already dealing with individuals and companies that give them products and services. So why should they want to go with you? Why should they even listen to you? If you come across that kind of intensity, people are just going to shut down, because you're not really regarding them. You're more focused on what you're trying to do rather than being a resource for other’s prosperity. That’s probably the first time where I had – I've had multiple, I think everyone does, multiple moments in your life where you create yourself a humbling moment. Every day I wake up and I hope I don't cause another one that day. I haven't had one in a while, and it's important to keep that ego and vanity in check, because when you don't, the mouth will run of the way and you’ll become self-centered and focused and there is no reason why anyone, any individual should want to listen to you if you're not talking in terms of what's important to them.

[00:17:15] MB: I think that segues into one of the other really, really important things that you mentioned and you write and talk a lot about, which is all of these strategies and influence that – Sorry, not influence, because we talked about this before the show, but all of these strategies have a root in not focusing on yourself and focusing really deeply on the other person. Can you tell me about the importance of that? 

[00:17:38] RD: It’s all right. The influence – Influence is important to understand how to influence and what influence is. But what I found is, and this is part of where all these things came from, folks and others. Influence still has a connotation in my mind when I use the word. Again, this is purely me. There is no right or wrong, just as meanings and definitions. It still has a connotation of influencing another individual to do something that's in my mind. 

When you understand how that works and what's going on there and you want to be more effective at influence, what happens is you start realizing that, “Well, I just need to move beyond influence, because I need to focus on other people in what their priorities are and be a resource for them,” because then what you do is you start moving into the realm of inspiration. When you’re in the realm of inspiration, it’s completely about the other person. 

Here's how this process works and why it's important. Individuals, you go back to ancient tribal men, where tribes are 30, 40 or 50. It was the first form of social welfare, healthcare and survival. If you are not part of the tribe, the likelihood of your genetic coding being passed on was extremely low. Our brain rewards us for being valued and part of a collective in a group and a tribe. If we use language that demonstrates value and demonstrates that we are vested in you and your prosperity, however that individual defines prosperity, they are naturally going to keep listening to you and keep regarding you and want to collaborate, because it's in their best nature, because it's in their best interest to do so. 

So anytime I have a project or something, again, this isn't – You can make it all about someone else and many people in life do, but they then get accused of being a carpet and being walked over. That's where the code of trust comes in and make sure that doesn't happen in the sense that the first step in the code of trust is understanding what your goals and priorities are. What it is you're trying to accomplish? The second part of that first question of what your goal is reversing it now and think in terms of, “So why should someone want to?” Here's the difference between that influencing and manipulating or anything like that. People then started thinking, “How can I make them want to do that or how can I influence them do that? 

What the code of trust is and what I'm talking about in order to make it about the other person is I don't think about that at all. I start reversing. I think in terms of how can I inspire them to want to? That’s the key, because if I'm thinking in terms of inspiring someone to take action, because I know what my goals. I give myself my own new car effect by naming and stating the things I'm hoping to achieve and now I completely let go of those, because I reverse it, just like you don't have to try to see the car once you bought it. You just see it. That's why you’ve given labels and meanings to things that are important to you. That's all you have to do. You don’t have to try to make an effort, because if you make an effort on your own behalf, you're now manipulating or influencing or anything else, because it's all about you and you’re only slightly regarding the other person. I let go of it. It’s got label and meaning. Now I reverse it. I think in terms of how can I inspire someone to maybe align with me. In order to inspire someone, I have to know what their priorities are, long-term, short-term, personal, professional. I have to talk in terms of those priorities. I have to demonstrate their value, and I demonstrate value by four really simple statements. I always include in conversations, emails. I'm going to seek thoughts and opinions, because when I demonstrate that I'm seeking your thoughts and opinions, I'm demonstrating value. Human beings do not ask other human beings what they think unless they have value. 

When you do that, people's brains are rewarded with dopamine, because you’re demonstrating their affiliation. When they're affiliated, that means it's good for their survival. Dopamine is released in the brain, oxytocin, serotonin, all the pleasure centers are firing because you're demonstrating value and demonstrating affiliation. 

Next I’m also going to talk in terms of their priorities. If I don't know what their priorities are, I’m going to ask them what are their priorities. Next, I’m going to validate them, and validation, it's a beautiful, very, very broad term that demonstrates that you're trying to understand without judgment the human being you’re engaging with. It doesn't mean you necessarily agree, because this isn’t about agreeing within just plain cadence. It’s about validation. It means understanding. Finally, I empower you with choice. Again, we do not give people choice unless we value them and there's affiliation.

Here's the fun part. If I know what your priorities are and I’m making myself available resource to your priorities and your prosperity, and I already know mine are because I've already labeled them before I’ve engaged. When I empower someone with choice, I'm empowering them with choice with naturally overlapping priorities, mine and there's, and then it's up to them whether they accept it or not. If they don't, that's fine too, because it's all about them, their timing, their perspective. 

Here's what I can guarantee, I can absolutely guarantee you if I know exactly what your priorities are. As again as I said again, long-term, short-term, personal, professional, and I'm making resources available for your success and prosperity in those areas. I guarantee you’re going to take that action. There hasn't been a time yet when it hasn't. Now what happens is, is most time triggers is that there’s a need to reciprocate by other individuals that you're a resource of their prosperity. You can’t keep a scorecard. 

One of the things I love to say is leaders don't keep score cards, because then there's an expectation or reciprocity and then you really did it for you and not them. I don't keep a scorecard. I give. I let go and I just wait. I just wait. It's really been pretty ridiculous when you honor on the core of the code, which is that healthy professional or happy relationship and you're an open honest communications, everything falls into place. It flows very, very easily. The more you create these healthy relationships with more and more people, they actually have – It's also a very calming effect on your own mind, because you can’t really engage people successfully if you're emotionally hijacked all the time, stress, anger, discontentment, resentment, frustration, all those things cloud our judgment. The code of trust clears the cloud and you can actually objectively see exactly path to where you're trying to go. More importantly, where others are trying to go.

[00:23:22] MB: One of the things you touched, and again, there are so many things I want to dig into from that, but one of the things you’ve touched on was this idea that in the counterintelligence world, in many cases, people either don't want to reach out to you or explicitly or trying to avoid contacting you and you have to almost reverse engineer them wanting to reach out to you. Can you talk about that strategy? More broadly about the strategy of getting someone's brain to reward them for engaging with you.

[00:23:52] RD: I'll start with your last question first, because it will be easier to answer the first. If I lose track of it, because as you can tell, I can talk forever about this and I get sidetracked in my own brain on it. So I apologize if I do. 

The goal for me at every engagement with everyone is to get their brain to reward them chemically for engaging with you. We've already covered how that works. If you demonstrate value and you demonstrate affiliation and you understand someone's priorities and you talk in terms of their priorities, and even more importantly, if you have resources for them to move forward on those priorities and their own prosperities, they define it, their brain is going reward them guaranteed. I guarantee you, shields will be down. There will be no resistance and they’ll be a great dialogue and conversation. Where it goes from there is really up to them and their tempo. 

It's a very simple concept that I just keep my mind is that what does every human being I'm engaging with, what do they need, want and dream of, and just make sure that I'm talking in terms of saying. Honesty is really the key of this too, because if you're making stuff up, do people pick up on that? Absolutely, and that's where you get that incongruence of the mind and the heart and the mouth of what's going on. 

When I do validations, I’ll only start our conversations specially if they’re going to be a little more challenging than others or if it’s a brand-new person I’m meeting. I always start out with a specific nonjudgmental validation of a strength attribute or action that I have witnessed in their life or in immediate time or anything. If I have nothing to validate in that opening statement, the biggest thing I’m going to do is I’m going to validate their time, because people's time is very valuable, and to have them share with me, I am beyond grateful for it. If I have nothing that I can validate at the start, I’m going to validate the time, because, again, I'm just very grateful for it. 

Now, translating that into working in counterintelligence, to me it’s really working anywhere that sometimes you can do with people that might not want to have a relationship with you. That’s completely okay. Matter of fact, one of the most challenging – Every now and then, you hit these situations where you got a cold call to try to get a piece of information or just a question answered on something and people do not want to engage with you. 

The first thing I do in those situations is I validate that, “Yeah, honestly, I understand how you don't want to deal with someone like me from the United States government. I completely understand. If you want me to leave you alone, if you just respond to this and tell me to leave you alone, I'll do it. But if not, if you can provide this and here's the reason why I'd like that, it might be of help to others. If that’s something that interests you, let me know. Again, just respond to me. If you don't want me to engage you, then I'll leave you alone. That way, at least get a response. What did I just do? I talked in terms of them, their priorities, because what’s their priority? Leave me alone. 

Again, I don't judge – I can’t judge whether that priority is aligned with yours or not. Who cares? It's all about them? Those are the ones that are resistant. But in all honesty, the times that happens are exceptionally rare, exceptionally rare. Again, if you're talking in terms and figuring out what someone's needs, wants, dreams and aspirations are, personal and professional, and you're talking in terms of those, you’re seeking to understand those, you're validating those and you bring to bear resources to further those for them, why wouldn't they talk to you? The only reason they wouldn't is either they lied about their priorities, their subterfuge or some other thing that they didn’t make you aware of. Again, it's not what you did or didn't do. It's all on them and it's not going to be a very good relationship anyway, because they don't want one. Why force it? You can save a lot of time and just break contact. 

Then even in those instances, you got to leave them feeling better for having met you and having to engage with you, those brain rewards. Why? Branding. Branding is everything. I have no problem if someone tells me they don't want to talk or don't want to share or don't want to cooperate, because it's not you. It’ll be someone else no. I will never get another one else if you break contact with me and I ruined your day. I mean, just think about this. Say you met me and we had a conversation 9, 10 o'clock in the morning and it went horrible. I tried to convince you of things. I could try to cajole you, try to manipulate you and you just walk away feeling horrendous. 

Whether you even talked about me or not for the rest day, it put you in a bad mood. Now everyone you touch in your entire sphere of influence that entire day or even a couple of days, maybe a week, maybe a month, who knows? They’re touching you and seeing stress, anxiety, all the negative emotions you cause and it leaks out where it came from. It came from the engagement with this Robin guy. Now, in contrary to that, if I leave you feeling better for having met me and I made you feel great for the conversation, your brain is rewarding you, I demonstrated your value, I’m talking in terms of your priorities. Even if you say no, you don't want to cooperate or have a relationship or if you're in sales, buy what you’re selling, and if you’re completely find with that and you let it go. Now, for the rest of the day, weeks, month, again, someone's leaving the engage in with you with very positive emotions in a great state of mind and people like to feel that way. They're going to start seeing that. In other words, you caused a calming effect here. It's going to cause a calming effect in their entire sphere of influence. Again, that goes to branding. 

I never think ever about just the one person I'm engaging with. I think about their entire sphere of influence from that point on. I always want good branding. Again, if someone doesn't want to engage, that's fine. It’s funny, because when you empower people choice, people walking away and not dealing with you. How many times I've actually had someone walk away and not want to deal with me. Zero so far since the code of trust. Why? Because I keep talking in terms of them. 

Think about this. On average, think to yourself, how many times a day do you hear words in every single statement that someone says they're completely you? Meaning, is someone asking your thoughts and opinions? Is someone talking in terms your priorities? Is someone empowering you with choice? Is someone validating your thoughts, ideas and context of how you see the world in every single statement you say? No. I mean, on average, even our closest friends and family may be do it 2% to 5% a day. 

When you actually do that 100% of the time when you’re engaging with someone, and so every statement come out of your mouth, their brain is rewarding them for you for being around you. Why wouldn't they want to be around you? 

[00:30:02] MB: One of the core principles of inspiring people is the idea you’ve just talked about, which is essentially this notion that if you focus really deeply on other people, making your statements about them, speaking in terms of their priorities, seeking out their thoughts and opinions in a very biological sense, their brain is releasing hormones and chemicals that are making them like you, want to engage with you and want to be part of what you're doing.

[00:30:27] RD: 100%. Again, it goes evolutionary psychology. The ancient tribal brain gets rooted. The best analogy I can give without going into – I think it was April, around 2012 that Harvard did this study where they actually wired up people's brains and saw that when people were talking about themselves and their priorities, dopamine was released. But the easiest demonstration you can do with this is – I always ask this question when I'm dealing with a crowd that I'm engaging with and training. I always ask, “How many of you have actually traveled overseas for pleasure?” A lot of hands go up. I said, “Great. What happens when you bump into another American?” Without fail, everyone starts smiling or laughing. Yeah, because what you initially do is you ask, “Well, where you’re from?” If they’re from anywhere even near your state, you start collaborating and thinking about things that you’ve been doing in the same areas. You start thinking about places you might've traveled in the same timeframe. Then you actually start talking about so and so. You keep trying to build linkages because your brain is saying, “Ah! Someone from my tribe,” and it brings comfort. So we keep trying to build that comfort. 

That’s why when you go to anyplace and you’re taking training or you're given a conference or even in a crowd, we generally coalesce into our mini-tribes. When I give training to law enforcement or something, all the different departments, they sit together. You don't have to tell people where to sit. People clump together according to their comfort and their tribe. It's a natural human reaction. So knowing that, you can actually use your language to demonstrate that affiliation. I mean, that’s what people do all time. I mean, everyone someone shares a story or an anecdote, which is most of life when engaging, all you’re doing is demonstrating value and demonstrating affiliation and people just are so anxious to tell their side of the story to tell the thing that they did on the weekend because they’re seeking that validation and acceptance as well. They’re not even listening to anyone else. They’re just waiting for people to shut up so they can tell their story. Again, because the brain is saying, “Go. Go. Go. Go. Go. Go.” 

[00:32:21] MB: Fascinating insights from Robin. Now that we've heard about the powers of the light side, let's dig into the dark side in our conversation with Chase Hughes. 

[00:32:34] MB: We’re really excited to have you on here today. For listeners who might not be familiar with you and your story, tells us a little bit about your background and the world that you come from. 

[00:32:44] CH: I’m in the military and grew up in the military pretty much. I went to military school when I was a kid, and around the age of 19, I had this kind of epiphany experience to where I finally got the realization that I didn't really get human behavior, and it was at a bar. I went home that night and I remember spending hours on Google just printing out every document I could find. It just went on there, I typed in how to tell when girls like you, and that was the catalyst that served for me learning all of these and just kind of getting so deep into this. 

[00:33:25] MB: You've obviously gone very, very deep in this. Tell me about – You named your book The Ellipses Manual. Why ellipses and what does that mean?

[00:33:34] CH: We chose to name the company Ellipses because I think it's a grammatical or punctuation symbol where you have the three dots, and the meaning of that is just removed or omitted language or language that isn't there. I also just thought it sounded cool. We use that as a company name just because it kind of has a little cool back story to it.

[00:33:58] MB: You mentioned that you kind of started going down this rabbit hole by Googling how to tell if women were interested in you. I find that really fascinating. Pick up and that kind of associated world is something that I've done a little bit of research and digging on and it's amazing all of the different kind of behavior patterns and things that you can really pick up on. Tell me a little bit about how that informs your journey into understanding a lot of the nonverbal elements of human behavior and how to kind of design and engineer human behavior.

[00:34:30] CH: Well, when I first got started doing body language reading, it was very revealing because I spent a lot of time on it and it got to a point where at first it's depressing almost at the beginning, because you just see that every human being is suffering in one way or another. I think that we’re all suffering so much that seeing the way that someone hides their suffering is usually the most powerful and revealing piece of information you can get. After that period, it kind of just humanizes everybody to the point where you can see those weaknesses or those fears or insecurities and it's not a point of looking down on someone because you can see all that. It's a point of just that guy is just like me. That guy who used to be threatening is just as scared as I am in this situation or just as flawed as I am. 

Seeing that was just a huge eye-opener for me that changed the way I see people forever. I wanted more of that and it's very addicting especially when you really dig into it and spend some time learning behavior. 

It got to the point where I started doing social profiling and behavior profiling, and then I got into conversations in how to analyze what people are saying, and then it got into like the hypnosis aspect of it, and then it got into behavior engineering, and then interrogation started coming into it that kind of intertwined with some stuff I was doing. It was just kind of a long snowball effect of information that all kind of revolved around the main theme of trying to discover how vulnerable all of us are. In the end, it's kind of scary to see we all walk around thinking that we've got some kind of firewall mechanism or some kind of antivirus system to where we know BS when we see it, but we don't. Just seeing through the development phase, like just seeing how weak we all are or how vulnerable we all are is a truly shocking revelation. 

[00:36:54] MB: Tell me a little bit more about that. When you say seeing how weak and vulnerable everyone is, what does that mean and how did you come to that conclusion? 

[00:37:03] CH: I wanted to see with persuasion. I wanted to see how far we could go. I thought like the end, like the greatest thing — This was maybe 10 years ago. I thought the greatest thing that we might be able to do this by creating a Manchurian candidate in real life. It turns out it's been done before in a much different way where they used drugs and all kinds of dangerous stuff, but I thought maybe that there is some therapeutic applications of that. Maybe we could work on depression or even schizophrenia with that kind of stuff. Going through that with the vulnerability aspect that you just asked about, I specifically mean how we can be talked into doing things that are not in our best interest very easily. 

[00:37:52] MB: Give me an example. How can somebody be either sort of manipulated or hacked into doing something that's not necessarily in their best interest? 

[00:38:02] CH: A good example would be if you look up people that are hypnotist bank robbers that go up to the bank and use some really just preschool level skills. Of course, the guy might be really suggestible behind the counter, but I think an example of that would be you talking someone into doing something against their will, like buying something or going home with someone or using the skills for a business negotiation or at a job interview. 

[00:38:35] MB: I want to dig in to specifically some of the tools and strategies around how to engineer that type of behavior. What are some of the tactics that you’ve seen from your research, from your work in the military engineering human behavior that can help people either recognize when someone is trying to do that to them or use some of these strategies to influence others? 

[00:39:01] CH: Sure. I can give you guys some basic ones. I want to touch on this real quick if you don't mind me going off a little bit here, Matt. When we see like one of those articles online about learn body language quickly, or like quick tips to do X, Y, and Z, I think a lot of us grossly underestimate how much work is usually involved in mastering something or being really good at something. 

If you take a piano for example, there're plenty of videos on YouTube where you can just walk through a song. You know what I’m saying? 

[00:39:37] MB: Yeah. 

[00:39:37] CH: To where you could just walk through a song and you might be able to maybe impress a few people for 30 seconds at a party, but to get really good at this you'll need an investment and time. One of the things that I always kind of compare this to is like the first level would be like the paramedic. He knows some basic skills just enough to kind of be dangerous, and then you have a nurse who studied for several years, then you have a doctor who studied this in depth. Way down at the bottom, underneath the paramedic, you have the guy who watches like Gray’s Anatomy and thinks he's a doctor.

I think that just estimating how much time it will take is usually if you think it’s less than a year to get really good at this stuff. I would say more power to you, but this stuff is incredibly complex and it’s far more complex than a piano. In fact, if you can imagine mastering a piano and then every time you sat down at it, the keys were in different places. That’s kind of where we’re at with just basically human behavior engineering. 

With body language and behavior profiling, that's what makes the difference between really being able to influence someone and just knowing a few tricks, because if you read any influence book nowadays they’re going to give you all these methods that are supposed to work for all people, but every single person that you talk to is different and is fundamentally different from the core of their being. If you can't see that and you can't profile that and kind of tailor what you're saying and doing to meet that person's needs or their fears or weaknesses, whatever you’re trying to do with that person, you’re going to get some really basic level of success. That's why we tried to integrate every single part of this, every aspect inside of the ellipsis manual to be able to get that engineered scenario to where you can create an outcome that you'd like. 

For your listeners specifically, I would say one of the main things you need to start doing every single day is disengage people's autopilot response, and the autopilot response is basically the roles that we play or the hats that we put on. If you’re at work, you have a workout on and you talk to people as if you’re at work. It’s going to be completely different than the way you talk to your wife. It's going to be completely different than how you talk to your kids. 

We change roles throughout the day, and once we get into a roll, our neurons that have kind of connected for that role start to fire in sequence there just to where everything is kind of automated and we’re not really paying much attention to what's going on. When someone is in autopilot, it’s usually a role. So like an employee and a customer, that's one that you’re probably going to encounter every single day. 

I would say breaking someone's autopilot is the most fantastic way to start capturing that focus and the attention that you’re going to need, and breaking autopilot can be done with anything that breaks them out of their mental state. If you're getting a coffee at Starbucks and you ask really quickly which direction Northeast is, just to make them start — They've never been asked that question before. They start going internal to their head and they kind of break out of that employee mode for just a few seconds, and then you start doing what we call FIC, which stands for focus, interest and curiosity, which you want to develop in sequence. A really good technique for developing focus is just talking about focus. 

Does that make sense? 

[00:43:28] MB: Tell me more about that. 

[00:43:30] CH: Okay. I didn’t know how far you wanted to go in here. 

[00:43:32] MB: Yeah. No, I want to dig in. I want to learn a lot. Tell me about FIC and tell me specifically about how we can kind of cultivate each of those pieces. Then I still want to drill down a little bit more as well and kind of how we can break someone out of a pattern. 

[00:43:46] CH: Okay. FIC is focus, interest and curiosity. The first part of that is focus, and the easiest way to establish or get someone to start focusing on you is to have authority. I know you wanted to talk about that, and this would be a great segue to that. 

[00:44:03] MB: Perfect. Let’s dig in to authority and then we’ll come back to FIC. 

[00:44:08] CH: Great. Let's talk about focus. The main way, the number one way that human beings start to focus on something or view it as important is when someone has authority. Authority is probably the most important thing that you can possibly master. There's a thing in our brains called a reticular activation system or the RAS, which is kind of like a precursor to the fight or flight response. This RAS is consistently looking for threats, things that are threatening to you or things that are socially valuable. If you're in a doctor’s office, all of your attention is going to go to the doctor. If you get pulled over by police, all of your attention is going to go to that person. If you're sitting in a restaurant and George Clooney walks in and starts talking to you, all of your attention, no matter what you were doing is going to go to George Clooney. That has to do with social authority or perceived authority.

My goal is to try to convince your listeners that authority is more important and more effective than influence. The main reason being that — Are you familiar with the Milgram Study? 

[00:45:24] MB: Oh, yeah. Definitely. 

[00:45:26] CH: Okay. Just for your listeners who haven't heard of this, this was done at Yale University. It was by a man named Dr. Stanley Milgram whose parents were refugees from the Nazis. He came to America and he did this study where a guy walks into a room and they say, “This is a learning experiment. There's a guy with a lab coat on and they're taking down notes on clipboard,” and he says, “You’re going to shock this guy in the other room,” and every time he gets this set of words wrong so to speak. 

The guy goes in the other room, gets hooked up to a shocking machine and this other guy who’s being experimented on is sitting there, he’s supposed to shock this guy on the side of this wall every time the guy gets words wrong. Td the guy just keeps repeatedly doing it and the guy continues to ramp up the voltage in accordance with the instructions of the guy wearing the lab coat. It turned out that almost 80% of the people who did this experiment shock the person on the other side of the wall to the point of death. To death. Social psychologist, before the experiment was conducted, estimated that .011% of people would shock someone to death, and it was almost 80%. 

A lot of people got some stuff out of that and they got a lot of scientific research out of that, but I took away something completely different. Of course, they got away like people who say, “I was just following orders,” like a lot of Nazis did after they're brought in front of a tribunal for war crimes. 

Think about the authority aspect of this. A guy just standing there in a gray lab coat tells you to shock another human being to death and you do it. Stand up and leave, you don’t protest. Of course, everyone — 100% of people would say, “No. I would never do that,” but then 80% of people do. 

A man with no medical name tag on, he has no identifying marks other than he’s just wearing a tie and a lab coat and he's uttering phrases, he’s not ordering anyone to do it. He just speak in phrases like it's important that the experiment continues or it's important that you continue. Just little phrases like that. 

Let's go back to influence and contrast these two things together. With influence, it might take you two hours to talk somebody into buying a new car per se. A guy in a lab coat in less than 45 minutes suggested that a stranger kill another person and they did it. 80% of people, which is better than most sales numbers. That's with no neurolinguistic programming. No hypnosis. No Robert Cialdini influence methods. None of that, and you just have that tiny bit of authority, just that perceived social authority. The guy was a nobody, he was just a volunteer who was an actor. Just that is enough to convince a stranger to commit murder, that tiny bit of social authority. 

[00:48:40] MB: That's fascinating. The Milgram experiment obviously is one of the kind of groundbreaking and fundamental experiments in psychology. For listeners who wanted to get it, we actually have a previous episode which I’ll link to in the show notes where we go super deep on the authority bias. I'm curious, tell me what are some — You write about and talk about the idea of hacking this sort of authority and how we can create it. What are some of the factors that we can use in order to hack authority? 

[00:49:06] CH: There are five basic qualities that dictate authority, and one of them is interchangeable. I’ll give them to you now. There are dominance, discipline, leadership, gratitude and fun, or just having a sense of adventure. The first one, dominance, does not mean being domineering. You can be dominant and still be completely supportive and nice to everyone around you. It's a common misconception that you have to be mean or serious all the time in order to be dominant. You can be a really fun person and just be a natural leader. 

The only thing that dominance can really be replaced with is ambition. If you think about like a starving artist who is opening a new art gallery or something like that. That's the only thing that we found that can be replaced. Those five qualities really dictate whether or not other people will respond to you, and especially the opposite sex. Whether or not you will have that automatic kind of obedient response, and it’s not necessarily an obedience response. What happens when we get exposed to authority, we go through what Dr. Milgram called an agentic shift. While this shift is taking place, our brain actually shifts responsibility for our own actions on to the person that's telling us to do something. That is profound, and I think a lot of people really look over that piece of information when they read the research. A person makes a shift to where they no longer feel responsible for their actions just in the presence of someone they think might be an authority figure. 

Developing that level of authority takes time and I it’s hard for me to get that point across to my students sometimes that somebody will come up and say, “Hey, man. I want to fly out there and do training with you for a few weeks.” Somehow they’ve got all the money to do that, but they're the type of person who's got a pile of dishes in the sink. They’ve got clothes piled up in their bedroom. I know for a fact this guy does not make his bed every day. He doesn't even trim his fingernails. He doesn’t even have his own wife together and he wants to come and learn how to take control of another human being. 

You have got some master yourself first, and with the students that I teach for private coaching, we have a few steps that you need to master environment first if you're trying to get this authority. It has to start with the environment. It has to start with cleaning your house, living in a clean place, hanging out with good friends, then mastering your time, keeping a planner and really sticking to it and starting to learn how to discipline yourself into habits, because discipline only needs to last long enough to get the habit done, and then you’re good. Then you can kind of cool off a little bit. You just only do one at a time. After you master the environment, then it becomes mastery of time, and after time you start to master your mechanics every day. What you're studying and mastering your attention span. You pick one thing to do every day. Today I’m going to study whether or not people are breathing from their chest or their stomach. Today I’m going to watch pupil dilation. Today I’m going to do X, Y and Z. 

Developing the authority is almost more important than learning any kind of influence method. I know a lot of people really are into influence and they’re into learning sales, but if you don't have that authority or you basically don't have your “shit together” you won't get the results you want. 

I would like to suggest if your listeners could just try this on for a month or two, that the results you want socially, the results you want from other people, especially when someone’s into studying influence, those things start to happen as a byproduct of you just making your life better and starting to master authority. 

We have one chapter in the Ellipsis Manual called authority, and it talks about this and it’s got a step-by-step system and it’s got a bunch of ways to kind of hack it. I'll give you a couple here if I'm not droning on too long here, Matt. 

[00:53:40] MB: No. That’s perfect. I'd love to hear some of those strategies. I think that’d be great. 

[00:53:44] CH: Okay. If you just want to start mastering authority today, start to express genuine interest in other people and make them feel interesting, not interested. Find out what they're excited about and remember the phrase leadership through support. Leadership through support. You have to make the other people understand that you are genuinely interested in them, and that level of interest will start to help you get more comfortable with having authority over other people. 

Because as soon as someone who’s new or just start studying this, they get that first taste of authority or somebody completely goes into the agentic state in front of them. It makes people immediately pull the plug and start to back out. It's a strange feeling, especially when it's your first time. Not necessarily having control over another human, but having that authority for the first time is strange, but it addicting, so it’s a good thing especially if you have good motives and you want to help others.

I would say especially with people who are the alpha male types who I would not describe as alpha males, but the people who we think are alpha males are usually not the alpha males. They’re the ones who want people to think they’re alpha males, because it’s usually the tiniest, the smallest dogs that barks the most. The Chihuahuas always worried about getting attacked, and the giant dogs don't really feel the need to bark. 

Dealing with those type of people, try what we call the Colombo method. I don’t know if you're familiar with that show, Matt. 

[00:55:30] MB: Yeah, the old detective show. 

[00:55:32] CH: Yeah, it is fantastic. I would say that is the point where you need to make some deliberate expression of insecurity. Then you can still have authority and you can still make deliberate errors, like maybe look insecure on purpose or make a deliberate social error, like your shirttail is hanging out or something like that. Those people need to feel dominant at the beginning of a conversation in order to relax. 

It works the same in an interrogation room. If I paid a police officer to yell at me like I was in trouble as I was walking in the room or I tripped on purpose or had a giant coffee stain on my shirt. It depends on who you're talking to. I would say start working on yourself immediately. That is going to be the game changer for you. We tend to seek things outside of us. All of these stuff we see on the Internet, we think the products or the things are going to make us better, but I strongly encourage your listeners to start from the inside out, especially when you're learning influence. That will help you basically to talk to strangers every day. I think using that level of social skill, you should be talking to a stranger every single day. You should make it a goal to discover a fact about a stranger in your area every single day. 

[00:57:00] MB: I love that strategy, and something that I'm a big fan of is kind of the idea or rejection therapy and the whole notion of constantly be sort of putting yourself out there failing, talking to people, pushing your comfort zone and even something as simple as talking to a stranger every day can be a great way to start to get outside that comfort zone and work on your ability to interact and connect and talk to people. 

[00:57:23] CH: Absolutely. I think the conference zone thing is really what's going to hold people back, and starting a conversation starts to get easy, then you need to take it to the next step, because you’re back in your comfort zone once it becomes easy. Then you need to start going further. 

[00:57:41] MB: Wow! Some incredible philosophies and tactics on both sides of the fence. I hope you enjoyed this week's unique episode and don't forget to go to successpodcast.com, sign up for our email list and shoot me an email. I'll let you in on a secret. Am I on the side of the light or am I drawn to the power of the dark? 

See you on the next episode of the Science of Success. 

Thank you so much for listening to the Science of Success. We created this show to help you, our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.

February 13, 2020 /Lace Gilger
Influence & Communication, Weapons of Influence
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Achieving What You Think Is Impossible - Walking The Walk with Alex Banayan

December 12, 2019 by Lace Gilger in Weapons of Influence, Mind Expansion

Do you want to figure out why you’re not walking the talk? In this episode we uncover the truth about what really holds people back - and share the the secret strategy that all successful people use to achieve incredible things. We examine the world’s most successful people and figure out exactly what commonalities they share, and how you can use them in your own life. All of this and much more in our interview with returning guest Alex Banayan. 

Alex Banayan is the best-selling author of The Third Door, which chronicles his five-year quest to track down the world’s most successful people to uncover how they broke through and launched their careers. He has been named to Forbes’ “30 Under 30” list and Business Insider’s “Most Powerful People Under 30.” He has been featured in major media including Fortune, Forbes, Businessweek, Billboard, Bloomberg TV, CNBC, Fox News, MSNBC, and much more!

  • The lessons from a crazy seven year story of attempting to interview the world’s top performers

  • All super successful people treat life the SAME way. 

  • What’s the “third door” and how can you open it to achieve anything you want in life?

  • There’s ALWAYS a third door. ALWAYS. 

  • Shared quest to understand why people succeed- and even more specifically than that - understand the Inflection Point in their career - not what they do when they are super successful - but what they did to GET super successful 

  • Why do most people NOT achieve their dreams?

  • People are focused on fear of rejection, fear of failure, fear of abandonment

  • There are so many psychological factors that imprison people from achieving their dreams. 

  • Everyone focuses on the EXTERNAL factors to success, but the biggest thing everyone misses are the INTERNAL factors.

  • Studying success through three different prisms:

  • The world’s top achievers

  • People who are interested in success (readers, self help enthusiasts, etc)

  • Alex’s personal journey

  • One of the biggest things that unite all the different perspectives on success. 

  • The BIGGEST REASON most people never achieve their dreams has NOTHING to do with how hard it is to execute on that dream. The reason most people don’t achieve their dreams is because they’re afraid to get out of line. They’re afraid to get uncomfortable. 

  • There are dozens, if not hundreds, of factors compelling you to stay where you are. 

  • People grossly over-estimate the difficulty of executing their dreams, and grossly underestimate the importance of the psychological side.

  • What is your conscious object of desire?

  • Every good story involves a subconscious object of desire, which only reveals itself through the actions of the protagonist.

  • What does the food say to you when you’re eating it?

  • If you say you want something and you’re doing something else - ask yourself - when you do that thing - ask yourself what is it SAYING to you? That helps you key into your subconscious desire.

  • Invite the parts of yourself that have been hiding in the shadows to step forward. 

  • When you sit your fears down you can befriend them. 

  • When the conscious and subconscious conflict - the subconscious wins

  • The “bible” of storytelling

  • “What a character says is their personality, what they do (especially in moments of pressure) is who they are.”

  • Writing and storytelling with a “Grip.” Grab the chapter by the lapel, sit it down, point a finger in it’s face and say “listen up.”

  • If there is no conflict in the story, then you did not write a story. Many times conflict is not external its internal. 

  • The way you connect with a human being is through storytelling - it’s one of the most important communication skills 

  • Never use an adverb when telling a story. Don’t use that many adjectives either. Use more specific verbs or a more vivid description. Focus on nouns and actions. 

  • Keep your punctuation super simple. Clear writing uses commas and periods, that’s it. Everything beyond that is extraneous ornamentation. 

  • Every sentence is like a restaurant. The same is true of every paragraph, chapter, and book. 

  • The first word is the maitre d'

  • Every part of that sentence is a different course in the meal

  • The final word is the dessert. 

  • The difference between “Do you love me?” and “Is it me you love?”

  • What is the best way to get over what’s holding you back and take action on your dreams?

  • Anyone with a big enough WHY will find the HOW. 

  • Homework: If you don’t know what your passion or your path is, but you want to get started, take the “30 Day Challenge.” Buy a notebook, write “30 day challenge” on the front. Every day for the next 30 days you have to journal about the same 3 questions. It has to be 30 consecutive days, it can’t be spread out over several months. Pick the same time of day and consistently do it:

  • What filled me with enthusiasm today?

  • What drained me of energy today? 

  • What did I learn about myself today?

  • The magic happens on the last few days

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Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions on how to do that).

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Alex’s Website and Book Site

  • Alex’s LinkedIn, Twitter, and Facebook

Media

  • NHK World-Japan - “There’s always a way”: interview with the author of “The Third Door” by Akito Iga

  • Yakima Herald - “Alex Banayan shares tips on finding 'The Third Door' to success at Yakima Town Hall” by Janelle Retka

  • TIME - “I Spent 7 Years Interviewing the World's Top Business Leaders. Here's Everything I Learned” by Lena Grossman

  • CNBC - “The surprising lesson this 25-year-old learned from asking Warren Buffett an embarrassing question” by Ruth Umoh

  • Forbes - “How To Take Massive Risks To Make Your Career Dreams Come True” by Memei Fox

  • Billboard - “'The Third Door' Author Alex Banayan on Seeking Life Advice From Quincy Jones, Lady Gaga, Pitbull & More” by Rob LeDonne

  • BigSpeak - “Celebrity Success Expert Alex Banayan Says Use Third Door Method for Success” by Jessica Welch

  • Business Insider - “How 19-Year-Old Alex Banayan Became The World's Youngest VC” by Alyson Shontell

  • Huffpost - “How Alex Banayan, the 21-Year-Old VC and Author, Spends His Mornings” by Caroline Pugh

  • [Podcast] Impact Theory - #78 Alex Banayan on How to Hack Your Way Into Success at Anything

  • [Podcast] Big Questions - Alex Banayan

  • [Podcast] Jordan Harbinger - 49: Alex Banayan | Why Mentors Are Important and How to Get One

  • [Podcast] Art of Charm - Beat Approach Anxiety | Alex Banayan (Episode 717)

  • [Podcast] Are You Being Real? - 172 Alex Banayan - Making The Impossible, Possible

  • [Podcast] RichRoll - Episode 371: Alex Banayan - There’s Always a Way: Alex Banayan on the Third Door

Videos

  • Alex Banayan: "The Third Door" | Talks at Google

  • ALEX BANAYAN ON LARRY KING NOW // FULL EPISODE

    • How Alex Banayan hacked Warren Buffett’s shareholder meeting

    • Alex Banayan: Why the western definition of success is flawed

  • Alex’s Youtube Channel

  • "FIND Your Way to SUCCESS!" | Alex Banayan (@AlexBanayan) | Top 10 Rules

  • THE THIRD DOOR by Alex Banayan: Book Trailer

  • Big Think - Why truly successful people don’t wait their turn | Alex Banayan

  • Spartan Up! - There is always a way in through the third door | Alex Banayan

  • Alex Banayan Keynote Speech - IBM Amplify 2015

  • Meet America's Youngest Venture Capitalist - 2012

  • Maya Angelou's Final Words of Wisdom for the Next Generation | SuperSoul Sunday | OWN

Books

  • The Third Door: The Wild Quest to Uncover How the World's Most Successful People Launched Their Careers by Alex Banayan

Misc

  • [Wiki Article] Cal Fussman

  • [Book] Man's Search for Meaning by Viktor E. Frankl, William J. Winslade, and Harold S. Kushner

  • [Book] Shoe Dog: A Memoir by the Creator of Nike by Phil Knight

  • [Audiobook] The Poetics by Aristotle, Elaine Sepani (Narrator), and MuseumAudiobooks.com

  • [Audiobook] Einstein and the Rabbi: Searching for the Soul by Rabbi Naomi Levy and Macmillan Audio

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than four million downloads and listeners in over a hundred countries.

Do you want to figure out why you're not walking the talk? In this episode, we uncover the truth about what really holds people back and share the secret strategy that nearly all successful people use to achieve incredible things. We examine the world's most successful people and figure out exactly what commonalities they share and how you can apply them to your own life; all of this and much more in our interview with returning guest, Alex Banayan.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life.

If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word “smarter”, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we shared how a college dropout went from waiting tables to becoming the owner of a major league soccer team and the most powerful venture capitalist in the healthcare industry. We uncovered the incredible strategy that can be used to break into any industry and become a dominant player, sharing the stage with top CEOs, even without any connections or relationships. We shared why you don't have to be an expert to leverage the credibility of others, talked about the power of public speaking and what it means to orchestrate a deal and much more with our previous guest, Marcus Whitney. If you want an inside scoop at what it really takes to achieve success, listen to our previous episode.

Now for our interview with Alex.

[0:02:18.1] MB: Today, we have another exciting guest returning back to the show, Alex Banayan. Alex is the best-selling author of The Third Door, which chronicled his five-year quest to track down the world's most successful people and uncover how they broke through and launched their careers. He's been named to Forbes 30 under 30, Business Insider's most powerful people under 30 and he's been featured in major media outlets across the globe from Fortune, to Forbes, Bloomberg, CNBC, MSNBC and much more. Alex, welcome back to the Science of Success.

[0:02:48.6] AB: Thank you so much. Feels good to be back.

[0:02:51.8] MB: Well, I'm excited to have you back on the show. Your journey and your story from Third Door was so hilarious, made you laugh, it made you cry. We got into a lot of the details around that in the first interview and some of these ridiculous stories. For anybody who's excited about this conversation and wants to go back and you haven't listened to the first interview with Alex, I recommend doing that. Alex, for people who are just tuning in and haven't caught the first one, give us a short summary of this epic journey, which I know is quite challenging to do.

[0:03:25.3] AB: I appreciate that. It's very kind of you to say. You never had to really bring it down to a short version. On the surface, this is a wild seven-year journey to track down the world's most successful people and figure out how they broke through and launched their careers. This is my journey of researching and interviewing people to find what is that definitive mindset for success. Then the subtext of this narrative, you read the book, is that it's also this coming-of-age story and the search for belonging and the search for understanding, what the meaning of life is.

The book covers all industries for business. I spoke to Bill Gates, music; Lady Gaga, science; Jane Goodall, poetry; Maya Angelou, Quincy Jones, Jessica Alba, Larry King, Steve Wozniak, Tim Ferriss. That's been this unbelievable journey filled with surprising lessons at every turn. When I had started this journey, there was no part of me looking for that “one key to success.” We've all seen those business books, or those TED Talks. Normally, I just roll my eyes.

What ended up happening over this seven-year journey, I realized that every single one of these people treats life and business as success the exact same way. The analogy that came to me, because I was 21 at the time is that it's like getting into a nightclub. There's always three ways in. There is the first door, the main entrance where the line curves around the block and that's where 99% of people wait around hoping to get in. That's where you're standing out in the cold, holding your resume, hoping the bouncer lets you in. That's the first door

Then there's the second door, the VIP entrance, where the billionaires and celebrities go through. School and society have this way of making you feel like those are the only two ways in. What I've learned is that there's always, always the third door. It's the entrance where you jump out of line, run down the alley, bang on the door a hundred times, crack open the window, go through the kitchen, there's always a way in.

It doesn't matter if that's how Bill Gates sold his first piece of software, or how Steven Spielberg became the youngest director of Hollywood history, they all took the third door. That's not only the title and the thesis of the book, that's really the energy I'm trying to inject into the next generation.

[0:05:56.9] MB: It's such a powerful message. Again, we won't get into the details, but the stories from this journey were absolutely mind-blowing, of a college kid trying to track down Bill Gates and Warren Buffett and Lady Gaga and all of these world-changing icons.

[0:06:12.6] AB: Yes. Yes. If you're looking for a book with the bullet points on success, it's not this. This is much more wild adventure stories, with lessons throughout. Yeah. There's the story of chasing there coming through the grocery store, hacking Warren Buffett's shareholders meeting with a 30,000 people, spending four days with Lady Gaga in Austin, Texas, hacking the price is right. There's definitely a lot of preposterous adventures in there.

[0:06:40.7] MB: They’re laugh-out-loud, funny and heartwarming and sad and make you laugh and cry. The thing that really piqued my interest beyond the great narrative was this shared quest that I think we both have, which is trying to understand what makes people succeed, but even more specifically than that, because there's a lot of things about that, one of the things that – maybe one of the biggest things that I've been interested in my entire life is understanding that inflection point, or trying to figure out not what Bill Gates did when he was 50 and he was already a type of industry, because so many biographies focus on all of that stuff, I want to know what did they do to become successful, not what did they do once they were already successful.

[0:07:29.4] AB: That is the exact reason why I wrote this book. It's because I was searching for a book that focused on just that. Eventually, I was left empty-handed. Exactly what you just said is the heart of the beginning of this journey.

[0:07:47.6] MB: That's why I love what you're working on, because it's something that to me, there's no books about it and nobody talks about it. You're lucky in a biography of an eminent achiever, if you get 20 pages on –

[0:08:00.4] AB: Oh, my God.

[0:08:01.5] MB: - the critical time in their life.

[0:08:03.6] AB: That is 20-page. It's normally 2 to 10 pages.

[0:08:07.9] MB: Yeah. It might be a paragraph sometimes.

[0:08:10.8] AB: Because this is the thing, when you're Bill Gates, or Spielberg, or Buffett, people want to hear about all the sexy stuff. When Bill Gates did the first Windows launch. No one wants to hear about – well, a biographer probably doesn't think that people want to hear about him making cold calls and getting hung up on, but that to me is the most interesting part.

[0:08:36.2] MB: I totally agree, because I'm obsessed with the question of how can I, or anybody apply these lessons and take some morsel that's actually applicable to my life. If I'm not the CEO of a Fortune 500 company, a lot of these later game strategies don't necessarily work. There have to be nuggets. You said something earlier that really resonated with me that I think so many people miss is that there's a commonality to the perspective that a lot of these achievers have, but even more important than that is that there's always and you repeated yourself and said, always twice, always a way in.

[0:09:18.3] AB: If I had to summarize the entire energy of The Third Door in one sentence it would be, there's always a way.

[0:09:28.4] MB: So many people miss that and get stuck thinking that there's some barrier, there's something holding them back. In the pre-show, you made a great comment talking about how you've been touring all around the globe, doing book tours and launching the book and yet, the question, the number one question that you get from people in the audience is often nothing to do with the breakthroughs in these achievers’ careers, but it was something else entirely. Tell me a little bit about that.

[0:10:01.5] AB: It's been a really exciting year, because last year the real focus was on the US book tour. This year, I was very lucky to be able to go on this international tour. We did book launches in China and Japan and Korea and Bulgaria and Italy and Spain and Canada. It's been this really remarkable journey and what I've been surprised by. This actually is true again, even on the US book tour last year too, which is you would think, or I would think and I wrote this book that really talks about the world's most successful people and the people coming to these book signings would want to ask questions, how did Bill Gates do this? How did Spielberg do that?

What I've been shocked by is that 90% of the questions I've been getting in countries all around the world have a much different focus. The focus of 90% of the questions I hear have much more to do with people's fear of rejection, fear of failure, fear of being abandoned by the people they love. If they go out and achieve their dream, if they go out to pursue their dream, there are so many psychological factors that imprison people, whether they're aware of it or not, that are the biggest reasons people don't go after to achieve their dream.

It's almost this hidden underbelly of success. When we normally talk about success, we're achieving a dream, you talk about the external factors. Well, how did you start the company? How do you raise capital? How do you manage? How do you operationalize all these external factors? What I've learned not only through my research writing this book, but also just seeing the readers’ responses, is that it's the internal factors, the internal reasons people don't achieve a dream, that not only are the most critical to the journey, but also are the most pressing on people's minds right now.

[0:12:09.3] MB: I've noticed the same thing. In many ways, that's again, our journeys and visions are so similar, because I've – the whole project of the Science of Success is all about trying to help people overcome and even recognize those internal barriers. Tell me a little bit more about that phenomenon and how you've learned to deal with it and what you've seen from studying the Warren Buffetts and the Lady Gagas of the world and how they think about it.

[0:12:40.4] AB: Yeah. I've been lucky when it comes to and I'm sure you've – I would imagine you've had a similar vantage point. When it comes to studying success, I've been doing it for about nine years now, very intentionally focusing on cracking this puzzle. I have had three different groups that I am able to study success through a prism. One is and the most obvious one is the world's most successful people.

Interviewing Bill Gates and studying Buffett, that's being one group. The second group, that's been more recent the past year or so is seeing the responses of readers who have read the book, meeting people at speaking engagements and they think they're asking me questions, but I'm actually studying their questions as data for my larger curiosity. That's another group.

A third vantage point that I have is my own personal journey. I started this process when I was an 18-year-old unknown college freshman from my dorm room. It wasn't intentional, but it was almost this meta experience of I'm studying success of how people launched their careers, at the same time trying to launch my own career and going through the process myself. If I've learned one thing that unites all three of these vantage points, it's that the reason most people do not achieve their dream, the biggest reason most people don't even attempt their dream has nothing to do with how hard it is to execute on that dream.

If we go back to the third or analogy, the reason most people don't achieve their dream is not because how hard it is to run down the alley, bang on the door, crack open a window. That's not the reason most people don't achieve a dream. The reason most people don't is because of their fear of leaving the line for the first door. If you think about it, that line for the first door is probably where you were born, where all your family is, where your family expects you to be, where your friends are, where that line for the first door is on the sidewalk, where it's clean and well-lit, there's a bouncer there that keeps things safe. Probably, that's where you've been sustained your whole life too.

Doesn't matter if you're happy, or not happy. If you're lucky enough to have food on your table, it's probably because of where your current situation is. There are dozens, if not hundreds of factors compelling you to stay in that line. I think people grossly overestimate how hard it is to run down that alley and find the third door. Look, it's hard. I am the last person to tell you that it's easy, but it is possible. The reason most people don't do it is because of their fear of leaving the line for the first door.

[0:15:35.5] MB: Such a great point. Even this idea that people grossly overestimate the difficulty of the actual execution piece, not to say that it's easy.

[0:15:45.9] AB: Look, it's hard. Yeah, it is really – You will be feeling at times you're bleeding from your eyeballs level hard, but it's still easier than most people think. I wouldn’t say it’s easier. I would say more doable.

[0:16:00.3] MB: I think that's a great refrain.

[0:16:02.1] AB: Yeah, it's not easier it. It's more possible.

[0:16:05.5] MB: Yet, everyone's focus is on the execution, the action and they don't focus on the –

[0:16:12.8] AB: It’s a safer excuse.

[0:16:14.1] MB: Yup, exactly.

[0:16:14.9] AB: It’s a safer excuse. I'm not going to knock anyone for doing this, because look, even – forget about achieving your giant dream, let's even talk about, let's say you want to be healthier. Let's pull something out of my closet of shame. Being healthier, working out more. I'm a great case study in thinking how hard and how much lifestyle changes I'd have to make to really dial in my health and work out every day and eat perfectly.

No, no. I know what to do. I've read the books. I know exactly what to do. I've done it before in the past. I know what to do. I know how to do it. The truth is yeah, I have that fear of discomfort, that fear of changing my habits. It's just easier to talk about how monumental of a task it is than it is to admit all the reasons you subconsciously don't want to do it.

[0:17:09.4] MB: Fitness is such a great example, only for the fact that it's so simple.

[0:17:14.7] AB: Right. It's not rocket science on how to lose weight literally. The science is there. Again, there are exceptions. Some people have thyroid, or stuff. For the most part, for the average person, it's the food you eat and your level of activity, but most people don't do it.

[0:17:36.3] MB: It's absolutely right.

[0:17:36.9] AB: Yeah. I'll raise my hand there too sometimes.

[0:17:39.2] MB: Oh, for sure. It's just such a great prism to understand that problem, because it's so simple. Business, or success in any more complex endeavor –

[0:17:48.9] AB: Right. There's more external factors.

[0:17:51.2] MB: There’s so many things, there's so many different factors –

[0:17:53.4] AB: Finding and luck and opportunity and resources. Right, fitness is a much more – oh, and you want to think a level deeper. What I've been learning recently is that when it comes to success, or when it comes to any journey that you take in life, whether it be a relationship journey, a personal development journey, familial journey, there is the conscious and I was learning this in a storytelling workshop I went to. There is the conscious object of desire, right? Let's boil it down to fitness, or we can even use the third door as an example.

In the third door, my conscious object of desire is I want to learn how to succeed. The conscious object of desire is if you pull aside the main character of this story, third door, it's me, but in everyone's life it's themselves. Everyone is the main character of their own personal life, right? If you pull that main character aside and you ask the main character, “What do you want the most?” The conscious object of desire is the answer that comes out of their mouth.

However, every good story and I've learned this very recently, every good story also has a sub-conscious object of desire, which only reveals itself through the actions of the protagonist. If you ask someone what is your object of desire? They say, again hypothetically, “I want to be healthier.” Then the camera cuts to 2:00 in the morning and they're eating hamburger and fries. All of a sudden, the viewer of that movie of your life knows that something isn't aligned. Trying to figure out what your subconscious object of desires in real-time is extremely hard and why most people don't do it.

[0:19:42.8] MB: Only through action can you start to reveal what it is.

[0:19:47.3] AB: Correct. That's why therapy and journaling is so useful, because you're reflecting on your actions and your decisions, not on your – this storytelling workshop I went to, the professor, instructor said something really interesting. He said, the conscious is simply PR for the subconscious mind, which I guess is that's a very Freudian thing to say, which is you have subconscious desires that your conscious mind rationalizes. It makes excuses for.

Yeah, I’ll use myself as an example. There are times where I eat in a disordered manner, that probably isn't the most beneficial for my health at times. Yeah, I even feel shame, even just talking about it right now, but it's my reality. My sister actually said something really interesting. She asked me. She said, “What does the food say to you when you're eating it?” Never thought of it in those terms, but I instantly knew the answer. It says, “I'm here for you.” That told me and realize that in times of stress and again, it's not every day, but there are times in times of stress where my subconscious object of desire is comfort and acceptance. It's not being healthy.

Being healthy is my conscious object of desire, but what I really want is that comfort and acceptance. Then food, since my childhood has been something that's been a reliable source of that. Welcome to the Alex Banayan shame program. You’re here now and we’ll take the first one.

[0:21:19.0] MB: No, that’s so interesting. We don't have to keep going down the food rabbit hole, but the question of what does it say to you when you're eating it, that's really interesting. I have to think about that. So many people and I include myself in this absolutely, that desire for love, acceptance, the feeling of being enough, that's one of the – if you really boil down limiting beliefs and the primary psychological motivators, that has to be one of if not the most prominent, or predominant. People may achieve that end in vastly different ways, but that desire of wanting to be accepted from an evolutionary standpoint is even baked into us in many ways.

[0:21:58.9] AB: Right. It's a thing that any listener right now, if you want to try to figure out why you're not walking the talk, right? Let's say you want to start a company, but for some reason you instead are spending all your time posting on Instagram. I don’t know. This is hypothetical. Okay, great. Instead of judging yourself and being harsh on yourself and beating yourself up, why don't you pull back the layers? A good question to ask yourself is okay, I say I want one thing, but I'm doing something else. Let's say that something else is posting on Instagram.

Ask yourself, “When I post on Instagram and I see those likes, what are the likes saying to me?” That answer is probably a clue to what your subconscious desire is on this quest. The key that I've been learning is it's hard to practice, easy to say, which is instead of judging yourself, just look at yourself with clear eyes and invite those parts of yourself that you've been hiding in the shadows to step forward. Because it's when you sit your insecurities down at the dinner table, when you sit your fears down, that you can befriend them and only then can you as a whole person walk forward in a single direction.

[0:23:17.7] MB: Such a powerful phrase. Very young Jungian of you. This is such an important point and extrapolating that question beyond just the food, for example. Anytime that there's a disconnect between what you want and what you're actually doing, figuring out why is this other activity meeting your needs, or serving you in some way.

[0:23:38.8] AB: Right. Because it is.

[0:23:40.2] MB: It has to be.

[0:23:40.7] AB: You probably aren't doing things that you don't want to do. Now look, people might say, “Well, that makes no sense. I know alcohol is bad for me. Why do I keep drinking every night?” Because it's giving you something that you subconsciously want, whether you know it or not. I don't say that in a judgmental way at all. Sometimes alcohol gives people exactly what they want, just associating from the reality. Actually, the list stops right there. The list stops right there.

Sometimes maybe you can make some stuff. I'll have a couple glasses of wine a night, because it feels good and it's a social lubricant for me. Yeah. If you have any destructive habits in your life that you can't understand why you keep doing it, there is actually a reason that your subconscious likes, which is why you're doing it. The human brain does what feels good to it, even if consciously that thing is causing chaos in your life.

[0:24:39.4] MB: One of the reasons why on the show I talk so much about the subconscious, about limiting beliefs, etc., is because when the conscious and the subconscious conflict, the subconscious always wins.

[0:24:51.7] AB: Oh, yeah. That's every good story.

[0:24:53.4] MB: Interesting. I never thought about it from the narrative standpoint.

[0:24:56.2] AB: Well, a narrative is just storytelling is the way human beings understand our life in our world. It works both ways. If you want to be a good storyteller, you should understand how humanity works and the human psyche works. If you understand how the human psyche works, it's also very helpful to understand a good storytelling, because they're just mirrors of each other. Every great movie is a great movie because it actually speaks deeply to the human experience. If didn't resonate, people would say, “That was a psycho two hours. That meant nothing to me,” right?

Even the world's craziest sci-fi movies, it resonates because we're human beings and something about it felt right. The best characters are the complex characters, where they say, “I have no heart. I am ruthless. If you cross me, I'll cut off your head.” Then in the movie, someone they love crosses them and they reach for the gun, their hands shakes and they walk away.” Their conscious desires that they're this tough person, no mercy. Their subconscious desire is they want family and loyalty and belonging.

Aristotle in his book Poetics, says that what a character says is their – how does he put it? He puts in a perfect way. I highly recommend anyone who's into storytelling to read Aristotle's Poetics. Aaron Sorkin recommends it as his bible, his favorite book. What Aristotle says is that what a character says is their personality, what a character – dang, I'm paraphrasing. Or what a character does is who they are. What a character says is their personality of how they want to be seen by the world, but what they do in moments of pressure is who they are

[0:27:00.3] MB: The most epic and life-changing thing that we've ever done at the Science of Success is about to happen. We're launching a live, in-person intensive just for you. This will be an intimate two-day deep dive in-person with me, where we will go over all the biggest lessons and greatest life-changing insights that I've personally pulled from years of interviewing the world's top experts on the Science of Success, and show you exactly how to specifically apply them towards exponentially achieving the goals that you have for your own life and business.

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[0:28:39.3] MB: You’re obviously a fantastic storyteller. The book, the stories from that are incredible, even in this conversation, I get that sense from you. Where did you and how did you learn how to tell compelling stories?

[0:28:58.0] AB: Well, there are two questions; where did it come from originally and where did I learn how to hone it, are two different sources.

[0:29:04.8] MB: Tell me both.

[0:29:06.0] AB: Well, the first question where did it come from, I was actually meeting with a rabbi who I really admired. She's this wonderful writer. Her name is Naomi Levy. She wrote this book called Einstein and the Rabbi. She was telling me this philosophy that talent, you don't own it when you're born. You don't own your talents, you don't own your skills. This is a spiritual philosophy. The idea is that they are like this flickering flame inside of you. Anyone who's been around a child for long enough, you see like oh, that –

I was actually at a coffee this morning and I just saw this kid who's three-years-old in the coffee shop and he just had this spark in his eyes and was just performing for anyone who would look at him; making funny faces, being silly, climbing on the railings. I'm like, he's either going to be the world's best performer, or sales. He just has it in his eyes. What this rabbi’s theory is that you don't own that. The spirit is inside of you. It's only through practice and dedication and hard work do you transfer that ownership to yourself, because we've all seen people in their 20s, or 30s, or 40s who never let that fire grow. They neglected it for so long, that just left them.

Now answering your question of where it came from, when I was a little kid, when I was I think two-years-old, or three-years-old, I physically couldn't – my mom was very worried about me, because I couldn't put words together into a sentence. I could say a couple words here and there, but I couldn't form sentences as a kid. My mother and grandmother used to cry at night very worried about me.

One time my family went to Disneyland and I'm three years old or something like that. Again, I don't remember this story. This is my mom's story that she tells me. I watched this play by – the goofy was in this play at Disneyland, one of those shows they have. I loved it so much. When I came back home to my grandmother, I wanted to tell her everything about the show, about this play, this goofy play, but I didn't know how to put words together. According to my mother, I spent the next 30 minutes acting out every scene of this play for my grandmother. I'm being all the characters and acting it all out. That's where that rabbi’s philosophy of the fire is in you.

Again, if I just stopped there, I wouldn't be a writer. I actually didn't become a real writer, or storyteller in my opinion, until the journey of The Third Door, where I had to learn how to write narrative. While I did have some storytelling instincts – That's actually a really good way to put it. You might have some instincts, that's a tangible word to use. You might be born with certain instincts. Maya Angelou, when I interviewed her for The Third Door says, some people might be born with a certain ear four notes, or they might be born with a certain eye for lighting, or what-have-you, or a certain brain for numbers, but that's about it.

At the end of the day, it's how much you hone it. I met a mentor by the name of Cal Fussman, which I know you know. Cal really taught me how to write. For three, almost four years, we would sit together for two to three hours every night for about three days a week and I would come show him my most recent draft and he would tear it apart and taught me to do it again. Very much like a Mr. Miyagi relationship, wax on, wax off.

Look, Cal is a good enough writer. He could have told me exactly what to do. Just do this, do this. He's a master storyteller, master writer. but I'm very lucky in hindsight that he had the patience and the heart to show me how to hone that skill. Since then, it's the skill that I – one of them that I cherish the most in my life.

[0:33:37.7] MB: What are some of the biggest lessons that you learned from Cal and some of the –

[0:33:41.3] AB: God bless you for asking that question, because as soon as I stop talking, I really want to pay homage to Cal right there. Okay, now look. At some point in my life, I owe it to the world to do a something of what Cal Fussman taught me. Because it's not fair that I'm the only recipient of his good, gracious gift of his teachings. Because look, he's not a professor, he's a practitioner, he's a best-selling, author, writer, speaker, podcaster. He's out there in the world. He's not sitting down teaching classes. Do you want the big ideas, or do you want the nitty-gritty, little stuff? Because there's years of teachings in there.

[0:34:28.9] MB: Let's start with the big stuff and then maybe share one or two nitty-gritty tactics.

[0:34:32.2] AB: Okay. Big stuff. Big stuff. Okay, I'll tell you two big stuff that made no sense to me when he first tried to teach me them and it took me years to understand. I have no idea if this will land with people who hear it or not, but I'll say it anyways. Two big stuff. The first big thing, again, and it's so – Cal speaks in code. I used to show him a chapter, a draft of a chapter, and you have to understand, the Bill Gates chapter in the book I edited a 134 times before my publisher even sighed. There were a lot of edits.

Sometimes I'll show Cal a draft and he would say, “Ah, this draft is underwater. Bring it to the surface.” Then he would send me home. That was what my mentorship with Cal was like. One thing that he would try to teach me is something called grip, or that's Cal’s word. Having a grip. Good writing has a grip and I'll give you an example. Here, I'll literally, I have the book right in front of me. I'll open to a random chapter.

Okay, here's a chapter called The Impostor, which is about my journey to meet with Mark Zuckerberg. A chapter that a way I used to try to write when I was just starting out would be say something like, it was a beautiful sun shining day when I got an e-mail, something like that trying to make it a nice story and starting it like that. Cal said that that is the most and I'm summarizing years of his teaching. He would say that would be the most immature and timid way to write. The reader knows and can smell your insecurity and will have no respect. Now he doesn't use these kinds of words, but that was my take away of what he was saying.

What Cal is saying is that you want to grip the words, grip the chapter, literally grab it by the lapel, sit it down, point a finger and then say, “Listen up, that's what having a grip is.” Here's the start of the imposter chapter. The founder of TED had told me, “I live my life by two mantras. One, if you don't ask, you don't get. Two, most things don't work out.” Now I had just made my most far-fetched ask yet and I was working up better than I could have imagined.

The way that chapter starts is essentially saying, “Listen up, this is important and you're going to want to know where this goes.” Now that took me years to try to understand, but that's one thing Cal taught me.

Another thing that Cal taught me is if there is no conflict in the story you just wrote, you did not write a story. You just recounted what happened. Again, these are my summaries of Cal’s lessons. He didn’t use these words exactly, but that's my takeaway. Which is I would show Cal a chapter in my book where I said everything that happened. I wrote the best of my memory, what happened in that interview, or in that adventure and Cal said, there's no conflict here.

What Cal would help me do is search through my memory and also peel back the layers and say, “Ah, this was the conflict. This was the conflict.” Many times, the conflict is not external, it’s internal. Matt, if you remember the interview with Bill Gates. It was a perfectly, cordial, beautiful interview.

Me sitting with Bill Gates for an hour and asking him questions. There is no conflict in that chapter. That's why it took 134 edits for me and Cal to come to the realization, there was a lot of conflict, but it was inside of my own head. That's what creates that narrative drive. Without conflict, there is no narrative drive. I would say those are two big overarching lessons I've learned from Cal Fussman. I owe it all to him.

[0:38:30.2] MB: There's so many different things I want to touch on. One, you shared some really good knowledge there, the two pieces of advice from the founder of TED;’ one, ask not, have not. I’m paraphrasing that a little bit. The second is most things don't work out. We touched on that and went deeper on that in our original interview.

For people who want to explore, those are two really important concepts and they work really well together and they can honestly create magic in your life if you pursue them and implement them.

Staying on this thread of storytelling, I think it's really important to understand the skill and the art of storytelling. To me, that's something that if you imbue your communication with a powerful story, it's a hundred or a thousand times more impactful than just reciting the facts. As somebody who's very rational, logical, cold, calculating thinker, it's something I personally struggle with and trying to communicate information to people. It's such a fascinating topic for me and one that I think really improves anyone's communication skills to master, even the fundamentals or some of the basics about storytelling.

[0:39:45.4] AB: Yeah. It's surprising. I do a lot of keynote speaking for different corporations. The obvious reason they bring me in is the main topics I talk about is really how do you find that exponential growth, exponential success through the third door.

What's been interesting just in this past year is I've been getting a lot more requests to do storytelling keynotes. Not just with marketing executives, but with sales teams, because so much of the sales process is how can you connect with that customer, connect to that account? The way you connect with the human being is through a story. Storytelling for business purposes and business growth is grossly overlooked and can be that competitive advantage that most companies are looking for.

[0:40:32.3] MB: I want one more tidbit from the storytelling thread. Tell me a tactic, or a nitty-gritty detail, or a lesson you learned about storytelling that has really been impactful for you and your work.

[0:40:44.7] AB: Well, I'll just make some simple stuff, which is do not ever use an adverb. These are little small things from Cal. Do not use adverbs. Do not use adverbs ever. Adjectives, don't use them that much either. It's much better to use a more specific verb, or a more vivid description. For example, he's had a charming smile. Charming is an adjective. I would write something like that and then Cal would say that is not how it's done. He would teach me different ways to write. He would say, here's an example, his smile lifted his eyebrows, or something along those lines where you can actually see what that smile look like. That's a warm open smile. Smile is lifting the eyebrows, that's warm and open.

Instead of using an adjective, using a verb in a description. He smiled that it lifted his eyebrows, so that's action. You really want to focus on nouns and action. When it comes to punctuation, you want to use as simple punctuation as possible. When I wrote, I really loved dashes, em dashes. Some people use a lot of parentheses, or a lot of semicolons, or whatever. A lot of people love to use ellipses.

There's a thing; clear writing uses commas, periods and question marks. Everything else, an exclamation point, a ellipses, a dash, a parentheses, those are – let's make a sports analogy. Let's say you're playing basketball. The comma, the question mark and the period is your dribble, your bounce pass, your free throw, your jump shot, right?

Everything else, your ellipses, your dash, the exclamation point is you're behind the back pass, it's your alley-oop, it's your half-court shot. If you do it once a game, which is pretty much saying once a chapter, you have style. That is a fun game to watch. If you are doing it at every play, which is pretty much saying in every paragraph, you're the most obnoxious amateur in the NBA.

What's harder when you’re writing is you don't normally just write a book in one sitting, you write a few paragraphs here, a few paragraphs there, so you might put in it an exclamation mark every time you sit down to write, maybe one a day. When you pull back, oh God, now there's three exclamation marks in this chapter, there's five or 10 dashes on this one page. That's where editing comes in. You want to tone it down. That's a trick on punctuation.

A final trick and again, all of these are tipping my hat to Cal Fussman. Cal says that every sentence is like a restaurant and the same is true of every paragraph being like a restaurant, every chapter is like a restaurant and every book is a restaurant, but we'll focus on the sentence. The first word is the maître d, welcoming you in. Every phrase, every part of that sentence separated by commas is a different course in the meal. Then the final word of that sentence is the desert.

I'll give you an example. Let's say, here, I'm literally going to just open the book to – sitting in front of me. I'll open to a random page. Here, this is from the chapter It's All Gray. Here's a random sentence; it doesn't even matter the context. Headlines and movies make things seem black and white. That sentence has no comma, no dash. It's a straight, clear sentence. That sentence is having some carrots and hummus. You dip a – exactly what you're getting, you're going straight through, there's no interruption, the waiter isn't bothering you, you get your food, you eat and you go. It is a clean experience.

Now if there is a sentence sometimes, but you want to have variety, because you don't want to eat a salad every day, or carrots and hummus every day, sometimes you want a six-course meal. Sometimes it's good to have a maître d that is a little rude. Starting a sentence with however, comma, boom, the maître d just told you excuse me, you don't have a reservation. Ending a sentence with the word, that's the main part of the main message. Let's say it's, do you love me? The heart of that sentence is me. Do you love me?

Now if you wrote that sentence, is it me you love? The main part of that sentence, the dessert is love. This is especially important with writing, because writing you're visually reading the words. The final word you read is the final word you read and it affects the experience a lot, even more so than oral storytelling. Because oral storytelling, you can rely on inflection points. Do you love me? Do you love me? With writing, it's visual. The last thing the person sees is the last thing they say.

[0:46:13.8] MB: Fascinating. I was curious how you're going to turn that sentence around and it does make a difference. It's really interesting. These are some fascinating tidbits about how to be a better storyteller, which are such important communication skills. I want to circle back to the earlier part of the conversation. We were talking about this idea of people being paralyzed by fear of using the analogy that you use in the book, not wanting to step out of line at the nightclub and run into the alleyway and try to pry open the third door.

The interesting thing that I've found beyond even the initial journey of stepping into discomfort and opening up opportunities and doing things that you're afraid of is that it's a challenge that never stops. Even once you're inside the nightclub, there's infinite opportunities that manifest themselves, that you can't even conceive of if you're still stuck in line and trying to figure out how to get in.

[0:47:16.7] AB: Right. Yeah, I totally agree.

[0:47:19.2] MB: What have you seen and what have you learned about how people can get past the internal factors that are holding them back, the fears that are holding them back from taking action on their dreams?

[0:47:35.6] AB: There's a lot of things that are very helpful. When I was starting out, I came from an immigrant family, so therapy is in the same category of taboo as cocaine. I wasn't ready to go there. Journaling was very safe. I could be in my dorm room and just journal every night and journaling was my way of trying to get some awareness of what I cared about, what I was passionate about, what I didn't like, what was sucking my soul. Talking to friends who were insightful is very helpful. Therapy has been a game changer for me. I go to therapy once a week now for six years. That's been really helpful.

What I'll say, if you want to specifically focus on why most people don't leave that line, if I had to sum it up, there's this famous anecdote of if I were to tell you, specifically if I looked you in the eyes and I said there is a burning building across the street right now, it's on fire, but there is a $5 on the third floor and first person who finds it gets it. Will you run across the street into that building? No. No one in their right mind would do that.

If I looked you in the eyes, I told you same building, same amount of flames on the third floor is the person you love most in this world, you wouldn't even have time to ask me where on the third floor that person is because you would already be running across the street. What that anecdote demonstrates about the human mind is that we tell ourselves the reason we're not going into that building is because of the size of the flames in the first example. “Oh, why would I want – Look at the flames, they’re so thick.” No, that's what we tell ourselves. The reality is we actually don't care enough about what's on the other side of the flames. This is the truth of the human experience, whether you like it or not, take it or leave it.

I didn't make the rules, but this is just how human beings act. The reality is and again, this isn't a novel concept. If you read Man's Search for Meaning, that's one of the big takeaways there. There's a very famous quote that says, anyone with a big enough why will find a how. When it comes to career success, most people who call it quits is because they didn't care enough about the thing on the other side enough, enough. They probably cared about it.

Look, there's all these stories of a financial company, where the second the market dips, all of the partners of the company jump ship to a different fund or something like that. Yeah, because they were in that fund for a quick buck. Then you hear these other stories of these startups, where they are TOMS shoes, Blake Mycoskie, had moments where he almost couldn't make payroll on the company, almost went under. You read Shoe Dog by Phil Knight, the company almost goes under so many times. These people had a reason larger than themselves. That was the reason to go through the flames.

[0:51:05.5] MB: Shoe Dog is such a great business biography, exactly for that reason. It's staggering how many times the entire company was on the line and almost didn't make it. When you look at Nike today, you see what a tremendous success it is. You don't –

[0:51:21.3] AB: It seems so obvious, right?

[0:51:22.7] MB: Yup, exactly.

[0:51:23.5] AB: In hindsight. Oh, well how can Nike not be famous? Michael and the shoes. Yeah.

[0:51:28.2] MB: You don’t see all the struggle and the challenges behind it. For someone who's been listening to this conversation, who wants to take action in some way to concretely implement something that we've talked about today, what would be a piece of homework, or an action item that you would give them to start taking action today?

[0:51:49.9] AB: Let's say you're in the place where – let's take it down to the lowest common denominator of let's say you don't even know what your passion, or your path is, but you know you want to get going. This could be any stage in life, you can be 16-years-old, you can be 60-years-old, and you want to find out what your subconscious desires are, you want to find out what your inner whisper is telling you.

For some reason if you can't find it, which is most people, myself included when I was starting out, and even times like this, whenever you're starting a new chapter in life, it's something that I call the 30-day challenge. It's called the 30-day challenge and this is what I tell people. Go out and get a brand new notebook, go to a pharmacy, a CVS, get a $1 notebook. Because first of all, the brain knows the difference between writing on a piece of scrap paper and writing on a brand new notebook.

Go get that new notebook and write on the cover, 30-day challenge. Get a sharpie, write on the cover 30-day challenge. This is what you're going to do, for 30 minutes every day and this is 30 consecutive days and I'm 30 days spread out over nine months. 30 consecutive days at the same time, whether that's in the morning, at night, find a time that you can commit, you're going to journal on three questions.

These are the three questions, ready? Number one, what filled me with enthusiasm today? What filled me with enthusiasm today? Now the question is not what made me happy, what made me excited. Now the question is what filled me with enthusiasm today? That's the first question. The second question is what drained me of energy today? What drained me of energy today? The third question, final question is what did I learn about myself today? What did I learn about myself today?

This is the key, if you start doing this after the first couple days, you're going to feel very good about yourself. You're going to be fired up, you're learning about yourself, you feel accomplished, you'll keep going. Then about day 12 and 13 and 14, yeah, you're going to not really remember why you were doing this in the first place. It's going to feel repetitive, you're not going to feel you're getting much out of it. By day 19, you're going to start thinking, “Alex is an idiot. This doesn't work.” If you keep going and you keep doing it, by day 28, 29 and 30, you start seeing this dim and flickering neon sign pointing you on the direction of your path and that's all you need.

[0:54:33.5] MB: Alex, where can listeners find you and the book and all of your work online?

[0:54:39.4] AB: I appreciate you asking. The book is available wherever people like to buy books, so whether that's Amazon, or Barnes & Noble, or if you like audiobooks, I read the audiobook myself, so it's on Audible and iTunes. If you end up getting the book from this episode, definitely let me know on social media. My Instagram is @AlexBanayan. Let me know so I can say thank you.

[0:55:06.1] MB: One of the reasons that we had Alex back on the show to begin with is because he had such a great response from the listeners on the first interview. If you enjoyed this conversation, definitely reach out and say hi to Alex.

[0:55:18.5] AB: It would make me very happy.

[0:55:20.2] MB: Well Alex, thank you so much for coming on the show, for digging into all of this wisdom. Some fascinating insights about overcoming what's holding us back and how to be a better storyteller and how to put ourselves on the path towards our dreams.

[0:55:35.7] AB: Thank you, Matt. It was a pleasure being back. I hope we can do it again.

[0:55:40.4] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talk about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top.

Thanks again, and we'll see you on the next episode of the Science of Success.

December 12, 2019 /Lace Gilger
Weapons of Influence, Mind Expansion
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Grant Cardone: Why Most People Aren’t Willing To Succeed

November 26, 2019 by Lace Gilger in Weapons of Influence, Best Of

In this episode we bring on Grant Cardone to give you a real look at what it means to be successful and what it really takes to get there. He shares the exact shifts you have to make in order to 10x your life. We share why you should ignore most people’s advice, how to push yourself to a new level, and why learning isn’t enough to get to the highest levels.

Grant Cardone is the CEO of Cardone Capital, an international speaker, entrepreneur and author of The 10X Rule as well as two dozen best-selling business programs. Named the #1 marketer to watch by Forbes Magazine, Cardone founded The 10X Movement & The 10X Growth Conference, which has grown into the world’s largest business & entrepreneur conference. He has been featured on countless media outlets across the globe.

  • What was the inflection point that really changed your life and career?

  • How do you go from the fantasy of being successful to actually being successful?

  • How do you go from success to mega success? How do you go from making good money to

  • Operating out of his house, not spending money on advertising - how did he go from 3mm to 30mm?

  • It wasn’t one time, it was 1000 small moments that lead to Grant’s greatness and his rise in fame

  • The FIRST thing to change was Grant’s mindset - “I have to be a big boy now”

  • He was being held back by other peoples’ thinking - small thinkers, people who were playing small ball

  • "You can fake a lambo but you can’t a jet."

  • STOP listening to people who are mid level successful and have successful small businesses. If you want to be a real player you can’t get advice from little players. You can’t be a whale and act like krill.

  • Start managing other people’s money - leverage other peoples’ capital to get into a bigger game

  • How to raise 20bn in 72 hours.

  • Change the questions you ask yourself. You have to keep changing and leveling up the questions you’re asking yourself.

  • Don’t get comfortable in any one lane, understand business as a whole.

  • You have to take NEW RISKS all the time. You have to reach out and meet new people.

  • Share the stage with other people - collaborating with other people lifted Grant’s brand up and took him to another level - 10x is a movement it’s not just about Grant.

  • Coca Cola and Netflix lose huge amounts of money in order to be successful.

  • How do you start filtering good advice and bad advice when you're trying to 10x?

  • You have to compromise something to really take it to the next level. If we wanted to really take ourselves to the next level we have to get uncomfortable and do what it takes.

  • People have to KNOW you before they can trust you. You have to get yourself out there.

  • Money moves to familiarity, especially in times of crisis.

  • “The aha never turns into money” Whats money is aha + do do. You have to turn ahas into ACTION.

  • Grant spent years on the mistaken idea that the best product would win. Then he spent years thinking that people needed to trust him. That as a mistake too - then he had to shift to getting people to KNOW you.

  • How do you get known?

    • Start with WHO do you want to know you?

    • How can you distribute content to them at the lowest possible cost? You can either spend money or you can spend energy. It’s a lot cheaper just to spend money on paid ads.

  • How do you stand out? #1 thing is FREQUENCY. It’s not about how unique your content is. People have to trust you.

  • Likes don’t matter. You have to build of following of REAL people. Do you want to build an army?

  • You have to be the brightest star in the room, otherwise you’re gonna get overlooked.

  • Never give up on an ad campaign, keep working it until the offer makes sense to people. Flip what you’re offering, change the offer, try something new. If you give up on the promotion of an idea, that idea will never find it’s way into society.

  • Just cause its a good idea doesn’t mean it’s gonna make money, and just cause it makes sense doesn’t mean it’s gonna make money.

  • “If you’re gonna take a whipping take it quick” Don’t get stuck in the loss. Run another play. Keep going.

  • Allocating time across multiple businesses

    • Which one has the biggest pay day

    • Which one is closest to the goal line

    • You can’t manage everything. Be a good quarterback, plug in where you are good and where you can add value.

  • If there’s 3 people in your company you will never figure out what kind of business person you really are. That’s when you really get to meet yourself - when you 10x your company. It will be UNBELIEVABLE.

  • How can you find out how big you are playing small? It’s impossible.

  • There is no courage without fear.

  • You have to get reps in. If you don’t step into fear you will get smaller. You have to confront and push through your fear.

  • #1 Most Important Rule is PROMOTE YOURSELF.

  • What’s wrong with most people’s relationship with money?

    • The Middle class rules don’t work anymore.

  • Study people who’ve mastered the circulation of money.

  • Multiplying money is very different than saving money.

  • Homework: Don’t save any money. Don’t have any money in your checking or savings account. Clean out your retirement account. Start spending your money.

  • An entrepreneur, by definition, puts time and money at risk in order to have more time and money. People save money because they’re playing it safe.

  • Homework #2: Get around people that PUSH YOU. You can’t like your coach. You need someone who will bump you and push you to do more. You don’t need someone to walk along side of you. You can’t get greater without pressure.

  • You always achieve more with somebody else than you would by yourself.

  • Stay in RISKY and DANGEROUS environments all the time.

  • Get involved with people that are PUSHING THEMSELVES.

  • Homework #3: Make commitments to things that pull you forward.

  • People are built to create and to contribute.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Grant’s personal site

  • Grant’s LinkedIn, Twitter, and Facebook

  • Cardone University

  • GrantCardoneTV

  • Cardone Capital

  • The Cardone Zone Podcast

Media

  • Article directory on Entrepreneur, Medium, CNBC, AMEX, Business Insider, Elite Daily, and Huffpost

  • Arabian Business - “'If anyone has 10X figured out, it's Dubai' - serial entrepreneur and author Grant Cardone” by Jola Chudy

  • Fortune - “The Key to Being a Great Entrepreneur” By Grant Cardone

    • “Be Hungry or Starve as an Entrepreneur” By Grant Cardone and Entrepreneur

  • Investopedia - “The Multi-Million Real Estate Empire of Grant Cardone” by Shobhit Seth

  • Freshsales Blog - “How Grant Cardone Built a $750 Million Empire” by Nivas Ravichandran

  • SUCCESS - “4 Changes You Can Make to Reach Your Full Potential” By Grant Cardone

  • TIME - “How to Stay Laser-Focused on Your Goals” by Grant Cardone

  • [Podcast] Eventual Millionaire - 10x Your Business with Grant Cardone

  • [Podcast] Jordan Harbinger - Grant Cardone

  • [Podcast] Lewis Howes - Grant Cardone: Think Bigger and Take the Risk

Videos

  • Grant’s YouTube Channel

  • Who is Grant Cardone Really?

  • The Greatest Salesman in the World

  • 5 Steps to Becoming a Millionaire - Grant Cardone Trains His Sales Team LIVE

  • Grant Cardone’s Vimeo Channel

  • The Wolf of Wall Street - Grant Cardone vs Jordan Belfort | Sales Training Heavyweight Match - The Wolf's Den #14

  • Impaulsive - GRANT CARDONE’S BILLIONAIRE ADVICE: CASH IS TRASH - IMPAULSIVE EP. 127

  • Tai Lopez - Grant Cardone & Tai Lopez: How To Sell $287,000 A Day & Own $700,000,000 In Real Estate

  • Evan Carmichael - "STOP Thinking Like the MIDDLE CLASS!" - Grant Cardone (@GrantCardone) - Top 10 Rules

  • Goalcast - How To Multiply Your Success with the Rule of 10 | Grant Cardone | Goalcast

  • Valuetainment - Grant Cardone's Most Controversial Interview with Patrick Bet-David

Books

  • The 10X Rule: The Only Difference Between Success and Failure  by Grant Cardone

  • Sell or Be Sold: How to Get Your Way in Business and in Life  by Grant Cardone

  • Be Obsessed or Be Average  by Grant Cardone

  • How To Create Wealth Investing In Real Estate: How to Build Wealth with Multi-Family Real Estate by Grant Cardone

  • The Millionaire Booklet  by Grant Cardone

  • If You're Not First, You're Last: Sales Strategies to Dominate Your Market and Beat Your Competition  by Grant Cardone

  • The Closer's Survival Guide: Over 100 ways to ink the deal  by Grant Cardone

  • How to Get and Stay Motivated  by Grant Cardone

  • Sell To Survive  by Grant Cardone

  • Secrets of Selling  by Grant Cardone

  • The Automotive Closes (Automotive Sales Closing Techniques) by Grant Cardone

  • Selling: The Secret to Success by Grant Cardone (2008-04-12) by Grant Cardone

Misc

  • [SoS Video Special] *SHOCKING* Grant Cardone Calls Out Podcaster

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[00:00:11] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the internet with more than 4 million downloads and listeners in over a hundred countries.

In this episode, we bring on Grant Cardone to give you a real look at what it means to be successful and what it really takes to get there. He shares the exact shifts you have to make in order to 10X your life. We uncover why you should ignore most people’s advice. How to push yourself to a new level beyond what you even think is possible, why learning isn’t enough to get to the highest levels and much more.

Welcome back to another business-focused episode of the Science of Success. Everything we teach on the show can be applied to achieving success in your business life. Now we’re going to show you how to do that along with some interviews of the world’s top business experts. These business episodes air every other Tuesday along with your regularly scheduled Science of Success content. Enjoy this business-focused interview.

Are you a fan of the show and have you been enjoying the content that we’ve put together for you? If you have, I would love it if you signed up for our email list. We have some amazing content on their along with a really great free course that we put a ton of time into called How to Create Time for What Matters Most in Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That successpodcast.com, or if you're on your phone right now, all you have to do is text the word “smarter”. That's S-M-A-R-T-E-R to the number 44222.

In our previous episode, we shared lessons from the world of high stakes poker. What’s it like to bet a million dollars on the turn of a card? What can we learn about making better decisions and dealing with tough emotions under those extreme circumstances? We shared a powerful strategy for managing your emotions in a crisis, showed you how to make tough decisions like a professional poker star and much more with our previous guest, Alec Torelli. If you want to make the best decisions for your life even under the toughest possible circumstances, listen to our previous interview.

Now, for our interview with grant. Please note, this episode contains profanity.

[00:02:42] MB: Today, we have another epic guest on the show, Grant Cardone. Grant is the CEO of Cardone Capital, an international speaker, entrepreneur and author of The 10X Rule as well as two dozen bestselling business programs. Named the number one marketer to watch by Forbes Magazine, he has founded the 10X Movement and the 10X Growth Conference, which is one of the world’s largest business and entrepreneur conference. He’s been featured in countless media outlets across the globe.

Grant, welcome to the Science of Success.

[00:03:09] GC: Man! I appreciate you having me. I hope there is a science to the success.

[00:03:13] MB: That’s what we’re trying to find out.

[00:03:14] GC: I’ve been looking for it my whole damn life.

[00:03:17] MB: That’s awesome. Let’s dig into that a little bit. I’d love to figure out at least in your experience, Grant. Obviously, you’re tremendously successful. What was the or was there – I know you had a really interesting upbringing in childhood and a lot of traumatic and challenging pieces of that, but what was one of the biggest inflection points in your business career? What was the moment that you went from being an average Joe to somebody who you’re like, “Wow! This rocket ship is really taking off. I’m really going to achieve success on a level that most people never do,” or that maybe even you didn’t think was possible.

[00:03:48] GC: Yeah. The 10X rule, man. The 10X rule was a game changer. I’ve been in this space of trying to discover the science, seriously, ever since I was 10 years old, but I made it a profession when I was 25. 25 years old, I’m like, “Okay. I’m going to learn how to do business.” I learned how to do sales when I was 25. At 30 I learned a little more about how to sell stuff, because I had my own business then. I was selling stuff door-to-door. But I didn’t really learned the business game. I didn’t know I was really going to really, really be somebody. I always thought maybe I could be. I think we all had these fantasies, right?

When I was a kid I thought maybe I’d be a rock and roll star, and then in my teen years I thought I was going to be a baseball player. Then around 20 I said, “Maybe I’m going to be a drug pin.” I’m going to be the next The Godfather of some kind of – I felt maybe I was going to end up in the crime business, because I didn’t know what I was going to do for a living. I was literally lost for like 10 years.

But when I finally became a legitimate businessman in my 30s, and from 30 to about 45 years old, I was making good money. I mean, I was doing in comparison to the other people around me, I was definitely successful, but I knew that I had another level in me. It took me 2008 when the thing changed. Everything changed for me between 2008 and 2010, I wrote the 10X rule in 2010. When I wrote that book, I wrote it for me. I never thought I’d sell one copy of that book.

I was trying to figure out the science of my next level. What would it take for me to scale my business like the big boys? Prior to that I was making – I don’t know, three million bucks a year, which is a great deal. Less than 4% of all business in America make a million dollars. Very few people ever learn how to make a million dollars, and I was doing 3, but I wasn’t doing 30. I wasn’t spending on advertising, and I was still operating out of my house, and I had maybe half of an employee. I was contract laboring people. I was kind of like a broken vehicle that was getting patched up and bundled all the time. I looked good by the time I got to the destination, but I knew when I got in the car, dude, everything was kind of like just being held together. I had to do everything.

In 2008 when the economy fell apart, when we had this what I would call a depression, not a recession. This global, massive contraction. When the tide went out, then we found out, “Okay, what is Grant really made of? What kind of business is this really?” Anybody that had too much debt at that time or not enough cash, not enough assets, not enough customers, if you weren’t known in probably at least 10 different industries, you got ripped apart.

The last 8 or 9 years has really been the creation of Grant. This is a long answer to a very simple question you’re asking. When was it? It wasn’t one time. It has been a thousand times. I went from having $7 million in the bank to almost $1.5 billion worth of real estate in the last 10 years. I went from 3 employees to almost 500 employees. From spending no money in advertising to spending a million dollars a month in advertising.

The first change was this, like my mind changed, “Hey! I got to be a big boy now.” I had been negatively impacted by other success people’s thinking. Meaning, the guy that made a couple of million dollars from his house, from the entrepreneurs, from the – Well, what are they called? The solopreneurs. We have words being used today every day that weren’t even being used 20 years ago. Solopreneur, entrepreneur, self-employer, influencer. Just because you can influence, don’t mean you can cash a check.

[00:07:34] MB: That’s very true.

[00:07:36] GC: That’s why I say that thing about you can fake a Lambo, but you can’t fake a jet.

[00:07:41] MB: I like that.

[00:07:41] GC: Anybody can lease a car. You can even charter a jet. You can even take a photo in front of a jet, but you can’t fake put your name on the jet. For me, the science of success is really about what did Coca-Cola do? What did Warren Buffett do? What is Elon Musk doing? What did Alexander the Great do? Not what did Bobby do on Instagram to get 700 likes?

[00:08:07] MB: Yeah. That’s such good advice, and looking at studying the greatest achievers of all time, the Alexander the Greats, the Caesars, Rockefeller, etc. I mean, you could see the bookshelf behind me where I have all of those biographies sitting there. I’m curious, I want to dig in to more this transition point, and I love the piece of advice that you had that it wasn’t one thing. It was a thousand small things. What were some of the other things? You talked about shifting your mindset. What else enabled you to go from a successful small businessman to a world-shaping mogul?

[00:08:39] GC: I quit listening to small successful businessmen and women. I quit getting advice from, no offense, punks, and I felt like a punk, dude. I felt like, “Oh! I’m a businessman. But you walk into a room, you go to New York City. You’re making 3 or 4 million bucks a year and you think you’re the shit. You got a couple of cars paid for. You got a house. You belong to a country club.

I walked into a meeting with Goldman Sacks with a billionaire. At that time I was probably worth – I don’t know, 80 million bucks. Dude, they didn’t pay attention to me. I was not even there. I could have walked in with a hard on and no pants. They wouldn’t even recognize that I was there. I could have opened an account that day with 80 million with Goldman Sachs. They still wouldn’t have paid attention to me. I was no one.

When I walked into the Goldman Sachs building and saw their elevators, their elevator, one elevator was bigger than my office. I was like, “What the fuck have I been thinking, man? What have I been thinking?”

Now, at that time I owned a bunch of real estate, but I refused, I refused to manage other people’s money. I’m like, “What am I thinking? Everybody, all my uncles, my brother, all these people, all these little players – My account, my lawyer said, “Don’t manage other people’s money. Don’t take other people’s money Don’t let other people invest with you. It’s a problem.” All these other people.

Then I walked in the Goldman Sachs’ building, I’m like, “How did they build this place?” They raised other people’s money. They had people working in that building that made more money working for Goldman Sachs than I made working for myself. I’m like, “What the fuck have I been thinking?” This is a thousand – I’m getting beat. I feel like I’m in Singapore, I’m getting cracked in the back with a – What is that? A cane? A cane. I’m getting beat, man. I’m like, “Whoa!”

Blackstone this week, I think it was last week actually now, they raised $20 billion in 72 hours. One thing has to happen and you’re like, “I want to be a real player.” If you want to be a real player, you cannot get advice from little players. You can’t be a whale and act like a krill. Yeah, you can show up like a little clown fish, but you got to remember, you can’t leave anemone because somebody is going to eat your ass up.

I was telling the guy in the interview the other day, “Bro, you got to change the questions you’re asking yourself.” If you start in sales and you want to get great at sales. Okay, good. Get great at sales, but at some point you got to start asking questions about business, not sales. You got to elevate the game. You got to start getting uncomfortable with other shots.

For the business person, the businessman, the businesswoman, for a person to go from an idea to be an CEO really running a company, you got to keep changing the questions you ask yourself and not get comfortable in any one lane. That means you’re always taking new risks. I’m having to take new risks all the time. I’m having to reach out and meet new people. I’m having to be in new interviews, ask new questions.

[00:11:36] MB: Yeah, that’s great. There’re a number of really good insights from that. One of the things that seems like it was a breakthrough for you is this idea of starting to manage other people’s money or leveraging other people’s capital so that you could play in a bigger game. How did you begin implementing that into your life? You’re sitting there in the elevator, as you say, “Oh my God! I have to start leveraging other people’s capital.” How did you start to put that into motion?

[00:12:00] GC: Well, that was one company, okay? It wasn’t about other people’s money. It was the realization like, “What was I thinking?” Why am I worried about raising money from other people when I know I have a great investment vehicle?” I know it’s better than Goldman Sachs, this shit paper. They’ll sell anything to anybody. They’ll take a billion dollars from you and let it sit in a bank account and pay you nothing, like whatever.

I know I’m putting people in these beautiful real estate deals, but I won’t put anybody in it, because I got this one piece of data that was given to me by another buy that said, “Leave other people’s money alone, man. Don’t get too big. Fly under the radar.” That was just one little business, okay?

There was another business, my seminar business. My seminar business, I was told early on, “Hey, you need to be the main guy on stage.” That was bad data. When I started collaborating with other speakers bringing other people, it was no longer Grant on stage. It became the 10X movement.

I’ve worked with Tim Story, Tim Grover, Steve Harvey, Snoop Doog, Little John, John Maxwell. We got Scooter Braun coming to my next gig. I mean, I’ve had unbelievable names. When you collaborate with other people, it lifts your brand up. But I was told by people in the speaking space, the coaches, the gurus, these guys that operate a business from home part-time and tell people how to have a full-time business and grow their business. I was told by them, man, “Hold the stage yourself. Don’t share the stage.” Again, it’s just bad advice. You got to collaborate. You got to go wide.

I look at Coca-Cola, or Google, or Facebook, or Netflix. Look at the money they’re willing to lose in order to get to be a dominant power in their space. The average million dollar company does not want to lose money. They’re terrified to lose money. The average entrepreneur is unwilling to even invest money in time to grow their business. That’s why so many of the office from home, it might why you’re running your podcast from the house. It’s cheap, dude.

[00:14:07] MB: That’s fair.

[00:14:08] GC: The reality is, look, for you to get sponsors, for you to become a 10 million a year podcast, you’re going to have to get a studio. You’re going to have to get advertisers. You’re going to have to have bumpers. You’re going to have to sell a part of your soul. But everybody’s got to comprise something to get bigger and a lot of people don’t want to compromise. They want to just stay where they’re at.

[00:14:29] MB: That’s really interesting.

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[00:15:55] MB: You brought up a really good point, which is there’s a lot of bad advice. You brought up a number of good points, but this idea that there’s a lot of bad advice or limiting advice from people who are maybe at the middle tiers of success, how do you filter out, how did you know this is bad advice versus this is good advice. I should listen to this person. I should ignore what this other person is telling me.

[00:16:14] GC: I’m careful about who I study. Then when I read, when I find somebody I’m like, “Okay, I like this person. I want to study them. I don’t just take data from them without taking a look at the data. Howard Schultz is famous for saying one of the things that he believes in is don’t advertise. He’s a multibillionaire. Took an idea called Starbucks. It’s a word-recognized brand today. One of the most valuable brands in the world. He says, “Do not advertise.” I saw this this morning and I’m like, “Howard says, “Yeah, I’ve seen that before.” What does that really mean when Howard Schultz says don’t advertise? Does that mean I should not advertise?

I’m like, “Wait a minute. He doesn’t money on advertising, but –” And I think he does spend money on advertising. But he buys the best locations in New York City to put his stores on. In Miami, the best locations possible. Houston, Texas, best locations possible. Tokyo, Japan. Best locations. He will pay more money for lease to make sure he gets traffic he needs. That is a form of advertising. In fact, it’s cheaper for me to buy some space on Facebook than it is for me buy 5th Avenue and 43rd Street. He is advertising. Okay?

Also, number two, for him to become the president of the United States, which he dropped out of, he would have to advertise, and he didn’t, so he had to drop out. Just because the guy is super successful, just because he has a piece of a data doesn’t mean you want to just drink it, eat it without first studying it. Because if I study the Googles, or the Facebook, or the Netflixes, or the Coca-Clolas, or the Superbowl. Do you want to advertise? If you’re Lays potato chips, you need to advertise. If you’re Nike, you better advertise. If you’re a small entrepreneur, you need to get the whole world to know, you must advertise. This is a mistake I made for 20 years. Not marketing, not advertising. Holding on to money, because I was a little player. Holding my money. I don’t want to spend it. The reality is if nobody knows me, they can never trust me.

[00:18:21] MB: Yeah, that’s fascinating. So what was the inflection point where you realized that you need to start making yourself more well-known? That you need to start advertising? That you need to start deploying your capital instead of hoarding it?

[00:18:32] GC: I can only be in one place at one time, right? I’m talking to you right now. Hopefully this gets out to millions of people. When the economy crashed in 2008, I knew this was not about the economy. It was about me. No one knew Grant Cardone. When things go to shit, whatever leftover money there is always goes where it knows. Money does not go to strange places when it becomes scarce. It goes to familiar places.

Money moves to familiarity. It moves to where I’m comfortable. What’s comfortable? Something I see every day. That’s why people go home every day, it’s comfortable. That’s why people say, “No place like home,” because it’s so familiar, man.

Where does money go? Money goes home. Money always goes home. Money goes to where it’s most familiar, and no one knew me. One industry knew me well, and when that industry got cut in half, there was 20,000 auto dealers in America. They all knew me. They got cut in half down to about 9,000. They didn’t have any money. So that one industry, I was to put it upon one industry. That’s when I knew what Warren Buffett meant about never depend on one flow of anything.

That’s when I got busy saying, “I got to create –” Number one, I got to get more people to know who I am. This is where the mind clicks. I’m giving you practical now. Not just aha. Because the aha never turns into money. You guys watching, “Oh, man! That was great.” That’s never money ever. Ahas are never ever money for me. What’s money for me is, “Aha! Do-do.” For me that meant, “Okay. I got to get everybody.” I made a list of industries; chiropractor, medical, dentist, cosmetic surgeons, plumbers, roofers, real estate agents, real estate brokers. I need to get every one of these professions to know who I am. Financial advisors, brokers, bankers. I need to get them all to know me.

This was 10 or 12 years ago. This was pre-podcasters. The word influencer wasn’t even around yet. Now we have all that. If somebody is listening to this right now, what are you going to do? You got to give people that have influence to know who you are. It is not important who I know it is, but it’s not as important as who knows me. Because if I can get people, if I can get strangers to recognize my name or my face or seem somewhat familiar, that is the next level to saying, “Okay. Now I can start sharing ideas and concepts and products and possibly becoming profitable.”

[00:21:03] MB: Yeah. It’s the classic know, like, trust cycle and you’re basically saying that when you advertise, when you become somebody who’s really well-known, that you’re accelerating that cycle and elevating yourself to a higher paying field where you have tons more opportunities.

[00:21:18] GC: Yeah. What I did for 25 years is I just tried to get people to trust me. The first thing I did was I thought – Actually, I made a different mistake and that I thought, “If people just saw how good my product was, I’d be good.” I spent years with this idea that I have the best product, and that was going to do it. That was a mistake.” Then I’m like, “Okay. Now I need to get people to trust me.” That was actually a mistake too. I need to get people to know me, because if they don’t know me in an industry, my product doesn’t matter and they’ll never trust me.

We all see signs of best product getting beat all the time. Just because you have the best product does not mean you’re going to get the most business. You have to get known. You’re right, get known. What did you say? Known, liked and trusted?

[00:22:02] MB: Yeah. Know, like, trust. You have to know somebody in order for you to like them, and you have to like somebody in order for you to trust them.

[00:22:08] GC: Yeah, that’s probably right. I didn’t know those last two. But that probably makes sense. I’ve spent the last 8 years. I didn’t have an Instagram account 8 years ago. Nobody did. I didn’t have a Facebook account. Facebook had just come out. I started a YouTube account I think 11 years ago. I didn’t know how to do a YouTube video. I didn’t have a subscriber to any of these channels. I didn’t have a Twitter account.

Those were all distribution channels, right? Hey, how do I get known? Make a list. Who do I want to know me? Three; how can I distribute content to those at the lowest possible cost? Because at that time, I didn’t have any money. I’m either going to spend money on that distribution channel or I’m going to spend organic energy. They’re very similar, by the way. It’s a lot cheaper just to spend money. We probably spend a million dollars a month in monetary exchange for ads today. Money, we trade a million dollars in amount in advertising. But I’ll bet you, I’ll spend another 10 times that in energy.

[00:23:05] MB: How do you stand out when you’re creating all these content? There’s so much noise now on social media. Obviously, you have a platform now that helps you standout. But when you were just getting started or for somebody who is just getting started, what advice would you have for them to be able to stand out amongst all of that noise?

[00:23:22] GC: Frequency. Number one, be frequent. You got to be frequent. It’s not how you unique your content is in the beginning. People have to trust that you’re going to be there. In the beginning, there actually had to be a little shock that you keep showing up. Why is this guy doing this Facebook life thing? He’s only got three people there. It’s hard, man. It’s a grueling deal. It’s much easier to go hire a manager, an agent or just spend money on advertising. This is a grueling grind down. Nobody talking about how much of a grind it is, because a lot of people are just buying. They’re buying bullshit likes. I’m glad the likes are going to away. It’s going to destroy people, man. It’s going to kill them. These guys on Instagram, they got to get their likes. It’s going to crush them, because it doesn’t mean anything.

You’re going to build a real following of people, and Instagram and Facebook, this is a not a new thing. This is the way it was 100 years ago. You got to build a following. You want to build an army? If you’re going to take over some part of the world, a thousand years ago, you needed an army. People need to know that you’re serious and they need to know that you’re a threat. Because if they don’t know you’re a threat dude, they’re not going to take you serious and you’ll only pull that off a couple of times.

People are trying to roll around by themselves, and you’re wondering why people aren’t taking you serious. Because you’re competing with them wrong, man. Lebron can roll by himself. He shows up, everybody watches them. You’re lost in the crowd. Nobody sees you. You can’t even see yourself anymore. Everybody is got to become Lebron. You got to become a star.

I look up in the sky at night, man. My eyes always go to the brightest star in the sky, and that’s not going to change. It’s going to change because of your race, your color, religion, your prayers. You got to be the brightest star in the room, otherwise you’re going to get overlooked.

Brightest star also – What comes with the brightest start is when everybody is looking at you, they’re also seeing either you don’t meet their expectations, “Oh, he ain’t that bright. I thought that star was bigger than that.” When you get that much attention, what comes with it is not all admiration. Then a person really meets themselves. When you start getting more the likes, you get dislikes, and you get people ignoring you, and you get people just using you, and want to steal from you, and scavenge you, and click bait you, and bully you. Look, nothing’s changed from the days of junior high school. It’s pretty much the same thing.

[00:25:56] MB: This is a little bit of a subject change, but in the same vein, when you’re – Whether it’s investing at a media campaign or even beyond that, how do you think about when you should double down in something and keep going and soldier through versus when you need to cut your loses?

[00:26:10] GC: On an ad campaign?

[00:26:12] MB: Yeah, and maybe beyond that when you’re starting a company, when you’re working on a project.

[00:26:17] GC: Yeah. Well, those are two different questions for me. One is on the ad campaign. You should never give up on the ad campaign. You need to shift whatever the offer is. You need to keep working that ad until the offer makes sense to people. Sometimes it’s just flipping it, right? Instead of selling the seat, you’re giving the seat away and they’re joining a membership, or, “Hey, here’s the seat. You get the membership.” Sometimes you just got to flip it. But if you give up on the promotion of any idea, the idea will never find its way into society.

Now, if you have an idea that’s terrible, that’s the other part of this question. Just because it’s a good idea, it doesn’t mean it’s going to make money. Just because it makes sense, it doesn’t mean it’s going to make money. Why would a guy like me compete with Blackstone, Goldman Sachs, J.P. Morgan, fidelity? You’re going to take those guys on, man, you better be ready to go and you better have a product that has some kind of like unique advantage. If you find out it does, then you’re right. Then there’s a point where you got to bail.

If you told me you had an idea about an app, the moment you say app, I’m closing my mind. I’m not even interested. They cost too much to build. They cost 10 times that to get anybody to know about them. It will cost you 100 times more to get them to remember that they even downloaded your app to use it. It’s just a bad idea. If you can’t give somebody the app, even if you give them the app and it has money on the app that they can take, you’re going to probably not make the business work. Some ideas are just terrible, because there’s so much competition in the marketplace.

Do you remember the Apple Newton by any chance? It was about this big. It’s probably before your time.

[00:27:57] MB: Yeah, I don’t remember it.

[00:27:57] GC: If you Google the Apple Newton and Bill Gates or Microsoft, the Apple Newton was the first iPhone and Bill Gates – Steve Jobs was running out of money. He went to Bill Gates and said, “Look,” and they were furious competitors. Really didn’t like each other. Steve knew he needed Bill’s help. He says, “I need money.” Bill agreed to give them money. They had to bury the apple, the Newton.

I had a product depended upon the Newton. It was a company. I probably never even talked about this before until today. I knew when that deal happened, I had to get rid of the company. They were going to bury the Newton, build it and run it around, and four days I got rid of my company. I took my whipping and moved on.

So if you’re going to take a whipping, take it quick. Move on and what you want to do now is you want to take all that energy now that you don’t have, you don’t have to direct. You need to know that you’re going full steam ahead, but all that energy that you had pushing on that, in this case, the Newton, I had to shift all that energy on to these other projects. Because what you don’t want to do is you don’t want to get stuck in the loss, man.

If you watch the NFL, or ball club, they run a play, it doesn’t work. They don’t go crying on the sidelines. They run another play. You just don’t want to keep running bad plays though. You got to advance the ball at some point.

[00:29:13] MB: Obviously, you talk a lot about taking massive action, going all-in, being fully committed. How do you think about – I don’t know exactly. You have what? 6 or 7, maybe more than that companies now. How do you think about committing time to each of those and obviously you’re not running each of them fulltime. How do you allocate your effort across all of those and how do you think about doing that with multiple businesses?

[00:29:35] GC: Which ones had the biggest payday and which one is closest to the goal line. Most of what I’m doing is kind of emergency managing, kind of like a grenade. I pull the pin. We have a project. I got 60 days and this thing is going to blow up all over everybody’s face. I’m handling things on timelines. This podcast, today’s podcast, it pops up. It showed this morning. I walked in my office, like, “You got a podcast at 1:00,” as a way you’re telling me right now. I thought you wanted your schedule? I do, but I don’t need – At 9:00 in the morning, I don’t need to know what’s happening at 1:00. Okay?

From 9 to 12 today, I just hammered issues that can advance things. Things that are below my pay grade. Somebody else needs to handle it, or things that are above my pay grade. There are legal issues. That’s above my pay grade. Have $600 dollar an hour person handle that. Have the accounting department handle that IRS thing.

The plane. The plane we flew in last night from New York, I don’t know anything about the plane. I just know where I sit on it. But I’m not taking care of it today. The pilots are. They sit up front and act like they’re flying the plane. I sit in the back knowing I own the plane. You got to know your place, dude. What are you doing? What are you doing? You can’t manage everything. It’s kind of like Tom Brady. What is Tom Brady doing? Tom is not playing defense. Tom is playing full-on offense. Tom does what Tom does. Tom puts points on the board.

My job at my company is to put points on the board. I’m not the video guy. I don’t shoot the video. I don’t edit the video, but that doesn’t mean I can’t say, “Hey, that video sucks, dude. Add this footage. Flip this. Put this here. Put that there. Open with that scene back with me walking on to the plane. Dude, what will be perfect for this. Cut it down.” Then we play with stuff like that.

Look. You’re not going to figure any of that out if you’re a one-man show. If there’re three men in your shop, you’re never going to find out what kind of business person you are. Get 30 people, 10X rule, man. You got 30 people, get 300. You got 300, get 3,000. Then you’re going to find out what kind of leader you are. That is when people get to actually meet themselves. This is not a bad thing. This is going to be a fucking unbelievable thing.

When you go from three people to 300, you’re going to be like, “Damn! I am a businessman. I’m a real legit dude. I can do this.” But people will never find that out, because they’re running too small. How could you find out how big you are playing small? It’s impossible. Nobody knows that a million dollars is no money until they have a million dollars. The only people that think of million dollar is a lot of money is the people that don’t have a million dollars. Just go around the streets, bro. You got out on the streets. Where are you today?

[00:32:17] MB: Nashville, Tennessee.

[00:32:18] GC: Yeah, go to Nashville. You go out on the streets and say, “Who thinks that million dollars is a lot of money?” Every person that raises their hand will not have a million dollars.

[00:32:26] MB: Yeah, I totally get what you’re saying.

[00:32:28] GC: You don’t know what you don’t know man, and people don’t even have any clue about how big they could be, because every day they’re playing so small. You could be the next Howard Stern, bro, but you’ll have to leave your house.

[00:32:42] MB: Yeah, that’s great advice.

[00:32:44] GC: You won’t know it, and the world won’t know that you’re the next Howard Stern until you leave. Mark Zuckerberg, he had to leave his campus room. He did not want to go to Silicon Valley. He had to leave to become Facebook, what Facebook is today.

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[00:34:41] MB: Why do you think people get stuck playing small ball when they could be so much bigger?

[00:34:45] GC: Because they got small balls. How do you get big balls, dude? You got to practice. You got to start swinging your balls around. You got to –

[00:34:57] MB: Take risks.

[00:34:58] GC: How do you build biceps, dude? How do you build calves?

[00:35:02] MB: Get reps.

[00:35:03] GC: You got to work them. I’ve always had small calves my whole life, and the only way I can get some muscles – I can get them popping out. I just got to go in there and push them. But you see, what people do is people work the easiest muscle they got. They can get biceps, they work their biceps. My wife, she does abs. She can get abs instantly. I’m like, “Look, you need to work those.” I’ve been working those my whole life, man. They’re easy. They pop easy. But people don’t pay attention to stuff that takes little work. They go for the easy thing.

The person ends up calling themselves an introvert. They’re not an introvert. You didn’t stop running your mouth at Thanksgiving dinner. The whole time the introvert said they going to talk the whole damn time. It’s like you didn’t talk to anybody in fucking three months. You will shut up when you’re around your favorite sister. Who’s the only one that listens to your bullshit? But you get out in an audience where nobody knows you and then you’re like, “Oh, I’m an introvert.” No you’re not. You’re an excuse maker. You’re uncomfortable and you’re not willing to move through your discomfort. You got small calves and you don’t want to work them.

How do you build it, dude? You build courage by being courageous, and courage means take action in spite a personal horn. I’m at risk. I am afraid. It is not courageous if you’re not afraid. There is no courage without fear of being present.

[00:36:20] MB: Yeah. That reminds me of one of my favorite quotes, which is everything you want is on the other side of fear.

[00:36:27] GC: Yeah, you don’t want to run man, and it’s real by the way. Your fear is real. It’s real. You can’t tell me it’s not real to walk up somebody you want to do business with and tell them to fuck off. I just give you some weird, crazy, thing to do. Go up to Connor McGregor and punch him. You tell me that fear is not real. Walk up to some stranger and push them for no reason. You’ll be terrified, dude. Tell me it’s not real fear. You’re having a real, like, “Wait a minute, I’m having something real here.” Make a cold call to somebody and ask them – You try to get a million dollars from. It feels real. I know all these cool things people say, but I know this, if you don’t do the fear, you’re going to get smaller as a result to not doing it. That’s real too. You have to confront your fear. You have to just push through it. You got to push through it. Maybe something good comes out of it.

At the very least, at least you’re going to find out, “Wow! I hit Connor. He hit me back. He broke my nose.” That could be what your breakthrough moment right there, because you will get so much free press.

[00:37:34] MB: Yeah, that’s interesting. Always thinking about the PR.

[00:37:38] GC: Oh, man! Promote first. Number one most important thing people should be doing today is promote themselves.

[00:37:42] MB: This is a subject change, but something you touched on earlier as well, what do you think is wrong with most people’s relationship with money?

[00:37:50] GC: They don’t have any.

[00:37:53] MB: But why?

[00:37:54] GC: It's because of our upbringing. You can’t take 311 million people, throw them into a place called America. Free to do whatever the fuck you want. Money everywhere. Just look around. Just go outside. Have money everywhere, man. I’m looking at your bookshelf. I’m like, “God damn! $25, $25, $25, $25, $25, $25, $25.” This guy wants to buy a book. I don’t see my book on your shelf.

[00:38:20] MB: There’s a lot of books you can’t see there, Grant.

[00:38:22] GC: Is any of my books up there?

[00:38:23] MB: Yeah, I got 10X Rule.

[00:38:24] GC: Let me see. Where is it, man? Where is it? Pull it down. I don’t believe you.

[00:38:28] MB: I got to go dig it out, man. We’re going to run out of time.

[00:38:31] GC: I’ll wait.

[00:38:31] MB: It might take me two or three minutes, dude. I have a whole stack of books over here.

[00:38:35] GC: See? You forgot about me.

[00:38:37] MB: I would never forget about you, Grant.

[00:38:39] GC: I’m buried in there in all that other stuff. You got the 4-Hour Work Week.

[00:38:43] MB: I do have the 4-Hour Work Week as well.

[00:38:45] GC: You see? Which one are you going to with? The 10X rule or the 4-Hour Work Week? Because they’re complete contradictions.

[00:38:50] MB: You’re inspiring me with this 10X talk, dude. I got to get out of my house.

[00:38:55] GC: Yeah, dude. I don’t want to work four hours a week. I want to work four hours every minute.

[00:38:59] MB: I like that.

[00:39:00] GC: Back to the money thing. The money this is a big thing for – Everybody needs to handle this money issue. There’s a huge, huge problem in the world. We hear about this financial inequality every day on TV. I think 1% of the people in America are about to have the entire net worth of the middle class. 1% of America is going to be – Literally, have more net worth than the entire middle class of America. Why is that? Is it income inequality or is it information inequality?

I think people have the wrong data. People are operating off the middle class rules. Go to college, get a job, save your money, buy a house, plan for retirement.

[00:39:45] MB: Small ball.

[00:39:46] GC: Small balls. One is always smaller, by the way. That’s a problem when they’re both small. You have mostly male audience, right?

[00:39:53] MB: Majority male, but we have a lot of female listeners for sure.

[00:39:56] GC: Okay. The women know what I mean by small balls. No courage, man. All talk. All hat. No horse. You wear the boots, dude. You got the big cowboy belt. That’s it. That’s where the whole thing is right there. Guys got a big watch, no money in the bank. He’s at the club balling like a baller, renting a Lambo on the ride home. No. Probably just rented one on the way over there. He owns part of the club with the other 200 guys that each put in 10 grand. It’s just a lot of pretend going on, man, rather than like, – Hey, look. I’m saying that because I have done some of that and I played smaller. I call them business that were doing hundreds of millions of dollars a year, and I’m consulting them on how they can make more money. They were spending more money in advertising than I was making in a year.

[00:40:46] MB: That’s crazy.

[00:40:47] GC: A little bit of a paradox. I felt that every time I went and did it too. They were hiring me to come in and get their people to think different. But every time I did it, I felt like, “Wait a minute. They just paid me,” which it looked like a lot of money. It was like – I don’t know, 10,000 bucks an hour or something. To me I was like, “I was so proud of it.” They’re spending 10,000 every hour on advertising.

Who’s thinking small here? I thought 10,00 grand for an hour of work to work was a lot of money. They were spending that every day on advertising. They bought me one time. They bought the ads, literally, every hour, every day of the week, 30 days in a month every day of the year.

See, you got to start like, “Who am I getting my advice from? My mom? My dad? If you want money, man, the only place you can get money from, if you want to change the way you think about money, you have to study only people that have mastered money. Not people that have mastered avoiding debt. Not people that have mastered saving money. People that have mastered the circulation of money. Some of the names you mentioned earlier. I don’t want to save money. I was taught how to save money. I’m great at saving money. I needed to learn how do I get money to multiply? How do I have buildings with my name on it? Why does Donald Trump not ever talk about the house he lives in?

His house is a building on 7th Avenue. He lives in the top of the 7th Avenue building called Trump Tower. Now he lives in the White House. He doesn’t know either one – He has zero interest in where he lives, okay? He wants to be in places where he can drive control revenue. Donald Trump might be a bad example, because so many people hate his guts. But let’s choose Warren Buffett. Warren Buffett never talks about his $38,000 house. One house he’s bought his whole life.

He’s investing money in companies. Most Americans, the biggest investment they make in their life is to buy a house. Most entrepreneurs have more equity in their homes than they do their business. I know business owners that have more equity in their house, put more money down in their house than they do their advertising budget. Spent more money on furniture and paint and roofs and appliances than they do their staff or their furniture. Small balls.

[00:43:13] MB: Fair enough.

[00:43:14] GC: Small balls, until, “Oh! I could put my name on it. It’s 202 2nd Avenue. I live there. Me and my dog.” I know some people, entrepreneurs, they got a bigger budget to feed their Labrador than they do their staff.

[00:43:33] MB: Yeah. The part about – I didn’t actually know that stat about how entrepreneurs have more equity in their houses then they do in their companies in average. That’s mind-blowing and such a great point about the difference between having a mindset of multiplying money versus having a scarcity-based mindset of trying to save money or reduce debt.

[00:43:56] GC: Yeah, exactly.

[00:43:57] MB: So for somebody who is listening to this conversation that wants to level up, they want to take risk, they want a 10X, they want to take massive action, what would be one action step, one challenge that you would have for them? One thing for them to do. You said earlier, “Ahas don’t turn into money.” For somebody who’s listening to this interview, what can they do to start taking action implement something we’ve talked about?

[00:44:20] GC: Oh man! There’d be a lot of things you could do right now. One, how much money do you have in your savings account? Get rid all of it. Don’t save any money. Don’t have any money in your checking account or your savings account. Retirement account, take it all out. Start spending your money. “Well, what else can I do, Grant?”

What people are doing, they went into a business to build a business and now what they’re doing is saving cash. It’s like you got to shift everything, man. By definition, an entrepreneur, someone that puts time and money at risk in order to have more time and money. Organizes a business, taking on more than ordinary amounts of risk in order to grow that business.

All of a sudden, you got a business and now what you’re doing is you’re saving your money. The first thing I would do is you have any money, I would look at why are you saving money? People save money because they’re playing it safe. Now somebody watching this is going to be like, “Well, don’t I need an emergency fund?” Maybe. Maybe you do. I don’t know. Maybe you do need an emergency fund. What you need to do is build your damn business so it will take care of you in emergencies.

[00:45:21] MB: Built cash flows so that you have recurring income stream.

[00:45:25] GC: Yeah, exactly. Cash flows. Spend money so you can have money in time. That’s one thing. If you don’t want to do that thing, or even if you do do that thing, you got to get around to people that are going to push you. If you don’t like this interview right now, if you’re listening to this and you’re like, “I cannot stand this guy.” Dude, then I’m your guy. You can’t like your coach. Okay? I’m not a therapist. I’m not Dr. Phil. He lost his show. You need somebody that will bump you. You need somebody that will push you up, okay? You don’t need a guy to walk along side of you. If you’re going to get greater, it will not be without pressure. If you’re going to achieve something beyond what you’re already achieved, you will not do it by yourself and you will always achieve more with somebody else than you would by yourself. So you need to get a game. You need to get some gangsters around you. You need to stay in very dangerous environments all the time. Join me at the 10X Growth Conference. Join my mentor program. Get involved with people that are pushing, pushing, note telling you to push, but are pushing themselves. What do we have for companies over here? 50 little ventures? What do we have?

We got 7 million companies. We got 15 or 17 little venture going on around here. They all take money. They all take money. They all take time. They all take risk. It’s like, “I’m doing that right now. I don’t spend all my time talking on stage.” We’re trying to learn how to grow.

One, get rid of your reserves. Two, get around somebody that will push you. Three, you need to make commitments to things that pull you forward. On my calendar, if you saw my calendar for the next three months, I have all these events pulling me. I want to sleep in, but I have an obligation. That obligation pulls me. I’m not having anything push me. I’m being pulled forward.

[00:47:19] MB: Great advice. Really, really insightful. I have a quick question. I’m just curious. Is there ever a point where – I mean, you’re obviously tremendously successful. Is there ever a point where you would get burnt out or say, “I don’t want to keep pushing myself so hard. I want to sit back and enjoy things,” or is it the pushing and the growing that you – Is it the process itself that really motivates you?

[00:47:41] GC: Every time I’ve wanted to go sit on the sidelines, something bad happen to me. Probably not. Every time I’m like, “I’m good now. I’m going to chill out. Every time I do that – People are built to create and to contribute, and I’m doing this today. I’m not being paid to do this today. My life does not change because of this podcast today. I’m not doing any business with you right now. I still don’t believe you even have one of my books back there.

[00:48:06] MB: You’re hurting my feelings, Grant.

[00:48:08] GC: You don’t have a statue of me back there. You got a statue of Buddha. He ain’t never done nothing for you. Every time I’ve gone into that, every I’ve done that, I end up like, “Okay. What’s wrong?

When I’m producing and creating, producing and creating and contributing and giving back, my day goes by faster. I just got a 10X alert, amber alert. That’s smart, man.

[00:48:31] MB: It’s time to 10X.

[00:48:32] GC: 10X, man. 10X. February 20th, 02-20-2020. I’m doing the most talked about entrepreneur conference on planet earth. 10,000 people will gather from around the world for the biggest 10X party on the planet. 3 days. We register the 4th day. So the first day is the registration, and then three days, there’s a party on the 20th, which is freaking unbelievable numbers, 02-20-2020. There’s a registration part. It’s going to be insane. Then on day 21, 22 and 23, three days talking about revenue, 10X-ing your revenue and your sales. Day 2, 10X marketing. Getting the whole world to know who you are. Day three, how to create the 10X ideal life so that you never burn out. Living a life of purpose and power and prosperity.

[00:49:27] MB: Grant, where can people find out about that conference, find out about you and everything that you’re doing online?

[00:49:33] GC: 10xgrowthcon.com.

[00:49:36] MB: All right. Thank you so much for coming on the show, Grant. Fantastic conversation. Some really insightful and potentially controversial points, but I really enjoyed everything that you said, and it was certainly motivational and inspirational for me.

[00:49:48] GC: Matt, you’re the man, dude, but you need somewhere edit in some kind of proof that you actually have the 10X Rule.

[00:49:54] MB: Okay. I’ll send your team a video of me holding the 10X Rule.

[00:49:58] GC: Okay. Awesome.

[00:49:59] MB: For listeners who are curious about whether or not I actually have a copy of Grant’s book, The 10X Rule, check out the show notes for a special video reveal. They’re available at successpodcast.com, and you can find them right on the homepage.

[00:50:13] MB: Thank you so much for listening to the Science of Success. We created this show to help you, our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

I'm going to give you three reasons why you should sign up for our e-mail list today by going to successpodcast.com, signing up right on the homepage. There’s some incredible stuff that’s only available to those on the e-mail list, so be sure to sign up, including an exclusive curated weekly e-mail from us called Mindset Monday, which is short, simple, filled with articles, stories, things that we found interesting and fascinating in the world of evidence-based growth in the last week.

Next, you're going to get an exclusive chance to shape the show, including voting on guests, submitting your own personal questions that we’ll ask guests on air and much more. Lastly, you’re going to get a free guide we created based on listener demand, our most popular guide, which is called How To Organize and Remember Everything. You can get it completely for free along with another surprise bonus guide by signing up and joining the e-mail list today. Again, you can do that at successpodcast.com, sign up right at the homepage, or if you're on the go, just text the word “smarter”, S-M-A-R-T-E-R to the number 44222.

Remember, the greatest compliment you can give us is a referral to a friend either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm, that helps us move up the iTunes rankings and helps more people discover the Science of Success.

Don't forget, if you want to get all the incredible information we talked about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top.

Thanks again, and we'll see you on the next episode of the Science of Success.

November 26, 2019 /Lace Gilger
Weapons of Influence, Best Of
Joe Fier-02.png

How You Can Build Your Audience From Nothing with Joe Fier

October 29, 2019 by Lace Gilger in Career Development, Weapons of Influence

In this episode, we discuss how to get started building your network and traffic online. We learn exactly how to build an audience from scratch, insider lessons about the best content marketing approach, how to get your content to go viral, a mind-blowing facebook advertising strategy and why email is still one of the most important marketing channels with our guest Joe Fier.

Joe Fier advises businesses on marketing strategy and sales conversion to increase revenues. He consults and creates long-term selling assets for clients, which has generated over $50 million in revenue online. He runs a marketing and tech consulting company and full-scale content marketing agency. He and his Co-Founder at Evergreen Profits, Matt Wolfe are also the hosts of the Hustle and Flowchart Podcast and authors of The Evergreen Traffic Playbook, hosts of the Hustle and Flowchart Podcast and Evergreen Wisdom: Daily Habits & Thoughts To Optimize Your Business & Life.

  • Producing the best possible content was one of the inflection points for Evergreen Profits

  • Content Creation & Development is the cornerstone of their growth strategy

  • “It starts with content - that’s the inflection point"

  • Attracting the right people to your content hasn’t changed a lot in the last 10 years in the online world.

  • When Joe kickstarted his podcast, he went to his network and got it front of them

  • How do you build up a network or seed your initial traffic?

    • Places like Reddit, Facebook groups, Quora - get involved in a community, get involved in a bucket of an audience, interject or inject value with the content that you produce - and be consistent. You have to be consistently involved in the community.

    • You have to build your own “credibility” in the community before you post your own content

    • Go into the community and spend a few weeks JUST answering questions

    • Just keep adding a ton of value and get the other people to start self-promoting for you

    • Get to know the OWNER of the subreddit or the MODERATOR of the subreddit (same strategy Sol used) that’s the KEY

      • Invite them on your podcast

      • Give back to them

      • Create win-wins for them

      • Help them with content or monetization

      • Build a relationship for them

      • Hop on Skype with them, ask what their needs and desires are, and help them solve it

  • Spend a minimal budget to kickstart a piece of content

    • Reddit Ads

    • Quora Ads

    • Facebook Ads

      1. Dennis Yew’s Strategy

      2. Target the audience of your podcast guests, and spend $1/day for the ads and have a show notes image/link to the podcast

      3. Target their name, their audience, their company, or a related audience, and then sync that up to a piece of content that that audience will love

      4. Promote every single episode with a direct target on FB - promote their show notes

    • Google Ads

      1. Find niche keywords that no one is bidding for

      2. Sync the content to that keyword

      3. Run a low budget ad to an initial piece of content

    • The target goal of the ads = join our email list

      1. Then have retargeting ads after they’ve visited the site

  • Email Opt-Ins for a new audience

    • Run these $1/day ads targeting Brene Brown on FB and point them straight to the show notes page

    • There’s no commitment on their part, and you’re selling them on the podcast

  • Retargeting

    • Warm approach “Exclusive notes on this Brene Brown interview - click here to get them absolutely free"

    • Driven by FB retargeting after they’ve already visited your page

    • Start low and work your way up as you see it working / frequency getting higher

    • They will have a pool of 10 potential ads and they will assign a budget to the pool, and FB will pull the various ads - let FB’s algorithm do the work for you

  • Repurpose episodes into something more visual for FB / Instagram / Ads

  • They try to do the opposite of the “Launch” model

    • Have a longer-term mindset and know that the content you’re putting out in the world will live there for a long long time

    • Create amazing valuable content that will pass the test of time

    • Always try to follow up, the money is made on the follow-up

    • Don’t try to rush the sale, don’t be too pushy, lead with value

  • Homework: Start an email list and create a good opt-in freebie + pair it up with a checklist or short opt-in guide

    • Then set up retargeting + simple FB ad strategy to bring people back to what you’re doing

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Thank you so much for listening!

Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions on how to do that).

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Joe’s Website and Podcast

  • Joe’s LinkedIn, Twitter, and Facebook

  • VideoSalesLab

Media

  • [Article Directory] Joe’s articles on Evergreen Profits, Medium, and ThriveCart

  • Joe’s Quora page

  • [Article] Influencive - “The Ultimate Solution to Break Out of Procrastination and Build Your Big Vision” by Joe Fier

  • [Article] Capitalism.com - “It’s About Who You Know: 7 Powerful Methods for Making Connections That Will Boost Your Business” by Joe Fier

  • [Podcast] The Unstoppable CEO Podcast - Joe Fier | Tearing Your Business Down… And Building It Back Up

  • [Podcast] Sold with Webinars - Weird Ways To Monetize With Webinars with Matt Wolfe And Joe Fier | #56

  • [Podcast] Growth to Freedom - EVERGREEN PROFITS WITH JOE FIER AND MATT WOLFE [PODCAST 214]

  • [Podcast] Business Lunch - Episode 62: How To Make Money Podcasting (Without Even Charting On iTunes), with Joe Fier

  • [Podcast] Bacon Wrapped Business - How To Create Evergreen Profits with Matt Wolfe and Joe Fier

Videos

  • Evergreen Profits YouTube Channel

  • Podcast ep: Marketing Predictions & Lessons For 2019 - Matt Wolfe & Joe Fier

  • Joe’s Personal Channel

  • Matt Wolfe - How To Make Money On Udemy - Miguel Henrnandez & Joe Fier

    • Our New Book - Evergreen Wisdom - Matt Wolfe & Joe Fier

  • Eco Chateau - Health + Happiness HACKS | Episode 13: Joe Fier, Entrepreneur & LifeHacker

    • Health + Happiness HACKS | Episode 14: PART 2 w/ Joe Fier, Mind Altering Substances

  • SoCalMeeting - How To Quit Your Day Job & Interview With Joe Fier

Books

  • The Evergreen Traffic Playbook by Matt Wolfe and Joe Fier

  • Evergreen Wisdom: Daily Habits & Thoughts To Optimize Your Business & Life by Joe Fier and Matt Wolfe

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[00:00:11] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the internet with more than 4 million downloads listeners in over a hundred countries.

In this episode, we discuss how to get started building your network and your traffic online. We learn exactly how to build an audience from scratch, share insider lessons about the best content marketing approaches. Talk about how to get your content to go viral. Share a mind-blowing Facebook advertising strategy and discuss why email is one of the most important marketing channels you could still be using with our guest, Joe Fier.

I was recently closing a big software deal and I was thinking about how the lessons and themes from the Science of Success have been so valuable to me as an investor and business owner. I realized that I'm leaving a lot of value that I could be creating for you, the listeners, on the table. I believe that many of the things that we teach on the Science of Success are some of the biggest and most important business success factors today.

To that end, we’re launching a new Science of Success segment focused on business. These episodes will air every other Tuesday and will not interrupt your regularly scheduled Science of Success programming. Everything we teach on the show can be applied to achieving success in your business life, and now we’re going to show you how to do that along with some interviews of the world's top business experts.

So with that, I hope you enjoy this business-focused episode of the Science of Success.

Are you a fan of the show and have you been enjoying the content that we’ve put together for you? If you have, I would love it if you signed up for our email list. We have some amazing content on their along with a really great free course that we put a ton of time into called How to Create Time for What Matters Most in Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That successpodcast.com, or if you're on your phone right now, all you have to do is text the word SMARTER. That's S-M-A-R-T-E-R to the number 44222.

Have you always wondered if the law of attraction is real? In our previous episode, we dug into the science behind visualization. Manifesting and much more to find out what really works and what doesn’t. we shared strategies for accessing your intuition and aligning your emotions, your intuition and your rational thought processes to super charge your brain. We talked about how you can beat impostor syndrome and much more with our previous guest, Dr. Tara Swart. If you want to attract the things that are most important to you in your life, listen to our previous episode.

Now, for our interview with Joe.

[00:03:04] MB: Today, we have another interesting guest on the show, Joe Fier. Joe advices businesses on marketing strategy and sales conversions to increase their revenue. He consults and creates long-term selling assets for his clients, which has generated more than $50 million in online revenue. He runs a marketing and tech consulting company and a full-scale content marketing agency. He and his cofounder at Evergreen Profits, Matt Wolfe, are also the hosts of The Hustle and Flowchart Podcast and authors of The Evergreen Traffic Playbook and Evergreen Wisdom: Daily Habits and Thoughts to Optimize Your Business in Life.

Joe, welcome to the Science of Success.

[00:03:37] JF: Hey, Matt. Thanks for having me here.

[00:03:39] MB: Well, we’re super excited to have you on the show today and dig into a little bit more kind of business-focused content than we typically focus on the show, but I think this is going to be a really insightful conversation for the listeners and I think we can pull a lot of really good insights out of this.

[00:03:54] JF: Yeah, we’re just doing that pre-talk and there’s a lot of overlap.

[00:03:57] MB: Yeah, might have to release the preshow conversation as a little piece of bonus content or maybe we’ll play it after the credits roll for those of you who want to stick around.

[00:04:06] JF: Right on.

[00:04:06] MB: But I’m curious, I mean, it’s such a fascinating skillset. I mean, obviously, we spend a lot of time thinking about digital marketing kind of on the backend of Science of Success as well. But I’m curious, what was the, or was there, kind of an inflection point in your career where things really started to click or you really started to figure out what actually drives growth online. What actually makes companies or businesses scale in a digital way?

[00:04:32] JF: Yeah, that’s good question. It took a while. Ironically, we started with it, but then I kind of diverted a little away from the core thing. I believe it’s content is producing the best possible content, like you guys are with this podcast. We do that with our show as well. We started off blogging just in different niches and kind of learning, and we always shared our results, and that’s exactly what we’re doing with the podcast still, and I know you guys do the same thing.

Giving that value in terms of a good piece of content there and then putting it out to the world and then doing that. That’s our focus, is content development and creation and using that around all of our marketing. Then that just pairs up and then allows our network to grow. Again, the podcast is a perfect part of that as well. But I believe it starts with content. That’s kind of the inflection point.

I diverted a lot into one-on-one stuff, consulting and kind of agency work, and we’ve moved more into like, “Hey, the foundation needs to be content,” because that’s going to attract the right people that you want to work with. Kind of weeds out a lot of the tire kickers that might not be the best time for them to take an action with you. But to the content, at least there’s value that they’re going to get from there and they might tell some of their friends and refer the qualified folks you’re with.

That’s really the key, is producing a great content that really flows from you, not something that you should try to force yourself into. Podcasting is great. We love to talk and that can get produced into videos, and transcripts, and notes, and newsletters, and all sorts of cool things. But that’s where I believe it starts for us.

[00:06:15] MB: I think that’s a piece of advice that you hear a lot and I feel like many people create content that may not be high-quality content, which could be part of the problem and probably is. But I feel like there’re so many content creators out there who create a bunch of content. They think it’s awesome. They kind of put it out there and a lone tumbleweed blows by and nobody really sees it. It’s almost a chicken and the egg type of situation.

If you have great content or you think you’re creating high-quality content, how do you actually get people to start listening to it, start paying attention to it? How do you get it in front of folks? Because I know growing traffic is obviously a huge component of what’s made you guys so successful. You realized that content was super important, and then how did you start to really get distribution for that content and get traffic and get it in front of people?

[00:07:02] JF: Yeah. We started off, and this is where we kind of began. Back in the day, we started about 2010 marketing online and the blogging days. To be honest, the modalities have changed a little it, but attracting the right people on the kick-start content hasn’t changed a lot. We started in for-marketing. Actually giving value, responding to people’s questions, and there we would drop a link to a post that we might have written or maybe it’s in our footer. Something that link to our property where the content was housed.

When we kick-started our podcast, let’s say, we went to our network and we went to all of these different places that we know we have some influence or at least we can attach ourselves to a community that is talking about the similar topics. Today, we’re actually starting to experiment a lot with Reddit. In the podcasting space, that’s something we’re starting to morph more into as podcast marketing. We’re doing some different things in that regard.

On Reddit, Matt’s kind of – My partner, Matt Wolfe, is kind of ahead in this stuff a little bit more, because he just nerds out on that stuff, is giving value in those communities. Reddit is great for that. Quora is amazing. We’ve interviewed a bunch of content producers, and one of the daily actions that a lot of these folks do is hit Quora, give value on there, answer questions and then have a link back to a piece of content that you produced. It could be anything, YouTube videos, podcast, blog, whatnot.

Facebook groups are amazing. If you can create these relationships and these groups that really value good content, and especially on these Facebook groups, people are very protective over the type of stuff that’s posted. Reddit definitely. Quora as well. As long as you can find these buckets of audiences, it always starts with audiences, and then just figure out how to interject some kind of – Or inject some kind of value in there with the content that you produced and then just keep the consistency up. You can’t do like a one shot and then just kind of hope that it’s going to take off.

The idea is to always kind of make it a daily checklist, something on that list that you’re just ticking the box, post something in Reddit, or you just answer someone’s question. That’s really a great way.

Then once you build up a network, so that’s great for someone starting out. The network, for a podcast or if you tag someone in something, always getting someone to share that whole virility factor, it’s extremely valuable. Again, it’s not going to be a massive push. But if you can pair that up with some paid traffic – So that’s what we really love to do. There’s a lot of different strategies you could do on all these places where you can spend a pretty minimal budget just to kick-start a piece of content.

Even with Reddit, there’s Reddit ads, Quora ads, Facebook ads of course, do a lot on Google as well. You could do these for as little as a dollar or $5 a day to kick-start a piece of content. From there, you can kind of just compound your efforts with more content or maybe more ad budget and more value to give to these communities.

[00:10:12] MB: That’s really interesting, and there’s a couple different things I want to understand about that. I definitely want to dig into kick-starting content with a small paid spend, because I think that’s a topic that’s really, really interesting. But before we do, one of the struggles, and this is just something personally that we’ve encountered along our kind of growth trajectory is when we were early on, we haven’t done a lot of kind of Reddit and Facebook marketing, but I’ve spent a huge amount of time on Quora, which we got a lot of traffic from.

But when I would go to a place like Reddit and go into some of the Subreddits that we’re affiliated with, things like Science of Success, and maybe I just didn’t understand the Reddit kit or whatever of how to do it appropriately. I would post something that I think is super valuable. I mean, I truly believe in the content we’re creating. I think it’s amazing. I think it’s really life-changing and we have tons and tons of people who email us and tell us that, and yet I would come in and say like, “Hey, you should check this out. This is a great interview with this world-class expert about this thing. Here’re the things you should do.” I got banned from like three Subreddits for self-promotion.

After that I was just like, “Fuck Reddit. I’m not going to waste any time on here.” I mean, have you ever had that experience or how do you kind of thread that needle to where you don’t get banned from self-promoting, because I feel like some of those communities like Reddit and some Facebook groups are so edgy about like you can’t post the link to your own content, and yet it’s like, “Well, what if it’s actually really good content? What if it’s directly relevant to what you’re talking about?”

[00:11:35] JF: It’s true. Reddit is – That’s probably the most difficult place to self-promote, and that’s where you have to really – It’s interesting. It’s like these are all little communities. You have to build your own cred before you start linking to something of your own, or really anything at that, because you never know how you’re tied in to that piece of content.

With Reddit, definitely every Subreddit has its own rules. Knowing what those rules are. I believe on the right side, if you’re on the browser online, they always have all the different terms that that Reddit owner or Subreddit owner is kind of looking out for in all those other – People who’ve joined Reddit, they’re going to support that. I mean, these people are by the book rules. They’re rabid, man. If you piss someone off, yeah, it’s very highly likely you’re either going to bet booted or downvoted, which screws up your karma on Reddit. That’s kind of how they judge things there.

With us, we’ll go to the podcasting Reddit and just purely answer questions and without any links or anything like that. Really, if you just do that, I would say for just a handful of weeks, and some of that content, the answer should come from your other content that you produced. That’s typically what we do. It’s a weed or repurpose what we’re already creating.

But overtime, we have definitely noticed people start sharing it or they’ll start upvoting it. So it gets a little bit more traction. Some people, we’ve seen now starting to post to other Subreddits. The idea is to kind of get other people that do that work for you, but there’s not a lot of shortcutting, the self-promotion, or you can’t start dropping links left and right. Same with Quora as well.

Facebook groups, same with Reddit groups. I mean, all these things. If you can get to know the owner of some of the moderators and really create a relationship there, because whoever owns that audience, that’s the person you really got to get in with. Of course, you can create your own groups. You can create your own Subreddit and all of that stuff, but then you got to actually work to build your own audience.

If you have your own Subreddit, I mean, you own the rules. We have our own for the podcast and it’s a slow growth, but definitely anything goes if you hold the rules to that group. But I would say there’s a lot of opportunity on Facebook groups for this and it’s probably a little easier than Reddit if you’re just starting up.

[00:13:59] MB: That’s actually a really, really key point and something that I hadn’t thought off from a strategic standpoint, which is targeting and getting to know the moderators or the owners of those, whether it’s a sub or a Facebook group or whatever. I mean, if you’re somebody who has credibility in your space. I mean, if we were to email somebody who has a personal development Subreddit and be like, “Hey, here’s what we do. Here’s who we are. Here’s who we’ve interviewed,” etc. It’s probably pretty easy to have a conversation and just talk to them on Skype for 30 minutes. Build that relationship. Start adding value. Then suddenly, when you get engaged in that Subreddit, they’re way less likely to be like, “Who the fuck is this guy?” Banned.

[00:14:36] JF: Yeah, exactly. It’s all about relationships, and that’s where – Or you can invite some of those folks on the show. We’re always trying to look for win-wins, ways to give back to them. If they’re struggling to make money, which a lot of these group owners are, they don’t know how to monetize, or they don’t have their own content, you can be that content arm for them, or somehow figure out a red split on whatever it might be you bring to the table there.

Any kind of win-win, you’re always looking for. They have the audience you want. That’s your win. You just got to figure out what is the win that they’re really going to freaking jump over, jump backwards over for. I think you nailed it, man. Hop on Skype for just a few minutes. You could bang that out and figure out what are their desires. Then from there, it’s just all about giving value to their people.

[00:15:23] MB: Super smart. I want to come back to the paid ads to content piece, because I’ve heard some previous rules of thumb or ideas around if you spend X on a piece of content, you should spend Y promoting it. What is your thought process or strategy? How do you typically kick-start a piece of content with a little bit of paid promotion? How do you think about budgeting that and what platforms have you seen to be the most effective?

[00:15:46] JF: Let’s focus on Facebook first, and we interviewed a guy named Dennis Yu. This is kind of his strategy, and it’s been morphed around by a bunch of people, but this is kind of our perpetual strategy to target ads to an audience that’s really going to sync up well with the piece of content. So case in point is, our podcast, we have a lot of guests who are targets on Facebook, or their companies are. What we’ll do is we’ll have Roland Frasier, we talked about him on the pre-talk here.

I believe now, he is a target. But prior to that, Digital Marketer was the target that we were using. In Facebook, you can target that audience. So Digital Marketer, or Roland Frasier, and for a dollar a day with these ads, you can put a link, or for us, it’s basically just the show notes image, and that will target their audience. For a dollar a day, Facebook is going to try to squeeze out as much of those impressions for that dollar a day.

Facebook wants you to be successful with their ads, as does any other platform out there. If you could target perpetually a dollar a day for someone or their audience, it could be their company, the name or even a related audience if you can think a little laterally, and then sync that up to a piece of content that those folks are going to love. For a dollar a day, you can kind of appear that you’re everywhere to that audience.

So that’s why we get a lot of messages about like, “I found you from Facebook, because I just saw you kind of stalking me on there.” But that was a strategic target. We’ll actually do that for every single one of our guests who has a direct target on Facebook, and that works really well.

In addition to that, we’d do Google Ads as well. This is a little bit more of an elaborate strategy, but we’ll try to figure out what keywords people are searching for around our piece of content. So we’ll kind of start with a broad keyword, run some ads just to get clicks and then we’ll figure out what keywords are starting to come in a little bit more consistently. Ideally, it’s not going to be a broad keyword, because those are competitive. Spend about $100 to get this data from Google. Then from there, we’ll take some of the keywords that are maybe a little bit more niched down. They’re a little longer. Folks aren’t typically bidding on these keywords, but that’s where we can really shine a light on running ad, and usually we’re the only ones there and our content synced up perfectly. It usually has a similar keyword. We’ll title the piece of content almost identical to the ads so it’s super congruent. You always want to do that with all of your ads.

What I described there on Facebook and then also Google, those are our two biggest strategies. Everyday we’re running low budget ads to kind of like an initial piece of content. If they don’t take an action, which we’re always looking for them to join our email list at a very minimum so we could do our follow-ups. But if they don’t do that, then we have all of our retargeting ads running, again, to very targeted – If they touched our website in any which way, they’re going to see maybe some videos from Matt or I, some other contents, some podcasts.

We’re just trying to grow that trust. So it’s a multi-touch process until we kind of get that conversion or whatever we’re trying to get them to do, either buy a product, or join the list, something like that. I would say those two are like the 80-20. That’s the 80% of where we’re focused on right now.

[00:19:14] MB: Yeah, that’s so smart and it makes total sense. I mean, we’re talking in the preshow I think about a recent guest we had on our show, Brene Brown. She’s obviously a target on Facebook, or I would assume she is, because she’s big enough. If we were to just take our Brene Brown show notes, and I’m curious how you would think about this. Basically, if I’m describing this correctly, you basically take the show notes for the Brene Brown episode, you make sure – I want to unpack a little bit kind of how you sync that up with an email opt-in. Then you basically run a dollar a day Facebook ad targeting Brene Brown, people who like Brene Brown, and, “Boom! Boom! Boom!” You’re there. You’re omnipresent, and obviously those people are already going to be predisposed to liking your content.

[00:19:55] JF: 100%. You nailed it, and that’s what we do, is we now we’re starting to do more of the – We call them cheat sheets, but yeah, you can do show notes. Anything that’s going to grab that audience’s attention, and it’s even better if, yeah, you’d show them, “Hey, here’s an exclusive interview,” or maybe it’s a transcript or some kind of notes from Brene talking about X-topic. More than likely, you’re going to get a lot of people from their audience start to – It’s not a flood. It’s a trickle approach, which is good, because that allows you to test and to kind of optimize your conversions. If you’re trying to get them on an email list, which I would definitely want them to do. If you were to do that, I would definitely suggest doing that.

[00:20:35] MB: Yeah. We had a big, and I don’t mean to interrupt you, but we had a big strategic shift probably two years ago with the podcast where we basically realized, before that, we’re going to conferences and events talking to people and we’re like, “Hey! We’re a podcast. We want to get more podcast subscribers. Build more listenership,” and we basically had this complete strategic flip of the way we perceived it. It was like, “No. we’re a media company and what we really need to do is get email subscribers.” Currently, the way we deliver content and value to them is through primarily a podcast, but not exclusively. So we completely shifted our strategy and went from having maybe sub 2,000 or 3,000 email subs to having almost 50,000 email subs by just pivoting our strategy towards focusing on that.

[00:21:18] JF: Dude! That’s so valuable, and you nailed it. You said a media company. That was actually a shift that Matt and I took maybe two years ago, I would say, because in the podcast, like it is for you guys, that’s at the top of the media company. If you think in media companies, someone’s like, “Oh! How do I have a media company?”

Well, any content is a media thing. You can be on all these different platforms. If you’re leveraging podcast, cool. There’s your media platform there. YouTube, Facebook, Google, all of these things, collectively, they have this reach. Then with that reach, if you could just figure out how to kind of funnel them into with value – We’re always leading with content value, but bringing them to the email list. That’s where all of our money is made, is on the follow-up.

We were talking about – You asked me how we monetize our podcast. That’s exactly it. It’s not usually right there on the first tough. It’s maybe the third seventh touch, and that sounds like a lot, but you can automate a lot of those touches. Just bringing them back to more content, and then sooner rather than later, if you have all of these different entry points on your show notes pages, on the landing pages, anywhere out there on your podcast as well with a special URL to a landing page, that just optimizes your opportunity to capture these folks on a list.

Retargeting is all another bucket too. We call them owned audiences. Anything that you have control and can follow-up with folks, it could be email list, chat bots even, retargeting. Podcasts are great, or even PushCrew, push notifications on browsers. All of these are things that you have control to follow-up with. It’s just going to increase the opportunity for you to convert them into a sale of something, whatever you’re looking to do.

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[00:24:24] MB: I want to unpack a couple of pieces of this and get super granular for a second. When you’re thinking about the ad that you’re running to, let’s say, a show notes page, is that actually straight up the show notes page or is it a landing page that the number one thing is you’re trying to convert them to an email opt-in in order to get access to a guide to the show notes or whatever, or is it, “Hey, here’s the show notes page, here’s the episode. You might like it. By the way, join the email list.”

[00:24:50] JF: Yeah. There are two steps there. Let’s get back to the Brene Brown example that you said. If you wanted to attract new people, these are people who have not listened to the show yet and you’re just trying to attract and a new audience to come listen and then go down the wormhole with you guys. That would be where I would run these dollar day ads, target Brene Brown on Facebook and then use the dollar day strategy and point them to a show notes page. Because there’s no commitment on the person’s part and the new person that you’re attracting there, they have the opportunity to check out show notes page, maybe read it, listen to the episode. They could join the email list if they choose to. They probably won’t off their first touch, but you never know. There is a percentage that will take you up.

But then to bring them back, you have the whole retargeting phase. You want to make sure that you’re following up on anyone who lands on one of your properties, and that’s even clicking an ad if that ad goes to anywhere else, even someone else at site, you could retarget. What I would do is to the warm approach. The cold approach was to use the dollar a day and send to show notes. But a cold approach, what we would do is run an ad that if you wanted to get super targeted, you would do something like, “Here are the exclusive notes.”

This is what we do, is typically we took the notes on this Brene Brown episode for you. If you click this, you’ll get it for absolutely free, and what that would direct them to is to a landing page. Now, only option there is to join our email list to get that thing for free. That would be the warm approach with retargeting on Facebook. You could do that on Google as well, and I believe Reddit, even if you want to experiment with that, it’s starting to come out with some retargeting ads. Those are the two approaches I would take for those.

[00:26:39] MB: Basically, you start out, you drive cold traffic to a dollar a day to the landing page for the general show notes. Then for the people who haven’t joined the email list, you’re retargeting them, “Hey, here’s an exclusive guide, checklist, whatever, show notes, etc. Click here to get them completely free,” and then that’s where you’re sort of hitting them after they’ve been warmed up a little bit. They’ve at least clicked to your landing page previously. That’s when you’re driving specifically for the email opt-in.

[00:27:06] JF: 100%. Yeah. What you could do, and this is a more elaborate approach, but if they’re not taking you up for a certain period of time, there’re a lot of things you could do on Facebook. For certain time periods, run this ad. So let’s say in the first week or so, if they landed on the Brene Brown show notes page but didn’t join the email list, you can run ads with retargeting to just get them with the objective to actually join the list.

But maybe after that point, they don’t take an action. Now you could just kind of follow up with other episodes that you guys released, and those are all retargeting ads. They could point to other show notes pages. Maybe there are some videos that you have you can upload on Facebook. There are a lot of ways to repurpose your episodes and make a good visual around it on Facebook and Instagram, because they’re all connected.

Again, it’s like repetition. The more and more they see your brand, your face, your name, the different guests you’ve had, your podcast logo. Over and over, we hear it all the time, like, “Man! I see your stuff everywhere. You guys are video machines or whatever.” It’s like, “No, we just have a bucket of about maybe 10 to 20 assets and these ads that just rotate in these pool of people.”

If they haven’t taken the desire to action, they’re just going to see our brand. So maybe that one thing didn’t resonate, but maybe one of these other 20 things do, and each one of those things have a low budget. So it’s not like we’re spending $100 per ad. It might just be $2, let’s say, per ad, or even a dollar an ad, and they’re just rotating around. You’re just increasing your odds. That’s really all you’re trying to do.

[00:28:45] MB: So what are you targeting for kind of – I mean, you touched on this a second ago, but what are you aiming for from a retargeting budget standpoint? If you’re spending a dollar a day on the cold traffic, how much are you allocating to retargeting?

[00:28:57] JF: That’s totally up to you. The minimum you could spend on Facebook, for example, is a dollar per day for your budget. We always suggest to kind of start low and then work your way up as you see. Maybe the frequency is getting higher or you’re just not getting the desired action. It’s almost like a pool of ads and you can – For us, we’ll have about 10 at a minimum of any time and then we’ll essentially assign a budget to each one of those ads. So call it a dollar a day to start.

Facebook is just going to kind of rotate around depending on what – In that pool, they kind of decide what ad to show depending on the frequency that it’s been shown and the budget you have allocated. You kind of just let their algorithm do the work for you on the retargeting plan, which is kind of nice. So you can – It’s kind of up to you, again, for ramping up the budget. The more budget you increase, of course, your ads are going to show more.

Yeah, that’s kind of it. There are definitely a lot of nuts and bolts to it. But at a good understanding level, I’d say that’s kind of what you want to be thinking of, is there are these pool, and Facebook, give them enough kind of ammunition to work with or budget to work with, and they’re going to squeeze the most results that they possibly can out of what you give them.

[00:30:13] MB: This is maybe a hyper-specific question, but are you personally executing going into Facebook doing this stuff, or do you have a consultant, an outsource or somebody that you bring in to actually execute the ad setup and everything for you.

[00:30:30] JF: Right now, Matt is the one that heads up all of that. Yeah, that’s what I like in the granular details. He’s going to be the one to really go into the weeds on it. He manages, I would say, about 60% of the ads, but we get direct consulting from a good buddy of ours, Kurt Moley. Kurt Moley out of Austin. He advices a lot of large brands.

Every single week, we’re getting kind of told what to do with the latest things happening on Facebook like, “Hey! Test this video 15 seconds or less. Use it in in-stream ads. This is really killing it right now. Go try this out.” We kind of take direction from them, him and his team, but we’re always experimenting as well from people on our podcast. Like I mentioned, Dennis Yu. Our episode, he pretty much lays out that entire process for the dollar a day ads.

A lot of these stuff is simple enough to just set up yourself and you don’t need to get too crazy. I would say if you could just figure out a dollar a day ads, anyone can set those up and set your targeting and make sure your budgets are right. You’re not going to spend way too much for whatever result you’re trying to get, and then set up some simple retargeting to just follow up and, again, set a budget you’re comfortable with and then let it run for a week or two.

That’s kind of like, again, 80-20. That’s usually what businesses should be doing at a minimum, and most every business owner can kind of learn those basics and do it themselves. But we are starting to transition away from Matt doing the ads, because, yeah, that’s not his best use of time, but he just loves it so much. He has that mind. He just nerds out with it.

[00:32:10] MB: Yeah, that’s fascinating. I’m just curious. I’m always curious about how the actual tactical concrete implementation of this looks on the backend.

[00:32:18] JF: Yeah, he’s definitely – In our partnership, I’m definitely more the visionary. Strategy, him and I both do. But I’ll kind of do more the experimenting, the ideas, the networking and kind of figuring out the general landscape of things. Then once we have something we agree upon, Matt’s the one that has the systems, analytical brain, and he’ll just freaking go down the wormhole. He’ll come up with the strategy, step-by-step. My brain isn’t the sequential thinker that he is. That’s why we make I think a pretty damn good partnership, and others have said that actually.

That guy, Dennis Yu, he’s like, “You guys are like a two-headed dragon.” One can go run away and do this kind of thing while Matt’s over here behind the computer, freaking busting out a crazy automation that we can then replicate and send to our team to kind of manage the day-to-day. That’s kind of how we split up our duties and how we can – It seems like we do a lot, but a lot of it can be automated once you set up the system. That’s usually Matt, the one who do that.

[00:33:21] MB: Yeah, that’s really fascinating. So you touched on this a little bit, but from a high-level standpoint, how do you think about monetizing the podcast audience. I mean, this is sort of a multi-pronged question, but is the podcast the primary driver of leads and opportunities for the entire economic engine that you guys have developed, or is it just a piece that’s sort of a plug and play or a satellite that sits on top of a larger business infrastructure?

[00:33:49] JF: Yeah, good question. The podcast definitely has become our number one driver for all content, traffic, all of the above mainly because it can repurposed in so many different ways. Our podcast, like we’re saying, it’s two times a week the show get released, and they’re about an hour-long on average. From that point, we always have a note taker taking notes on every single one of these things. I don’t know if you ever saw the trafficking conversion notes that get released. We basically took a note taker that used to work for that company and she now works for us to take these notes. These are like four-page notes. These things can get repurposed into all sorts of different content on social media, shareables and repurpose with all these different apps. Transcripts are part of that as well.

That then turns into – From the podcast, we’re always trying to direct people who listen to our show notes page and sometimes we actually send them to just the companionship, kind of starting to experiment with that. It’s tough to track from podcast, which I’m sure you’re very well aware. It’s kind of an interesting space where we’re always experimenting and figuring out what works best, but at a minimum.

We’re always trying to direct people from the podcast to our show notes page, because once they land on the show notes page, they have the opportunity to opt in to our email list. They can click on anyone of the many links of resources we mentioned on the show. But also it allows us to retarget those folks, and that is the number one way we get people on an email list to then follow up with them with affiliate offers. We also have a membership that’s a monthly reoccurring product, 15 bucks a month.

We’re trying to do a very low-level subscription so we’d get some reoccurring income for ourselves that we control. But then on the backend of that, there’re all sorts of different affiliate offers, which we typically average about $100 per commission, a little bit more depending on the actual offer. That is kind of our monetization right there. That’s kind of the process. We have the podcast all the way into show notes with a call to action on the podcast that directs them to the show notes. Them from there, the idea is to get them on an email list, and that’s kind of our traffic. That’s our content generator. That’s our machine right there.

[00:36:17] MB: If you were to say, and if you’re comfortable sharing this, it’s totally fine. But I’m curious at a very high-level, what percent of your monetization is affiliate offers, versus sort of house offers, versus consulting and work outside of offers made to the list?

[00:36:32] JF: Yeah. No, that’s a great question, man. I’m happy to answer. For the longest time, I’d say for two years when we’re kind of starting the show and figuring this all out, affiliate income was about 80%, which is cool, but also scary as hell, because we’re kind of building someone else’s business and we’re at the whim of if they change an offer, that conversions could tank, meaning our income can tank too. Luckily, that never really happened. We get some little blurbs here and there. But right now, it’s about 50-50. We’re actively trying to, like I was saying, dip people in this membership dip, which allows us, and this is what gets a little interesting and this is something we’ve learned from Roland actually, is if we can create all these different buckets and control attention more or less starting with the podcast, now we’re bringing them into a membership site, which we can follow up with just our customers. Show them exclusive content, maybe some affiliate offers, and it also allows us sponsorship opportunities. If we’re going back to the media company concept, we now have the opportunity to get a sponsor for not only the podcast, but we have banners on our sites that we can rotate and we can limit the amount of impression. So if we’re guaranteeing a certain amount, we can say that and we can actually show them proof of it as well.

But then we also have our membership area. We can create a sponsor to area, which we have with the piece of content and a special offer. The same with our physical newsletter that we send in the email. We can give inserts in there or they can even purchase a spot to mail that list with our endorsement. It’s interesting, because we can create now sponsorship packages and show the value, and the results are much better than if someone just bought ad space on the actual website with banners, or even on the podcast. The results are much, much better with all these different buckets that we have influence over.

It’s really cool. The idea is with this media set, we’re creating all of these different opportunities for us to essentially monetize without us needing to do a lot more work than we’re normally doing. It’s kind of found money if you set yourself up for that kind of opportunity. The idea is to get away more and more of the affiliate. That’s more of a byproduct is the idea. We want it down to probably 25% ideally of our income.

[00:39:01] MB: That’s really interesting. So the print newsletter, that’s kind of encompassed in the – Sorry, how much did you say per month? 15, 25?

[00:39:08] JF: 15 a month.

[00:39:09] MB: $15 a month. What is the value proposition? Because we haven’t done anything like that with our audience, but I’ve always been fascinated by that kind of model and whether there’s actually value in it. What is the value proposition to the audience and is the print newsletter included as part of that?

[00:39:25] JF: It is. It started off with just the print. So we know our cost is about – We ship all over the world. So it’s one flat rate. So it’s around $8 per person. Obviously, not a lot of profit there. The idea is to get folks to really see the repetition and set ourselves up with the affiliate income, sponsorship income and all of that stuff.

The value prop is typically the folks hearing our offers, seen the offers, hearing us on our podcast and they want to just dive deeper. They want to get a higher touch with us. We have a whole community in there. They can ask questions of us or other people. A lot of our guests will actually go into that community as well, because their content lives there. So they have the option to dive deeper with them, with their training. Actually ask them questions.

Maybe purchase their product if they want to. But all the way from – I mentioned that we take notes and all of our podcast episodes. What we do is we compile all those notes into a monthly booklet more or less, and this thing ranges from 24 pages to 30-ish pages. Essentially, it’s a way that a lot of folks really love the physical aspect, which is crazy, because there’re a lot of magazines from startups now. They’re starting to get made. It’s almost like this.

We’re seeing a little bit of a shift back into physical mailings of newsletters and magazines. It’s just to take people away from the distractions that we’re all getting, the phones ringing or another notification on our computer. A lot of folks really love that physical. They can highlight stuff, dog-ear, and it’s just a time savings. The idea is to save their time but also allow them to dive deeper with us.

Is the value prop mainly to the listeners? We have monthly calls as well with extra training and experiments that we’re up to and what others are up to on our show. It’s a way for folks to really just stay tapped in for a low dollar amount. From there, it opens up all sorts of opportunities for us, of course, like I was mentioning. Yeah, it’s an interesting model and we’re still tweaking little things here and there.

If you kind of compare it to, say, Blinkist for reading books, or all these summary guides you see on Amazon. Everyone is just trying to save time. They’re digesting content. They want to be in the know, but maybe it’s just like a handful of things they want to take away from an episode. Not listen to a full-hour or the thing twice a week. That’s a huge commitment. We’re trying to kind of bridge that gap there.

[00:41:57] MB: Yeah, it’s really fascinating, and I don’t know if you follow Tim Ferriss or his stuff at all, but he just recently in the last couple of weeks rolled out a similar test of his monetization. He actually I think is going no ads and he’s doing pay what you think it’s worth starting with $10 a month kind of model and testing that for a couple of weeks to see how that compares to his monetization strategy of just sponsorships.

[00:42:19] JF: Yeah. It’s super smart too, because the podcasting world – CPM, it’s basically the earnings per download. It’s around $20 of the sponsorship opportunity came your way as a podcaster. I just heard earlier today, it used to be $60. So it keeps going down unfortunately for podcasters. But the way they circumvent that is to create buckets of your own and a value prop to sponsors, like we did, where a software company came to us and they just wanted podcast sponsorship.

But what I did, I kind of flipped it. I’m like, “Hey! Well, we have these other buckets. I know they’re going to return, give you much better returns than just podcast sponsorship,” and they agreed to it and I was able to take them away from the CPM model and then give them just a one flat fee for that period of time, the sponsorship. It’s way more profitable for us, but I know the benefit to them is going to be much higher as well. It’s interesting, and there are a lot of things you can kind of manipulate. Once you have this media company in these different little buckets that you have influence over. It’s just another way to create value. That’s what we’re trying to do here.

[00:43:31] MB: How do you think about the – What is the audience that you guys are targeting or serving? Did you intentionally set out to serve a specific niche or a specific set of customers? How did you select that and begin to focus around targeting that niche and who is it?

[00:43:47] JF: Yeah. It’s interesting, because we’ve started off with just talking to mainly digital marketers, people in our circle. That’s kind of the crew that we’ve always had and had influence over. We did that just because it’s kind of the language we spoke and that’s the network that we can leverage to kick-start the show.

Now it’s starting to extend into – Because I think it’s really the guests we’re bringing on. That’s going to attract the different audience. So now we’re getting a lot more high-level companies. It’s interesting, a bunch of lawyers. There are different associations. I mean, the target is essentially any business who is around a million dollars a year who has a team, minimal team as a starting point. But they’re looking to take action. They want to not only get the tactics, but they want to see what’s behind the hood and really dig into like the stories and the why and the struggles even. We’re trying to always pull out the shit that every entrepreneur has to go through.

Our idea is to try to unpack stories and things that are really making our guest tick that aren’t normally seen on the stages or on any other business podcast out there. It’s almost like we’re shooting to try to be like the Joe Rogan approach of business, which is interesting. It’s long-form, which most business shows, marketing shows are not. They’re usually very tactical, which we kind of start it off that way, but we quickly got bored of that

We wanted to kind of like what you guys do, is get to the root of what is it that makes this thing work or tick. Yeah, there are always some practical things that people can apply, kind of like what we’ve been talking about here. Also, what’s the why behind all of these stuff? It’s interesting, man, we’re now getting – We do some independent shows too. Matt and I, my cohost, we’ll do these things called therapy sessions. It’s just the two of us and we’ll just lay everything out there, the good, the bad, the ugly. We don’t care. There’s no censorship. We don’t edit anything. We’ll talk about experiments we’re doing, what we failed, what we succeeded, all that stuff, future plans. People absolutely love them.

I feel like those have really helped us grow a better brand. It may not attract more people. I think the bigger names in our show, attract the audiences that we’re serving now. But it’s the ones that really key people are these therapy sessions, because I feel like it’s almost like it’s therapy for us. That’s what we named it, because we’re all struggling with similar things. We just lay it out there and then people email us all the time. They’re like, “Do more of those things. More of you is what we want.”

We feel like it strengthens our brand. That’s what get people’s reaching out, asking about partnership or advising deals. We do a lot of those now. That usually comes directly from the podcast. I mean, you guys reached out straight form the podcast after listening to Roland. That’s kind of proving point right there.

[00:46:45] MB: Yeah, that’s really fascinating. I’m curious, what’s one of the most common pitfalls or mistakes that you see people making when they’re getting started with generating traffic or beginning with digital marketing?

[00:46:59] JF: I would say it goes back to content for us, and then also trying to get the conversion, like a sales conversation or whatever that end result way too quickly. The traffic process that we have, it’s a longer term process and it’s kind of what I mapped out with the dollar a day strategy and Facebook and also that Google strategy where we’re trying to mine these keywords.

The idea that we’re trying to do is we have a long-term strategy. We don’t like the launch and then the drop-off, because I don’t know if you’re familiar with the Launch Model, but that was prevalent maybe about 6+ years ago, and it was very good. It raised a lot of money for a company, but then right after that, there’s no strategy to retain that attention with something like retargeting fronts even follow-ups in an email. It’s kind of two things. Have a longer term mindset and know that the content you’re putting out in the world will live there for a very, very long time. Every piece of content you ever put online. Do your best in terms of creating amazing, valuable content that will last the test of time, even if it’s tactically. You can always go back and update that.

But then always try to follow-up. It’s all about the follow-up. Most of our money is made on the follow-up in all those different ways that we’re talking about. A lot of folks just try to rush it, man. They try to rush the sale or whatever it is they’re trying to do and they become too pushy and they’re not leaving with value. That’s where people kind of start going away, looking for other options, because you’re not quite resonating with where their needs are at.

[00:48:40] MB: What would one action item or a piece of homework be that you would give to listeners if they wanted to implement some of the things we’ve talked about today?

[00:48:48] JF: All right. A couple of ones. I would say if you don’t have an email list, definitely start an email list and create a good opt-in freebie to capture those folks. Figure out whatever it is that audiences you have and the intentions they’re seeking. Figure out their pains, their struggles, all that stuff and then try to come up with a good solution to at least poke them a little bit in the very beginning to give them – It’s all value obviously. You’re not trying to give them a little portion and then upsell them on the rest. That’s kind of – That’s not the best way to approach it.

Grow an email list, pair it up with a great valuable piece of content. It could be a good checklist, template, whatever it is, that’s easy to digest. The eBook thing, it’s not the best kind of opt-in freebie. So capture your folks with an email at minimum. If you do have that, set up this retargeting. I would say that’s the lowest barrier to entry to add is to set up simple Facebook retargeting and just bring people back to a landing page or maybe even just back to a sales page on your website if they visited anyone of your pages on your site.

There’s a lot of ways to learn that stuff. It’s just simple Facebook retargeting. You could set that up in – I don’t know, 30 minutes or so, an hour yourself even when learning. Those two things I would say to start with.

[00:50:12] MB: Well, Joe, thank you so much for coming on the show, for digging into all these insights. Lots of great strategies, tactics and tools for people who want to grow their businesses.

[00:50:20] JF: Awesome, Matt. No. It’s been really fun. Thanks for having me.

[00:50:23] MB: Thank you so much for listening to the Science of Success. We created this show to help you, our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Remember, the greatest compliment you can give us is a referral to a friend either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm, that helps us move up the iTunes rankings and helps more people discover the Science of Success.

Don't forget, if you want to get all the incredible information we talked about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top.

Thanks again, and we'll see you on the next episode of the Science of Success.

October 29, 2019 /Lace Gilger
Career Development, Weapons of Influence
Robert Greene-04.png

Robert Greene: Do You Think You’re In Control? Think Again.

October 17, 2019 by Lace Gilger in Decision Making, Weapons of Influence

How did one of the greatest geniuses of all time lose his life savings overnight? Despite our illusions of rationality, even the most brilliant humans are not rational at all. We tell ourselves that it’s always the other person who is irrational, envious, and aggressive, and that it’s never us. But science shows that all of our brains are remarkably similar, sculpted by evolution to have baked in biases and bad habits. No one is exempted from the laws of human nature. In this episode we explore the path that all the world’s greatest strategists have used to master their own irrationality and achieve mastery with our legendary guest Robert Greene.

Robert Greene is an author known for his books on strategy, power, and seduction. He has written six international bestsellers: The 48 Laws of Power, The Art of Seduction, The 33 Strategies of War, The 50th Law, Mastery, and The Laws of Human Nature. In addition to having a strong following within the business world and a deep following in Washington, DC, Greene’s books are hailed by everyone from war historians to the biggest musicians in the industry (including Jay-Z, Drake, and 50 Cent).

  • How one of the greatest geniuses of all time lost his life savings overnight. Could it happen to you?

  • Even the most brilliant people on the planet struggle to understand human nature.

  • Despite our illusions of rationality, humans are not rational at all - we are governed by our emotions.

  • We are born irrational, we are governed by our emotions.

  • You think you are in control. You’re not.

  • To be rational requires deep work and training.

  • All the most important neuroscientist make the same point - that the most primitive parts of our brain - the limbic system - gives off hormonal and electrical signals that are much more powerful than anything coming from the neocortex or cerebral cortex.

  • Fear is a viral emotion that leads to a lot of irrationality.

  • You really are a stranger to yourself. There’s a stranger inside of you.

  • The journey is not just about understanding others, but it really begins with self awareness and understanding yourself.

  • If you learn how to alter your attitude and approach people with a more open spirit it could transform your life.

  • Many forces from evolution that are wired into our brains used to be adaptive, now they can be dangerous and even counter productive

  • These primitive elemental forces form the cornerstones of human nature

  • Are the emotions that you’re feeling actually from your life? Did they come from you or did they come from other people?

  • We need to be independent, we need to think for ourselves, we need to gain control of our emotional responses.

  • You need to be able to form a reasonable, rational plan for yourself , your life, your business

  • You can’t begin to be a rational strategist in life until you are aware of your own emotions

  • Our brains are remarkably similar. No one is excepted from these laws.

  • The systems and ways your brain function are predictable.

  • It begins with humility. Turn your internal self absorption around.

  • Rationality is being aware of your irrationality. Being aware of the emotions that govern your decisions.

  • Step back. Cultivating the ability to step away, to pull out of tunnel vision, to see a bigger picture, is a cornerstone of rational thinking and strategic thinking.

  • You will never become a rational strategist until you come to terms with the fact that you are governed by emotions.

  • The brain operates by simplifying information - we often don’t have access to the SOURCE of our feelings and emotions.

  • You’re not aware of how other people perceive you. You’re stuck in your own tunnel vision of your own thoughts and preoccupations.

  • Stop reacting and have a more detached view towards life. What makes you react all the time is that you’re locked inside of yourself - you’re not paying attention to others. You’re not paying attention to your own emotions.

  • You can’t succeed in this world if you’re bad with people.

  • Understanding other people makes your life “1000x easier"

  • One of the most important decisions in your life is who you choose to partner with - who you choose to keep very close to you. And we often make the worst decisions in these areas because our decision making is clouded with emotion.

  • Absorb your mind in the thoughts, experiences, and world's of other people.

  • You need other people to do anything in life. Investing in the skill of influencing them is one fo the most powerful things you can invest in.

  • Focus on and be deeply interested in other people. Want to understand their perspective and where they are coming from.

  • The ability to understand people deeply actually makes it easier to deal with toxic people.

  • How you can soften people’s resistance by confirming their self opinion

  • How LBJ was a master influencer and could melt away anyone’s defensiveness

  • Respond to people as they ARE not as you want them to be

  • We often mistake the appearance of people for their reality. If someone seems extremely convinced and confident, we think they must be correct. The truth is, the more convicted someone is about an idea, the more you need to be suspicious - because they are likely covering up their own weaknesses and insecurities.

  • Your natural tendency as you get older is for your mind to close up.

  • Open, curious, having a mindset of discovery and openness is much more powerful than a deeply convicted rigid mindset. Having a rigid perspective is destroying your mind.

  • A creative mind is incredibly flexible. That’s the quality of any truly great artist, entrepreneur, or political figure.

  • Accept and realize that you don’t understand the world, you often don’t even truly understand yourself. What you think you know will probably be considered ridiculous in several centuries. Have humility and curiosity and open. Don’t be so sure of what you think you know.

  • Assume formlessness - be like water. It’s one of the oldest ideas in strategies.

  • It’s the path that ALL of the great strategists in life have followed. Do you want power, creativity, success, and influence? OPEN UP YOUR MIND.

  • Homework: Use a journal or simply do a thought experiment in your own head - in the course of a day you will feel many different emotions - dig into those emotions and understand what is going on with yourself and your own emotions. Try to find one moment, one emotion, and think about the root cause, think about where that emotion comes from. Where does it REALLY come from? Question. Dig. Think before your act. Try to come up with one little nugget about yourself and why you feel that way and analyze it instead of giving into it.

  • When meditating - ask yourself “Why are you thinking that, you don’t have to worry about that right now?” when a random thought comes up.

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Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • Robert’s Website

  • Robert’s Twitter and Facebook

  • Robert’s Wiki Page

Media

  • Author Directory on Medium, Big Think, HuffPost, and Thought Catalog

  • Thrive Global - “3 Things I learnt from Speaking with Robert Greene” by Mila DeChant

  • Daily Stoic - “An Interview with the Master: Robert Greene on Stoicism” by Ryan Holiday 

    • The Laws Of Human Nature: An Interview With Robert Greene

  • [Book Review] Quartzy - “The big new book on all your flaws and how to turn them around” by Ephrat Livni

  • My Morning Routine - Robert Greene’s Morning Routine

  • The Telegraph - “Why Robert Greene isn't who you think” by Helena de Bertodano

  • Blinkist Magazine - “10 Lessons in Human Nature I Learned From Robert Greene” by Ryan Holiday

  • Quilette - ““Stop Assuming that Everything You Feel or Think Is Right”—An Interview with Robert Greene” by Ryan Holiday

  • [Podcast] The Learning Leader Project - Episode #287: Robert Greene (Part 1) – 5 Strategies For Becoming A Master Persuader

    • Episode #288: Robert Greene (Part 2) – The Laws Of Human Nature

  • [Podcast] Chase Jarvis - Harnessing Your Human Nature for Success with Robert Greene

  • [Podcast] The Knowledge Project w/ Shane Parrish - Alive Time vs. Dead Time: My Conversation with Robert Greene [The Knowledge Project Ep. #35]

  • [Podcast] Jordan Harbinger - 117: Robert Greene | What You Need to Know about the Laws of Human Nature

  • [Podcast] Lewis Howes - EP. 713 THE KEY TO LIFE IS RELATIONSHIPS

  • [Podcast] The Art of Charm - Robert Greene | 7-Year Anniversary Special (Episode 250)

  • [Podcast] Finding Mastery - ROBERT GREENE: MASTERY & RESEARCH

Videos

  • Talks at Google - Robert Greene: "The Laws of Human Nature" | Talks at Google

  • Robert Greene: "Mastery" | Talks at Google

  • Joseph Rodrigues - The Laws of Human Nature by Robert Greene (Study Notes)

  • Goalcast - How To Change Your Attitude And Transform Your Life (Powerful Speech) | Robert Greene | Goalcast

  • Illacertus - The 48 Laws of Power (Animated)

    • THE ART OF SEDUCTION BY ROBERT GREENE | ANIMATED BOOK SUMMARY

  • TEDx Talks - The key to transforming yourself -- Robert Greene at TEDxBrixton

  • Tom Bilyeu - How to Master Your Dark Side | Robert Greene on Impact Theory

  • Valuetainment - Laws of Human Nature Dissected by Robert Greene

  • Absolute Motivation - 99.9% Of Successful People Do This | Robert Greene (Realist Speech)

  • SiriusXM - 50 Cent: Robert Greene Gave Me The Best Advice // SiriusXM

Books

  • [Amazon Author Page] Robert Greene

  • The Years of Lyndon Johnson: The Path to Power by Robert A. Caro

  • The Laws of Human Nature  by Robert Greene

  • Mastery  by Robert Greene

  • The 48 Laws of Power  by Robert Greene and Joost Elffers

  • The Art of Seduction  by Robert Greene

  • The 33 Strategies of War (Joost Elffers Books)  by Robert Greene and Joost Elffers

  • The 50th Law by 50 Cent and Robert Greene

Misc

  • [SoS Guide] Influence & Communication

  • [SoS Episode] How To Listen: The Most Underrated Leadership Hack In the 21st Century with Oscar Trimboli

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the Internet with more than four million downloads and listeners in over a hundred countries.

How did one of the greatest geniuses of all time lose his life savings overnight? Despite our illusions of rationality, even the most brilliant humans are not rational at all. We tell ourselves that it's always the other person who's irrational, envious and aggressive and that it's never us. Science shows that all of our brains are remarkably similar, sculpted by evolution to have baked in biases and bad habits. No one is exempted from the laws of human nature.

In this episode, we explore the path that all of the world's greatest strategists have used to master their own irrationality and achieve mastery with our legendary guest, Robert Greene.

I was recently closing a big software deal and I was thinking about how the lessons and themes from the Science of Success have been so valuable to me as an investor and business owner. I realized that I'm leaving a lot of value that I could be creating for you, the listeners on the table. I believe that many of the things that we teach on the Science of Success are some of the biggest and most important business success factors today.

To that end, we're launching a new Science of Success segment focused on business. These episodes will air every other Tuesday and will not interrupt your regularly scheduled Science of Success programming. Everything we teach on the show can be applied to achieving success in your business life. Now, we're going to show you how to do that, along with some interviews of the world's top business experts. With that, I hope you enjoy this business-focused episode of the Science of Success.

Are you a fan of the show and have you been enjoying the content that we put together for you? If you have, I would love it if you signed up for our e-mail list. We have some amazing content on there, along with a really great free course that we put a ton of time into called How To Create Time for What Matters Most In Your Life. If that sounds exciting and interesting and you want a bunch of other free goodies and giveaways along with that, just go to successpodcast.com. You can sign up right on the homepage. That’s successpodcast.com. Or if you’re on your phone right now, all you have to do is text the word smarter, that’s S-M-A-R-T-E-R to the number 44-222.

In our previous episode, we discussed crazy research that can predict 94% of the time whether or not your relationship will be successful. We revealed why you should never give someone unsolicited advice. We shared the communication Swiss Army knife that you can use to build rapport, influence anyone and deepen the most important relationships in your life, all that and much more in our previous interview with Michael S. Sorensen. If you want to level up the most important relationships in your life, listen to our previous episode.

Now, for our interview with Robert. Please note, this episode contains profanity.

[0:03:27.8] MB: Today, we have another legendary guest on the show, Robert Greene. Robert is an author known for his books on strategy, power and seduction. He's written six international bestsellers, The 48 Laws of Power, The Art of Seduction, The 33 strategies of War, The 50th Law, Mastery and The laws of Human Nature. In addition to having a strong following within the business world and a deep following in Washington, his books have been hailed by everyone from war historians to the biggest musicians in the world, people like Jay-Z, Drake and 50 Cent. Robert, welcome to the Science of Success.

[0:04:00.7] RG: Thanks for having me, Matt. I really appreciate being on your great podcast here.

[0:04:04.4] MB: Well, we're so excited to have you on the show. As I was telling you in the pre-show, the research for this episode was so hard, because there's so many incredible topics that we could dig in to. I had to just throw out 48 Laws of Power, can't even get into that. Most of the stuff in Mastery, we probably won't get into, but there's a rich treasure trove of lessons and ideas from Laws of Human Nature that I think we can start with and really dig into.

To open things up, you had a great quote in the book from Isaac Newton and I'll paraphrase it a little bit; one of the most legendary physicists of all time and the quote was basically, “I can understand the laws of the heavenly bodies, but I can't understand the madness of men.” In many ways, that quote inspired the creation of this podcast as well. Our whole quest is how do we understand ourselves and other people and how do we think about it as logically and rationally as possible, because it's so challenging. Tell me a little bit about that quote and how that inspired you to write the book.

[0:04:59.1] RG: Well, that quote is really emblematic for the book as a whole. Basically, the story comes from we think of Isaac Newton as one of the great geniuses of all time, an incredible mathematician and discovered the laws of gravity, he’s set it at that point. What was going on in England in the early 18th century when he was an older man was there was this stock market frenzy of all around this company called the South Sea Company, that was selling shares in the government. Still, I'm not going to go into the nitty-gritty and it's boring. It was a classic story of a bubble, one of the most incredible stories in the history of bubbles that have recurred throughout history.

It swept up everybody, including the King of England, all aristocracy. Coachmen were investing their life savings and suddenly buying mansions. Isaac Newton himself invested 7,000 pounds, almost his whole fortune and he tripled it within a couple months. He sold it, because he thought well, you know, what goes up can go down and I could lose it all and he sold it. Then six months later, people were getting – the frenzy was increasing and he thought, “My God. I got to get back in. Everyone's making more money.” He poured all 21,000 pounds in. Then a few weeks later, the whole thing collapsed like a house of card, like Bernie Madoff’s thing. He lost everything. That's where that quote originated from.

What I found so interesting is here is somebody who is as I said earlier, incredibly brilliant, can figure out the laws of the planets that move far, far away from earth, things that we can't see that are completely invisible. He wrote incredible books about color, etc. He could theorize about the most arcane phenomena in the universe. When it comes to the thing that's most important, that's closest to us all, human nature, people, what makes them tick, what motivates their behavior, he had no clue. He was just as stupid and ignorant as anybody and he fell for this very irrational scheme.

My idea is that we humans have this opinion of ourselves as being very rational, sophisticated, we all have our smartphones and we've evolved so far from our earlier animal origins and we're basically good people and we think before we act. The truth of the matter that I try and make a point in this book, I try to beat this over your head, is that we are not rational at all. We are largely governed by our emotions.

The emotions that seized Isaac Newton was, “Everybody else is making a fortune. I've got to get in on it.” The fear of missing out. We see that all the time in Internet behavior and social media, where you're constantly aware of what other people are doing and you don't want to miss out. You want to be in on what others are doing. Your first consideration isn't, “Is this rational? Is this a good use of my time? Should I really be investing so much money in Bitcoins, or in real estate at this point, or whatever the bubble is?” Or can you step back and actually think rationally?

I make the point that you, you the listener out there, you are not born rational. You are essentially irrational. I include myself in that. I'm not excluding myself. You are born irrational. You are governed by your emotions, largely. You think you're not, you think you're in control, but you are not in control. Your decisions are largely based on emotions, on what pleases you, on what excites you, on what you like.

To be rational in this world requires effort, requires practice, requires training. That's the first law of the law of human nature. That idea that we are largely governed by our emotions and we need to be aware of it is what permeates the entire book.

[0:09:00.8] MB: Such a powerful point. I think it bears underscoring that to do a lot of the research for this book, which is a massive tone and very well-researched, you really dug into a lot of the science and looked at neuroscience and research and all kinds of different work.

[0:09:17.1] RG: Yes. I'm glad you brought that up, because I'm not saying that I'm not just pulling that out of my proverbial you know what, when I say that we're irrational. The neuroscience backs that up. All the most important neuroscientists, including Damasio and Ramachandran and many others make the same point, that the most primitive parts of our brain, the limbic system typically where our emotions are largely based, give off signals, hormonal and electrical signals that are much more powerful than anything that comes from the neocortex, from the cerebral cortex, from the cerebellum.

Emotions are much stronger, give much stronger signals and we pay much greater attention to them than we do to thinking and to ideas. We're essentially, we’re captive of that lizard part of our brain. The evolution of the fear emotion, etcetera. Our species evolved 500,000 years ago, or a million years ago to deal with situations that are not adaptive at all to the 21st century world. Things like the propensity to feel fear and to be caught up in the fear of other people and have it become a viral emotion is extremely wired into our system and leads to a lot of irrationality.

I'm saying in the book that we have to come to terms with who we are, both as a species and both as individuals out there listening to this, that you really are a stranger to yourself. Sometimes you catch this in strange moments in your life, where you suddenly say something, you get angry and then the next day you regret it and you go, “Where did that come from? I don't even know who that was.” Or you invest in something that's foolish and you regret it.

You do actions that seem to you unusual and that surprised you, as if there were another person inside of you. I'm trying to make the point that that is actually who you are, that a lot of the behavior that you don't understand is a signal for things that you're not aware of. This book he's not only geared towards helping you understand people in your world, because we are social animals. Primarily, it's also designed to help you understand yourself, so you can break out some of the negative patterns that are keep holding you back.

[0:11:46.3] MB: You make a great point, which is that this journey is not just about understanding others, but it really begins in many ways with self-awareness and understanding yourself.

[0:11:56.0] RG: Yeah. I mean, take a simple example. I have a chapter in there about attitude. The idea is we all have a particular lens through which we look at the world. Some people, that lens is optimistic, some people it's pessimistic, some people are introverted, some people are extroverted, etc. That energy that you have, that way you have a looking at the world, let's say perhaps it might be defensive, or it might be paranoid, just to put a negative light on it.

When you are interacting with people in your world, you're not aware of the fact that they're picking up your attitude. They're picking up signals from you, non-verbal communication, so much how we communicate to others is non-verbally through the tone of our voice, through the look of our eyes, to how we smile, our body posture.

We're not aware of it and even people who are picking this up are not doing it consciously, but they sense perhaps that you're a defensive, slightly closed person and that makes them in turn defensive and a bit paranoid in dealing with you. As they do that you're going, “Wow, these people don't like me. Maybe my idea that the world is against me is actually correct.” You're not aware of how it starts from you, how so much of what you give out into the world changes how people respond to you. I can go on and on about other areas that you're not aware of.

Simply, I'm trying to show you that there are things that you can control very easily by learning how to alter your attitude, by learning how to approach people with a more open, less defensive spirit and get that reaction in return. These are things that are very simple to control, but you're not aware of how many of the problems in your life, or how many the negative reactions you get actually come from you. Not completely, not always, but a large percentage more than you think.

[0:13:52.4] MB: Such a great point. It's funny, we have tens of thousands of e-mail subscribers and I've sent this one e-mail to tens of thousands of people and the reactions that I get from it are so polarized. Sometimes people are saying, “Wow, I love this. It’s amazing. I love your energy. Thank you so much for sharing this.” Literally, people have sent me all caps, “FU. I hate you. Why are you doing this?” It's such an amazing mirror, because it teaches you that lesson, that a lot of times the reaction of other people is really a reflection of themselves and not you.

[0:14:21.2] RG: Yeah, I have the example in the book of two people – have seen this example happen to me personally. Two people who traveled to Paris when they're young, one person has a negative, slightly defensive attitude. The other person is very open and excited and has an open spirit. The negative person only sees the gloomy weather, the unfriendly people, the dirty streets and the noise, etc. They think, “God, Paris is really overrated. I really hate it.”

The same person who's adventurous and fun-loving thinks, “Well, the language is incredible. Once you get to know the people, they're really interesting. There's so much history.” It's the same stones, it's the same buildings, it's the same river, it's the same bridges, but one person sees it in a very negative light, another person sees it in a positive light. It's all because it's how we look at the world determines what happens to us and what we see.

[0:15:20.6] MB: A moment ago, you touched on this idea that our brains have not evolved, or adapted to exist with the modern world and the stressors and the fears and the things that we deal with in modern society. Tell me a little bit more about that.

[0:15:34.9] RG: We live basically in very small groups of 50 to a 100. Our survival depended on how well we bonded with the group. We developed the capacity to bond with people in a visceral non-verbal way and be extremely susceptible to their emotions, so that if one person in the group, or the tribe felt fear at the sight, perhaps of a leopard in the distance, other members of the group would sense that fear from their co-member and the emotion would pass through them. Then the group could react as a whole very quickly and respond and flee, or whatever it was, or fight.

There was a very important reason for why we are so susceptible to the emotions of other people. That's just one aspect of the ancient wiring of our system. Now, there are not very many leopards roaming the offices in downtown Manhattan. We're not on the savannahs of Africa anymore. The dangers aren't the same. To feel to get so easily caught up in the emotions of other people has a lot of problems. First of all, it leads to irrational behavior, as we see in the crash of 2008, where all of these extremely sophisticated investors like an Isaac Newton, got caught up in this incredible real-estate bubble that finally crashed in 08.

That group mentality, that conformity where the emotional and impact of, “I don't want to miss out. Other people are making money. I'm so excited, etc.” It causes all kinds of problems where the tribe that you belong to on the Internet or wherever, it's a little niche, the people that you listen to, if somebody is outraged or angry about a topic, you get caught up in that anger and it fills you as well. You're not sitting they’re stepping back and going, “Are these emotions that I'm feeling? Are they actually relevant to my life? Do they actually come from me, or do they come from other people?”

In the case of all the investment frenzy in a bubble, it's not coming from you, it's coming from what's happening to other people. A lot of times, your anger has nothing to do with yourself, but you're being caught up in the outrage that other people are feeling. That one aspect, and I could point out others, is not very adapted to a world where we need to be able to be independent, where we need to think for ourselves, where we need to gain control of our emotional responses, but we're not simply reacting to everything that's happening in the world. I want people out there to be good strategists in life. I want them to form a reasonable, rational plan for their future, for their career, or their business for whatever it is.

You cannot begin to be a rational strategist in light, until you're aware of how deeply you're governed by the behavior and emotions of other people. I could go on and list five other kinds of things that were wired into our brains early on, such as our propensity to compare ourselves to other people, what makes us prone to feelings of envy, which has been discerned in chimpanzees. It's a very primate type thing. That's certainly what we see a lot of in social media, where we're so hyper aware of all the great things other people are doing and what we're missing out on.

I can go on and on about other elements as well, but that's just to give you a flavor of the lack of awareness that we have of our true nature, how so much of what determines our behavior are the forces that we are not aware of and can't control. These forces that I'm talking about, the contagiousness of emotions, the propensity to compare, on and on, these are what I call human nature.

[0:19:13.1] MB: I want to dig in to how we start to become rational strategists and cultivate rationality. Before we dig into that, I want to just underscore this point a little bit more and this notion that the primitive primal human nature that underscores our behavior, one of the other themes or ideas from the book is this notion that our brains are remarkably similar and that this applies to everybody. Extrapolate on that a little bit.

[0:19:38.2] RG: Yeah. Glad you brought that up. It's a very important point. Probably, one of the most prevalent things in human nature is that we like to distinguish ourselves. We like to think that we are special. It's always the other person who's a narcissist. “Oh, I'm not a narcissist.” It's always the other person who might feel envy. “Oh, I never feel envy.” It's the other person who's aggressive. “Oh, I'm never aggressive. I'm an angel. I always have the best intentions at heart.” On and on and on.

I'm trying to as I said, beat you over the head with this idea that all of us are cut from the same cloth, all of our brains are remarkably similar in size and in configuration. Of course, there are differences and those differences are very important. For the most part, our brains are wired and are basically of the same size and we're all have systems, ways that the brain function, that transcend us as individuals.

This idea, this propensity that we have to be self-absorbed, which is the source of narcissism, if it's something that's wired into our nature of the reasons that we can't control and have to do with how we're reared in the long years that we spend being reared by our parents unlike any other animal, and that's what makes us self-absorbed for reasons I discuss in the book. If that's part of our nature, then you're not exempt from that, you listening to this right now.

You have definite narcissistic tendencies. The person out there who says, “Oh, no. I'm not a narcissist.” You can be a sure sign that that is a narcissist, because narcissists like to think of themselves as being very special and different. Well, you're not special and different. We all have the same brain, the same propensity, the same tendencies. Yes, some people are more aggressive than others. Yes, some people have more tendencies towards envy. Yes, some people are toxic out there. I talk a lot about the toxic types out there.

There's simply more extreme examples of propensity that exists in all of us humans. I want a bit of humility in you. I'm saying, you need to transform, you need to turn that self-absorption that all of us have, particularly in the day of smartphones, etc. You need to turn that around and turn it into empathy. You need to take that energy and that love that you feel towards yourself and direct it outward at other people and get interested in their lives. You can't do that until you come to terms with the fact that you are basically self-absorbed. It is a very important theme in the book that you are not exempt from the qualities that I'm discussing in this book. I include myself very much in all of those things.

[0:22:17.0] MB: A really powerful point. Even that last bit is critical and obviously, this applies to me, this applies to you, this applies to everybody. To begin the steps towards as you called it earlier, becoming a rational strategist to cultivating humility, you really have to turn the gaze inward and look at yourself and figure out where are these tendencies happening in my life.

[0:22:39.6] RG: Yeah. I mean, rationality the way I describe it, I defined in the book is simply being aware of your irrationality, of the emotions that are governing your decisions. With that awareness, you can then begin to discard your emotions, to not discard them, but to step back from them and to reassess them and to not let them govern you. Let's say you have an important decision, or plan to make. You're going to battle in your business, or you're dealing with an incredibly intense rival, or competitor, the stakes are high. You come up with a strategy and a plan and other people get onboard and they go, “Wow, this looks great.”

You're not aware of the fact that you're probably being governed by wishes and desires and things. You're being optimistic about how your opponent will react to this, not realizing that at the same time that you're coming up with a plan, your opponent is coming up with a plan, which could be even more brilliant than yours. You get caught up in the excitement that other people, “Oh, this is great. This will work.” You're imagining all the success that will happen, all the money that will be flowing in, but you're not being rational.

Rational means stepping back and saying, “What part of my decision-making process here could possibly be infected with emotions? How am I possibly overestimating our powers? How am I possibly underestimating my enemy? Have I really thought this through? Are there maybe two or three or four other options I could look into?” No, because you tend to go – like a tunnel, you tend to be geared towards that one thing that pleases you, that makes you excited.

If you're aware that you have this emotional tendency and that you're not rational, you will step back and you will reassess your decisions in life. That is the first step towards becoming rational. Now there are other steps and I include them in the book, but none of that will ever matter. You will never become a strategist in life, until you come to terms with the fact, you are basically governed by emotions and that your emotions are infecting all of your decisions in planning in life.

[0:24:47.7] MB: An underpinning of that is this notion that our brains operate by simplifying information, and even the notion that we often can't access the true source of our feelings and emotions. Tell me how that impacts all of us.

[0:25:03.5] RG: Well, that's another part of the neuroscience. I touched upon that earlier. Basically, the emotional part of the brain – I mean, I'm simplifying here. I'm not a neuroscientist, so please excuse me. I've read a lot about neuroscience, but I'm not an expert. Essentially, that emotional part of our brain, you can call it the limbic system, or it could begin in the thalamus or whatever part of the brain, is very ancient and primitive. It dates back to reptiles, to the year of the dinosaurs and the first fear reactions.

The higher up in the brain you go, you reach the neocortex, the source of our ability to rationalize, the executive part of the brain where we’re able to make decisions and think about the future. These two parts of the brain are very different. They don't operate on the same system. They're not coded in the same way. When you feel an emotion, which is largely hormonal, or electrical, or chemical, let me say, it's not connected to the language part in the left hemisphere of the brain. It's very hard to understand the roots of your emotions, or to put them in words and we've all felt that happened to us.

One day we wake up and we're depressed and we don't know why. Nothing happened. There's no reason for it. Or one day we feel angry. Perhaps we think it has to do with what somebody said, but if we step back we realize, there's no real reason why we're angry. If you just thought about it many times, you don't really know why you're feeling the way you're feeling. That's because the part where we have emotions and the part where we think in words are not connected, are not on the same system.

It was very hard to understand and verbalize and get at the root of your emotional responses. I talk in the book, I have an example that I like to use of a young man as a scenario, who grew up 3 or 4-years-old with a mother who was not very attentive, who is let's say a narcissist herself. He experienced this mothering as almost a form of abandonment. She was never there for him. It was very intense and it was very painful.

Throughout his life, later in life in his relationships with other women, he's constantly unconsciously mostly afraid of being abandoned. He experienced the abandonment of his mother. What does he do? He gets in a relationship. After six months or so, he's the one to break it off. This pattern goes on and on throughout his life. The breakups occur for different reasons. He always has a rationale for, “Oh, this woman wasn't right for me. We're not on the same plane. Oh, she's a gold digger, or whatever, etc.”

He's not aware of the fact that when he was a child, this pattern were set, where his emotions, his emotional response to the potential of being abandoned by a person was so powerful. He had to do anything to foreclose it, to not let that happen. Here he is going through life, making himself miserable by always breaking up relationships. Hnd he hasn't a clue as to the source of the actual emotions that he's feeling.

Now that's a rather dramatic example. It's pulled from one of the case studies of a famous psychologist, but I'm sure there are similar examples happening in the lives of all those people out there listening to this.

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[0:29:39.8] MB: I want to start to unpack some of the lessons and strategies we can start to use to be more rational. You talked about the idea of the first step is really stepping back, cultivating an awareness of your own irrationality and your own biases. What do we do after that?

[0:29:56.1] RG: Really, probably the most critical step, you're not really aware of how other people are perceiving you. You are locked into your own world, you're in your own little tunnel vision of your own thoughts and preoccupations and you're not really aware of how other people perceive you. Now it's not easy to do that. It's hard to get out of yourself.

To the extent that you can begin to loosen up and not always react to situations. Part of this book is to get you to stop reacting and to have a more detached view towards life, which will make you a better strategist. What's making you react all the time is that you're locked inside of yourself, you're not paying attention to other people, you're not aware of how they're responding to you, of how they're looking at you. This is a book about altering your perspective on life. Turning that lens that is not 95% turned inward. You don't think that. You probably think, “Oh, that's not me.”

If you watched yourself in a conversation, you would realize that most of the time, you're not listening to the other person, you're listening to that little monologue in your head. You're going over what the boss said, what your girlfriend said, you're worried about tomorrow, etc. You're not really listening, or paying attention. I'm trying to get you to turn that lens that is so much focused inward, to focus it outward on other people, to find other people interesting and fascinating and to absorb your mental energy, a lot of your creative energy to getting inside the minds of perspective of other people.

That is what will make you a superior social being in this, with social agent. You can't succeed in this world. No matter how technically brilliant you are at coding, or whatever field you're in, you will never get far if you're bad with people, if you misjudge them, if you're naïve, if you're rude and not aware of it. Okay, so you've got to develop the skill. It will make your life a thousand times easier, but you need to be able to focus your energy, your creativity, your thinking, your mind on other people and follow them.

I have chapter after chapter about how to do that, on how to learn how to become attuned to the non-verbal communication that people have, to be attuned to the patterns that they give off. Probably the most important thing in your life when it comes to decisions is who to partner with. You have a business and you want to partner with someone. Or you need to hire an executive to help you. Or you’re choosing an intimate partner in life.

We make most often the worst decisions, because they're based on emotions. We don't look at the character of the other people, because we're thinking about how they flatter us, whether we like them. We're thinking about ourselves. If you focus outward and you look at them squarely, objectively and coldly and look at their patterns and look at what they've done in the past and assess the strength of their character, not just how charming they are, you will make better decisions.

You talk about what the next step is, it's turning that inward absorption and focusing it outward and absorbing yourself in the minds of perspective of other people. Not only will that make you a better social agent in this world, but it's also great therapy. Because you probably, by being so self-absorbed, you're making yourself miserable. It's actually great to absorb your mind and the thoughts and experiences in the world of other people. It's like taking in drugs. You get outside of yourself finally. That would be the second most important skill.

[0:33:42.3] MB: How do we start to do that and see through other people's masks?

[0:33:46.8] RG: Well, the most critical thing, I mean, I've already mentioned it, but I'll say it in a different way, is people say what? You should be better listener. Well, that's very simplistic answer. It really won't help you be a better listener. Well, okay, I'll try, but it won't lead to anything. That's not the crux of the problem. The crux of the problem is that when you're sitting down with someone in a conversation, you might pretend otherwise, but really you're more interested in yourself.

I'm not being critical there. I'm not criticizing you. I have that same problem. It's natural. It's human nature. You're more interested in your own ideas, in your own world, in your own emotions, in your own experiences. What makes us a narcissist, you'll notice is that you'll also tend to be attracted to people who have the same opinions and the same ideas as you, which is another form of narcissism.

Anyway, you only will be able to do what I'm saying to the extent that you find other people more fascinating than your own world, than your own internal monologue. I want you to do – I give people simple exercises. I want you tomorrow in your office or wherever you work, there's somebody that you deal with all of the time that you talk to and you probably take them for granted, you don't really pay attention. I want you in the course of a conversation, to look at them and to observe one thing that you would never notice before about them.

Perhaps it's a way they smile, perhaps it's something non-verbal, perhaps it's something that they say that indicates an emotion, an aversion, or an excitement that you would never realized before. I want you to glean one nugget of truth you would never really observed in them until this moment. I want you to see that wow, this really does work, this is powerful. If I actually try and think inside them, if I truly listen, if I try and say what is their motivation? What's going on in their mind? I see something that I never saw before.

Then if you do that two or three times the next day, on and on it becomes a muscle that you're training and you'll be able to interact with people better and you'll be able to think inside of them. You can't get through life without the ability to influence and persuade people. You want them to invest in your company. You want them to go along with your idea. You want them to help you in some way. You're always in that position. I'm always in that position as well.

Nine times out of ten, you're thinking about your own interests, you're thinking about well, I have a great idea. They can't help but love me. Well, I've done a favor for them before. They need to do this for me now. You're thinking of yourself and that makes it very hard to persuade people, because they sense the fact that you're thinking about yourself. You're not thinking about them and it makes them defensive. It makes them think that some person wants something out of me. “I'm a busy person. I don't want to have to give to them.”

If you turn that around and instead of thinking of yourself, you think of them, you think of their self-interest, you think of their world, you think of their problems, you think of what could save them time, what could make their life easier and you somehow introduce that into the conversation, suddenly all that defensiveness is gone and you have much more room to persuade them, or to influence them than you ever had before.

This ability to find other people fascinating, you go to movies and you're interested in that murderer, or in that other interesting character, whomever that superhero and you want to know what makes them tick, why are they acting like that way? You're fascinated. Well, people in the real-life are like characters in a movie. They're more interesting than you think. If you could get to the point where you can want – you want to understand them, you want to see their perspective, you want to understand where they're coming from.

Don't get me wrong, some people are toxic out there. You don't want to be so soft that you'd like this with everyone and then you let talk to people run all over you. This ability to understand people will actually make it easier for you to deal with toxic people. A lot of times, we don't see that flaming narcissist who enters our life and wreaks all kinds of havoc, because we're so spelled down by their charm, by their words.

This ability to get outside of yourself and look at them squarely and see their perspective will make it easier for you to identify that toxic narcissist before you let them into your life. This will not only help you deal with the people who could be potential allies, it will also help improve your ability to combat those definitely malevolent figures that exist in the world.

[0:38:31.1] MB: Great advice and really, really important point. The idea of focusing on other people is so critical and such a powerful influence strategy. I'll throw some episodes in the show notes for listeners, because there's some really, really good episodes we have that go even deeper in that topic. For some reason, that made me think of another chapter in the book and it's only tangentially related, but really interesting is the chapter about the law of defensiveness and how we can soften other people's resistance by framing things, or confirming their own self-opinion. Tell me a little bit more about that.

[0:39:03.4] RG: Well, the idea is simple. I say that people have an opinion about themselves. They look at themselves in a certain light. They have a certain image of who they are. There are three universals to that self-opinion. What I mean is that almost all of us share in these three factors. One of them is that we basically think we're rational and autonomous. In other words, we make decisions based on thinking, rather than emotions.

The other one is that we're basically good people. Yeah, sometimes we mess up, but basically we have the best intentions at heart. We're a team player. We like other people. The third is that we're autonomous. In other words, when we do something in this world, it's not because other people told us or made us, or we're imitating what other people are doing. We've basically decided on our own through our own willpower what we want to do.

If you approach people and of course, everybody, then there are specific elements to a person's self-opinion that depend on them as individual, such as some people have a self-opinion, that they're incredibly self-reliant and independent, that they're very tough-minded. Other people have the self-opinion that they're incredibly generous towards other people with their time, etc.

There are individual aspects to that opinion. If you go and you approach someone, a stranger or even a friend and you're in the position where you want their help, or you want to get them on your side, or have some degree of influence on them and you inadvertently offend that opinion, you inadvertently trip on it, you inadvertently make them feel that they're irrational, that they're stupid, they're not thinking.

If you make them feel that they're actually not so autonomous, that they're behaving because other people are doing this, if you make them feel that they're not really good or whatever it is, then doors will close. It will never open up again. Because we all want to feel, we all have this image of ourselves. To have that violated, to have somebody confront that, to challenge it is very, very disturbing to the human animal. I go into that more depth in the book why that is.

You may not realize that you're doing that. It's very subtle. You may not think that what you say could have that effect. People are very sensitive. Everyone has an ego and maybe you inadvertently are saying something that is tripping that wire and then they’ll listen to your idea, they’ll listen to what you have to say to your plea for help and they'll politely say, “No, I'm sorry. I can't. Very interesting, but whatever.”

You're not aware of the ill-will you inadvertently stirred. The fact that you unconsciously made them not want to help you, not want to be on your side. Your task in life, before you ever approach people and ask them for anything is to make them feel comfortable about themselves, is to validate their self-opinion, is to make them feel that they are smart, they are good, that they are basically acting as rational, autonomous people, etc. You want to make them feel comfortable and validated as a human being.

That doesn't mean it has to be a 100% bullshit, because a lot of people are basically good. We all have good elements in them. If you focus on what is actually positive about that person and you say things that make it clear that you like them, that you accept them and that you acknowledge these positive qualities in them, suddenly that whole dynamic alters. Before you even – you might not ask them for help until the next day or a week later, but you've softened them up. You've softened that natural defensiveness up and it's an incredibly important skill. In the book, all my chapters are illustrated with stories.

I talk about Lyndon Johnson, our president, but who was also a senator. He was the absolute master of this. In discussing his story, I reveal all his techniques, how he was such an incredible listener and how he always got into the world of the other person and made them feel validated and comfortable. Then when he got them, they didn't even realize that they were serving him in the end, that they were doing him the favors and doing things that he wanted. He was so good at it. This is an incredibly important skill to have in life.

[0:43:26.6] MB: Another great strategy and really interesting example. I want to change gears slightly, because there's so many topics I want to touch on. One of the most interesting things for me from the book was the notion of – we touched on this broader principle earlier, but the specific idea of how people often in their uncertainty and confusion, fear about the world, about themselves, about their place and that they end up as you put in the book, replacing their curiosity with conviction. Tell me about how we can do the opposite of that and why it's important to cultivate an expansive and positive and curious world perspective.

[0:44:03.1] RG: We have a tendency, because we mistake the appearances of people for the reality. If somebody like a politician seems extremely competent and full of conviction about some idea, we assume that they must be correct, that there must be some validity to it. Why else would that person be so emotional if they didn't feel that they weren't correct. It seems unnatural as to think that it's an act.

Whereas, the truth is the more that people express themselves with conviction about something, the more excited they are about their idea, the more they try and yell at you what needs to be done in the world, etc., and seems so supremely confident, the more you need to be suspicious, because they're probably trying to deceive you. They're probably trying to cover up all kinds of weaknesses and insecurities.

The same thing is happening to you. Your natural tendency as you get older is for your mind to close up. When you were a child, you were like a sponge. You were just so open. You're absorbing all this information from your parents, from your teachers, from your friends, you were curious about the world, you wanted to read books, you wanted to understand, because you were in a position of weakness and you needed to.

Then as we get older and life gets harsh and we develop an ego, those qualities start dropping off from us. We don't want to feel so open, because openness means vulnerability. If we are not so sure about our ideas, if we think that well, maybe there is a God, maybe there isn’t. I'm not sure. I don't have any evidence yet. I could be – I'm agnostic, etc. It seems weak in the world. People who have convictions seem like they're strong. “Oh, no. There is a God. Oh, no. There is no God,” etc., etc., right?

The idea that you're more nuanced, that you're not making a decision, that you're open and you're curious and you wanted to see perhaps what is really going on, seems like a child, seems like something that's weak. Your tendency is to close your mind off, so that also it's comforting to have certain ideas in your head that just keep repeating, that you learn when you're in your early 20s and it becomes solidified.

Then you don't have to challenge yourself. You don't have to think anymore. You don't have to assess the world as it is. Your mind gets harder and harder and harder and more rigid. You're not even aware of it. Just like your body is growing rigid and you have to do yoga for it, your mind is growing hard with each day as you take on ideas and they become rock solid in your brain and you don't question them anymore.

This limits your creative potential in life. It's destroying your mind. It's making it so that you're not able to learn anymore, because you think you know everything. I talk a lot about this in Mastery. It's a major theme in Mastery, when I go into creativity and developing true mastery of your field. A creative mind is incredibly flexible. That's the quality of an Einstein, of a Steve Jobs, of any really great entrepreneur, of any great artist out there in the world, even of a political figure.

You want that flexibility, just as you want to be flexible with your body, you want that of your mind. You want to go back to that childhood curiosity that you feel. You want to realize that you don't understand the world. You think you know everything about physics, or about laws, or this, that, or the other in science, etc. In 300 years, all of those ideas will be laughable as people have learned so much more than we know now. What you think you know is probably going to be ridiculous in several centuries.

Have some humility and have some curiosity and open yourself up to the ideas of other people who are different from yourself. Don't be so sure of what you think you know. You have only your own rigidity to lose and your own creativity to develop.

[0:48:00.9] MB: I think that's one of the most important ideas that spreads across a lot of your work. Whether it's from Mastery, from Laws of Human Nature, this notion of being flexible, being humble, not getting rigidly stuck in your perspectives and your mental patterns is such a core component of performance, of happiness, of influencing other people. Yet, it feels like our world every day is marching more towards more fixed and polarized perspectives.

[0:48:31.6] RG: Yeah. I mean, Law of 48, or The 48 Laws of Power is assumed formlessness. Be like water, it's the old Bruce Lee idea. It comes from martial arts. It comes from Sun Tzu, it's one of the oldest ideas and strategy. In Seduction, I talk about how you need to adapt yourself to each person and be fluid and be like Proteus. The 33 strategies of War, I talk about how you don't want to fight the last battle. Each battle is different and you have to approach each decision and strategy in life and start fresh and think anew. As I talk in Mastery, I talk about it in this book.

Yeah, it's a continual theme in my book, because it contains so much power. If you want power in life, if you're not just mouthing and saying, “Yeah, I'm interested and I want to be a powerful person.” If you are truly interested in it, you have to start with your own mind. You have to start with your own spirit and how you approach things, under the degree that you think the degree that you think you know, to the degree that you repeat the same patterns and strategies, you are going to fail in life. It's just that simple.

If you want success, if you want power, you've got to follow this. It's the path that all of the great strategists in life have followed. I make it very in all my books, with tons of historical examples and backed by neuroscience. It's said particularly in Mastery where I talk about it, but it's do you want this power? Do you want success? Do you want to be creative in your field? Well, then you better get off your ass and you better follow this advice. You better start opening your mind up to other possibilities.

[0:50:01.7] MB: Incredible. I love it. For somebody who's been listening to this conversation who wants to start somewhere, who wants to concretely implement one thing or idea as a piece of homework to begin down this journey, what would be one action step that you would give them to start right away?

[0:50:19.3] RG: Well, I've already hinted at several. You can use a journal, if you want. Journals are very helpful in this. Or you can just simply do this thought experiment in your own head. You keep it there. In the course of a day, you're going to feel many different emotions and our emotions are blended. We never simply feel love, or excitement, or hate. They're always blended with something else.

We can actually feel love and hate at the same time. We can feel envy and admiration at the same time. Our emotions are very fluid. They're always crossing and blending into each other. In the course of the day, it's like this continual wave of moods and emotions that are overcoming you. You're not thinking about them, you're just letting them take over and you're not aware of them. I want you one day, perhaps tomorrow or whenever as a fun experiment, this should be fun, to look at yourself and capture one of those moods, capture one of those emotions that come in the form of a thought.

For instance, “Damn, I hate that person. They really screwed me. They don't like me, etc.” Okay, because our emotions would generally come to us associated with an idea or a thought. I want you to step back and not just give in to that emotion and not just think, “Oh, I'm so justified to feel that way.” Go and say, “Where did that come from? Why am I feeling this way? Is there some rational objective reason why I have this emotion?” Is it as simple as I think, maybe my hatred is actually mixed with envy. Maybe secretly, the person that I'm wanting to diss is actually somebody that I envy and wish I have what they have. Maybe my emotions aren't what I they think they are.

I want you to take that exercise and just catch yourself once and go and backtrack and try and think about the root of where it comes from and don't just simply react. Maybe write it down. Maybe what you'll discover is, “I woke up with this mood and I don't even know why.” Maybe it was something I ate the night before, or maybe this emotion has something to do with a pattern in my life, where these situations always seem to elicit this emotion and I'm not even aware of it. Maybe my anger stems from something in my childhood, or whatever.”

Question and dig. Think before you act. Try and come up with one little idea or noggin as I said earlier about another exercise about yourself and about why you're feeling a particular way in the course of the day and analyze it, instead of giving in to it. It's a very powerful exercise. As someone who meditates – I meditate every morning, I'm continually going through that process. As I'm saying, they're trying to empty my mind, suddenly this emotion comes to me. “Damn, my agent didn't call me back. Damn, why is this person bothering me?” I detach myself and I go, “Why are you thinking that? Why are you giving into that? You don't have to worry about that now. There's no reason to have that emotion. Now where is it coming from?”

It's coming from your ego, or some dark part of your personality. Why, where? Question. I want you out there, the listener out there to go through that process at least once in the course of the next day or so and sense whether that's an interesting thing and whether that you'll have something to learn from it.

[0:53:48.4] MB: Robert, where can listeners find you and all of your work online?

[0:53:52.8] RG: Well, I have an old website. Sometimes old is good. It's power, seduction and war. The and is spelled out. Powerseductionandwar.com. There you'll find links to the book that I did with 50 Cent, The 50th Law, to Mastery and to The Laws of Human Nature, to some of my blog posts and to my Twitter and other social media. An e-mail address where you can send me ideas or whatever you want, to communicate. It's all there, powerseductionandwar.com.

[0:54:26.9] MB: Well Robert, thank you so much for coming on the show. As I said before, your books have inspired me, some my favorite books of all time. Mastery is one of my all-time personal favorites, but all of your work is so incredible, so detailed, so rich with examples and insights. It's been an honor to have you on the show today.

[0:54:44.2] RG: Thank you so much for having me, Matt. My pleasure.

[0:54:47.2] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Don't forget, if you want to get all the incredible information we talked about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top.

Thanks again, and we'll see you on the next episode of the Science of Success.

October 17, 2019 /Lace Gilger
Decision Making, Weapons of Influence
Jason Hanson-01.png

Selling Treason: How To Influence Anyone When Your Life Is On The Line with Jason Hanson

July 25, 2019 by Lace Gilger in Weapons of Influence

In this episode we discuss how to train yourself to think and act like a spy, with lessons from a real world expert. In the game of spycraft, the stakes couldn’t be higher and one mistake may land you dead or in a foreign prison. In that deadly crucible, only the best ideas survive. We crack open the secrets you can use to influence, develop relationships, and create a bridge with anyone you meet with the die hard rules from the world’s top secret agents with our guest Jason R. Hanson.

Jason R. Hanson is a former CIA Officer, New York Times bestselling author and serial entrepreneur. He is the founder and CEO of the survival company, Spy Escape & Evasion which was featured in the 5th season of Shark Tank landing a deal with Daymond John. He is the author of Spy Secrets That Can Save Your Life, Survive Like a Spy, and coming soon Agent of Influence: How to Use Spy Skills to Persuade Anyone, Sell Anything, and Build a Successful Business.

  • If you’re a spy, the stakes are high - if you screw up you may end up dead or in a foreign prison

  • When you’re a spy you’re often alone and you have to figure things out for yourself. Resourcefulness is an essential skill for survival as a spy.

  • How spies “throw people to the wolves” to see how resourceful they truly are

  • How spies use resourcefulness, creativity and problem solving to always find a way to win

  • “Never give up, never take no for an answer, there’s always a way to figure it out."

  • Empathy and emotional intelligence are two cornerstones of the spies toolkit - you can’t be fake.

  • In the CIA - you HAD TO PUT IN THE WORK because if you made a mistake, you might end up dead.

  • Spies have really truly battle tested their concepts in a brutally unforgiving proving ground

  • “Treason is not an easy product to sell” - how do you sell someone on betraying their country?

  • If you want to influence an “asset” - you have to research the “hot button” that is important to them - figure out what matters and frame everything in terms of their top priorities

  • The “SADR” Cycle Spies use to Recruit and develop assets

  • Spotting

    1. Assessing

    2. Developing

    3. Recruiting

  • How do you quickly identify people who can help you succeed?

  • “Tell me the 10 best XYZ people in the world”

    1. “The 10 best Facebook advertising people in the world"

    2. Then —> get a WARM introduction to them from someone

  • How to generate a warm introduction or referral from anyone

  • Become friends with someone they are friends with, and get an introduction from them

    1. Leverage your existing network and relationships to get warm introductions

  • The “Art of Elicitation” - how to question and read people like a spy

  • The “hourglass conversation technique”

  • People typically remember the beginning and end of the conversation, but not the middle

    1. Sandwich the most probing questions int he middle of the conversation

    2. End with generic information “are you gonna watch the ball game?"

  • Flattery works. Period. But you have to be GENUINE about it. And do it in a sincere way.

  • “Die hard rules” for creating a bridge with someone

  • Don’t interrupt

    1. Don’t change the subject

    2. Don’t give advice unless asked for it

    3. Be an extraordinary listener

  • The Law of Reciprocity is HUGE in the spy game.

  • Give people things so that they feel indebted to you

  • In today’s world its a huge strategic advantage to spend your time LISTENING instead of TALKING.

  • Researching someone ahead of time is also a HUGE advantage

  • Recruiting - if you’re not 100% sure the deal is gonna close, don’t go for the sale - do more work on developing the relationship first

  • How do you transfer or terminate a previously important relationship?

  • You need to have kid gloves and be very, very careful

  • Spy skills are just “Enhanced Common Sense” - how do you leverage the basic common sense to improve your effectiveness in communication

  • “Extreme preparation” is the difference between A players and people who won’t be that successful.

  • To be a successful spy you must always be VERY teachable

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Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions on how to do that).

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This week's episode of The Science of Success is presented by Dr. Aziz Gazipura's Confidence University!

You can learn to confidently connect with others, be bold, feel proud of who you are, and create the life you truly deserve!

What Would Your Life Look Like If You Have Double The Confidence?

Don't Wait and Wonder! Find Out Today!

Want To Dig In More?! - Here’s The Show Notes, Links, & Research

General

  • [Website] Celebrity Method

  • [Website] Spy Escape and Evasion

  • Jason’s LinkedIn and Twitter

Media

  • [Article] Art of Manliness - “What to Do If You’re Being Followed” by Brett and Kate McKay

  • [Article] Fox News - “Jason Hanson: The spy secret to persuading anyone to do anything” by Jason Hanson

  • [Article] The Prepping Guide - “Spycraft: How to Be a Good Spy, According to a Former CIA Officer” By Ben Brown

  • [Article] Deseret News - New book from former CIA officer and Utah 'Shark Tank' winner wants to help you ‘Survive Like a Spy’ by Rex Magana

  • [Article] Forbes - “The Business Of Survival: Lessons From A CIA Officer Turned Entrepreneur” by Brent Beshore

  • [Reddit AMA] - I am Jason Hanson, former CIA officer, security specialist, and expert on safety and survival. AMA!

  • [Article] Rachel Ray - “What to Do If You Feel Like You're Being Followed” by Rachael Ray Staff

    • “Former CIA Expert Says These Are the Extreme Measures You Need to Take to Protect Yourself From Password Hackers” by The Rachael Ray Staff

  • [Article] Laissez Faire - “Our Interview With Jason Hanson, Former CIA Insider” By Chris Campbell

  • [Article] Entrepreneur - “5 Fundamentals for Protecting Your Identity and Your Privacy” by Jason Hanson

  • [Article Directory] USA Carry articles by Jason Hanson

  • [Article] Fox 11 - “Jason Hanson teaches spy escape and evasion tactics”

  • [Podcast] Wellness Mama - 64: How to Keep Your Family Safe With Tips from Former CIA Agent Jason Hanson

  • [Podcast] The Mike Pintek Show - Jason Hanson: Author, Former CIA Officer, and Found & CEO of Spy Escape and Evasion

  • [Podcast] The Survival Podcast w/ Jack Spirko: Episode-2215- Survival Secrets of the CIA with Jason Hanson

  • [Podcast] Elite Man Magazine - How To Survive Any Situation – Jason Hanson (Ep. 104)

  • [Podcast] Modern Combat & Survival - MCS 229 – The CIA Bug-Out Bag: A Look At What’s Inside…

Videos

  • Jason’s channel Spy Escape & Evasion

  • HOW TO ESCAPE DUCT TAPE

  • Jason on Harry Connick Jr Show

  • Spy Escape and Evasion Micro Spy Tool

  • Shark Tank Podcast - Spy Escape & Evasion Update - Jason Hanson Interview (Daymond John Deal)

  • Harry Connick Jr. - Former CIA Agent Teaches Self Defense

  • FOX 11 Los Angeles - Jason Hanson teaches spy escape and evasion tactics

  • IntlSpyMuseum - Jason Hanson - Spy Secrets That Can Save Your Life

  • Rachael Ray Show - Survive Like a Spy: 3 Clever Tricks From a Former CIA Agent That Will Help You Protect Yourself F…

    • How to Escape If Grabbed From Behind

    • Self-Defense Lessons with a Former CIA Agent | Rachael Ray Show

  • Knowledge For Men - Jason Hanson: CIA Skills that Can Save Your Life

Books

  • [Amazon Author Page] Jason Hanson

  • [Book Review] Self Defense Company - Spy Secrets that Can Save Your Life

  • [Book] Agent of Influence: How to Use Spy Skills to Persuade Anyone, Sell Anything, and Build a Successful Business  by Jason Hanson

  • [Book] Survive Like a Spy: Real CIA Operatives Reveal How They Stay Safe in a Dangerous World and How You Can Too  by Jason Hanson

  • [Book] Spy Secrets That Can Save Your Life: A Former CIA Officer Reveals Safety and Survival Techniques to Keep You and Your Family Protected by Jason Hanson

Episode Transcript

[00:00:04.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[00:00:11] MB: Welcome to the Science of Success, the number one evidence-based growth podcast on the internet with more than 3 million downloads, listeners in over a hundred countries.

In this episode, we discuss how to train yourself to think and act like a spy with lessons from a real-world expert. In the game of Spycraft, the stakes couldn’t be higher and one mistake may land you dead or in a foreign prison. In that deadly crucible, only the best ideas survive. We crack open the secrets you can use to influence, develop relationships and create a bridge with anyone you meet with the diehard rules from the world’s top secret agents, with our guest, Jason R. Hanson.

I’m going to tell you why you’ve been missing out on some incredibly cool stuff if you haven’t signed up for our email list yet. All you have to do to sign up is to go to successpodcast.com and sign up right on the home page.

On top of tons subscriber-only content, exclusive access and live Q&As with previous guests, monthly giveaways and much more, I also created an epic free video course just for you. It's called How to Create Time for What Matters Most Even When You're Really Busy. E-mail subscribers have been raving about this guide.

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Sign up for my e-mail list today by going to successpodcast.com and signing up right on the home page, or if you're on the go, if you're on your phone right now, it's even easier. Just text the word “smarter”, that's S-M-A-R-T-E-R to the number44-222.I can't wait to show you all the exciting things you'll get when you sign up and join thee-mail list.

In our previous episode, we discussed information overload. How do you deal with a world where there’s a constant and overwhelming stream of noise? How do you filter and decide what to pay attention to? How can you determine what’s actually worth your precious time and attention? What should you do with information that you disagree with in a world filled with more and more and more information? Our previous interview with Dr. Thomas Hills explores the solution that may help you finally deal with information overload. If you want to finally stop being overwhelmed by all of the information and noise in your life, listen to our previous episode.

Now, for our interview with Jason.

[00:03:19] MB: Today, we have another exciting guest on the show, Jason R. Hanson. Jason is a former CIA officer, New York Times bestselling author and serial entrepreneur. He’s the founder and CEO of the survival company, Spy Escape Innovation, which has been featured on the 5th season of Shark Tank where he landed a deal with Daymond John. He’s also the author of Spy Secrets That Can Save Your Life, Surviving Like a Spy and Agent of Influence: How do you Spy Skills to Persuade Anyone, Sell Anything and Build a Successful Business.

Jason, welcome to the Science of Success.

[00:03:51] JH: Hey, thank you for having me.

[00:03:52] MB: Well, we’re super excited to have you on today. I always love getting insights and ideas from the fields of espionage and government agencies. I feel like there are so many ideas that are kind of battle tested that I find really, really interesting. Funnily enough, I haven’t done it for a longtime. For me, it’s kind of been a bucket list item that I’ve always wanted to do like an escape innovation course. It sounds so cool, and that’s something I want to check off the list at some point for myself.

[00:04:17] JH: Well, yeah. You got to come out there. We got 320 acres where we do our training. So you’re more than welcome.

[00:04:22] MB: That’s awesome. Well, you’ll definitely be the guy to hit up when I do that. But I want to talk today. I mean, there are so many cool themes and ideas. I really enjoyed some of the topics in Agent of Influence. I just want to begin with some of the themes you talked about early on, which as you call it, is this notion, the confidence reflex. Tell me a little bit about that and what that means and why it’s so important.

[00:04:42] JH: Sure. So, to be successful in life, and obviously be success as a CIA operative, you got to have massive confidence. You’re going out there, you’re trying to recruit somebody to spy for the United States, and if you screw up, if you don’t do it right, you can end up dead or end up in a foreign prison. So, you got to have a ton of confidence to know you can accomplish the job, but at the same time, you got to be teachable. So, you can’t be an arrogant jerk walking around. You’ve got to know that, “Hey, I can do this,” but also be willing to listen to others, learn from others and so on.

[00:05:13] MB: Great insight, and there are so many different lessons that I took even just from the first chapter. I mean, one of them that I thought was great, which we talk about all the time in the show and I think is a really huge differentiator between people that succeed and people that ultimately don’t, is the power of resourcefulness. Tell me a little bit about that and why it’s so important as a spy, but also how we can translate that to everyday life.

[00:05:34] JH: Sure. Well, as a spy, I mean, you’re put out there on your own to accomplish a task. It’s not like the military where you got a platoon backing you up and there’re a gazillion people with you. A lot of times you’re out on the street by yourself and you got to figure it out. So if you’re not resourceful, you’re not going to last very long as a spy.

Now, in the same thing, now that I’m a business owner, nothing changes except of course it’s not life and death and anymore, but so many things pop up in business world, so many things pop up in life. If you can’t figure it out, you are going to drown and not last long. So, when I’m hiring people these days, if I can tell they’re not resourceful, there’s absolutely no way they’re going to work for me, because that is a key trade of success.

[00:05:34] MB: How do you cultivate resourcefulness?

[00:06:14] JH: It’s kind of a baptism by fire thing. Meaning, a lot of times if I’m working with someone, if I think, “Hey, I may hire this person.” I’ll give them a task and basically throw them to the wolves and see if they can figure it out.

So, it’s kind of like in the government, you have training exercises and they throw you to the wolves to see if you’re going to pass these training exercises before they put you on the streets for real. So, if I say to a potential employee, “Hey, go find me X, Y or Z by 12:00 today,” and X, Y or Z is something very difficult to find. I’ve got to see, “Okay. Can they go through all the channels? Are they going to have this in my office in less than four hours?” Where there’s a will, there’s a way. So, if somebody can’t do it, if somebody gives up, well, obviously, they’re not very resourceful.

[00:06:56] MB: That makes total sense. There were a couple other kind of components of resourcefulness that you talked about or even the broader notion of the confidence reflex, which I think are, again, quintessential skills not only for obviously being a successful spy, but really being successful in life. Another one that you mentioned or really two that I think go hand-in-hand tie into this were problem solving and creativity.

[00:07:16] JH: Yeah. Like you just said, it perfectly goes hand-in-hand, because if you’re going to spy on an operation, things aren’t always going to go what they’re supposed to. So you can solve – Can you figure out the problem? Meaning, if you’re supposed to go through a door and it’s locked and your intelligence said that door is going to be unlocked, did you bring the equipment to bust through that door? Do you know all the other doors you may have to get through? Are you creative enough to – Again, my whole book is kind of the – We’re talking about how to sell like a spy, but are you creative enough to go to somebody and convince them to allow you through that door?

So, I keep saying, there’s really no difference, as you mentioned, between a spy in real life. There are certain traits that every successful person has. They just might be applying it to a business or they might be applying it to the intelligence operative world. It’s kind of where we lie.

[00:08:02] MB: One of my favorite quotes from that section of the book was this idea that there’s always a way to win.

[00:08:08] JH: I had a mentor at the CIA, and one of the best intelligent operatives ever. His mantra was one that we all know was basically never give up, never take no, and there’s always a way to figure it out. So, life isn’t always easy, but the old cliché, if you get knocked 99 times, you’re going to get up that 100 time. This guy did some incredible operations and he just shared with me, you went through a one brick wall, then another brick wall, and most people would have given up at day 300, but he was still going at day 600. So, it’s a wonderful lesson that I was fortunate to learn early on.

[00:08:45] MB: Another thing that I thought was seemingly surprising and counterintuitive, but really makes sense that more you think about it was that empathy and emotional intelligence were, as you call them, kind of cornerstones of the ability and the toolkit and the skillset of a spy.

[00:08:59] JH: So, a spy’s job is you’re going over – I’ll just make one up. You’re going over to Russia, and there’s this guy in the Russian government and you’re trying to recruit him to spy for the U.S. So, if you go over there and you said, “Hey, Boris, come and spy for the U.S.”, and it’s obviously a much longer process than that.

But if you don’t have empathy, if you don’t come up as authentic and actually caring about him, he’s going to see right through that, because actually you’re asking someone to betray their country, to commit treason against their country. So, you can’t do it in a fake way, because human beings, no matter if they live in Russia, or China, or the U.S., we’re all the same deep down at the core.

So, empathy is huge, because that asset will tell that you’re fake or a fraud and not being honest with them and you’ll lose that asset. Yeah, empathy is not something that I can say that most man have. I’ll say I’m the first guy to admit that, but you have to cultivate it if you want to be successful.

[00:09:56] MB: Let’s dig in a little bit more. One of my other favorite lines from the book was talking about the process, we’ll get into it in a second, which is the SARD cycle, or the SADR cycle, and I think you used the line that treason was not an easy product to sell, right? Which comes back to what we’re talking about a second ago, but this idea that the skillsets that spies have to develop and that the CIA has developed and other institutions like it, these are skillsets that are truly field tested, battle tested in probably the most brutal, unforgiving proving ground that’s imaginable where the stakes are often either death or/and maybe a best case scenario, imprisonment in a foreign prison, and there’s almost no room for failure.

[00:10:40] JH: That’s why I love it, because everything you just said – So, I am a serial entrepreneur. I have lot of businesses. I also do a lot of coaching and mentoring with other entrepreneurs. People these days, they’re lazy. They don’t do the research. They don’t put in the work. Because my background is CIA, you had to put in the work.

I mean, if you made a mistake, as I mentioned, you could end up dead. Wherein the business world, if you made a mistake or make a mistake, maybe you don’t get the contract. No big deal. But I play to win. So because I have that background, I’m going to put in the effort. You mentioned that I got a deal on Shark Tank, and one of the reasons was I did probably more research on all the sharks than anybody had done before. I read all their books. I watched all their interviews. I watched every episode. I wrote down every question they ever asked. I mean, I knew – It was basically like researching an asset. So I knew the hot buttons. I knew what made them tick. I knew what they like to hear, and most people these days just don’t – They don’t want to put in the effort to achieve that success.

[00:11:38] MB: Such a great point, and the level of focus and dedication that’s necessary. It’s so easy for people to think that they’re doing enough. They think they’re taking enough action. But as we talked about a minute ago, it’s so important to be persistent, to be resourceful, to always be getting every single edge you can possibly have. I love the description you just used of viewing the sharks as assets that you were developing and getting every possible angle to ensure you have the highest probability of closing a deal.

[00:12:04] JH: Well, exactly, because everybody has a hot button. I’ll let you guess. Do you know the main reason that people spy and work for the U.S.? Do you have any idea what it is?

[00:12:13] MB: Their own family? I don’t know. I don’t really know. That’s a guess. Maybe their family’s safety, security, something like that.

[00:12:18] JH: That’s actually a great guess, because most people say money. Most people think that, “Hey, the reason Boris or the guy in China starts working for the U.S. is money,” but that’s not true. When an American commits treason and goes spy for another country, it’s almost always money. But when we’re trying to recruit somebody to help U.S., often time it is children’s education. They want their kids to have a better education and better life than they did, and that’s their hot button.

So, most people don’t do the research to figure out what it is. It’s not always money. I can tell you in certain instances, it’s women. So, I guess we can name it. Japan. A lot of men in Japan have mistresses. I don’t know why. They just do. It’s very common. So, in Japan, they want money for their mistresses. That’s their hot button. So everyone of us, we’re all human. We all have something that is our hot button. If you can figure it out, it will take you very far.

[00:13:06] MB: That’s fascinating. It’s so interesting. I want to dig in to more and explore the framework that I touched on a second ago, this idea of the SARD cycle, or the SADR cycle. I’m not sure how do you say it. But tell me more about that framework, because that is really the guidance structure that you use, that the CIA uses to cultivate these assets and get them to sell them on betraying their countries essentially, and that’s why it’s such a proven framework. But tell me a little bit, what does the acronym stand for and tell me more about the SARD technique.

[00:13:41] JH: Sure. It doesn’t matter what you call it, SADR cycle, SADR cycle. So, when you’re in the intelligence business, you get a requirements, and the requirement maybe, “Hey –” Of course, I’m just making this up, but, “Hey, Russia is developing biological weapons. We need to find a scientist who knows about these biological weapons and who might be able to help the U.S.”

So, the first part of the SADR cycle is spotting, and spotting is simply who has what I need. So, if I’m going over to Russia to try and find a scientist, maybe there are 15 scientists in all of Russia who have access to this biological warfare information. So, I’ve got to spot those 15 guys. I’ve got to figure out who might be a potential to work for the U.S.

So, it’s the same thing anywhere, even when I’m running my own businesses. If I want something, I’ve got to start spotting who has what I want. So, that’s the first part of the SADR cycle. Next is A, which is stand for assessing. You’ve got to assess all the people who might be potentials and figure out who really has what you need. So, if I have 15 scientists in Russia and I go investigate them, maybe I boil it down to five scientists who actually have the level of clearance to access what I need. So, I get rid of the 10. I don’t waste my time with those 10.

Continue on is developing. Developing is the fun part of the SADR cycle, because that’s when you’re wining and dining them. That’s when you’re making them fall in love with you. That’s when you’re trying to make this person your best friend. So, you don’t come out and say, of course, the first time you meet them, “Hey, Boris. My name is John and I work for the CIA. Would you like to spy for us?” It is like when you first meet a woman, and of course you put your best foot forward. You’re trying to make her fall in love with you especially if you think you’re going to marry her. That is the development phase. You’re trying to see, “Is this is a person who will end up or I could see end up spying for the U.S.?” That phase can of course can take months, years. It all depends.

Then, lastly of the SADR cycle is R, which stands for recruiting, and that means you’ve come to the point where you are willing to risk your life and say, “Yes. This scientist, I’ve developed him enough. I know if I pitch him to spy for the U.S., he’s going to say yes.”

The reason I say that intelligence operatives are the world’s best salesmen, is you cannot be wrong when you go to pitch that guy, because if he says no. He may go run and tell his supervisors. Then the next time you meet, you may end up with a bag over your head or in a foreign prison. So, when that day comes, you’ve got to be 100% sure he’s going to say yes, and that’s kind of a whole cycle in a nutshell. But it’s a fun cycle and you can apply it to every area of your life.

[00:16:20] MB: So, I want to dig in first to the notion of spotting, and I want to dig a little bit into each of these buckets. But how do you start with quickly identifying the people, and let’s maybe use an example from or the lessons from the world of spying, but then translate that into everyday life and business. How do you quickly identify the people who can help you succeed in your mission or your goal or your business or whatever your aims are?

[00:16:45] JH: Sure. Fortunately, because the technology these days, both in the intelligence world and in the business world, it’s a lot faster and easier. So, in the intelligence world, you’ll obviously have a lot of analyst. You have a large number of people. I mean, you’ve got the U.S. government budget. So after some research they can say, “Hey, her are the 20 people we think who have what we need.” So you need to start going running down these 20 people and find out if it’s true.

Now, in the business world, let’s just give you a very simple example. Let’s say I want to run Facebook ads, and when I work with people these days, I want to work with the best. So I’ll talk to people, I’ll network, I’ll say, “Tell me who the 10 best Facebook guys in the world are,” and then I’ll get to know each one. I’ll talk to them. I’ll find out what they charge and then I’ll have that guy run Facebook ads. So, these days, a Google search or networking, you can find out whatever you need, “Hey, tell me the best Google guy. Tell me the best PR guy,” and then I narrow them down and see who I want to work with.

[00:17:39] MB: And we may be jumping ahead a little bit, but after you – Let’s say you find, for example, the 10 best Facebook advertisers in the world. How do you actually start approaching and connecting and getting in front of those people?

[00:17:51] JH: Well, a lot of times, because I’m very fortunate to have many contacts and networks, I’ll get a warm introduction, which is exactly what you need. So, in the spy world, warm introduction means if I’m trying to get to a scientist, I don’t want to approach him out of the blue. I’m going to go make friends first with someone who is his friend.

So, let’s say this scientist works out at the gym every day. I’m going to find out who his best friend is at the gym and then I’m going to make friends with him. Lo and behold, one day he’s going to introduce me to the scientist. So, it’s a very drawn out process, but a warm introduction, you’re much more likely to close the deal. So, I’ll try and get a referral. Then I’m very blunt. I’ll ask him questions. Most people don’t ask enough questions, and I do some lie detection training. So I’ll ask him some things to see if they’re legit, because you and I both know there’s a gazillion con artists these days. Everybody claims to be an internet multimillionaire, “I made a million dollars overnight. I launched this product, made $10 million.” So, I’ll ask, “Tell me who you’ve worked with. Show me some case studies.” Then I ask him some questions so I can figure out are they legit or are they a pretender.

[00:18:57] MB: Totally makes sense. I want to get in to some of the lie detection techniques and other things. But before we do, I want to wrap up and better understand the SADR cycle a little bit more. But that makes sense. So, you can essentially manufacture, for lack of a better term, a warm introduction by targeting maybe people adjacent in their network, developing relationship with them and then leveraging that to get the ultimate kind of warm intro.

[00:19:21] JH: Correct. Yeah, because I deal with a lot of celebrities, and certain celebrities are obviously very difficult to get to. But I know enough – It’s the 6 degrees of Kevin Bacon kind of thing. I know enough people where I can find somebody who can give me that warm introduction with a celebrity, and it’s the exact same thing as the spy world.

[00:19:38] MB: Totally makes sense. I want to scale down and talk a little bit about assessing, because I thought this was really interesting. When you’re talking about assessing in the book, you mentioned the art of elicitation. I don’t know if I’m saying that correctly. But this idea of there’s a couple kind of key skillsets that you can use when you’re meeting with somebody to quickly develop rapport. Would you tell me a little bit more about this?

[00:19:59] JH: Yeah. So, the art of elicitation is huge. That’s when you’re extracting information from somebody to see if they can actually help you. Does this scientist actually have access to the lab where they’re making these biological weapons? Now, you can’t just come out and ask him. If you’re meeting some guy randomly in a bar, when, by the way, you’re not really meeting him randomly. Of course, you know he’s going to be there, but it looks random. You can’t just ask him, “Hey, Boris. Do you have access to the lab at 123 Main Street? Nope? Okay. Thanks for saving me this time.”

So, you’ve got to be very good at questioning people and for reading people. So, one of my favorite techniques is called the hourglass conversation. The way the hourglass conversation works is that people remember the beginning of a conversation and the end of a conversation, but they hardly remember the middle. Our brains works so fast these days, we’re thinking of what we have to do tomorrow. What’s on our to-do-list and all that?

So, the hourglass conversation, if you meet a stranger, you may ask him general stuff and have the general conversation of, “Hey, how’s the weather here? How the food here?” and talk about their family, just boring stuff. Then in the middle, you may ask, “Oh, yeah! So, what do you do for a living?” and you’ve got to see how they react. If they get real uncomfortable and suspicious, that’s a good sign for you, but you also need to pullback, because you don’t want to make it seem awkward that you’re asking about their job.

Then at the end of the conversation, you can go back to something like, “Hey, are you going to watch the ballgame this Saturday? I’m thinking of going sailing with my family. You know any good places to go fishing?” or whatever it maybe. Because you have gotten what you wanted in the middle. They forget about that uncomfortableness, because you end up with generic stuff. Hourglass conversation is a great way to suck information out of people.

[00:21:39] MB: In the discussion of the hourglass conversation, you also mentioned this idea of a low-key provocative. Tell me a little bit, what is that and how do you use one?

[00:21:46] JH: Yeah. So, there are many different ways. It’s, again, pushing buttons, but not pushing buttons in a creep or weird way. So, I keep going back to, if he’s a scientist, you can’t come out and say, “Show me your keycard that you can get in that door.” But you can kind of nibble at them, poke at them, but that’s where you have to be good at reading people. So, many people in this life unfortunately are oblivious. It’s like – You ever watch a show, The Office?

[00:22:12] MB: Sure.

[00:22:13] JH: All right. I’d say everybody has. So, Michael Scott in The Office is a very lovable character. He’s a hilarious goofball, but he’s oblivious and couldn’t read somebody to save his life. Well, in the spy world, if you’re that guy, you’re not going to last long, because if you start trying to prod or ask about their work – Again, they start to get uncomfortable in the face, which is why you have to watch body language. You know that they’re doing something serious and you need to immediately back off, because if you keep going, they’re going to remember that you prodded about that.

But you can also lay down gems in the same thing as, “Oh, yeah. I’m an American businessman who my company gives me a lot of money and I’m interested in biological warfare.” You obviously wouldn’t say it like that, but you’d say something different. So you can drop things to see how they bite at what you are dropping.

If you mention, “Hey, I’ve got a ton of money and my company takes me per diem to great restaurants. Do they perk up, because they want to go to the great restaurants? Or you drop things like, “Hey, I’ve got a daughter in high school. I’ve got three kids and they’re driving me nuts.” Does he chime in and say, “Oh! I’ve got five kids and I know how it is,” because then you’re gathering intel.

So, I’m kind of veering off here, but one thing you can do is use the give to get, which means you give info to see if they come back at you. So, going back to mentioning your wife, do they mentioned their wife? Then you know their married. Do they mention their kids? You could say something like, “I love sports.” Do they say, “I love sports or hate sports?” I mean, this is all data that you’re gathering on them.

[00:23:48] MB: That totally makes sense. So, in essence, the idea is kind of drop these different little references and see what they key into, what they engage with, and then maybe go deeper down that vein to develop rapport and maybe leave the other potential conversation topics that they didn’t really light up about by the wayside.

[00:24:05] JH: Correct, because there’s the old cliché of salesmen, when they walk into somebody’s office and they see a bow and they’re like, “You like sailing? I like sailing.” Well, the SADR cycle is a less corny version of that, where your mind is moving at 90 miles an hour, because you’re paying attention to everything. Did they uncomfortable when they mention work. Were they happy when they mentioned their wife, or were they uncomfortable? Maybe they have having trouble in their marriage.

When you mentioned money, did his eyes light up, like he really needed money? So you’re filing all those away and then you go home and write a rapport, because you want to know simply what the hot buttons are and what to talk about and what not to talk about.

[SPONSOR MESSAGE]

[00:24:47] MB: Hey, I’m here real quick with confidence expert, Dr. Aziz Gozipura, to share a lightning round insight with you.

Aziz, how can our listeners use science to get more dates with people they really want?

[00:25:01] AG: I love that question, and the answer is the science of confidence. So, whenever we’re struggling, we want a date, we’re afraid to put ourselves out there, we’re worried on some level that we’re going to get a negative response. If you didn’t have that worry, if you knew that this person that you’re going to ask out was going to say yes and be excited to go out with you, we’d all be doing it without hesitation.

So, the thing that stops us is anxiety, is fear, is self-doubt, and that is a confidence issue. So, if we build our confidence, all of a sudden we’ll have way more opportunities to put ourselves out there and to date.

So sometimes we think, “What’s the pickup line? What’s the thing I should say? How do I approach the person? We get so focused on the how, and what we want to do is we want to take a step back and say, “How do I actually change what’s going on inside of me to feel more confident?” There are so many ways you can do that, and I have a course called Confidence University. We have a whole course on dating mastery.

But one major tidbit out of that one is right now you have a story in your mind about why you’re not attractive. Why someone wouldn’t over the moon to go and date with you, and you want to find that story and take out, uproot it. So, right now think about why are you not attractive and how can you change that story to see yourself as someone who’s actually highly desirable. What are your qualities? What do you bring to a date or a relationship that would make someone love spending time with you? If you get more clear on that all of a sudden, a lot of your anxiety and fear are going to evaporate.

[00:26:27] JM: Do you want to be more confident and get more dates? Visit successpodcast.com/confidence. That’s successpodcast.com/confidence to sign up for Confidence University and finally master dating.

[00:26:46] MB: Another theme that I thought was really interesting around the art of elicitation was the inclusion of flattery as a potential technique to influence people. Tell me about flattery and whether or not that’s – Because I think some people might think that’s kind of a cliché methodology or something that’s overused. But how can you actually intelligently include that in conversations?

[00:27:06] JH: Flattery works. I don’t care what anybody tells me. Anybody listening to this right now, I could flatter them to get what I want. I don’t say that in a bad way. It’s just sometimes people tell me it doesn’t work and that’s not true at all.

So, you’ve got to be genuine about it. We talked about empathy early on. People can tell if you’re being authentic or you’re being fake. So, you’ve got to do it in a sincere way. I’ll give you an example, and this is a “hypothetical example”. If you’re a spy overseas and you’re casing something, maybe you’re casing a building and you just happened to get stopped by police, which is not good, and the police say, “What are you doing? Show me your passport,” of whatever. You smile and you look at them and you say, “Man! This city is beautiful. I love the architecture. I was just looking around, admiring the architecture, and I love it.” That’s flattery, because everybody wants to hear that you love their city. You love where they live. You love where they work. So, then the police lets you go. Then they say, “Okay. You’re fine,” and hand you back your passport.

The same thing works with trying to get, again, work with somebody. Like, “Hey, John. I love your book. Your book is fantastic. I love the interview about it,” or “I love this show you’re on.” So, if you’re coming off as genuine, it’s going to get you very far in life.

My wife jokes that I’m very susceptible to it, because I’ll get emails where people are like, “Jason, I love this training I took. It was incredible.” I’m like, “You know what? That is a smart person, honey.” She always laughs and says, “Yeah, you’re so susceptible to flattery.” So, we all are.

[00:28:33] MB: Yeah. I thought that was really interesting. Again, coming back to one of the core themes of this conversation, this notion that these ideas are field tested, battle tested, proven and it seems cliché, it seems almost goofy to say, “Oh, you should flatter somebody if you’re trying to influence them.” But in the real world, the highest possible stakes with life and death on the line, this is a technique and a strategy that’s truly effective.

[00:28:54] JH: You’re 100% correct. The problem is when you’re out on the streets as a spy, you do it in the right way. Meaning, you come off authentic. You don’t overdo it. You don’t make it seem cheesy and it’s done very finely. In the real world, because it’s not life or death, people – They don’t take it seriously enough. So they don’t hone their craft so to say when they’re trying to sell. When they flatter, it looks like they’re a robot and it looks like they’re not being genuine. So, if people hone their craft in that way, they would see how valuable it is.

[00:29:25] MB: What are some of the ways that you would recommend an average person non-spy work to kind of hone that craft of influence?

[00:29:33] JH: Well, since it keeps coming back to being authentic, find something you really look about the target or the person you’re going after. So, if you want to go after somebody to work with them to do a joint venture, partner, or whatever it is, buy all their stuff. Research all their stuff. If you find a product or a book or whatever you really love, then you can write them a note and say, “Hey, John. On page 671 or your book, I loved how you wrote this paragraph, or I love what I learned from it.”

So maybe you have to dig a little to find something you’re going to be 100% genuine about, but it’s there. If you can’t find something, you probably shouldn’t work with this person if you really don’t like what they’re doing. So, that’s all it is. Complimenting your wife or your husband or your kids – I mean, even if your spouse or whoever drive you nuts, I’m sure there’s something you love about them because you married them in the first place. So, find that thing and start complimenting. That way, it comes across as you’re being 100% serious and you actually care about them.

[00:30:31] MB: I want to segue into some of the other strategies that you had for developing relationships with assets. Is asset the right term? I think that’s the term that sort of the CIA uses, that you want to – People that you want to build relationships with.

In the next chapter, we’re talking about developing. You had a couple of great strategies. I think you call them diehard rules for creating a bridge with somebody, and these are things like don’t interrupt them when they’re talking. Never change the subject. Don’t give advice unless you’re asked for it, etc. Tell me a little bit more about why you recommend some of those strategies and techniques and why they work.

[00:31:05] JH: Well, we all know that we talk too much, and then we should shut up and listen. But we live in such a self-absorbed world that nobody does it. So, I have – I mean, obviously we’re doing an interview, so I’m telling you all these stuff and talking about myself. In real life though, I know everything myself. I don’t need to hear myself talk. So, if I’m going out and meeting with someone, I don’t say anything unless they ask me a question. I just listen and let them talk, because most people want to talk. That is the forgotten art, because you gain so much information by just being quiet.

That’s why I said you’ve got to have a massive ego to do this business, but you’ve also got to be able to swallow it and not care. Not need anybody’s approval. Not need anybody to pat you on the back. So, be quiet more and just listen and don’t volunteer any information about yourself unless they ask it.

Another huge thing is the law of reciprocity. It is used so much in the spy world. All that means is if you’re trying to recruit somebody, you may take them to fancy restaurant and you buy them a $2,000 a meal. You may buy them a new suit. You buy them all these stuff so they feel indebted to you. That way, when the day comes to pitch them, they’re like, “Man! I kind of owe this guy. He bought me all these dinners. He bought me all these clothes.”

So, the law of reciprocity is great. I’ll give you a real life example right now of how the law of reciprocity was recently used against me by my sister-in-law. So, I hate Disney World. I hate that place. I have zero desire to go, and I never ever want to go or take my kids. Well, my sister-in-law who lives in Florida surprised our family, bought everybody plane tickets, bought everybody passes to Disney, except me, because I told her I wouldn’t go.

So, my wife was like, “Hey! She paid for our entire flight. She bought us all these tickets. She got us our hotel. Isn’t this nice? We can’t turn it down.” So, that was a great way of law of reciprocity to get me and my family all the way over to Florida to visit our sister-in-law. Now, for the record, as I said, I did not go to Disney World, because I will not go into that place. But I still ended up outside the gates, because the law of reciprocity was used against me.

[00:33:13] MB: That’s great. It’s funny. I have the same philosophy in any conversation, and I think even really influences my interviewing style to some degree. In any conversation, I think this is especially true in things like business negotiations or any difficult tough conversation. The less talking that I can do, the better. Because as you said, when you’re talking, you’re not gaining information. As long as I’m silent, I can be learning. I can be reading somebody. I can be looking at their – What’s their body language doing? What are the words they’re using? How are they reacting to what’s happening in the conversation? Plus, the actual content of what they’re talking about. But as soon as I start talking, I lose the opportunity to do all of those things.

[00:33:52] JH: Most people can’t do it these days. That’s why it’s so beneficial for you and me, for people who actually do it, because everybody wants to run their mouth all the time. I’m actually introvert by nature. I really don’t like to talk. I mean, unless it’s required by the job, I can go out there and I can sell. I can do whatever needed. But in real life, I don’t like talking. I don’t like listening. We’ll be at a party, my wife will have some friend, have a party. We’ll go there, and I’ll just listen to people all night long and I don’t say a word about myself. Then somebody will – My wife will tell somebody I used to work at the CIA and what I do and they’re like, “Oh my gosh! How come you didn’t tell us? We want to ask you all these questions.” Blah-blah-blah-blah-blah. I didn’t tell them, because, again, I already know that about me. I want to learn about other people and read them. I don’t want to talk unless there’s a purpose or I’ve been asked a question.

[00:34:39] MB: Totally makes sense. You’re right. In today’s world, it’s absolutely a strategic advantage if you can spend more of your time listening than talking. Yet, so few people take advantage of that.

[00:34:51] JH: Well, I mean, it’s not only that too, but it’s also the research to do ahead of time. So, I mentioned Shark Tank, how much resource I did. Obviously, when you’re going to recruit an asset or find somebody, you know them better than they know yourself. So, if you’re going in to a meeting, what do you really know about this guy? Google searches, their LinkedIn page, Facebook, all that you can find out. But have you read articles they’ve written? Have you done whitepapers they’ve written? Because there could be this one line, and I literally had this in my life. One paragraph that I found after researching someone, which changed everything. Now, that one paragraph was of course buried, but I spent hours and hours and hours and hours, and that made all the difference. Most people don’t do that kind of deep, deep research, which is critical.

[00:35:34] MB: Yeah, that’s another great point and underscored by the Shark Task story, everything else, that you have to spend your time really cultivating every possible competitive advantage you can get and doing the homework ahead of time. It’s a huge asset. When you have a big meeting on the line, when you have a really important person that you’re meeting with, doing that homework helps you ensure that you have every possible angle, every possible avenue of attack open to you so that you can achieve the goal you want to achieve from that meeting.

[00:36:00] JH: Just to give you an example. I’ll give you fictitious example. If you’re trying to recruit an asset or find somebody, you would want to know what kind of cigars do they smoke. If they’re the type that are having affairs, what kind of women do they like? Is it a Cuban woman? Is it a Chinese woman? Is it American? You want to know everything about them. What kind of scotch do they drink?

I had a buddy who did some very good work because he knew the exact scotch that someone needed, and that’s how he’s able to initially cultivate the relationship. That’s the benefit of people who are willing to hard, is that everybody thinks spying is like a James Bond movie. You’re jumping out of helicopters and shooting guns. But, of course, that’s not true. 99% of the work is hard, hard laid work, and then 1% is hold on for the ride kind of thing. It’s the 99%, which leads to the 1%.

[00:36:44] MB: So, let’s keep talking about the SADR cycle. I want to touch on recruiting a little bit. What are some of the key strategy? We’ve talked a lot of the building blocks of this already. But kind of wrapping a bow on it, what are the key building blocks or strategies for once you’ve developed this relationship, build with a bridge somebody, cultivated rapport and empathy. How do you then go about recruiting them?

[00:37:07] JH: So, yeah. There’s a few different ways, but recruiting is – Again, you’re not going to do it, unless you’re 100% know you’re going to close the deal. So, you could picture it as a business lunch. You’re going out with this guy. You’ve developed them. Okay, are you ready to close the deal and pitch him at the business lunch? If you’re not 100% sure the deal is going to close and that is right, well, wait. Don’t do it.

So, recruiting, once you have developed that guy, once you’re 99.999% sure that he is willing to spy for the U.S., it’s actually – There’re a few ways to do it. But one of them is very simple. It’s everybody wants to be a spy. So, you basically say to them like, “Hey, John. You’re a smart guy. You may have guessed by now that I’m really not an American businessman who works for X, Y, Z corporation. I’m actually a spy and I was wondering if you want to be a spy too. It would be awesome. Both of us could be spies. What do you think?”

Now, you may think that sounds corny, but that works. Now, you have to know obviously your target, to see if it’s going to work. But that exactly line [inaudible 00:38:08]. I would imagine that exactly line has recruited people to work for the U.S. So, that’s one way to do it, is just, “Hey, we’ll both be spies, and who doesn’t want to be a spy?”

The other way is to do the money. If you think it’s money, if that’s what you find out. So, “Hey, John. In this white envelope, I’ve got $3,000,” and you go back to the, “Hey, you probably figured out by now.” Because these guys are smart enough that they figured out something’s not right. Meaning, you’re asking for things that you’re probably not an American businessman. So, you say, “Hey, I’ve got this $5,000 in a white envelope. I can give this to you if you want to give me a little more information. By the way, you probably have guess. My employer is not John Doe Corporation. My employer is the U.S. government. How would you like this five grand?”

Many countries of course around the world are extremely poor, and $5,000 – I mean, it’s a lot of money for us. But a real lot of money for them, and they’re happy to oblige and get on the U.S. government’s payroll.

[00:39:09] MB: I like the way that you catch that phrase; I would imagine that it might work. That’s good. Got to cross those t’s, right?

[00:39:14] JH: That’s exactly right.

[00:39:16] MB: That totally makes sense. Again, I think it underscores a lot of the themes we’ve talked about. I want to touch on another element of the SADR cycle, which is the T at the end of it. It’s kind of the additional piece, which is how do you terminate or transfer a relationship ultimately?

[00:39:32] JH: So, yeah. If you’ve developed an asset, if you recruit an asset, the day may come where they’re not worth it. Maybe you recruited a Russian who is working at a certain office building. Maybe he retires from that job, or maybe he gets transferred to another location where he doesn’t access to what you need. So, the day – Somebody is not going to spy for you forever. The day is going to come where you need to transfer him or terminate him.

Now, terminate is not kill them. So, it’s not like some Hollywood movie where the guy is no longer use to you, you got to put a bullet in his head. That’s now how it works. You’ve got to gently let him down and basically say, “Hey, here’s one last payment. You’ve been wonderful, but you don’t have access to this information anymore,” and you do it with kid gloves. You’ve got to be very, very careful. But then you basically just say, “We’re done. We’re no longer working together, and let’s remain friends for life,” or something like that. So, that’s just terminating.

Transferring is maybe the intelligence operative and, of course, I’m just making up countries. Maybe there’s an intelligence operative living in France, and that’s where he’s running this asset and he gets transferred back to headquarters in Virginia. Well, he needs to transfer that asset in France to a new person who’s going to be the handler in France, and that also has to be a kid glove type of thing. Because, you’ve built this relationship. They’re in love with you. You can’t just hand them off to somebody else that will make them nervous. So, you’ve got to have a very delicate process. Obviously, “This is Mike. He’s going to be taking over for me. He’s great. You guys hang out.” You build that relationship. They’re all comfortable. Then you head out of the country. Now, Mike handles the new asset in France.

[00:41:04] MB: So, it’s really important to be delicate. To, as you’ve put it, sort of have kid gloves. What are some tactics or strategies to enable yourself to do that?

[00:41:14] JH: Well, you’ve got to know your asset, of course, back and forth. So, let’s say you’re going to terminate. Is this person going to go nutso, like a psycho X-girlfriend and cause problems? Well, then, you’re going to have to terminate or have somebody else terminate and get on a plane and get yourself out of the country, because they’re going to blow your cover.

Now, if they’re a good, normal, decent human being, then you can terminate and they’ll understand. Of course, you give them some money as a thank you parting gift. So, it all depends on what is the reaction going to be. If you think they’re going to run back and tell their boss that, “Hey, there’s an American spy here in France.” You can’t stay in the country kind of thing.

So, it’s all case-by-case, and it all goes back to the foundation of everything we talked here is knowing everything about the person you’re going after. Being able to read their body language, knowing how they react, knowing their likes, dislikes. Yeah, that’s what keeps you safe in the long run.

[00:42:08] MB: It comes back to that idea of doing that homework, figuring out not only beforehand, but also through the meetings and relationships, etc. Really, what makes this person tick? How do they think? How are they going to react? Because that ultimately – Correct me if I’m misstating this, but shapes and impacts the way you communicate with him and the plan you ultimately have to whether it’s terminate or transfer that relationship.

[00:42:30] JH: Right. I mean, I’ll give you another quick example, and I believe I put it in this new book, was I had a billionaire one time hire me, because I do a lot of private security consulting, private security work with high net worth individuals. This billionaire ended up hiring me, but the way I got hired was he actually didn’t care about his security. He was not that interested. I mean, he had death threats, but he didn’t take it that seriously. It was his girlfriend that was really worried about the security and the reason that I got in there.

So, had I gone and talk to this billionaire and pitched him, he could care less, because he was not worried about his security. But the girlfriend was the decision maker, because she was the one who was able to influence him and said, “Yes, you need to bring this person in, because I didn’t want you to get abducted. I don’t want you to get shot.” So, know also who can make those ultimate decisions.

[00:43:17] MB: That totally makes sense, and that’s a good example. I want to – With the time we have left, I want to touch on a couple of other themes and ideas from the book, because there are so many – We’ve talked a lot about the communication components, which I think is a core piece of it. But there are so many other ideas that are really important, really relevant from the book. Tell me about one of the core themes of the second half of the book, is this notion that spy skills are essentially, as you call them, enhanced common sense. Tell me about that. What does that mean and how can we as non-spies leverage some of those lessons so that we can enhance our own common sense to be more effective, productive and better at influencing people?

[00:43:54] JH: Yeah. Another one of my mentors at CIA, he had a saying, was that spying is simply common sense on steroids. That’s truly what it is. I mean, you think about all the stuff. Like I’ll give you an example. One of my pet peeves is being on time. If I have somebody what wants to meet with and pitch me a deal, because I get a lot of deals pitch to me these days. If you show up five minutes late and there’s not like a real reason, meaning an emergency, or something crazy. I immediately am not closing that deal with you.

So, common sense of, “Hey. If you think there’s going to be traffic, maybe you should leave 30 minutes ahead instead of 15 minutes ahead. Be on time with your meetings.” In real spy world, you’re never going to be late to a meeting. So why would you be late to a meeting on a business deal you’re trying to close?

Same thing, grooming. If you show up in jeans and a t-shirt and it’s not an appropriate venue to be in a jeans and a t-shirt. Well, clearly not a good thing. So, there’re all these little details, which to me they’re common sense. But I’ve seen people show up to meetings where a suit and tie was required and they were in jeans and a t-shirt. It’s just like, “What is wrong with you?” kind of thing. So, there’re all these little things that we already know. But a lot of it goes back to laziness and not putting your best foot forward.

[00:45:05] MB: Yeah. I think that makes a lot of sense, and those are both very concrete, specific, but simple examples as well of just understanding – This comes back to the importance of doing your homework, but understanding the context of the meeting that you’re having. Is it appropriate?

One of the things that I think about, and tell me if you apply this principle from the spying world as well, but is almost from a mirroring standpoint, like what is the person I’m meeting with going to be wearing and how can I mirror my outfit as best possible to match sort of the style or the aesthetic? Whether it’s super informal, or super formal, that they’re going to be bringing to the table so that we can be similarly dressed.

[00:45:47] JH: Yeah. In the book I talk about mirroring. Mirroring is huge and it’s crucial. Obviously, you don’t want to be over the top, meaning as soon as he fold his arms, I fold my arms. You don’t want to make it obvious and stupid like that. But what you just said, it’s perfect. Because, I mentioned, you’ve got to be dressed appropriately. If you’re going to meet a bunch of surfers who are going to be in pair of sweatpants, they’re going to be in a bathing suit and a towel. Don’t show up in your three-piece suit on the beach. You will not blend in. You’ll look weird kind of thing and you’ll kind of make them feel awkward.

Yeah, know who your client is. Know who your customer is try – As you said, mirror them. Stay similar. That way you’re both on the same comfort level. Because if you’re trying to close a deal, same as recruit somebody, if you’re immediately uncomfortable because you’re like, “Why is he wearing a $10,000 suit and I’m in my sandals and shorts?” That sets the meeting off to a bad start and you clearly don’t want to do that.

[00:46:40] MB: All of these, we’ve talked at length about the notion of doing your homework for pairing, spending that time and energy on the frontend. Really ensuring that whatever you’re doing, whether it’s a sales conversation, whether you’re trying to influence someone, whether you’re trying to grow your business, etc., that you do the homework ahead of time, that you prepare. That was one of the other core principles that you had in the second section of the book around enhanced common sense, was this notion of – As you called it, extreme preparation.

[00:47:05] JH: I will give you a perfect example. So, I have never sent a text message in my life. I do not text, whatsoever. I talk about it often. So, if you read previous books I’ve written, if you read online articles, I’ve talked about numerous times that I don’t text. So, it wouldn’t be that hard to find.

But every now and then, because I’m getting so many deals pitched at me, I will have somebody text me who got my phone number from a friend of a friend of a friend kind of thing and I don’t respond, because they clearly did not do that much homework if they’re texting me trying to work with me, because I don’t text.

Yeah, extreme preparation is the difference between A players and people who are not going to be that successful, and it’s the same thing. You got to prepare and then you got to rehearse. So, if you’re doing extreme preparation for a meeting or me, when I went on Shark Tank, I prepared and I rehearsed. I rehearsed my pitch thousands of times, literally.

If you’re going to a meeting at dinner, rehearse. What are you going to say? Of course, you can’t sound a robot, but you’ve got to know exactly what you’re going to do, what you’re going to say and rehearse it over and over again. It takes work. I mean, there’s a reason not everybody is a millionaire or multimillionaire, because it takes a lot of work, and most people don’t want to put the effort in.

[00:48:15] MB: Another theme that I thought was great and seemed a little bit, again, almost counterintuitive when you think about spies, was this notion of always being really, really teachable.

[00:48:27] JH: Yes. So, the world changes quickly. Things always pop up, new technologies, new threats. So, if you’re not always studying and learning, then you’re going to be left behind very quickly. So, I’m fortunate to have many wonderful buddies in the CIA. We all have different skillsets. I’m fortunate to have many wonderful business associates who are very, very wealthy, much more wealthy than I am.

So, I’m always willing to learn from anybody and everybody. I can tell very quickly if what you’re saying is true or not. So I know if this is good material to use or not material. But I think whatever the old saying is, if you’re the smartest person in the room, you’re in the wrong room. That is something I definitely live by.

[00:49:09] MB: So, for listeners who want to concretely implement some of the themes and ideas that we’ve talked about today on the show, what would be one action item or kind of concrete step that you would give them to start implementing some of these ideas into their lives?

[00:49:23] JH: I get up at 4:30 every morning, and I have a to-do-list that I prepared the night before, and it’s one I’ve created and one I print off every night and fill out. That way I know exactly what I’m doing. So, I would say get up early. Obviously, most people don’t want to get up at 4:30. But find a time that works for you and is comfortable for you. Then make sure you know what your goals are and you’re going towards them every day.

So, I know every day that – I have lots of products in the works, and I know that every day I need to be working on one of my products. So there are certain things, if you have a goal, whatever it may be, that you have to take small baby steps every day to eventually reach that goal, whether it’s six months, a year, 5 years. So, have that to-do-list. Wake up early, and make sure you’re not spending hours on Facebook or texting and that you’re taking those baby steps to accomplish parts of your goal every single day.

[00:50:12] MB: For listeners who want to learn more about you, find this book and previous books, what’s the best place to find you and your work online?

[00:50:20] JH: So, they can get my new book, Agent of Influence at Amazon or any major book seller. Other than that, if they go to the website, celebritymethod.com, that’s just more information about me and some stuff they can use.

[00:50:30] MB: Well, Jason. Thank you so much for coming on the show, for sharing all these insights. Some really great, truly sort of war stories from the field and fascinating examples and strategies. It’s been great to have you on the show.

[00:50:41] JH: Hey, thank you. It was my pleasure

[00:50:43] MB: Thank you so much for listening to the Science of Success. We created this show to help you, our listeners, master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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July 25, 2019 /Lace Gilger
Weapons of Influence
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Your Secret to Feeling Powerful In Life's Toughest Moments with Dr. Amy Cuddy

November 15, 2018 by Lace Gilger in Influence & Communication, Weapons of Influence

In this episode we discuss the incredibly important thing that everyone (including you!) get’s wrong about presence, we explore how to prime yourself for the best performance in moments of pressure and high stakes situations where other people are watching and judging you. We look at the results from thousands of experiments over the last few decades to uncover the fascinating truth about power and powerlessness. And we share the exact strategy you can use to shift your brain into the mode that allows you to view the world as more friendly, help you feel more creative, and make you into someone who takes action. We dig deep into all this and much more with our guest Dr. Amy Cuddy.  

Dr. Amy Cuddy is an American social psychologist, author, and speaker. She currently lectures on the psychology of leadership and influence at Harvard University and she and her work have won several awards including being named one of “50 Women Who Are Changing The World” by Business Insider. She is the author of the 2015 best-selling book Presence: Bringing Your Boldest Self to Your Biggest Challenges and her 2012 TED talk is the second most viewed talk of all time. Her work has been featured in TIME, Wired, Fast Company, NPR, and countless academic journals.

  • The incredibly important thing that everyone (including you!) get’s wrong about Presence 

  • Presence - what is it and why do you so often misunderstand it?

  • Presence is not a permanent state that you achieve if you go to enough meditation retreats

  • No one can be present all the time, no one can be present all the time

  • Presence is a momentary state - its when you are attuned to and able to comfortably express your authentic best self

  • What is does it mean to be your “authentic best self?"

  • How do you bring your best self to your least likely situation when you’re least likely to be present and most likely to be distracted by your fears?

  • Let yourself off the hook about being your best self and being present all the time - it’s impossible 

  • How does the expression of the "Best Self" interact with the concept of FLOW?

  • Presence is about moments of pressure that come from human interaction - people judging us, high stakes situations throwing us off our games

  • Being focused on the outcome, feeling that you’re being judged, feeling like you’re in a high stakes situation often shuts us off from moments of real presence 

  • When are not present it reveals itself to others - it often triggers “deception queues” in your nonverbal communication 

  • When you lie you’re suppressing the words and emotions around the story - we often might get the words right but we often get the emotions and nonverbal wrong

  • When you are present you become aligned, you become synchronous, you aren’t getting in the WAY of yourself you’re BEING yourself - you believe your story and people hear, feel, and see that in your verbal and nonverbal communication 

  • The people who do the best on Shark Tank are the ones who clearly buy what they are selling - there is no reservation, you can hear their belief and their conviction 

  • When you’re authentic and you bring your best self forward you believe that self - authenticity is a HUGE and KEY piece of this 

  • Synchronous words and nonverbal

    1. You believe your own story

    2. When you’re present you communicate confidence, not arrogance 

  • Arrogance is associated with fragile high self-esteem - confidence is a tool that invites people in - arrogance is the opposite

  • Non-zero-sum power - personal power 

  • People who feel powerful are much more likely to be present 

  • When you look at the results from thousands of experiments over the last few decades - you see a fascinating pattern about power.

  • Feeling powerful affects your feelings, thoughts, behaviors, and physiologies 

  • When you’re in a place of feeling Powerful - you see the world as more friendly, you’re more creative, you’re more likely to take action - you view the world from the “approach” system

  • Why don’t bystanders intervene when they see a clear emergency? 

  • Power lets you EXPAND into situations and TAKE ACTION 

  • The vital difference between what Amy calls PERSONAL POWER and what many people’s traditional understanding of POWER might be.

  • Make peace with the idea of Power - its OK to feel powerful. Power is not just power over others or power over resources - its about feeling that you control your own resources, your own destiny, your own life.

  • How do we lose power? How do we start to feel powerless? 

  • You want to feel powerful - you want other people to feel powerful - power is a HUGE piece of your general wellbeing. As you start to feel less powerful, as you start to feel less control, you begin to flip into the “Inhibition System” 

  • When you start to hide, when you start to make yourself feel small, when you start to feel like you are lesser than, when you start to collapse and contract - do TWO KEY THINGS

  • (1) Notice what TRIGGERED the feeling of powerless 

    1. (2) Start to physically expand, slow down, open up, take some deep expansive breaths. Pausing and slowing down 

  • What makes people feel powerless?

  • Focus on feelings of expansiveness and try to prepare yourself before getting in high-pressure situations 

  • Ways that you can EXPAND and create more Power in your life and in your toughest moments:

  • Slow your speech

    1. Breathe more deeply

    2. Physically expand 

    3. Sit up straight 

    4. Movement 

    5. Carry yourself in an expansive way

    6. Carry yourself with a sense of pride and purpose 

  • Often times “Mind-Body” Interventions are MUCH more effective, especially when we’re anxious, than “Mind-Mind” Interventions

  • If the body is acting like it’s not being threatened, the mind will often follow into the same pattern 

  • In moments of anxiety - remember that you are an animal - and changing your body can often result in changes to your mind 

  • How does Imposter Syndrome play into feelings of powerlessness? 

  • At Harvard Business School 75% to 80% of students feel imposter syndrome. You’re not alone, everyone feels imposter syndrome at some point in their lives 

  • Men often feel that they aren’t capable or able to share their weaknesses, fears, and vulnerabilities 

  • Things that make you feel like an imposter are often things that send social signals that you’re actually less likely to be an imposter 

  • Homework: Before you go into a stressful situation - prepare by using expansive postures, in private, have good posture, carry yourself with a sense of pride, mind your posture. Notice when you slouch and make yourself small. 

  • Homework: Change how you’re holding your phone - sit back and hold your phone up over you

  • Homework: Pay attention to other’s posture. Presence invites presence from others. 

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Show Notes, Links, & Research

  • [SoS Episode] When the Impossible Becomes Possible - The Secrets of Flow Revealed with Steven Kotler

  • [BioMotionLab Profile] Niko Troje

  • [Study] The Imposter Phenomenon in High Achieving Women: Dynamics and Therapeutic Intervention by Pauline Rose Clance & Suzanne Imes

    • [Article] IMPOSTOR PHENOMENON (IP)

  • [Amazon Author Page] Neil Gaiman

  • [Twitter] Amy Cuddy

  • [Personal Site] Amy Cuddy

  • [Personal Blog] Where Are the Grown Ups? by Amy Cuddy

  • [Amazon Author Page] Amy Cuddy

  • [Book] Presence: Bringing Your Boldest Self to Your Biggest Challenges by Amy Cuddy

Episode Transcript


[00:00:19.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[0:00:11.8] MB: Welcome to the Science of Success; the number one evidence-based growth podcast on the internet with more than three million downloads and listeners in over a hundred countries.

In this episode, we discuss the incredibly important thing that everyone, including you, gets wrong about presence. We explore how to prime yourself for the best performance in the moments of pressure and high-stakes situations where other people are watching and judging you. We look at the results from thousands of experiments over the last few decades to uncover the fascinating truth about power and powerlessness.

We share the exact strategy you can use to shift your brain into the mode that allows you to view the world as more friendly, helps you feel more creative and makes you into someone who consistently takes action. We dig into all of these and much more with our guest, Dr. Amy Cuddy.

Do you need more time? Time for work, time for thinking and reading, time for the people in your life, time to accomplish your goals? This was the number one problem our listeners outlined and we created a new video guide that you can get completely for free when you sign up and join our e-mail list. It’s called How You Can Create Time for the Things That Really Matter in Life. You can get it completely for free when you sign up and join the e-mail list at successpodcast.com.

You’re also going to get exclusive content that’s only available to our e-mail subscribers. We recently pre-released an episode in an interview to our e-mail subscribers a week before it went live to our broader audience. That had tremendous implications, because there was a limited offer in there with only 50 available spots that got eaten up by the people who were on the e-mail list first.

With that same interview, we also offered an exclusive opportunity for people on our e-mail list to engage one-on-one for over an hour with one of our guests in a live, exclusive interview just for e-mail subscribers. There’s some amazing stuff that’s available only to e-mail subscribers that’s only going on if you subscribe and sign up to the e-mail list. You can do that by going to successpodcast.com and signing up right on the homepage. Or if you’re driving around right now, if you’re out and about and you’re on the go, you don’t have, just text the word “smarter” to the number 44-222. That’s S-M-A-R-T-E-R to the number 44-222.

Do you feel uncomfortable and conflict with others? Do you experience fear and anxiety when dealing with tough situations? Most negotiation tactics and strategies assume you’re already a master negotiator with nerves of steel, but that’s the wrong starting place.

In our previous episode, we discussed how you can get comfortable with having tough conversations and build the foundation to become a real master negotiator, using a simple and easy-to-apply framework. We discussed how you can deal with tough situations and conflict from a place of poise, curiosity and conflict with our previous guest, Kwame Christian. If you want to feel more confident in the toughest situations of your life, listen to that episode.

Now, for our interview with Amy.

[0:03:20.2] MB: Today, we have another awesome guest on the show, Dr. Amy Cuddy. Amy is an American social psychologist, author and speaker. She currently lectures on the psychology of leadership and influence at Harvard University. She and her work have won several awards,  including being named one of the 50 women who are changing the world by business insider.

She’s the author of the 2015 bestselling book Presence: Bringing Your Boldest Self to Your Biggest Challenges. Her 2012 TED Talk is the second most viewed talk of all time. Her work has been featured in Time, Wired, Fast Company, NPR, countless academic journals. Amy, welcome to the Science of Success.

[0:03:55.5] AC: Thanks so much for having me, Matt.

[0:03:57.2] MB: Well, we’re very excited to have you on the show today and to dig into the meat of some of these – some of the work that you’ve done. I’d love to start out with presence. It’s something so simple and yet, people often view it as the wrong way, or misinterpret it. I’d love to understand when you talk about presence and its importance, what does it mean to you?
[0:04:17.0] AC: Yeah. I think when people hear the word and it is used a lot these days, especially when people are talking about things like mindfulness. It’s not well-defined in those context and discussion, so people are left to define it on their own. What I find they come to in their own process of defining it is that it must some permanent state that you get to if you do enough meditation retreats. It’s like a state that you get to where you’re always present and that’s not the way it works at all.

Presence, it is inevitably fleeting.  No one can be present all the time. It’s a momentary state. It’s not a permanent state. It’s the state in which you are attuned to and able to access and comfortably express your authentic best self. Now, authentic best-self, there is another phrase that I think is used all the time and not well-defined. Let me just take a moment to say by authentic, I don’t mean unfiltered, right? I mean, there are times where we need to be mindful of who we’re speaking with and be respectful in our interactions and you could still be authentic.

I’m talking about the person that you are in the best moments of your life. If you think back, over the last say two or three years, think about the very best moments. These moments would be times when you feel totally connected, you feel – is probably an interaction with other people, you feel like that connection is real and deep. You feel odd, you feel seen, you feel hurt and you feel that you’re seen in hearing them and you feel happy and relieved.

That’s your authentic best sell. The question is how do you bring that person to your most challenging situations where you’re least likely to be present, right? Because you’re so distracted by all of your fears. How do you bring that authentic best self, which probably happens in the moment of your life when you’re with people who you know and care about and love and trust? How do you bring that into interactions with new people, where you’re maybe pitching something, or interviewing or giving a talk? How do you bring it into those situations?

[0:06:37.0] MB: That’s a great fundamental question. I want to dig into it. Before we do, I want to just come back to something. I think you pointed out a really important major misconception that a lot of people have about presence. Tell me more about this idea that we can’t be present all the time and that it’s a fleeting state.

[0:06:54.6] AC: We’re human, right? There are always thoughts and distractions that are poking their heads in and pulling this away. That’s okay. We would be artificial intelligence if we were able to do that. I think that we have to let ourselves off the hook a bit around expecting ourselves to be present all the time. Even if you’re in a really engaging, say talk, or you’re watching a great movie. The things that still fully engage you, you’re still going to be distracted at moments. You might have to go to the bathroom. I’m just giving you a really simple idea that distracts you from being present, right? To let yourself off the hook that you just can’t be present all the time. It’s impossible.

[0:07:39.3] MB: How does this idea of the authentic best self interact with the concept of flow?

[0:07:46.0] AC: I think there’s a lot to it. I guess, I would say flow is a supreme state of this that lasts also a bit longer. It might be – certainly people are present in those moments, but they also may not be interacting with other people when they’re in a flow state. The presence that I talk about usually involves human interactions and the pressures that come from human interaction, like the feeling that people are judging us, or the feeling that the stakes are really high in this situation, and that throws us off from being able to hear what the other person is saying. Flow I do think lasts a bit longer. It’s like an extreme form of presence.

[0:08:30.9] MB: I like that distinction, the presence you’re talking about is about situations where we’re interacting with other people where the stakes are high, where we feel like we’re being judged. How do we bring presence to those types of situations and what prevents us from being present in those high-stakes environments?

[0:08:48.6] AC: Well, I think the key is that we feel powerless in these moments. Feeling that you’re being judged and being very focused on the outcome as opposed to the process. Again yeah, feeling that the stakes are very high make it really hard for us to even remember who we are, well enough to be able to access that person and present that person.

The interesting thing is that when we're not present, it reveals itself to others, right? In some ways, not being present which is the same as not bringing your authentic self to the situation, it looks like deception. I get into the lie detection work, which I think is really a fascinating piece that fits in here. When people are lying, so when they're intentionally deceiving, there are these tells, right? There these signs that not everyone, but most people inadvertently send signals that they're not telling the truth. The main one there is not eye contact. Eye contact is actually a very poor signal of lying, because people learn very different things from their parents about whether you should make eye contact when you're being questioned. They learn different things in different cultures. Men and women might differ on that. Introverts and extroverts differ.

What you are looking for are asynchronous between the words the person is saying and the body language the person is using, because when you're lying, you are suppressing one true story and you're telling another different false story. Each of those stories comes with a set of emotions. You're basically not only suppressing the story and you're good at doing that with words, but you're also suppressing the emotions that go with that story and you're trying to fake another story with words and also get the body language right to go with that. It's almost impossible for us to do that.

What happens is that we see these asynchronous between the emotions that go with the words and the emotions that are leaking out through people's body language. When you're nervous and not authentic, the same kinds of things happen. People seem asynchronous. They seem off. Their words don't quite match what they're doing with their bodies, because you have too much to think about and not enough cognitive bandwidth to be telling the story and also matching your nonverbals to it. That's too much choreography.

When you are present, the opposite happens, right? You become aligned and synchronous, your words match your body language, you're not getting in the way of yourself, you're being yourself. That's one thing that comes across to other people.

Another is that you believe your story and people hear that and see that, right? You buy what you're selling. If you think about the show Shark Tank, which is I think a guilty pleasure for many of us. I love a psychologist and body language person. I love analyzing what's happening on that show and trying to predict who's going to do well and who's not going to do well.

What I find is that the people who do the best and this is really clearly backed up by a lot of research, which I'll talk to you about in a minute, but is that the people who do the best are the ones who clearly buy what they're selling. There's no reservation. You can hear their conviction, their belief about what they're selling. That is so important. That's an important cue, right?

If you're not going to eat the cookie that you're selling, why would anyone else eat the cookie that you're selling? When you're present and bringing your authentic best self forward, you believe that self, right? That's what's happening. What the research shows is that that is a really important variable, this this authenticity variable. In studies that I’ve looked at, VC pitches, or job interviews that people who are – how conviction about who they are and belief in their story do much better. Then so I would say the third piece, so you now have synchrony between words and nonverbals, you have believe in your story.

The third and I think this is so important, because people often conflate these two concepts; when you are present, you communicate confidence, not arrogance. Arrogance is often seen as a sign of confidence. It's not. In fact, it's more closely related to what we would call fragile high self-esteem. It's people who report they have self-esteem, but they really don't. It can be punctured really easily. Confidence is a tool that invites people and it's appealing. People find it attractive.

Arrogance is exactly the opposite. It's a weapon. At the very least, it's a wall that you build to prevent people from challenging you, to intimidate them. No one likes arrogance. No one likes arrogance. They may not challenge you, but that's not because they believe you. It's because they want to get rid of you, right? Confidence is what you're going for, not arrogance. When you're present, you're able to be confident and really fully grounded in who you are. For that reason, you don't feel defensive when people challenge you, or push back. You feel like, “Huh, that's an interesting question and I want my idea to be as good as it can be, so let me try to engage with that.”

When you're arrogant, you're not going to be able to receive that pushback in a constructive way. Those three things together are great predictors of outcomes in things like hiring decisions and investments. They're not false signals. If you look down the road six months later after those people are hired, or after someone invests in them, these are the people who actually are doing better. They work harder, they are more creative, they're more likely to inspire people around them, they stay at the job longer.

[0:14:47.3] MB: I love this idea that we might get the words right when we're maybe being not as genuine as possible, or not as authentic as possible and we're not being our best selves, but it's often the nonverbals that creep in and communicate a different story. That's why people may feel something is off about a speech, or presentation, or a performance in a high-stakes moment when on the surface level, things seem fine. Tell me a little bit more about the science behind that and behind all these phenomenons.

[0:15:16.2] AC: Well, let me say a little bit about what's happening. First of all, the studies that I was talking about what's happening, I mean, the way that they're figuring out what is mediating the relationship between the person and the outcome is by having experts code the videos of these interactions on these variables that I listed; the confidence and authenticity and synchronous body language.

It's not that the people who are making the investment decisions know that's why they're doing it. They're not quite aware of why they like this person better. It's not something that they can quite articulate, which I think is really very interesting. What it comes down to is that people who feel powerful and by powerful, I'm not talking about power over other people, but power to do, power to bring that best self forth, belief in yourself, self-efficacy, agency. That's what I'm talking about; nonzero-sum power, which I call personal power.

People who feel personally powerful are able to be present and people who feel powerless are just not able to be to be present. When you look at the research on power, which is – and I'm not just talking about power posing. I'm talking about a much, much bigger, much broader area of research that it includes literally thousands of psychological experiments from the last couple of decades.

What you see is this really fascinating pattern. The pattern is this; when people feel powerful, it affects their feelings, their thoughts, their behaviors and even their physiology. When they feel powerless, it also affects those things, but in the opposite way. Let me describe it this way, when you feel powerful, it activates what we call the behavioral approach system. You feel more optimistic and more happy and more confident. You think more openly, more creatively. You do better on cognitive tasks. You generally see the world as a place that's filled with opportunities, not threats.

You see new people not as potential predators, or competitors. You see them as potential allies and friends. You are much more likely just to take action. When you feel powerless, you don't act. You freeze, or you flee, right? You don't take action when you feel powerless. When you feel powerful, you do. Including power on behalf of others. Think about all of the research on bystander non-intervention. Why do bystanders not intervene when they see a clear emergency?

When you look at some of this research on adults, you find that one of the strongest predictors is that people don't intervene, they don't act because they feel powerless. People who feel powerful are much more likely to step in and help a victim. This is not just a selfish, or a self-serving outcome. The last is that it affects your physiology in exactly the same way. People feel stronger, they feel less stressed, but you also see that their cortisol levels are lower, so that's one of your stress hormones. Their cortisol reactivity is less strong. In other words, when something stressful happens, their cortisol doesn't spike as high as it does for somebody who feels powerless. They live longer. They have a lower rate of stress-related illness.

All of that together, again think of as power allows you to expand and approach the world, right? The world becomes bigger and friendlier to you. Powerlessness does the opposite. When you feel powerful, you can be present. When you feel powerless, it absolutely blocks you from being present.

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[0:21:16.8] MB: Before we get too much deeper, I think it's worthwhile to dig into the difference between what you call personal power or power and what many people might have as a traditional understanding, or colloquial definition of power.

[0:21:32.1] AC: Yeah. It's funny, when I ask people if we’re doing a free association and I say the word ‘power’, what's the next word you think of? The word that comes up most often is corruption.

[0:21:45.3] MB: That's what I thought of.

[0:21:47.0] AC: Yeah. Did you? Right. That's fascinating, right? Because what that says to me is wow, the people have one definition of power. They think of power as political power. They think of it as hierarchical power. Then the cases that are most salient to them are those where you see a powerful person behaving in a way that involves corruption. The truth is that power does not corrupt. Power reveals. Power reveals who you are. Power only corrupts when it's interacting with other forces like certain personalities and all kinds of societal and economic pressures and structures that facilitate corruption.

The first thing is to make peace with the idea of power. It's okay to feel powerful. The second is to realize that power is not just power over others. It's not just controlling others, or controlling resources. It is again, it's about you feeling that you control your own resources, right, your own inner resources. The feeling that you have some control in your life, that you're not being controlled by other forces, that you're making those decisions and that you have this intrinsic feeling of motivation and control. Yeah, that's the power that I'm talking about. That power certainly doesn't corrupt.

Generally, I think it's good for all of us to feel that way and for you to want the people in your organization to feel that way. This is again, not zero-sum, it's not hierarchical. Everyone in your organization, people who work for you can feel powerful and it's taking nothing away from anyone else. It's only contributing to their ability to be present, to be passionate to show up to do their best.

[0:23:29.6] MB: Tell me more about the approach system and this idea that we expand into the world when we feel powerful.

[0:23:36.8] AC: I really think of it in this – I imagine this person stepping forward and opening their arms. Well, this sounds totally corny and I never thought of it this way, but the scene from Titanic where Leonardo DiCaprio and they were there standing at the front with their arms open. I mean, that's a moment of feeling really powerful, like very confident and connected and having a sense of agency and freedom, right?

Think of it as a power liberates you to be who you are. It frees you. That's really what the approach system is about. It’s about not going into you're terrified, fight, flee, or faint mode. It's the opposite of that. What happens in these stressful situations, say let's just use job interview, which is a stressful situation that almost everyone will encounter at some time in their lives.

Job interviews feel – they basically activate that fight, flee or faint system. The thing is that's adaptive. If you are actually being chased by a tiger, right? That's what you should do. You should run. When you're in an interaction like a job interview, that system doesn't help you at all, right? It's a flaw in the way that we're wired. What you got to figure out is how do you get in there and turn off that response? Instead, respond as someone who is – has composure, has confidence, has this feeling of power, knows that no matter what happens in this situation, they're not going to die, right? They're not going to die if they don't get the job.

[0:25:11.6] MB: I want to look at the flip side of this and start to understand why don’t people have power, why do people lose power, why do people feel powerless?

[0:25:22.0] AC: One thing is that when we begin to feel powerless, we consent to that feeling. We don't notice it as something that we should resist. We do just allow ourselves to fall into it. One of the things that I would love to do in the world is to get people to understand that people's psychological well-being, their subjective well-being is not just about happiness and lack of stress, because that's how people generally think of it.

When they think about like how well do you feel, they think well, “I'm happy and I'm not very stressed.” Those two things are important. I think there's now quite a bit of research on the importance of feeling a sense of purpose, so there's discussion about that. What I don't often hear people talk about and what ends up being a really important predictor of thriving is that people also feel that sense of agency. They feel they can get things done.

Think about if you were trying to improve, increase the well-being of a struggling society and you wanted to measure the long-term outcomes of that. You wouldn't just want to make them feel happy and less stressed, you'd also want to make them feel powerful, right? You want them to feel that they can change their situation, they can get things done. Not just continue to live as they are, right?

Power is such an important piece of your general well-being. As you start to feel less powerful and again, personally powerful, note that. Start to pay attention to the moments when you collapse. When do you start to slouch? When do you start to lower your eyes and maybe wrap yourself with your torso with your arms? Think about what people do when their team is losing, or when they are on the losing team in sports.

Sports has so much to teach us about these things. I'm a huge baseball fan, so I just finished watching the World Series and my team won. Go Red Sox, but it was very fun to watch what was happening in the stands, because you see as your team is struggling, everyone all of a sudden they have their hands on their faces. They're covering their eyes. They're touching their necks. They're doing all kinds of contractive body language. That's a sign of feeling powerless. 

It's what animals do when they don't have power. They're hiding themselves. They're making themselves invisible. They're making themselves small. That's a sign of feeling powerless, so when you notice that you're starting to do that, two things; try to figure out what was the stimulus that led you to react that way. What caused you to react that way? Because that gets you to know yourself and what are the cues that you should you get in touch with to understand when you're losing that sense of power, but also don't allow yourself to collapse. That's exactly when you actually need to physically expand.

Say you're giving a talk and you start to realize that you're doing nervous things like touching your arm with your opposite hand, or touching your face, or maybe you're speaking very quickly, which is another way of contracting. Instead of doing those things, slow down, open up your shoulders, take some deep expansive breaths and all of that will reset you. It triggers a relaxation response. It allows you to collect yourself, collect your thoughts. It certainly does not signal powerlessness to an audience, because pausing and slowing down does exactly the opposite. It signals power. All of those things are ways in which you can resist collapsing into that feeling of powerlessness.

[0:29:04.3] MB: From a larger perspective outside of just moments of powerlessness, what causes people to be or feel powerless in their lives?

[0:29:14.2] AC: Well, lots of things. I don't want to dismiss all of the structural and institutional and real things that make us feel powerless, like systemic prejudices and for all kinds of unfair inequalities. Illness, right? Losing a job. In fact, chronic unemployment is the strongest predictor of unhappiness and powerlessness, especially for men. That's a very strong predictor of long-term power, feelings of powerlessness and depression.

There are a lot of things that can do it, and I'm not saying that it's easy to make yourself feel powerful, but you have to try. You have to at least resist that urge to contract and hide and go into the fetal position.

[0:30:00.8] MB: I think my perspective on it at least and I'm curious what your perspective is, the most effective strategy if you're in a tough situation like that is to try and create agency for yourself, try and create action, try and create results and having the mindset of or being in a place of powerlessness is often the most counterproductive thing you can do in those types of scenarios.

[0:30:20.6] AC: Yeah, exactly. I mean, it's because you're also ceding control of your own outcome and your own thoughts. You end up leaving those situations with a sense of regret, as opposed to a sense of satisfaction. One of the interesting things about these stressful situations where people feel present or not present, or powerful or not powerful is that when people feel powerless, they don't feel they've been seen. They leave something like a job interview feeling like, “Ah, I wish I had shown them who I am.”

They leave with a sense of regret and they can't get themselves out of the cycle of wanting to do over, but you don't get a do-over. You just have to move on and not pick up another piece of baggage that you carry in with you to the next situation that looks the same way. People often, that sense of regret is all about what happened in that moment. It's not actually about the outcome. When people feel present and powerful in something like a job interview, when they leave they feel satisfied and they feel much more accepting of the outcome, even if it's not the one they desired. They feel that what happened was fair, that they were seen, they were heard and if they weren't chosen, that's okay. Maybe there was somebody who is a better fit. It doesn't reflect so strongly on them in a negative way.

I think that for me, I very much do focus on these feelings of expansiveness versus contractiveness and what you can do to prepare yourself before you go in, because one thing that people are not great at doing when they feel bad about themselves is telling themselves that they're powerful. When you feel anxious and powerless and then you tell yourself, “Oh, no. I'm actually powerful,” now you just feel you're lying to yourself. It can make it even more salient, so you can get a rebound effect, a heightened sense of powerlessness.

We're not very good at talking ourselves down off the ledge, but we are good at walking ourselves down off the ledge at changing the way we carry ourselves, the way we breathe, the way we move, our speech, our posture, all of those things. Again, not just about standing like a superhero. There's so much more research out there from many different fields that show the same pattern. When we expand, we feel powerful and we can control our expansiveness.

If you start from the head down to the feet, it's a ways to expand. I've already mentioned this, but speak more slowly. Studies done at Stanford GSB, researchers like Deb Grunfeld have found that when you get people to slow down their speech, they feel more powerful and others perceive them as more powerful. Slow your speech. Breathing, right? Do you breathe shallowly, or do you breathe deeply? When you breathe deeply and expansively and really fill your lungs, you are triggering what's called the relaxation response. That is a complex circuitry in your mind that's telling your body that you are not in a threatening situation. You are in a safe situation. You don't go into fight, flee or faint mode. You feel comfortable.

There you've got just two things that you can do starting at the head. Certainly, even simple posture like sitting up straight is a way of expanding. Your shoulders should be back and down and your chest should be open. You should basically do what you would do when your grandmother might have told you to sit up straight. Studies show that people who are clinically depressed, if you get them to sit up straight for just two to three minutes which goes against the typical posture of someone who's depressed, they feel significantly happier. The same then applies to people who are not depressed as social psychologists have shown.

Then you have complex posture, which is what I've been studying is the various ways in which we expand in more complex ways, not just sitting up straight, so having your limbs away from your torso, having your feet apart. When you do that before you go into a stressful situation, you feel more powerful. You don't do it while you're in the stressful situation, because it comes across as really rude, right? You're not going to man spread when you're sitting in a job interview, you're not going to stand like a superhero or in the victory pose when you're in a job interview, but you can do it in advance.

Even movement. Studies by a guy named Nico Troya whose Queens University outside of Toronto, shows that even walking changes the way we feel. When we feel happy for example, we walk in a more expansive bouncy way. When we feel sad, we get really contractive. When he has people walk in this way that mirrors happiness and they don't know that that's what they're doing. They just know they're walking in a way that matches what they're looking at on a screen, they end up feeling happier and more powerful than people who walked in this contractive way.

All of those things override the doubts that happen when you're trying to change your mind with your mind. Instead, use your body to change your mind. Carry yourself in an expansive way with a sense of pride, with a sense of purpose, right? When you carry yourself that way, that's the world that manifests in front of you.

[0:35:33.7] MB: That's exactly what I wanted to get into next. Tell me more about the notion of the mind; mind connection versus the mind body connection.

[0:35:42.4] AC: The body and mind connection encompasses so much different work. So much of that is important, right? Cognitive behavioral therapy for, example. I mean, certainly in many cases for many people, that's a hugely important part of reducing stress, or improving your mental health. I don't mean to be dismissive of it. Again, if we're talking about performance in stressful situations, we're just not very good at talking ourselves out of feeling bad, especially when we're anxious.

The body overrides that. The body skips that step. If the body is acting as if it's not threatened, the mind begins to fall in line what the body is doing. We're animals. This is a very basic primitive reaction. I mean, the same is true – there's a woman who is a horse trainer who I talk to quite often, who's developed this technique, she works with very submissive shy horses. Her job is to bring them out of their shells. What she finds is that firstly, horses can't talk themselves out of it, right? They're just not able to. The horse trainer can't talk them out of it.

She changes their body language through these different kinds of games and interactions, so that eventually she gets them to behave in a way that emulates the airs and graces of powerful horses. When they do that for a period of time, it’s like it snaps them out of it and they come out of their shell and they become much more willing to interact with other horses. Their health improves, they're more likely to be able to go to competition and do well in competition. It just goes on and on. The same is true for humans. I think in these moments of anxiety, remember that you're an animal. Use some of these very primitive approaches to snap yourself out of it.

[0:37:32.9] MB: What a great example. It crystallizes things, because as you said, you can't convince a horse to come out of that behavior pattern. Yet, just with an intervention at the mind/body level, you can create behavior change.

[0:37:46.8] AC: Right. When you think about – Just another example, because people often ask me this when it comes to – athletes often ask me this. Well, what about visualization? Think about an alpine skier visualizing the course before the gates open. Does that mean that that doesn't work? I would say no, it doesn't mean that. An alpine skiers, let's talk about Lindsey Vonn and you often do you see her before – I do. I love watching ski racing. You see her before she races with her eyes closed and she's – you see her gently going through the motions of going down that course.

There is a physical piece. She's also visualizing the course and she's visualizing how she wants to do as she skis down through that course. Does that work for her? Hell yeah. It's definitely working for her. Lindsey Vonn is not necessarily feeling incredibly stressed and self-doubting before every race. The point is that we're really not good at that when we are feeling self-doubting and anxious already off of that.

[0:38:50.8] MB: Another piece of this that I want to dig into is imposter syndrome. How does that play into all of us?

[0:38:56.5] AC: Imposter syndrome is not just about feeling powerless. It's about feeling powerless, it's about feeling that you somehow accidentally got the job, or the award, or whatever it is and that you're going to be found out at any moment. It also involves what we call pluralistic ignorance, which is we think that everyone else who has that job or goes to that fancy school is feeling great and confident and deserving. They're not. Impostor syndrome is so pervasive when you take places, like at Harvard Business School for example, 75% to 85% of students report feeling imposter syndrome, right?

Other people are not walking around feeling like, “Oh, I totally deserve to be here.” They're feeling the same kinds of doubt. I think the first thing is to realize that you're not alone. Everyone is feeling imposter syndrome at some point in their lives. If you are in a situation with people who've really excelled and in a competitive situation, chances are a lot of people are feeling that way. They're feeling that if they really put themselves out there, someone's going to realize that they were an admissions mistake and come and tap them on the shoulder and say, “Sorry, but we made a mistake and you have to leave,” right?

Impostor syndrome definitely is coming from a seer, a feeling of powerlessness, but it becomes even more complex in how we think about it. Now when – and it's very context specific. People could feel like an impostor say at Harvard Business School when they're being a student and go home and feel totally fine and not feel like an impostor with their spouse, right? It's not that you're walking around feeling powerless all the time. You're feeling powerless and as if you're an impostor in this one particular context.

When impostor syndrome was first studied in this 1970s by a woman named Pauline Clance, she originally thought that it was much, much more common among women than men. Then she learned pretty quickly that it wasn't. It was just that women were more comfortable telling her that they were feeling that way. Women are more comfortable talking about it. This is one of the ways in which gender stereotypes I think really hurts men. Men feel that they're not allowed to talk about those things, to share those kinds of fears and weaknesses and vulnerabilities. As a result, the research and the therapy around impostor syndrome was first focused just on women.

She realized that as soon as she was doing rather than interviews anonymous surveys, men were reporting impostor syndrome at exactly the same level as women. Men are feeling like impostors. I think the burden on men – so this whole idea that it's a woman's problem is not only bad for women. I think it's bad for women, because it's like another thing to heap on top of the pile of all of these things that women are afraid of. It's also a burden on men, because men believe that men generally don't feel like impostors and you do feel like an impostor, that's really going to make it even harder on you. Let me just rest assured to all the men in the audience, most of the men that you know, 85% of them probably have felt like imposters.

[0:42:05.0] MB: It's funny, I out of college for number years I worked at Goldman Sachs and in my analyst training for the first six weeks on the job is crushing impostor syndrome the entire time. I know exactly what it feels like.

[0:42:17.3] AC: Yeah, yeah. Probably almost everyone in your group felt the same way.

[0:42:21.5] MB: What can we do to overcome, or deal with impostor syndrome, other than the awareness that it's so prevalent?

[0:42:28.8] AC: Well again, notice when you feel it. What are the things that make you feel it often? It's funny and counterintuitive, but things that make people feel like imposters are the things that make you look the exact opposite of an impostor to outsiders. Winning an award for example, being recognized publicly for something that you did well, that makes impostor syndrome momentarily or for a brief period of time worse for a lot of people.

Realize that the reason you're feeling that way when those things happen is just because you're feeling very – because it's public, you feel exposed and you feel more afraid that you're going to be found out. Knowing what are the things that stoke that feeling for you is important and knowing that as you learn the ropes, you're going to get over that. One of the people that I talk to in the book is the wildly successful sci-fi writer Neil Gaiman, who's written two dozen international bestselling books. I'm sure, many people in the audience will know who he is. He's also just a delightful genuine, open person who admits to feeling an imposter syndrome.

He was talking to me about a time when he was writing this book called American Gods, which was going to be his big, big novel and he was talking to a friend of his, a writer, mentor of his. He said something like, “I think I've gotten over the imposter syndrome. I think I finally figured out how to write a novel.” His friend says, “You never figure out how to write a novel. You just figure out how to write the novel that you're on, right? The one that you're doing now.”

The idea is that it's this game of whack-a-mole. It's going to keep on popping up again, but don't panic about it. Go, “Okay, I noticed that feeling. I'm going to let go of it now and not perseverate or ruminate about it.” Eventually it just goes away. You might feel it again when you go into a new context. Maybe that's a good thing. It means you're challenging yourself or you're doing things that they're making you push yourself.

[0:44:34.8] MB: For listeners who want to concretely implement some of the tactics, themes, ideas that we've talked about today, what would be one piece of homework that you would give them to really concretely use these ideas in their lives?

[0:44:49.5] AC: Let's just talk about the expansive – the body-mind piece. I would say first of all, before you go into a stressful situation, prepare by using expansive postures; the warrior pose in yoga, stretch out, make yourself as big as you feel comfortable doing, but in private, right? Not in front of other people. You want to do it in private, because you don't want to feel – you don't offend people, but you also don't want to feel that you’re being judged. Do that before you walk in.

When you walk in, use posture that have a good posture. Carry yourself with a sense of pride, but not in a way that's domineering. You're not challenging somebody to a duel, you're trying to have an interaction where you connect with them, where they see you as confident, but they also see you as likable and trustworthy and engaged and as somebody who wants to be there, who doesn't feel that he or she is the most important person in the room, but is someone who's there to connect.

Huge, big poses before, reasonable good posture during and use also open gestures. Gestures, palms up for example, that show that you are comfortable being there. Mind your posture throughout the day. If you're sitting over your computer a lot, or over your phone which we find is hugely problematic and causes what we call text neck, or eye posture, people really begin to hunch and that does affect the way they behave and it activates the inhibition system.

If you're staying a lot of time on your phone, try to change how you're holding your phone. I'm not going to tell you to put your phone down, because I know how hard that is to do. What we see is that people who sit back and have their – hold their phones up over them as opposed to hunching over them, they don't seem to activate the inhibition system in the way that the people who are slouching do.

Mind your posture. Realize what your – notice the times when you start to slouch and make yourself small and see what you can do to correct that. The other is pay attention to other people's posture, right? When you're in an interaction, remember that presence begets presence. When you're present, you are inviting others to be present. When you're present, you're saying I am authentic. I am here. You can trust me. They respond in kind.

What you want to do is pay attention to times when they're using body language that looks powerless. If their body language changes and suddenly they close off, try to figure out what happened. How can you get things on track again?

[0:47:23.0] MB: For listeners who want to find you, the book, all of your work online, what is the best place for them to do that?

[0:47:29.4] AC: I would say I'm very active on Twitter and I'm AmyJCCuddy, so two Cs, because I have two middle initials. Do you look for me there. You can look for me at amycuddy.com, or amycuddyblog.com, but I think the book is really a useful and practical and very strongly evidence-based guide to understanding what's happening to your body and mind in these stressful situations, how you can overcome it. Please do look for the book Presence: Bringing Your Boldest Self to Your Biggest Challenges.

Obviously, you can buy it online. I always encourage people to buy from their local, their indie bookstore, because I certainly love those places and would like to see them succeed, but it's widely available and it's now in 34 different languages. It's available all over the world. For many of you, even if you're not native English speakers, I hope that it will be available in your native language.

[0:48:21.1] MB: Well Amy, thank you so much for coming on the show, for sharing all this wisdom, all these practical strategies. It was a great conversation.

[0:48:28.2] AC: Thanks so much.

[0:48:29.6] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Remember, the greatest compliment you can give us is a referral to a friend either live or online. If you enjoyed this episode, please leave us an awesome review and subscribe on iTunes because that helps boost the algorithm, that helps us move up the iTunes rankings and helps more people discover the Science of Success. 

Don't forget, if you want to get all the incredible information we talked about in the show, links transcripts, everything we discussed and much more, be sure to check out our show notes. You can get those at successpodcast.com, just hit the show notes button right at the top. 

Thanks again, and we'll see you on the next episode of the Science of Success.


November 15, 2018 /Lace Gilger
Influence & Communication, Weapons of Influence
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How You Can Be More Confident In Tough Situations, Conflicts, and Negotiations with Kwame Christian

November 08, 2018 by Lace Gilger in Influence & Communication, Weapons of Influence

Do you feel uncomfortable in conflict with others? Do you experience fear and anxiety when dealing with tough situations? Most negotiation tactics and strategies assume you’re already a master negotiator with nerves of steel - that’s the wrong starting place. In this episode we discuss how you can get comfortable with having tough conversations and build the foundation to become a real master of negotiation - using a simple and easy to apply framework. We discuss how you can deal with tough situations and conflict from a place of poise, curiosity, and confidence with our guest Kwame Christian. 

Kwame Christian is a business lawyer and the Director of the American Negotiation Institute where he puts on workshops designed to make difficult conversations easier. As an attorney and mediator with a bachelors of arts in Psychology, a Master of Public Policy, as well as a law degree, Kwame brings a unique multidisciplinary approach to the topic of conflict management and negotiation. He also hosts the top negotiation podcast in the country, Negotiate Anything.

  • Should we hide from conflict or should we seek it out and embrace it?

  • Avoiding conflict is human, but it’s not healthy

  • Do you lack confidence in tough situations and conflict?

  • Do you experience fear and anxiety when you’re in a situation of conflict?

  • “Giving recipes to people who are afraid to get into the kitchen"

  • Powerful tactics and strategies don’t matter if you’re unable or unwilling to enter conflicting situations in the first place 

  • When people are afraid - their limbic system lights up and their prefrontal cortex is less active - your rational decision-making shuts down and you react more emotionally 

  • Cognitive Behavioral Therapy - an action oriented approach to pushing past phobias, fears, anxieties and more

  • Rejection Therapy & exposure therapy - how to build the skillset of mental toughness 

  • Be intentional about exposing yourself to difficult conversations

  • “Give me the difficult conversations and I will do it"

  • By forcing yourself into difficult and tough situations - your brain actually changes (via neuroplasticity) and it gets easier over time 

  • How do you negotiate with someone and move them out of a negative place / negative emotional state so that you can help get what you want out of a tough situation?

  • 3 Step Framework

  • Step one is to Acknowledge Emotions

    1. Get Curious with Compassionate Curiosity

    2. Engage in Joint Problem Solving / Collaborative Negotiation 

  • It’s not that someone is crazy, it’s that you’re talking to their inner child, even though they are an adult - speak to the that inner two year old, acknowledge their emotions, then help move beyond them

  • How do you use the tool of “Acknowledging Emotions"

  • Put it on YOURSELF, not on you “If I was in this situation, I would feel X (frustrated, etc)"

    1. Tell me more about what you’re experiencing?

    2. The goal is to help them get it out of their system?

  • Then transition to "compassionate curiosity"

  • How can we help you feel more secure?

    1. How can we help you solve this problem / situation?

  • Often times people’s emotions will be hidden under a veil of professionalism - exploring the emotional side first helps to defuse them

  • When exploring emotional issues - use the past tense

  • When you shift to compassionate curiosity - it starts to begin looking to the future

  • With compassionate curiosity - start really broad - then begin narrowing your focus

  • So, what are you looking for?

    1. They will signal what’s important to them, then you get more and more specific 

  • A complex problem doesn’t necessarily require a complex solution 

  • Why is preparation so important?

  • The power of joint problem solving and joint brainstorming to develop a collaborative approach to solving problems 

  • The rule of thumb of when to make the first offer - when you know MORE than the other person - or at least as much as the other person - then you should make the first offer 

  • Above all else an offer is information

  • There is a common misconception that you should never make an offer first 

  • The first offer that goes on the table will have a disproportionate amount of influential power 

  • Your first offer / anchor needs to pass the “because” test - as long as you can justify it in some way, it will impact and frame the negotiations 

  • The “copy machine” experiment

  • False Belief Negotiations is a zero sum game.

  • There is a difference between conflict and combat. Conflict is an opportunity to solve problems and learn more, there is a big difference. 

  • Negotiation isn’t the art of deal making, it’s the art of deal discovery 

  • 3 Pillars of Negotiation

  • Get more of what we want

    1. Get less of what we don’t want

    2. Strengthen relationships 

  • Even if you don’t get a deal, there is still value to be achieved from a negotiation

  • Homework: Take action - don’t avoid conflict, look at it as something to approach and use it as a Tool to strengthen your skills - find and seek out small conflicts 

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Show Notes, Links, & Research

  • [Podcast] Negotiation - How to Improve Decision Making with Matt Bodnar

  • [SoS Episode] Proven Tactics For Getting What You Want & Persuading Anyone With Master Negotiator Kwame Christian

  • [TEDTalk] Finding Confidence in Conflict | Kwame Christian | TEDxDayton

  • [SoS Episode] Your Secret Weapon to Becoming Fearless with Jia Jiang

  • [SoS Episode] Embracing Discomfort with Matt Bodnar

  • [Article] In-Depth: Cognitive Behavioral Therapy By Ben Martin, Psy.D.

  • [Book] How to Talk So Kids Will Listen & Listen So Kids Will Talk by Adele Faber and Elaine Mazlish

  • [Article] When to Make the First Offer in Negotiations by Adam D. Galinsky

  • [Book] Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini Ph.D.

  • [SoS Episode] How a Judge Literally Rolling Dice Could Get You Double The Jail Time - The Anchoring Effect with Matt Bodnar

  • [SoS Episode] Simple Strategies You Can Use To Persuade Anyone with The Godfather of Influence Dr. Robert Cialdini

Episode Transcript


[00:00:19.4] ANNOUNCER: Welcome to The Science of Success. Introducing your host, Matt Bodnar.

[00:00:11] MB: Welcome to The Science of Success, the number one evidence-based growth podcast on the internet with more than 2 million downloads, listeners in over a hundred countries and part of the Self-Help for Smart People Podcast Network. 

Do you feel uncomfortable in conflict with others? Do you experience fear and anxiety when dealing with tough situations? Most negotiation tactics and strategies assume you're already a master negotiator with nerves of steel. But that’s the wrong starting place. In this episode we discuss how you can get comfortable with having tough conversations and build the foundation to become a real master of negotiation using a simple and easy to apply framework. We get into how you can deal with tough situations and conflict from a place of poise, curiosity and confidence with our returning guest, Kwame Christian. 

Do you need more time? Time for work time, for thinking and reading, time for the people in your life, time to accomplish your goals? This was the number one problem our listeners outlined and we created a new video guide that you can get completely for free when you sign up and join our email list. It's called How You Can Create Time for the Things That Really Matter in Life. You can get it completely for free when you sign up and join the email list at successpodcast.com.

You're also going to get exclusive content that's only available to our email subscribers. We recently pre-released an episode and an interview to our email subscribers a week before it went live to our broader audience. That had tremendous implications, because there is a limited offer in there with only 50 available spots that got eaten up by the people who were on the e-mail list first. With that same interview, we also offered an exclusive opportunity for people on our e-mail list to engage one-on-one for over an hour with one of our guests in a live exclusive interview, just for e-mail subscribers.

There's some amazing stuff that's available only to email subscribers that's only going on if you subscribe and sign up to the email list. You can do that by going to successpodcast.com and signing up right on the homepage. Or, if you're driving around right now, if you're out and about and you're on the go, you don't have time, just text the word “smarter” to the number 44222. That's S-M-A-R-T-E-R to the number 44222.

In our previous episode, we discussed how to deal with never feeling like you're enough. Showed you how to overcome the insidious trap of people pleasing, looked at the most effective treatments for OCD, panic attacks, anxiety and stress, discovered the dangers of toxic perfectionism and how it might be holding you back, told you why should is a dangerous work and much more with our previous guest, Taylor Newendorp. If you want to banish procrastination, people pleasing and anxiety from your life, listen to that episode. 

Now, for interview with Kwame. 

[00:03:03] MB: Today we have another exciting guest back on the show, Kwame Christian. Kwame is a business lawyer and the director of the American Negotiation Institute, where he puts on workshops designed to make difficult conversations easier. As an attorney and mediator with a bachelor’s of arts in psychology and a master’s in public policy as well as a law degree, Kwame he brings a unique multidisciplinary approach to the topic of conflict management and negotiation. He also hosts the top negotiation podcast in the country; Negotiate Anything. 

Kwame, welcome back to The Science of Success. 

[00:03:34] KC: Thanks for having me, Matt. It’s a pleasure to be back. 

[00:03:36] MB: We’re excited to have you back on the show. Longtime listeners will deftly know that negotiation is a topic that I'm a huge fan of, kind of digging deep on and one of the most popular kind of topics that we talk on the show. So there's definitely a lot of meat and a lot of things to kind of dig into, and you’ve been on to a lot of stuff since you were last on the show. 

[00:03:54] KC: Absolutely. I would say the highlight since being on the show is having the celebrity name, the Matt Bodnar on my show, the Negotiate Anything podcast, to share his knowledge on negotiations. That was pretty cool. But since then, I've done a TED Talk called Finding Confidence in Conflict, where I introduced the new concept called compassionate curiosity and did pretty well, and since then it's taken me on this journey where more and more people were asking me to elaborate on that idea. So it’s leading to a book. So by the time this episode airs, the book will be out, and it's called Nobody Will Play With Me: How to Find Confidence In Conflict. 

[00:04:33] MB: So let's dig into that, that kind of idea, confidence in conflict. A lot of people, and I think a huge majority of people probably actually sort of seek out to actively avoid and steer away from conflict usually in their lives. Is that a healthy sort of habit or practice or should we be kind of embracing conflict or even seeking it out in some cases?

[00:04:53] KC: It is something I see all the time. Is it healthy? No. But is it human? Yes. It's a defense mechanism, and what's interesting is before I did the TED Talk, as somebody who believes in evidence-based approaches to solving problems, I surveyed the audience. I asked my audience of the podcast, “What is your biggest concern? What do you need help with? What would you like to hear?” 

For me as a lawyer, I’m strategists. I’m a tactician. I really like getting into the nitty-gritty, and I was really shocked to hear what people said. They said their biggest issues are, first, they don't have confidence in these conversations. Secondly, they’re experiencing a lot of fear and anxiety before and during the conversations. Lastly, when they're in the midst of the conversation, they feel as though they don't know what to say. 

That really forced me to change my approach and help people to feel more confident and address that foundational issue first. I realized that in the past I was essentially giving recipes to people who are afraid to get in the kitchen. So it really forced me to change my approach and it’s been helping people. So now people are more confident and actually moving towards these conflicts, because they’re seeing it as an opportunity to get more of what they want, avoid things that they don't want and strengthen the key relationships in their lives. 

[00:06:09] MB: I love that analogy of giving recipes to people who are afraid to go into the kitchen, because I mean it's such an important skillset, and yet I think that sort of framework that the fact that the fear and anxiety of these tough situations holds people back from ever even kind of coming to the table in the first place is a tremendously common problem I think, obviously, with negotiation, but really if you look at it in a ton of different kind of endeavors. 

[00:06:32] KC: Absolutely, and that’s the thing. It really hit me hard, because I would have these very nuanced episodes that introduced tactics and strategies that are powerful and evidence-based, but then I realized it doesn't matter if people are unwilling or unable to use them in the heat of battle. 

So when you think about it psychologically, when somebody's engaged in a difficult conversation and they are feeling emotional about the situation, they’re afraid, there's a lot of activity going on in the limbic system. What we found is that when there is a significant amount of activity on one brain structure, it takes away energy from the other structures. 

For example, the prefrontal cortex, where we have logical reasoning, is not as engaged. So what we’re finding in addition to that is that when you're stressed out in these conversations, your body is going to be filled with cortisol, the stress hormone, which clouds your judgment and ability to think clearly. At the time when we need to be at our best cognitively, we are inhibited significantly. So that's why it forced me to realize we need to address these foundational issues of fear and anxiety, and when it comes to the strategies we use during the conversations, we need to simplify it and give people a tool that they would actually be able to use easily in the midst of a conflict. 

[00:07:49] MB: Let's dig into that. How do you think about dealing with that fear and anxiety that often kind of comes up around conflict and negotiation and having difficult conversations?

[00:08:00] KC: As a young Kwame, I wanted to be a clinical psychologist. One of the things that I really enjoyed learning more about was the cognitive behavioral therapy. So it's a really action oriented hands-on approach to moving forward when it comes to pushing through phobias, anxiety, fears, those types of things. When it came to negotiation and working with people and teaching them how to be better at conflict, it forced me to realize that I can use this same kind of approach when it comes to making people more confident and feel less fear and stress during the conversations. 

On my podcast and in these sessions that I do when I go and travel the country and do these conflict management and negotiation seminars, I encourage people to do what I call rejection therapy, where they actually seek rejection. So it's mundane everyday situations where you take the opportunity to ask for what you want to kind of fabricate that fear of rejection, because that’s one of the biggest fears that people have. What you do is slowly you become desensitized to it. So it's taken from the idea of exposure therapy. 

For instance, if you're afraid of spiders and you have a therapist that’s working with you, what they would do is they would first have you look at a picture of a spider from a distance and then slowly bring the image of the spider closer. Then maybe have you see a real spider from a distance and then have you bring the real spider closer, and these are separate sessions. Then eventually you get to the point where you might be able to sit in the same room with your heart rate not being too excessively elevated and then maybe even to the point where you could touch it. 

I want people to be intentional about exposing themselves to these difficult conversations, because it's going to make you stronger for the next one, and there are opportunities to practice these techniques that we teach on the podcast and the framework that I introduce in the book. 

[00:09:56] MB: It’s such a great toolkit, and we've actually had Jia Jiang who had a TED Talk that sort of really popularized rejection therapy on the show. So we’ll throw that episode in the show notes. But I couldn't agree more, that intentionally kind of facing your fears, getting uncomfortable is such a powerful framework and powerful method for building those skillsets of kind of mental toughness and emotional resilience, right? We kind of talked about what we sort of call the sphere of discomfort, which is basically this idea that the options and opportunities available to you are only as big or as good as your ability to sort of get uncomfortable. The more you do something, like the first time you do anything, it’s kind of scary and new and frightening, and if the 50th time you do it, you’re kind of getting the hang of it. The thousand time you do, you're practically bored, right? It such a relevant and useful tool of building up that emotional skillset. So I think it's a really good strategy. 

[00:10:50] KC: Absolutely, and I'm glad you mentioned him, because I was just finishing up a chapter in a book called Confidence, and there is almost an entire page dedicated to explaining that TED Talk, because it really forced me to realize like this is something that I could overcome. I remember when I was younger and I discovered that TED Talk, I was working at a nonprofit Institute, and one of the things that they did was they offered professional development training and job opportunities for youth that were disadvantaged. 

For example, you needed to be below a certain level of income in order to participate in the program. For a family of four, it was about $56,000, and if you had one penny more, then you were poor, but not poor enough to take it vantage of the program. What we had to do is intern coordinators was to have those difficult conversations with people and let them know that even though they were so excited to take advantage of this opportunity, they didn't meet the income requirements, and it would break our hearts, it would break their hearts. It was incredibly difficult. 

After watching that Ted Talk, what I did is I told my colleagues, “Listen, everybody that you have to reject for this particular reason, give them to me. I'll have the difficult conversation and I will do it,” and this was one of the hardest things to this day still. One of the hardest things I ever did, but I forced myself to do it just so I could become a little bit more comfortable. Did I ever become fully comfortable? No, but I was at least comfortable enough to take committed action and I carry that strength with me now even today. 

[00:12:25] MB: Wow! What a great example of how to really kind of concretely implement that in your life and sort of step up to the plate. I'm sure it wasn't hard to convince those people to give you the difficult conversations, right?

[00:12:36] KC: No. They were very happy. 

[00:12:38] MB: I mean, it kind of reminds me of firing people too, right? The first time you fire somebody, it's really scary and kind of awkward and then by the time you – I don’t know how many people are listening who’ve hired a lot of people, but I fired a fair amount of people over the course of my career, and like the more you do it the more you realize that it's actually almost like cathartic and can be really sort of healthy to fire somebody once you realize that there is a misalignment. But to get to that place, you have to kind of soldier through all these really uncomfortable conversations to get to sort of the position where you have a really healthy perspective. 

I mean, I've been in situations where we had to fire a long time employee and they literally like thanked us and we’re like so grateful and happy and like felt like they were sort of being freed to pursue this new opportunity, but without the developing, building that kind of muscle and getting in those difficult conversations, you're never able to really truly do that. 

[00:13:28] KC: Absolutely, and I love the term that you used where you said soldiering through. Right now I'm reading a book on neural plasticity, and it's about how you can actually change your brain structures and the wiring of your neurons through action and consistent action. I'm realizing now when it comes to these difficult conversations and soldiering through, like you said, and consistently putting yourself in the position to have these conversations, you're actually changing your brain, their different connections. Because as they say, neurons that fire together, wire together. So these connections become stronger. So that's why it gets easier overtime, because your brain is actually changing. So it's a mental workout. It's like another body part. The mechanics of it and the structure can change based on the experiences that you put in front of your brain. 

[00:14:18] MB: I think that’s a great way to phrase it too, is the mental workout, right? These kind of rejection challenges or difficult conversation challenges are a great way to work out your brain, work out that skillset so that when you step up to the table at a really kind of tense, high-stakes negotiation, you're much more comfortable and much more confident. 

[00:14:37] KC: Absolutely. The thing is too, the way I look at this, is like a sports psychologist. When you look at sports psychology when it comes to athletes, they realized that, of course, the athletes need to have a firm physical foundation and then they also have a firm technical foundation. But what they're realizing more and more is that we need to have a firm psychological foundation too. I think it kind of takes people off guard when I go into the companies and I’m working with their negotiation teams or their HR teams and I start off by talking about these things that most people would consider soft, like talking about emotions and psychology. But then as we go through the process, they realize, “Wow! This is important.” It’s important, because it not only helps me to understand myself on a deeper level, but it also helps me to understand others on a deeper level. A lot of times during these conversations, because the other person isn't as emotionally aware, we find ourselves having to ask questions in unique ways, in strategic ways to lead them from a specific mental state that is unproductive to a place where they can actually process the high level information and arguments that were given to them. 

[00:15:44] MB: This might be a little bit of a sidetrack, but I want to dig into that sort of skillset as well, because I think that's something that has been really impactful for me. How do you think about kind of using questions and using the right sort of framing to get somebody out of sort of a hole that they've trapped themselves in from a positional standpoint or kind of an emotional state that’s really unproductive for what you're sort of trying to negotiate towards?

[00:16:09] KC: Yeah, I have a story for this that could help. I am the father of an almost three-year-old. So every morning I'm in hostile negotiations. As I was trying to think through the steps of compassionate curiosity and how I could apply it to negotiation, this situation came up with Kai. So every morning before we would go to school he would fight me on the same topic. My wife is a doctor, so she has to go in early, so I take him to daycare. 

What I would do is I would say, “Kai, it's time to go to school,” and he would say, “I want mommy,” and then I’d say, “Kai, we need to go to school. Mom is not here.” “No, I want mommy,” then he would cry.” 
So what he would do is he would start off the morning just telling me everybody he loved more than me. First, it would be, “I want mommy.” Then he would say, “I want grandma,” and then he would say, “I want uncle Kobe,” and that was a bit hurtful, because that's my brother who lives in a different city. This was the last draw for me. He said, “I want Buxton,” and Buxton is my brother's dog, and I realized I had a problem on my hands. 

So I read this book called How to Talk So Children Would Listen and Listen So Children Would Talk, and what they said was you need to acknowledge emotions. So I said, “Okay. I’ll give it a try. Let’s try it out.” So the next morning I went up to Kai and I said, “Kai, it’s time to go to school,” and he said, “I want mommy. I don’t want to go to school.” I said, “Do you love mommy?” “Yeah, I love mommy.” “Do you wish mommy were here?” “Yeah, I wish she was here.” “How about you say, “I love you mommy?” and he would say, “I love you mommy.” “Okay, Kai. Are you ready to brush your teeth?” “Yeah, I'm ready to brush my teeth.” 

So that's an example of where what he was requesting was substantive. He wanted his mother. That's a tangible request. But what he was really saying beneath the surface, it was an emotional request. He wanted me to acknowledge and respect the fact that at this moment he was missing his mom, that he was willing to accept the fact that she wasn't there, but he wasn't willing to accept the fact that I didn't respect it and acknowledge it. 

So when it comes to our difficult conversations, a lot of times at the beginning we need to take some time. Like I said with compassionate curiosity, the first step is to acknowledge emotions. So we need to ask questions, dig deeply into that psychology to figure out what the emotional need is. Then we can move on to the second step, which is getting curious with compassion, and that's what digging more into the substance of the negotiation. Then the third step is just joint problem-solving, which is the fundamental of collaborative negotiation. 

[00:18:40] MB: What a great example, and it's funny – Yeah, I just added that book to my to read list. One, because I recently had a kid, but also because I think that the reality is that skillset is probably incredibly applicable to dealing with the vast majority of adults as well. 

[00:18:53] KC: Absolutely. The thing is Kai has really helped me to understand the psychology of it, because, yeah, he’s two years old, but that part of our brain doesn't go away. The prefrontal cortex evolves and grows on top of it. So a lot of times what we see in these negotiations is that we’re frustrated because we’re talking to somebody and we’re making all of these logical points, but it’s not getting through. Then we say, “This person is crazy. They don't get it.” It’s not that the person is crazy. It’s that you are talking to their inner two-year-old like they are a full-grown adult. 

So when you’re willing to understand that emotion still play a role in it, then you can speak to that two-year-old, help them grow through the conversation by acknowledging their emotions, and then once you're satisfied and recognize that, “Okay. I can see you now. It seems like they're getting it. It seems like they reached a state of somewhat of equilibrium insanity, now I can put forward my arguments.” But it doesn't it make sense to make any points to a person who is not in emotional and psychological state that is prepared to receive it. 

[00:20:01] MB: So in the context of dealing with an adult who is maybe reacting emotionally, how would you think about kind of using that sort of skillset of acknowledging emotion? What does that look like?

[00:20:12] KC: What you would do first is, well, state what the obvious is what I would say. For instance, if a person seems frustrated, what I would do is I would guess. I would say – But I wouldn't put it on them, but I would put it on me, because a lot of times people don't feel comfortable if you say what they are feeling and put it in their terms, because they don't really want to own it. If you put it on you, then they could say, “Yeah, you're right.” It feels a little bit less threatening to them. Because in the business world, a lot of times people live in this fiction where they believe that emotion shouldn't exist. So they don't feel comfortable sharing it. 

What I would say is, “Listen, this is probably pretty frustrating for you. I know if I were in this situation, I would feel frustrated,” and then I wait to see what they would say. Then if they can kind of confirm that, I would say, “Can you tell me more about what you've been experiencing or some of the challenges you've been experiencing?” So I’m digging deeper into the issue that they’re feeling and the emotions around that. Then once I feel satisfied based on their responses that they have gotten that out of their system, then the questions that I ask would shift more towards substance, more towards problem-solving. 

What kind of things do you think we could do to make sure this doesn't happen in the future? How can we help to make you feel more secure in this situation? Those type of questions. So we’re transitioning from the acknowledging emotions to the compassionate curiosity stage where I'm asking questions. The reason I call it compassionate curiosity is not because I want to really get into a nuanced conversation about what compassion is or isn't. It’s meant to help you moderate your tone, because a lot of times in these difficult conversations, even the best intentioned statements can be read as hostile simply because we are at a heightened emotional state. 

So what I do is ask people to think about somebody who is compassionate. About 90% of the people would say Mother Teresa is compassionate. Then I would say, “Okay. In this conversation, if Mother Teresa was here asking an open-ended question, how would she say it?” So it forces you to moderate your tone, approach it a little bit more than a softer manner and approaching it in the nonthreatening way allows the person to feel more comfortable sharing more information. 

[00:22:29] MB: I want to dig into the compassionate curiosity piece, but before we kind of go down that rabbit hole, coming back, the idea of acknowledging emotions. Is the goal of that sort of step in the framework to help them process that emotion and get it out of their system? 

[00:22:44] KC: Absolutely. Absolutely, because if you don't, it will still fester underneath the surface. The thing is a lot of times with these emotions, they're hidden under a veil of professionalism where they recognize there are certain things they can and cannot say, they can and cannot do. So they simply won't do those not because they don't want to, but because they know that they can’t. So they will hide those emotions from you. 

I really go out of my way to make sure that I explore that emotional side before I get into this. Remember, this is me as a business attorney who negotiates with opposing counsel, as a mediator who is in the middle of these difficult hour-long, hours-long mediations between attorneys on opposing sides and I use this successfully in those situations too. That's what I wanted to create a framework that could be utilized in every type of situation or we can see how it could be utilized in these social interactions we have with our friends and all the way up to the highest level of negotiations we have within our businesses. 

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[00:25:57] MB: So let's dig in to kind of the compassionate curiosity piece and explore that a little bit more. Once you've identified the kind of emotion that they’re struggling with, did you sort of frame the questions you're asking around how do you help them solve that emotion or how do you kind of transition that into from sort of the emotional to kind of more substantive and issue based things?

[00:26:18] KC: Yeah. So what we do is, like I said, once we’re satisfied there, we transition into the substance and issues. Typically, before this conversations, especially in the business world, I'd like to set an agenda. I would have it so that maybe not on the agenda it doesn't say emotional issues, number one. It will talk about concerns and problems. So, really, one of the easiest ways to do this is to change the tense. 

So when we were dealing with those emotional issues, most likely those issues originate from things that happened in the past. So I'm doing a fact-finding endeavor based on things that happened in the past and their perception of those things. Then what I’d shift more to or the substance, the compassionate curiosity stage, this is where I am looking into the future, because most of the time, almost all time when we’re having these conversations, they're going to be with people with whom are going to have an ongoing relationship in some capacity. So I want to kind of outline what the future of the relationship could look like. 

At this stage what I'm doing is I'm changing the tense to focus on the future to outline the parameters of what our relationship could look like going forward and things that we would like to avoid going forward. Then once I feel as though I’ve gotten enough information, then I'm going to start moving into the problem-solving, but not until I feel as though I have a solid lay of the land when it comes to these conversations. 

[00:27:43] MB: So it’s essence it’s kind of figuring out, “Hey, if I was in your situation, I feel really frustrated kind of,” etc., get that out and then you say, “So, what could we do in the future to help you feel – To help you not be frustrated?” or would you couch it specifically in terms of their emotions or would you kind of frame it more broadly than that? 

[00:28:03] KC: What I'd suggest doing at this stage is using something that I call the funnel technique, where the beginning of my questions they start off incredibly broad. Then as I start to get a better idea of where we’re going, where they want to go and where I want to go, the questions will become more and more narrow. 

For instance, a lot of times in in these mediations even though I've read the whole case file, I’ve talked to the opposing counsel and all these things, I would talk to one of the parties, and after I feel as though I’ve explored that emotional side I'd say, “So what are you looking for?” Think about how incredibly broad the question is, especially in the case of litigation where in their complaint they need to say to a specific dollar amount exactly what they're looking for. So I know what they’re looking for, but I want to see where they take that question, because within their answer, within their response to that incredibly broad question, they're going to signal to me what's important to them. Then based on that signal, that's where I'm going to start to get more and more specific. So I need to be able to follow their lead and kind of think on my toes. That's why I'm so intentional about preparing beforehand. So time I was on the show I probably mentioned this free resource, but if you go to americannegotiationinstitute.com/guide, you can get a negotiation preparation guide, a conflict management guide and a salary negotiation guide. 

Before all of these difficult conversations, I’m systematically preparing and thinking through what questions I could potentially ask on what specific topics, because it helps me to be a little bit more nimble, because it's really difficult to come up with high-level questions on the fly. So I want to think through it as much as possible beforehand. 

[00:29:47] MB: I think that's so important, and I want to dig in to preparation actually in a second. But I think it kind of bears repeating too, and you’ve touched on this as we started out this exploration with the example of the three-year-old, but the reality is you're using the same skillset and legal negotiations with other lawyers in board meetings and all kinds of really high level business encounters. This is part of the reason I'm digging so specifically into it, because I do the same thing. I use a lot of these tools and a lot of these skillsets and try to bring kind of emotional intelligence into the communications I have with people, especially difficult communications. I think it's really important for the audience to understand that point that these are not just skillsets for dealing with people who are being kind of emotional or rational children. This is really a powerful framework they can apply across a huge array of interactions. 

[00:30:38] KC: Absolutely, and that's the thing. These interactions, these business and social interactions, they're definitely going to be complex. But our approach to them does not need to be complicated, and that's why I really want to harp on the use of this framework, because the beauty of a framework is that it gives us a roadmap of where we can and should go, but it also tells us where we shouldn't go and helps us to avoid those red herrings, because those things could be more damaging than doing the right thing could be positive to the conversation. I want to help people to understand what things they should ignore as well as tell them what to do. 

Like I said, one of the things that people struggle with is not knowing what to say, and I think they don't know what to say because they see all of the moving parts. They see the complexity and they believe that a complex problem requires a complex solution, but that's not the case. If we stay focused on a simple framework, our outcomes in these negotiations will be significantly better. 

[00:31:37] MB: I like that phrase, the complex problem doesn't necessarily require a complex solution. Let's come back and get into the preparation piece now, because I think that's so critical. I mean, if you look at a lot of the research around negotiation, you see the power preparation. But tell me little bit more about why you think it's such a vital step of being a successful negotiator. 

[00:31:59] KC: When it comes to the preparation, one of the benefits beyond the substantive is the psychological and emotional. Ones we feel as though we are familiar with the situation, it gives us more a greater sense of control. When it comes to feelings of anxiety and frustration and fear, a lot of that for us as humans comes from the fact that we don't feel like we’re in control and it's often irrational. As you know, humans tend to be irrational. 

For example, more people are afraid of flying than they are driving, but we know statistically driving is one of the safest modes of transportation, especially relative when compared to driving. But why is it that we feel so much safer and so much more at ease behind the wheel of a car? It's because we have control. 

So we’re taking the principle of control and applying it to our negotiations by giving ourselves a framework and strategic systematic approach to the negotiation, and the more you know about the situation, the more control you will feel. Because you have a greater feeling of control, it will diminish your level of anxiety, which will increase your level of performance when it actually comes to the conversation. 

[00:33:07] MB: So what are you – I mean, obviously, the listeners can kind of go check out that guide and get some really kind of compelling and specific resources. How much – Let's say, how much preparation are you doing for an average negotiation? I know it varies a lot. But just as kind of a rule of thumb, how do you think about sort of how much prep work to do before you feel like you're ready to rock?

[00:33:27] KC: Yeah. Well, it depends on the gravity of the situation. For instance, I remember a few weeks ago I had a presentation, and all day negotiation training at a tech company in San Diego, and we had a preparation call, like a prep call just getting things in order, knocking out the final details of the engagement, and I was feeling really nervous. I was like, “Wow! That’s kind of strange. I’m nervous.” 

Like I said, I still get nervous for conversations to this day. Then I ask myself, “What would you tell a listener if a listener asked you what to do?” I use the same guide that I had there and I walke through it. After going through it for about five minutes I felt good, I felt at ease and I felt good during the conversation when it did happen. Now, compare that to a business negotiation, I remember one time I had a negotiation on behalf of a client and I prepared for that negotiation for 45 minutes using the guide, and then the negotiation on the phone ended up being three minutes long. But it went really, really well, but it only went well because they put in those 45 minutes of preparation. It's important to strike the balance. 

If you're one of those people who is a perfectionist, a lot of times we think ourselves into inaction. So if that's your issue, what I would do is I would set a time limit on the amount of time you prepare, because sometimes we can get a little bit too deep into it and it really turns into a style of productive procrastination, and I don't want people to fall victim to that. So it is really a matter of degree. So I guess if I were to summarize that whole thing, I'll give a very lawyer response and say it depends, but I would always say that it requires preparation in some capacity. 

[00:35:11] MB: I think the answer to many incredibly important questions is it depends, but I'm also a former debater. So that probably shapes that in a way. So let's come back to kind of the third step, which we touched on a little bit, but this kind of idea of joint problem-solving or collaborative negotiation. Tell me little bit more about that. How do we sort of transition once we started to kind of develop that compassionate curiosity? How do we move into that next phase and what does it really look like?

[00:35:37] KC: So when it comes to this phase, what we’re doing is – Really, it's a joint problem-solving situation, joint brainstorming I should say. So the reason I use that term is that it’s intentional, because people typically aren’t afraid of a brainstorming session. As a lawyer, when I am going into these conversations, framing it is going to be important, because lawyer versus lawyer, whether it’s a lawyer versus a lawyer, me versus an unrepresented party, I typically don't use the word negotiation. I don't say, “Hey, now to the next stage of this negotiation,” or “I'm looking forward to our negotiation.” I would say, “Chat, or let's try to figure it out,” because that's really what it is. I want them to be in that mindset to where once we get to this stage, we’re working together to figure it out. 

As far as the way that I actually transition, I would probably say something like this, I would say, “Well, I think I have a pretty good understanding of where you stand, and I hope I’ve given you an opportunity to understand where I stand. Here's what I think we could possibly do to work this out.” Then I would get my proposal. It's important to understand this important rule of thumb when it comes to when to make the first offer. The rule of thumb I use is when I know more than the other person or an equal amount to the other person, I will make the first offer, because when you think about the impact of anchoring and the first offer advantage, I don't want to miss out on that opportunity. But if I'm in a situation where the other person knows substantially more than me, then I'll sit back and I'll wait for them to give me an offer, because above all else, an offer is information. Once somebody makes an offer, they need to substantiate that offer with credible facts and objective criteria. 

Once that offer goes on the table, I’m going to ask more questions to learn more about it before I counter. So that's how I would transition it. I would just try and put a bow on it and say, “Okay, this fact-finding part of it, I feel we wrapped that up and I feel like we have a good understanding.” So the person then, psychologically, they know that we’re transitioning to the next phase. It kinds of puts a nice stamp on the part of the conversation and allows them to transition a little bit smoother to the next part of the conversation. 

[00:37:47] MB: So that brings up a really interesting point, because I think there's kind of a common misconception that you should never name a price or you should never kind of make your offer first. You should always wait for the other person. But if you really actually look at it, I think there's actually studies that have been done, and we’ll try to find them and throw them in the show notes. But anchoring is such a powerful phenomenon, that there's actually a huge advantage to being the first person to make an offer in many contexts. 

[00:38:08] KC: A massive advantage. Matt, I’ll quote a few studies here. I don't know the author of these studies, but here's one of my favorites, because it just shows how weird humans can be psychologically. Here's the study. So they had people in two different groups, group A and group B, and they ask them similar but different questions. So the first group they said, “Do you think Gandhi was a greater than or a less than 140 years old when he died?” Now, the obvious answer is less than 140 years old. Duh? Right?

So then they asked the other group, “Do you think Gandhi was greater than or less than 13 years of age when he died?” So, of course, the answer is greater than 13 years. Now, this is where it gets good. So they asked both parties, “How old do you think Gandhi was when he died?” So group A, who was anchored with 140, guessed that he was 20 years older, on average, than the people in group B. So this question was a nonsensical question, but it was the number that served as the reference point for the subsequent question. So the first offer that goes on the table will have a disproportionate amount of persuasive power. So that's why, if possible, you want to learn as much as possible for you to be able to put down a solid anchor. 

So I say the anchor needs to pass the because test. If you can't come up with illegitimate way bolstered by objective criteria to explain why you're asking for this, then the anchor is illegitimate, because if you are too aggressive with the anchor unreasonably so, it loses persuasive power and you lose credibility which can hurt you throughout the rest of the negotiation. Use it carefully. Just make sure you'd be able to finish the statement I'm asking for this because. 

[00:40:00] MB: That reminds me of two things. One, there's another really funny study about anchoring that talks about like the power of sort of totally arbitrary information. I think they had people write their Social Security number on the top of like a survey and then they priced out how much they thought a bunch of everyday items cost, like a pencil, an apple, a coffee cup, that kind of stuff, and the people who had – Or the last two digits of your Social Security number. The people whose last two digits ended in like 96 had much higher prices across the board for all these everyday objects than the people whose last two numbers of their Social Security number were like 1, 3 or whatever. We actually have a whole episode that will throw in the show notes too on anchoring, that listeners who wanted to get a lot deeper on that stuff. 

But I also think there's a ton of psychology research that just even just saying because, even if the reason is completely nonsensical in some cases, that actually can increase people's likelihood to sort of agree with whatever you're offering them as well. 

[00:40:55] KC: Absolutely. That’s the classic copying machine example, where the first group they said, “Can I get in front of you? Can I cut in line because I need –” They just asked if I could cut in front of you, and so the success rate was something like 60%, “Sure. Go in front of me. I don’t care.” But then when they said, “Hey, can I cut in front of you because I need to make some copies?” The success rate went up to above 90%, which is crazy, because everybody's in line at that time to make some copies. 

People, they’re primed to focus on the word because, because they just assume that something legitimate is going to come after the because, and thus it receives more persuasive value. 

[00:41:33] MB: The human mind is fascinating. I guess that's why we have a podcast, right?

[00:41:38] KC: Exactly. 

[00:41:39] MB: So let's come back to kind of negotiating tactics and strategies. One of the other things that I know you’ve talked a lot about is the importance of timing and how you sort of time things within a negotiation. I’d love to dig into that a little bit more. 

[00:41:50] KC: Absolutely. Let me give a book reference on that. So after you read my book, of course, shameless plug, check out Pre-Suasion by Robert Cialdini. So Cialdini, of course, is the person who created the book about a quarter century ago now called Influence: The 6 Principles of Influence, and now he came out with this most recent book about two years ago called Pre-Suasion. So it talks about the timing of your requests. 

So he gave an example of reciprocity. Reciprocity is one of the six principles of influence whereby if you give somebody something, it creates the level of psychological debt where they feel indebted to you and it makes it more likely for them to give you something in return. So in the case of a negotiation, that means if you give a concession it makes it more likely for them to reciprocate that concession. 

Now, the most recent studies when it comes to timing demonstrates that it's almost like a bell curve with regard to the timing of the persuasion. For instance, if I give you something, Matt, and then you say, “Thank you.” Now we’re at the top of the bell curve of persuasion. So at this time, if I were to ask for something in return, you are significantly more likely to give it to me than if I were to wait two days. Then, of course, if I were to wait another week, it will be less likely and then if I wait a month, it will be even less likely. 

So there is a timing aspect to when we make these requests. So what I would suggest doing is reading that book and see what are those triggers that people respond to and then timing your requests accordingly. But I think that reciprocity example is a perfect one, because that's something that we see in the business world and in the our everyday lives all the time. 

[00:43:31] MB: Yeah, Pre-Suasion is a great book. We actually had Cialdini on the show right around the time the book came out. So we’ll make sure to toss that one. There’s going to be some pretty detailed show notes on this episode, lots and lots of book references and things to check out. 

[00:43:43] KC: Nice. 

[00:43:44] MB: Another thing that we actually touched on in our previous interview with you that I thought was really important that I think a lot of people miss about negotiation and I think bears kind of digging back into is this idea that many people sort of think that negotiations are kind of zero-sum game, right? And hat my win is your loss, and that's not necessarily always the case.

[00:44:05] KC: Exactly. Going back to what we said about collaborative negotiation, in order to be an effective collaborative negotiator, you have to reject that mentality. I think that is one of the reasons why people are so afraid of negotiation. So they think it's a zero-sum game where my winning necessitates you are losing and then they assume the other person thinks the same way. So they’re really conflating conflict and combat, where with combat, your goal is to do destruction and mutual damage. But conflict is the problem-solving endeavor, a fact-finding endeavor. It's an opportunity to learn more. 

So when you think about it in terms of, “I want to satisfy my interests. I want to try to meet my needs,” and then recognizing that you can help yourself to meet those needs by helping somebody else meet their needs. It makes this exercise a lot less threatening, because, like I said, the way I think about it is we are two people coming to the table. You have needs, I have needs. Let’s chat about them and figure out what we can do to make this relationship work.

I think it will acquire also a comfort level with recognizing that the deal might not work, and that's okay. So one thing to keep in mind is that negotiation isn't the art of deal-making. It's the art of the deal discovery, and if we think it's deal-making, we might try to push through or bully through a deal that really shouldn't happen, because our interests simply don't align. if they don't it, it's completely okay. 

[00:45:34] MB: I found that to be incredibly true, and I think one of the fundamental things that that I, in any negotiation, it's all about trying to discover what is the other party want. Is there sort of an overlap of the two sort of Venn diagrams of your interests and theirs? If there's enough sort of space in there, there's an opportunity to make a deal. But trying to sort of force a negotiation or a transaction or whatever with somebody where there's not enough kind of shared interest and mutual sort of win-win overlap is never going to work out in the long run. 

[00:46:04] KC: Absolutely. I think that's why I focus so much on letting people know that there are three pillars to negotiation or conflict. The first goal is to get more what we want. The next pillar is to avoid things that we don't want them. Then the last one is strengthening relationships. Now we might not be able to maximize pillar number one. We might not be able to maximize pillar number two. But in every negotiation, if we approach the other person with respect and engage in collaborative problem-solving, we can still maximize pillar number three. Even if we don't get a deal, there’s still value that can be achieved from both parties simply by strengthening the relationship through the process. 

[00:46:44] MB: So kind of coming back to this core framework and sort of summarizing it for the listeners, as you call it, the simple framework for approaching any conflict, whether it's in the boardroom or the dining room, is this idea of starting with the acknowledgment of emotions, moving to compassionate curiosity and then ultimately engaging in a framework of joint problem-solving. 

[00:47:05] KC: Exactly. 

[00:47:06] MB: Very cool. I think it's a great framework, and I was really curious of kind of digging into some of the meat of the quite specific how to phrase this question, how do you phrase that question? Because this is such a relevant skillset and something that I'm going to absolutely kind of integrate into my own negotiation skillsets and I'm constantly negotiating with people. As you said, really, the realities were many, many conversations that we have throughout our lives are negotiations whether we realize it or not, right?

[00:47:33] KC: Exactly. So it’s not a question about question of whether or not we are going to negotiate. It’s a question of whether or not we’re going to do it well. So we might as well learn these skills and get better at it, because negotiation is not going anywhere. 

[00:47:47] MB: So what would one kind of piece of homework be as sort of an actionable step that listeners could take to concretely kind of implement some of the ideas and tactics we’ve talked about today?

[00:47:58] KC: The first step, I guess I need to promote this book and say check out the book if you're interested, if you find any of this interesting. The next step would be to take action, because I know I'm one of those people who can be very heady and stay up in my head when it comes to these types of difficult situations in general, not just typical conversations. So what I would do is I would sit there, I’d learn more about it I’d create a strategy, then I’d adjust that strategy. Then three months later, nothing has happened. So this really is an action oriented approach. If you want to develop your confidence in these conflicts, you really need to take action. 

If you’ve listened to this point of the podcast, you are probably more equipped than most, because most people don't take the time to learn these skills. So to take action. You have enough knowledge and skillset just from this to take action in an improved fashion. So whenever you see the opportunity to engage in conflict, don't look at it as a threat or something to avoid. Look at it is something to approach. It's a signal that something is wrong with the relationship or there’s something to investigate, and use it as a tool to get more of what you want, to avoid things you don't want, and strengthen the relationships around you. 

[00:49:09] MB: One more time for listeners who want to find you and the book and all of your work online, what is the best place for them to do that?

[00:49:15] KC: Yeah. Since you all are podcast aficionados, check out the Negotiate Anything Podcast, and the book is called Nobody Will Play With Me: How to Find Confidence In Conflict. 

[00:49:26] MB: All right, cool. That is a wrap. Lots and lots of actionable takeaways, lots and lots of things in the show notes, and great conversation. 

[00:49:34] MB: Thank you so much for listening to the Science of Success. We created this show to help you our listeners master evidence-based growth. I love hearing from listeners. If you want to reach out, share your story, or just say hi, shoot me an e-mail. My e-mail is matt@successpodcast.com. That’s M-A-T-T@successpodcast.com. I’d love to hear from you and I read and respond to every single listener e-mail.

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Thanks again, and we'll see you on the next episode of the Science of Success.


November 08, 2018 /Lace Gilger
Influence & Communication, Weapons of Influence

Why An Almost-Empty Cookie Jar Is More Valuable Than A Full One

February 23, 2016 by Austin Fabel in Weapons of Influence, Influence & Communication

This is the FINAL episode in a six-part series on "The Science of Success" titled WEAPONS of INFLUENCE, based on the best-selling book “Influence” by Robert Cialdini. Each of these weapons of influence are deeply rooted and verified by experimental psychology research (of which you'll get a ton of amazing examples). 

So what are the 6 weapons of influence?

  • Reciprocation

  • Consistency & Commitment

  • Social Proof

  • Liking

  • Authority

  • Scarcity

Today you’re going to learn about Scarcity Bias, and what happens when you take people’s cookies away; how changing a single phrase drove six times more sales; and why open outcry auctions turn your brain into mush. Like many of the weapons of influence, this is something we intuitively know and understand, but often don’t realize how powerful it is or how much it impacts our decisions at a subconscious level through daily life.

Thank you so much for listening!

Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions how to do that!).  

EPISODE TRANSCRIPT

Today, you’re going to learn what happens when you take people’s cookies away, how changing a single phrase drove six times more sales, and why open outcry options turn your brain into mush. 
	This is the final episode in a six part miniseries on the Science of Success titled Weapons of Influence, based on the bestselling book Influence by Robert Cialdini. Each of these Weapons of Influence are deeply rooted and verified by experimental psychology research which you’re gonna get a ton of amazing examples of, if you’re just now tuning in to this episode definitely go back and listen to the series because there is some amazing content in there. 
	Last week we talked about why con artists wear lifts in their shoes, how a normal person can administer lethal shots on innocent research subject, why 95 percent of nurses are willing to give deadly doses of drug to their patients, and much more. If you haven’t checked that episode out yet, listen to it after you listen to this one.
	I actually can’t believe that Weapons of Influence is already coming to an end. It’s been such a fun miniseries and I love the book influence by Robert Cialdini so, it’s been great for me to go back and really dig into somebody’s research examples and really learn about them, and it’s been awesome to share it with everybody on the podcast but, just because Weapons of Influence is ending…you know, we’ve got some amazing…really, really exciting contents an awesome interview some really deep dives and some cool subjects coming up in the next couple of weeks. Stay tuned and get excited but, this week we’re going to talk about the scarcity bias. Like many of the Weapons of Influence this is something that we intuitively know and understand. But, often don’t realize how powerful it is or how much it impacts our decisions at a subconscious level or throughout our daily lives.
	Here’s is how Cialdini describes scarcity bias, note how he describes something psychological reactive theory, this is a key part of the scarcity bias and also something that Charlie Monger touches on by another name, he call it deprival super reaction syndrome. Anyway, here’s how Cialdini describes it “according to the scarcity principle, people assign more value to opportunities when they are less available, the use of this principle for profit can be seen in such complainants techniques that limited numbers and deadline tactics. Where in practitioners try to convince us that access to what they’re offering is restricted by amount or time.
The scarcity principle holds for two reasons, first, because things that are difficult to obtain are typically more valuable, the availability of item or experience can serve as a shortcut queue to its quality, second, as things become less available we lose freedoms.
According to psychological reactions theory we respond to the loss of freedoms by wanting to have them, along with the goods or services connected to them more than before.
	The scarcity principle is most likely to hold true under two optimizing conditions: First, scarce items are heightened in value when they are newly scarce. That is, we value those things that have become recently restricted more than those that were restricted all along. Second, we are most attracted to scarce resources when we compete with others for them. Compliance practitioners’ reliance of scarcity articles as a weapon of influence is frequent, wide ranging, systematic and diverse. Whenever this is the case with a weapon of influence we can be assured that the principle involved has notable power in directing human actions.” 
	One of the most interest things that Cialdini mentions in that quote, is the fact that we want scarce things even more when we are competing with other people for those goods, and we’ll dig into a couple pieces of research that kind of showcase that but, lets dig into the research now and look at how the scarcity principle can impact your behavior.
	Let’s start out with an experiment that showcases the scarcity principle at work on kids as early as age two. A study in Virginia had researchers take two toys and place them in a room divided by a Plexiglas barrier. For half the kids the barrier was one foot high posing no barriers to the child ability to access the toy. For the other half of the kids the barrier was high enough that they were obstructed from reaching the toy without going around it. 
With the small one foot barrier children showed no preference for either toy. However as you would expect, once the barrier went up, children went for the obstructed toy three times faster than to the easily accessible toy, as the researchers said “the boys in this study demonstrated the classic terrible two’s response to a limitation of their freedom, outright defiance”.
	I think the fascinating thing about the two year old Plexiglas experiment, is the fact that the behavior starts to manifest itself at such an early age, right? And this ties it again to the thing that we heard again and again, is that these biases are built into our minds, they’re ingrained into our bodies, in our brains by our a society, by evolution, by all kinds of different factors very, very deeply ingrained and that’s why they have such a powerful effect on shaping human behavior.
	The next study takes a looks at how we perceive items that are banned, limited and restricted from us, and this result has been repeated across several other and different banned items with the same results. But, in this particular study it was in Dave County, Florida. The government imposed a ban prohibiting “the use and possession of laundry and cleaning products that could contain phosphates.” Cialdini described how the residents of Dave County reacted in two parts. “First, in what seems a Florida tradition, many Miamians turn to smuggling. Sometimes with neighbors and friends and large ‘soap caravans’, they drove to nearby counties to load up on phosphates detergents, hoarding quickly developed and in the rush of obsession that frequently characterizes hoarders, families boasted of having a twenty year supplies of phosphate cleaners.”
	That behavior looks pretty ridiculous and shows the lengths that people go once they perceive something scarce but, that’s only really scratching the surface of the underlying subconscious shift the people had towards the phosphates cleaners products after the ban is to me the most striking finding. This passage also helps to explain the concept of psychosocial reactive’s that we talked about at the top and how it underpins the scarcity principle. “The second reaction to the law was more subtle and more general than the deliberate defiance of the smugglers or hoarders. Spurred by the tendency to want but no longer have, the majority of the Miami consumers came to see phosphate cleaners as better products than before, compared to Tampa residents who were not affected by the Dave County ordinance, the citizens of Miami rated phosphate detergents gentler, more effective in cold water, better whiteners and fresheners and more powerful on stains. 
	After passage of the law they have even come to believe that the phosphate detergents poured more easily. This sort of response is typical of individuals who have lost an established freedom and recognizing that it is typical, is crucial to understanding how psychological reactions and the principles of scarcity work.
When something becomes less available our freedom to have it is limited, and we experience and increase desire for it, we rarely recognize however that psychological reactance has cause us to want the item more, all we know is that we want it. To make sense of the heighten desire for the item we begin to assign it possible qualities”. 
This is an extremely important finding and a very, very relevant distinction that Cialdini makes in that piece of research, psychological reactance theory…the fact that we have the freedom of having that detergent that was taken away, that’s what a subconscious level makes us want it even more but, what happens is we start inventing this conscious justification for it, we started inventing this imagine that changes of the trades and the characteristics of that item that we want and this is all taking place at a subconscious level and consciously this justifications make a ton of sense and we believe that, “oh, yeah, phosphates cleaners they’re better in cold water, they’re fresheners and whiteners, they’re better and even pours more easily.” All these things sort of bubble to the conscious mind and believe them, that those are the reasons why we are mad that they took away the phosphate cleaners but, the real reason, the real thing that worked here is the scarcity principle, it’s the fact that it was taken away, creates the subconscious desire to have it back, that visceral two year old response of “you can’t take away my toys” and we consciously develop all kinds of fake justifications for why we actually wanted it.
Something that really want to be tuned to really understand, because this happens all of the time, our subconscious makes a decision often because of the psychological bias, often because we’ve been influenced by one of these Weapons of Influence and consciously we make up with a completely different justification for why we made that decision or why we happen to like this thing more than others, why it happens to buy this thing more frequently than another thing.
	The next study that we’re gonna look at takes place in a more commercial context: How do buyers respond when what they want suddenly becomes scarce. I like to call this “where’s the beef?” This experiment showed how this subtle turn of  phrase and the way that information was presented in this content as exclusive information about an impending scarcity, drove more than six times the amount of sales for buyers. Robert Cialdini explains here, “The company’s customers, buyers for supermarkets and other retail food outlets were called on the phone as usual by a sales person and asked for a purchase in one of three ways. One set of customers heard a standards sales presentations before being asked for their orders.
Another set of customers heard the standard sales presentation plus information that the supplier of the imported beef was likely to be scarce in the upcoming months. A third group received the standard sales presentation and the information about the scarce supply of beef. However, they also learned the scarce supply news was not generally available information. It had come, they were told, to certain exclusive contacts that the company had. That’s the customers who received this last sales presentation learned that not only was the availability of the product limited, so too was the news concerning, the scarcity double-whammy”.
	So, you probably see what’s gonna happen next, right? Cialdini continues, “The results of the experiment quickly became apparent when the company sales people begin to urge the owner to buy more beef because there wasn’t enough in the inventory to keep up with all the orders they we’re receiving. Compared to the customers who only got the standards sales appeal, those who were also told about the future scarcity of beef bought more than twice as much. The real boost in sales, however, occurred among the customers who heard the impending scarcity and the exclusive information. They purchased six times the amount that the customers who had received the standard sales pitch did. Apparently the effect of the news about the impending scarcity was it self-scarce made especially persuasive.” I love the phrase scarcity double-whammy. This experiment is such a simple and powerful demonstration of broad reaching and it impact of scarcity principle can really be.
	When the information about the impending scarcity was given to the customers, they doubled their beef. That alone is a fascinated finding, right? You double your sales just by leveraging the scarcity tactic. But, as soon as that information itself somehow become scarce they had six times more sales. That one really made me pause and think. It’s amazing how much scarcity can drive human behavior, just the scarcity itself more than double itself but, the fact that the scarcity was scarce information in its own…six times more it’s incredible. 
	This next experiment is one of my favorites and we’re gonna look it at three different parts, and I call it the cookie experiment. The first part of the experiment was simple enough. People were shown a jar of cookies. It either had ten cookies in it or it had two cookies in it, and they were asked to rate the cookies across a number of factors. Unsurprisingly, when there were only two cookies in the jar they were rated “as more desirable to eat in the future, more attractive as a consumers item, more costly than the identical cookies in abundant supply” then the experiment has mixed things up a bit, they kept the part of the experiment there were people in the jar that had two cookies in it but, the people with the jar of ten cookies had the jar taken away then replaced with the jar than only had two cookies.
	The goal of this particular twist was to measure how people reacted to a change in scarcity, instead of just a constant scarcity condition, Cialdini explains, “In the cookie experiment the answer is plain, the drop from abundance to scarcity produced a decidedly more positive reaction to the cookies than did constant scarcity, the idea that newly experienced scarcity is the more powerful kind applies to situations well beyond the balance of the situations study. For example, social scientists had determine the such scarcity explain is that primary cause by a political and thermal unbalance.” The researchers weren’t done having fun with cookies yet. They wanted to dig even deeper and so they looked at how suggest what react to cookies scarcity created from different sources. Cialdini elaborates here: “Certain participants were told that some of their cookies had to be given away other raiders in order to supply the demand for cookies in the study. Another set of participants was told that the number of their cookies had to be reduced because the researcher had simply made a mistake and simply given them the wrong jar initially.
The result showed that those whose cookies became scare through the process of social demand like the cookies significantly more than then those whose cookies become scarce by mistake. In fact, the cookies became less available through social demand were rated the most desirable of any in the study. This finding highlights the importance of competition in the pursuit to limited resources not only do we want the same item more when it is scarce, we wanted most when we are in competition for it. This is a key distinction and one that underpins an important learning about scarcity, we want things more when we’re in competition for them, not just when they’re scarce.”
Here’s the last fascinating bit from this series of cookie experiment, who would have thought you could learn so much from cookie jars, the one thing that held constantly through the research at no point did the subjects say the cookies tasted any better. They only rated them higher, more attractive and they say that they would pay a higher price for them. Cialdini concludes, “Therein lies an important insight the joy is not in the experiencing of a scarce commodity but, in the possessing of it”.
	It turns out that we like having our cake more than eating it as long as is scarce enough. I found the cookies experiment interesting  I think there’s so many different takeaways from it but, you know I’m really amazed that this research were be able to pull out just from using a few jars of cookies and measuring human behavior impacts the way people perceive that but, two things that I really think it’s important for you to draw out from the cookie experiment one, obviously is the idea of people wanted it more when they were competing with other people for the cookies, that’s what made it them wanted it most, and when you think about this tie that back to the idea to the biologically limits of the mind which we talked about in an earlier podcast there’s very much kind of a visceral real sort of revolutionary feel to that, right? The idea that in wild…in the times before society existed people were competing for resources and if somebody else has…you know, more resources than you, you wanted even more, you’re more fueled to go get it. And, I think the other thing that is fascinating that a not point do they actually rate the cookies any better the enjoyment of the cookies themselves was unchanged but, the scarcity bias materially impacted their desire for the cookies.
I think that’s the part that is really, really critical, the cookies didn’t taste any better but, the possession of the cookies just because they were scarce is what made people want them so much, is what the people really cared the most about. 
	Lastly, I wanted just include a quote about open outcry auctions, right? Open outcry auctions, are a great example of not only scarcity but also, many of the other Weapons of Influence and how they come together to social proof, etc...I’ll give you this quote from Charlie Monger were he kinds of talks about how multiple biases can compound together in what he calls a lollapalooza effect to basically multiply the power and the influence of all of these different biases. “Finally the open outcry auction. While the open an outcry auction is just made to turn the brain into mush, you got social proof the other guy is betting, you get reciprocation tendency, you get deprival super reactions syndrome and this thing is going away. I mean, it’s just absolutely it’s designed to manipulate people into idiotic behavior” and Charlie Monger get…he’s the billionaire business partner of Warren Buffet, and he and Buffet are both famous for saying that they avoid open outcry auctions like the plague but, open outcry auctions is just an interest example because they really demonstrate how all of this biases don’t just exist in a vacuum and that’s something as wrapping up weapon of influence series, that’s something I really want you to take home and think about is the fact that we’ve seen a number of instances and cases where the biases kind of blend together and interact and there’s instances were liking and social proof tied together,  and there’s instances where authority and social proof, or authority and liking tied together, or scarcity and authority tied together there’s…in the real world things are never as neat and as simple as they are when we’re just talking about an individual bias.
 In the real world all of this stuff is interplayed and intervolved and mixing together and is a lot more cognitive biases that we’re doing future episodes on, we are going to drill down and talk about that as well. This happen to be some of the biggest and most powerful ones but, in real life its much messier and the reality is that all this stuff can compound is not just edited when these things can merged together its multiplicative, its… it really stacks up and it can really get absolute result, and the crazy outcomes, and the more biases you have kind of stacking together, the more you get ridiculous human behavior and I mean…we’ve seen throughout this series a number of crazy, wacky…you know, absurd research findings of just simple little turns of phrase, or tweaks, or all kind of minors changes that can result in changes can make huge impacts. 
	If you hadn’t gone back and listened to some of the other episodes after you wrap this up, you should really check the whole series, because it all ties together and it is all so important but, as we kind of finish this series the things that I want you to think about is the fact that in the real world all this stuff is mingled together and  that makes it even harder to compound some of these biases but also, gives you the opportunity to really deep down and understand all these individually, and then how they work together so that you can formulate away to really be able to be aware of this biases, to combat them so they don’t impact into your decision making in the negative fashion.
	So, what’ve we learn about the scarcity bias? I think we’ve learn quite a bit and this quote from Cialdini sums it up nicely. One of the challenges in dealing with the scarcity bias is as a 2005 study showed, it’s a very physical bias. “Part of the problem is that our typical reaction to scarcity hinders our ability to think. When we watch as something we want become less available, a physical agitation sets in, especially in those cases involving direct competition. The blood comes up, the focus narrows, the emotions rise as this visceral current advances the cognitive rational side retreats, in the rush of arousal it is difficult to become and studied in our approach.”
	So, there’s really a couple takeaways about scarcity that I wanna make sure you understand. There’s two primary reasons that the scarcity bias is so powerful. The first is because things that are difficult to obtain are typically more valuable and so, at a subconscious level, it’s kind of like a mental shortcut, you know, is something like scarce is typically valuable. “Okay, this thing’s scarce so it must be valuable.” But, that’s not always the case right? That’s why we see these crazy outcomes. But, that’s one of the underpinnings one of the reasons why the bias operates. The second is that as things become less than accessible we lose freedom and that ties back at the idea that psychological reactance theory, it goes back to that example of the two year olds, when we have our freedom taken away, or the detergent examples is an amazing kind of studying how that takes place and when we get those freedoms taken away, that’s when that really physical emotion and scarcity bias takes place and there’s two conditions that really set the stage for the scarcity bias to be the most powerful.	
	The first is that scarce items are heighten their value when is newly scarce, that leads back to the cookie jar experiment when something is recently becomes scarce,  we want it even more and we rated and think it about as more favorable, more desirable, and the second thing is that when we’re in competition with other people for that particular resource that makes us even more prone to want whatever that is, want whatever we can’t have because somebody else’s have, when somebody else is competing for it. So both of those factors are two conditionings that if either or both are present, they really amp up and magnified impact of scarcity bias. And both the detergent example and the cookie jar experiment showcase how powerful those can be.
	And, I think the other thing that I really want you taking away from this is, thinking back to the detergent experiment, when people had the detergent taken away they rated it as more favorable, better cleaning, you know, all of these things when in reality the reason that they wanted it was because it had been taken away but, they consciously invented all this justifications for why they wanted it. That’s a very insidious, very dangerous behavior, one that you should take great care to try and be aware of and really understand what’s the real reason that I feel a certain way,  that are thinking sort of thing and is the reason that I’m telling myself a justification that I made up instead of an actual reason.
	So, how do we defend against scarcity bias? I’ll start with the quote from Cialdini. “Should we find ourselves beset by scarcity pressures in a compliance situation then our best response would occur into a two-stage sequence. As soon as we feel the tide of emotional arousal that flows from scarcity influences we should use that rise and arousal as a signal to stop short. Panicky feverish reactions have no place in wise compliance decisions. We need to calm ourselves and regain our rational perspectives. Once that is done, we can move to the second stage by asking ourselves why we want the item under consideration. If the answer is that we want it primarily for the purpose of owning it, then we should use its ability to help wage how much we would to expend for it. However, if the answer is that we want it primarily for its function that is we want something good to drive, drink or eat then we must remember that the item under consideration would function equally well while scarce or plentiful. Quite simply, we need to recall that the scarce cookies didn’t tasted any better.”
	And, I think one of the most important parts of what Cialdini says is the importance of maintaining a calm, rational perspective, and I’ve talked…I’ve referenced Charlie Monger times and I made future podcasts suggest about him and he’s such a fascinating individual and incredibly successful businessmen, but also so wise about psychology and how it impacts human decision making. But, if you look at him, but you look at Warren Buffet, the reason they’ve been so successful is…and they’ll say this many times is, partially because of the huge focus on rationality and really try to be as objective as possible. And in one of the earlier podcasts episodes of the Science of Success, we talked about the ideas of accepting reality and the reality of perception, and the sooner you have a totally objective, rational acceptance of the way reality is, the faster you can recognize things like the scarcity bias the faster that you can recognize any of these Weapons of Influence from kind of seeping into your thoughts and impacting your decision making.
We’ve seen countless examples of how powerful, how insidious, how dangerous these biases can be and the best way to combat it is to cultivate that rationality, is to cultivate that awareness, is to cultivate the ability to both see and understand your own thoughts and we think back again to the detergent example, to see…you know, why do I really like this thing, what’s really driving my behavior? Am I deluding myself into thinking one thing when the reality is something different?
	That’s it for this episode of scarcity and that’s it for the Weapons of Influence miniseries, it’s been an absolute blast to do this miniseries but, I’m also super excited about some upcoming episodes that we have. So, stay tuned, because it’s going to be awesome.	

 

February 23, 2016 /Austin Fabel
Weapons of Influence
Weapons of Influence, Influence & Communication

Why Co-Pilots May Ignore Instinct and Let A Plane Crash

February 18, 2016 by Austin Fabel in Weapons of Influence, Influence & Communication

This is the FIFTH episode in a six-part series on "The Science of Success" titled WEAPONS of INFLUENCE and based on the best-selling book “Influence” by Robert Cialdini. Each of these weapons of influence are deeply rooted and verified by experimental psychology research (which you will get a ton of amazing examples of).

So what are the 6 weapons of influence?

  • Reciprocation

  • Consistency & Commitment

  • Social Proof

  • Liking

  • Authority

  • Scarcity

This week we're going to talk about the Authority Bias. This bias can create some astounding effects in the real world, such as: Why con artists wear lifts in their shoes; how a normal person can administer lethal shocks to an innocent research subject; why 95% nurses were willing to give deadly doses of a dangerous drug to their patients; and much more.

Thank you so much for listening!

Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions how to do that!).  

EPISODE TRANSCRIPT

Today you’re going to learn why con artists always wear lifts in their shoes, how a normal person can administer lethal shocks to an innocent research subject, why 95% of nurses were willing to give deadly doses of a dangerous drug to their patients, and much more. 

This is the fifth episode in a six-part series on the Science of Success, titled Weapons of Influence. And based on the bestselling book Influence by Robert Cialdini. In each of these weapons of influence are deeply rooted and verified by experimental psychology research, which you will get a ton of amazing examples of. Last week, we talked about what made a guy named Joe Gerard the greatest car salesman of all time, how Tupperware grew their sales to 2.5 million dollars a day, why uglier criminals are more likely to go to jail, and much more. If you haven’t checked out that episode yet, listen to it after to you listen to this one. 

This week we’re going to talk about the authority bias. This bias can create some astounding effects in the real world, and as some of these research studies can show, can often impact life and death decisions. Authority bias is one of the most adaptive and ingrained biases. Partially, because much of the time, listening to authorities is beneficial and the right thing to do. Just like the other weapons of influence, however, our minds can play tricks on us, and those automatic Click, Whirr responses that we talked about in the episode on the biological limits of the mind, can misfire at the worst possible times. Here’s how Cialdini describes the authority bias in Influence.

QUOTE: We rarely agonize to such a degree over the pros and cons of authority demands. In fact, our obedience frequently takes place in a Click, Whirr fashion with little or no conscious deliberation. Information from a recognized authority can provide us a valuable shortcut for deciding how to act in a situation. Conforming to the dictates of authority figures has always had genuine practical advantages for us. Early on, these people, parents, teachers, etc, knew more about we did. And we found that taking their advice proved beneficial. Partly because of their greater wisdom, and partly because they controlled our rewards and punishments. As adults, the same benefits persist for the same reasons, though the authority figures are now employers, judges, and government leaders. Because their positions speak of greater access to information and power, it makes sense to comply with the wishes of properly constituted authorities. It makes so much sense, in fact, that we often do so when it makes no sense at all. END QUOTE. 

Long time listeners will know that I’m a huge fan of Charlie Munger, Warren Buffet’s billionaire business partner. Here’s how he describes the authority bias, and in particular a study using flight simulators and the authority bias. 

QUOTE: They don’t do this in airplanes, but they’ve done it in simulators. They have the pilot do something where an idiot co-pilot would know the plane was going to crash. But the pilot’s doing it, and the co-pilot’s sitting there. And the pilot is the authority figure. 25% of the time the plane crashes. I mean, this is a very powerful psychological tendency. UNQUOTE.

I think one of the most important things that Cialdini said, is that authority bias is adaptive. What do I mean when I say it’s adaptive? I mean it has an extremely positive evolutionary  benefit. It’s incredibly rewarding and beneficial, especially when we’re growing up to learn to authority figures. They control our rewards and punishment. They know what’s going on. They provide us with wisdom. And most of the time, it makes a ton of sense. But occasionally, ti completely misfires. Just like the other weapons of influence, this is something that, on the surface, seems relatively obvious. Yes, authorities can exert influence over people, but when you look at some of the manifestations in the ways that authority bias plays tricks on our mind, it’s fascinating. Let’s dig into some of the research examples. 

Of course the most well-known example of the authority bias in action is the infamous Milgram experiment, using electronic shocks. In this experiment, ordinary people were asked to deliver increasingly deadly electric shock to a test subject, who was in fact a paid actor and was not receiving real shocks. The results were shocking. And defied much of what people thought about human behavior at the time. Here’s how Cialdini describes the experiment in depth.

QUOTE. Rather than yield to the pleas of the victim, about 2/3s of the subject in Milgram’s experiment pulled every one of the thirty shocks which is in front of them, and continued to engage in the last switch, 450 volts, until the researcher ended the experiment. More alarming still, almost none of the 40 subjects in this study quit his job as teacher when the victim first began to demand his release. Nor later, when he began to beg for it. Nor even later when his reaction to each shock had become, in Milgram’s words, quote “definitely an agonized scream”. The results  surprised everyone associated with the project. Milligram included, in fact, before the study began, he asked groups of colleagues, graduate students, and psychology majors at Yale University, where the experiment was performed, to read a copy of the experimental procedures and estimate how many subjects would go all the way to the last 450 volt shock. Invariable, the answers fell in the 1-2% range. A separate group of 39 psychiatrists predicted that only about one person in a thousand would be willing to continue to the end. No one then was prepared for the behavior pattern that the experiment actually produced. UNQUOTE.

Here’s how Milgram himself said it.

QUOTE. It is the extreme willingness of adults to go to almost any lengths on the command of an authority that constitutes the chief finding of this study. UNQUOTE.

The Milgram experiment is the bedrock of the authority bias. And also, one of the most controversial and talked about studies in psychology. Cialdini elaborates more on the importance and the significance of the Milgram experiment by saying,

QUOTE. In the Milgram studies of obedience, we can see evidence of strong pressure in our society for compliance with request of an authority. Acting contrary to their own preferences, many normal, psychologically healthy individuals, were willing to deliver dangerous and severe levels of pain to another person, because they were directed to do so by an authority figure. The strength of this tendency to obey legitimate authorities comes from the systematic socialization practices designed to instill in members of society the perception that such obedience constitutes correct conduct. UNQUOTE.

And again, the person in this experiment wasn’t actually receiving electric shocks. What they did was they had an actor who was the test subject, but the actual subject was the person administering the shocks, and then they had another - they had a researcher in a white lab coat basically saying “continue to shock them” “shock them at a higher level”. And they weren’t actually being shocked, but the actor was - the person administering the shocks by every right believed they were actually administering real shocks and the person who was - they would say this person being shocked and begging for release and saying “please stop shocking me” and they would keep doing it because the authority was telling them to do so.

Many of you have probably heard of this experiment. The Milgram experiment is very, very talked about. If you’ve read even some rudimentary psychology research, I’m sure you’ve run into it or heard it talked about or uncovered it. But, you can’t have a conversation about the authority bias and not have a prominent in the discussion about the Milgram experiment. At the time, it was totally ground breaking and even today the findings are astounding.

So let’s look at a few other different examples. One of them is about symbols of authority. Cialdini cites a number of actors who play tv roles, from doctors, to Martin Sheen playing the president on West Wing as examples on how people defer to authorities who have no actual substance, but only the appearance and the trappings of authority. We talked about this in the previous episodes when we talked about the liking bias. Celebrity endorsements are harping on the connection between authority and liking bias, and the fact that you have celebrities who don’t have any credentials or any credibility to be talking about some particular things, but they just happen to be an actor playing a particular role. But the symbol of that authority alone is enough to impact people on a subconscious level, and to drive that behavior. Here’s how Cialdini puts it.

QUOTE. The appearance of authority was enough. This tells us something important about unthinking reactions to authority figures. When it in a Click Whirr mode, we are often as vulnerable to the symbols of authority as to the substance. Several of these symbols can reliably trigger our compliance in the absence of the genuine substance of authority. Consequently, these symbols are employed extensively by those compliance professionals who are short on substance. Con artists, for example, drape themselves with the titles, the clothes, and the trappings of authority. They love nothing more than to emerge elegantly dressed from a fine automobile and introduce themselves to their prospective marks as doctor or judge or professor or commissioner someone. They understand that when they are so adorned, their chances for compliance are greatly increased. Each of these types of symbols of authority titles, clothes, and trappings, has its own story and is worth a deeper look. UNQUOTE.

That ties into another research study which I find really funny, but a crazy example that again kind of ties back into the liking bias, we talked about how important physical attractiveness can be. People perceive the same person to be more than 2.5 inches taller simply when their title was changed from “student” to “professor”. This is a study they conducted in 1992. Here’s how Cialdini describes it. 

QUOTE. Studies investigating the way in which authority status affects perceptions of size have found that prestigious titles lead to height distortion. In one experiment, conducted on five classes of Australian college students, a man was introduced as a visitor from Cambridge University in England. However, his status at Cambridge was represented differently in each of the classes. To one class, he was presented as a student. To a second class, a demonstrator. To another, a lecturer, and to yet another a senior lecturer. To a fifth, a professor. After he left the room, the class was asked to estimate his height. It was found that with each increase in status, the same man grew in perceived height by an average of a half-inch. So that the professor, he was seen as 2.5 inches taller than the student. Another study found that after winning an election, politicians became taller in the eyes of the citizens. UNQUOTE. 

A crazy corollary of this study is of course the reason why con artist also wear lifts in their shoes. So that they can appear taller, because it works both ways. Again, this kind of ties back into the concept of the liking bias. 

The next experiment is something I like to call the Astrogen experiment. After they conducted this experiment, they surveyed a different group of 33 nurses and only two indicated that they would have done this, they would have done what happened in the experiment, which you’re about to find out what that is. Showing off just how massive the gap between what we think we do and what we actually do really is. It ties back into this same thing. The power of the subconscious mind. The power of all of these weapons of influence. The power of the Click, Whirr responses that are biologically built into our brains. Again, when surveyed, a different group of nurses, only 2 out of 33 said they would have done what happened in this experiment. Here’s how Cialdini describes the research.

QUOTE. A group of researchers composed of doctors and nurses with connections to three Midwestern hospitals became increasingly concerned with the extent of mechanical obedience to doctor’s orders on the part of nurses. One of the researches made an identical phone call to 22 separate nurses stations on various surgical, medical, pediatric and psychiatric wards. He identified himself as a hospital physician and directed the answering nurse to give 20mg of a drug Astrogen to a specific ward patient. There were four excellent reasons for the nurses caution in response to this order. One, the prescription was transmitted by phone, in direct violation of hospital policy. Two, the medication itself was unauthorized. Astrogen had not been cleared for use, nor placed on the ward’s stock list. Three, the prescribed dosage was obviously and dangerously excessive. The medication containers clearly stated that the maximum daily dose was only 10mg, half of what had been ordered. Four, the directive was given by a man the nurse had never met, seen, or even talked with before on the phone. Yet, in 95% of the instances, the nurses went straight to the ward medicine cabinet where they secured the ordered dosage of Astrogen and started for the patient’s room to administer it. It was at this point that they were stopped by a secret observer, who revealed the nature of the experiment. The results are frightening indeed, that 95% of regular staff nurses complied unhesitatingly with a patently improper instruction of this sort, must give us all as potential hospital patients, great reason for concern. What the Midwestern study shows is that the mistakes are hardly limited to the trivial slips in the administration of harmless ear drops or the like. But extends to grave and dangerous blunders. Additional data collected in the Hawkling study, the study we’re talking about, suggested that nurses may not be as conscious to the extent to which the doctor sways their judgement or actions. A separate group of 33 nurses and student nurses were asked what they would have done in the experimental situation, contrary to the actual findings: only two predicted that they would have given the dose. UNQUOTE.

Again, this highlights the massive gap between how we perceive ourselves and our behavior, and how our behavior actually is. We have this conscious interpretation that, of course something is obvious as liking or social proof, or authority isn’t going to really impact my decisions. I’m smarter than that. I’m not going to fall prey to something so silly, right? I mean, it makes me think of the experiment we talked about last episode about judges and how they can fall prey to one of the most starkly obvious biases imaginable, physical appearance. It’s astounding. But in this research study, only two out of 33 nurses thought that they would have done that. But in reality, 95% of them were willing to administer an illegal and deadly dose of medicine from a person they had never met, never spoken to, simply because they referred to themselves as a doctor. 

This next experiment I find particularly hilarious. I call it “Give that man a dime”. They conducted a number of variants on this, but I like this one the best because the authority figure himself was actually around the corner when this request took place. I’ll let Cialdini explain the experiment for you.

QUOTE. Especially revealing was one version of the experiment in which the requester stopped pedestrians and pointed to a man standing by a parking meter 50 feet away. The requester, whether dressed normally or as a security guard, always said the same thing to the pedestrian, quote, “You see that guy over there? He’s over parked but doesn’t have any change. Give him a dime.” The requester then turned a corner and walked away, so by the time the pedestrian reached the meter, the requester was out of sight. The power of his uniform lasted, however, even after he was long gone. Nearly all of the pedestrians complied with his directive when he wore the guard costume, but fewer than half did so when he was dressed normally. UNQUOTE.

When you think about it on the surface, it doesn’t seem like anything crazy, bizarre, or weird is happening, right? Yeah, I mean, if you see someone in a security guard outfit they’re probably an authority, you should probably listen to them. But the reality of this bias is just because a total stranger happens to be wearing a different set of clothes, drastically changes the way that people react to them. Right? That’s really a great example, and a concrete way to think about the authority bias. Nothing about that person changed, except for the clothes that they were wearing. And those clothes materially impacted the way that people reacted to their statement to give that man a dime. It changed the way that people behaved and perceived that person simply by changing their clothes. Something that, in reality, had no impact on their credibility. No impact on their authority. No impact on whether or not someone should have complied with their request. 

In another research study that I call the suited jaywalker, they had somebody gross the street. They had somebody jaywalk. In half of the cases, the person jaywalking was in a freshly pressed suit and tie and looking very nice and looking very formal. And in the other half, they just had them wearing a work shirt and trousers. What they really wanted to monitor was how many pedestrians standing on that street corner would follow the jaywalker. What they actually discovered was that three and a half times as many pedestrians were willing to jaywalk following the suited man as they were willing to follow the person that was dressed in regular, every day clothes. Again, a similar instance in the fact that just changing your clothing, just changing your appearance can communicate at a subconscious level that “hey, this is somebody of authority. This is somebody we should listen to. This is someone whose advice we should take, someone who’s model we should follow.” 

So, what are some of the learnings from this episode? What are some of the learnings from this research? There are a number of major drivers of the authority bias. The first is that the authority bias is adaptive. It’s ingrained in us since childhood. And frequently, it has very positive effects. Here’s a quick quote by Cialdini on this.

In addition, it is frequently adaptive to obey the dictates of genuine authorities, because such individuals usually possess high levels of knowledge, wisdom, and power. For these reasons, deference to authorities can occur in a mindless fashion as a kind of decision making shortcut. ENDQUOTE.

Again, this is the same learning that we’re getting from many of the different weapons of influence. These are things that are evolutionary beneficial. These are things that are positive traits and positive characteristics, but occasionally they just have these wacky misfires that end up with people doing ridiculous things. The second learning is that symbols of authority, however vacuous, have the same effect as actual authority. We talked about celebrity endorsements, we talked about the research studies that backed that up. The second learning is that symbols of authority, however vacuous, have the same effect as actual authority. There’s a couple different ways that manifests itself. We talked about titles and how they have a massive impact. Thinking back to the Astrogen experiment, how just a total stranger on the phone using the word ‘doctor’ was able to drive those nurses to administer a potentially lethal dose of medicine. Here’s how Cialdini elaborates on it a little bit more.

QUOTE. Titles are simultaneously the most difficult and the easiest symbols of authority to acquire. To earn a title normally takes years of work and achievement, yet it is possible for somebody who has put in none of these effort to adopt the mere label and receive a kind of automatic deference. As we have seen, actors in TV commercials and con artists do it successfully all the time. UNQUOTE.

Another one of these vacuous symbols of authority is clothing. Clothing alone can create compliance and the illusion of authority. Think back to the jaywalker and the “give that man a dime” experiment. Right? Here’s how Cialdini sums it up. 

QUOTE. A second kind of authority symbol that can trigger our mechanical compliance is clothing. Though more tangible than a title, the cloak of authority is every bit as fake-able. UNQUOTE.

I think one of the last big learnings about authority and we see this learning across the weapons of influence. But it’s that people massively underestimate how much authority bias actually influences them.

When we think back to the Astrogen experiment, only two out of the 33 nurses said they would have done that, but in reality when actually tested in an experiment, 95% of them did that. Here’s how Cialdini explains that

QUOTE People were unable to predict correctly how they or others would react to authority influence. In each instance, the effect of such influence was grossly under estimated. This property of authority status may account for much of its success as a compliance device. Not only does it work forced on us, but it does so unexpectedly UNQUOTE.

So how can we defend against the authority bias? Something that we naturally underestimate, something that can really operate at a subconscious level. Again, the defenses for a lot of the weapons of influence really stem back to the same ideas of awareness, of asking the right questions, of being self-aware and understanding what thoughts are going in your mind, what things you’re thinking about and the way that you’re feeling. Being able to tap into that and kind of say, “Hey, something seems amiss”, right? “Why am I complying with this person’s request?” But Cialdini specifically sites two questions that he suggests we ask as a way to combat the authority bias.

The first question he suggests we ask is - “Is this authority truly an expert?” Right, and this asks us to boil down and really think about - do they actually know what they’re talking about? What makes them a real expert? And in many of the research instances we’ve cited, it’s patently obvious that if you pause for one moment and think “Okay, no, this person isn’t an expert, so I shouldn’t let their opinion or their comment bias me unnecessarily.” The second question which we really only answer if the person actually happens to be an expert, is “How truthful can we expect this expert to be?” especially given the situation, and the context of the situation. Right? And what that kind of tries to tap into, is that even though authorities, if they’re a true expert, may actually be the most knowledgeable, have the most experience, be the experts, do they really have our best interest in mind? Or are they, in this particular instance, trying to manipulate us, or trying to drive us to perform a certain action or do a certain thing. So try to keep those questions in mind, trying to ask: is this authority really an expert? Is somebody crossing the street just because they’re wearing a suit, do they know more about crossing the street than anybody else? Is this person who just called me on the phone and said they’re a doctor, how do I know that they’re really a doctor? Is this person really an expert - and two, if they really are an expert, how truthful can I really expect them to be? Again, the way that you tap into that automatic subconscious processing that’s going on in your mind is to develop the presence and the ability to understand and to see what thoughts are taking place in your mind.

Meditation is an amazing tool for doing that, which we’ve got an upcoming episode on, which is going to be awesome.

February 18, 2016 /Austin Fabel
Weapons of Influence
Weapons of Influence, Influence & Communication

Why Ugly Criminals Are 2X As Likely To Go To Prison

February 09, 2016 by Austin Fabel in Weapons of Influence, Influence & Communication

This week we are continuing our new miniseries within "The Science of Success" called "Weapons of Influence". This is the fourth episode in a six-part series based on the best-selling book Influence by Robert Cialdini. If you loved the book, this will be a great refresher on the core concepts. And if you haven't yet read it, some of this stuff is gonna blow your mind.

So what are the 6 weapons of influence?

  • Reciprocation

  • Consistency & Commitment

  • Social Proof

  • Liking

  • Authority

  • Scarcity

Each one of these weapons can be a powerful tool in your belt - and something to watch out for when others try to wield them against you. Alone, each of them can create crazy outcomes in our lives and in social situations, but together they can have huge impacts.

Today’s episode covers the fourth weapon of influence: Liking Bias. In it, we'll cover what made Joe Girard the greatest car salesman of all time; how Tupperware grew their sales to 2.5 million per day; and why uglier criminals are more than TWICE as likely to go to jail; and much more. 

Thank you so much for listening!

Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions how to do that!).  

EPISODE TRANSCRIPT

Today, you’re going to learn what made Joe Gerrard the greatest car salesman of all time, how Tupperware grew their sales to $2.5 million a day, and why uglier criminals are more than twice as likely to go to jail, as well as much more.

Because the Science of Success has taken off like a rocket ship since launch, with more than 80,000 downloads, we made the front page of New and Noteworthy on iTunes, and much more, I wanted to offer something to my listeners. I’m giving away my three favorite psychology books to one lucky listener. Just text ‘smarter’, that’s s-m-a-r-t-e-r, to 44222 to be entered to win, and if you’ve been listening and loving the podcast, please leave us an awesome review and subscribe on iTunes. It helps spread the word so more people can master the science of success.

This is the fourth episode in a six part series on The Science of Success titled Weapons of Influence, and based on the bestselling book, Influence, by Robert Cialdini. Each of these weapons of influence are deeply rooted and verified by experimental psychology research, which you’re about to get a ton of amazing examples of.

Last week we talked about why news coverage makes school shootings more likely by a factor of 30 times, which is crazy; how someone can get stabbed to death in front of 38 people and no one does a thing; and why you should always point at the dude in the blue jacket and tell him to help you. The topic we covered last week was the concept of social proof and how it is so powerful that it can literally override someone’s desire to live. If you haven’t checked out that episode yet, listen to it after this one.

Today, we’re going to talk about the liking bias. Liking bias sounds pretty straightforward, but some of the research is pretty astounding. You’ll be amazed to learn what impacts our perceptions of what we think we like, and how easily those perceptions can be manipulated in a way that materially impacts our decision making. Here’s how Cialdini describes the liking bias: “People prefer to say ‘yes’ to individuals they know and like. Recognizing this rule, compliance professionals commonly increase their effectiveness by emphasizing several factors that increase their overall attractiveness and likeability.” If you’re unfamiliar with the term ‘compliance professionals’, we talked about that in the first episode of Weapons of Influence and it’s essentially a term that Cialdini uses to describe somebody who is wielding these weapons of influence to convince other people to comply with their requests. 

There are a few primary drivers of the liking bias. One of the biggest culprits is physical attractiveness. As Cialdini notes: “Physical attractiveness seems to engender a halo effect that extends to favorable impressions of other traits such as talent, kindness, and intelligence. As a result, attractive people are more persuasive in both terms of getting what they request and in changing other’s attitudes.” 

The second major driver of the liking bias is similarity. As Cialdini says: “We like people who are like us, and we are more willing to say ‘yes’ to their requests, often in an unthinking manner.” That actually brings up an interesting point. If you remember from the last episode where we talked about the idea of social proof, and we talked about how whenever there’s front page coverage of a suicide there is an unexplained uptick of more than 50 related suicides. The factor that drives that, and we get much more detail on it in the previous episode of the podcast, but the factor that drives that more than anything is when similar others see somebody like them doing something it drives them to that behavior. It’s a similarity, and a crossover, between that liking bias and social proof, but if you want to learn more and dig deeper into that concept, the previous episode does a great job of explaining that.

The third thing that really drives the liking bias is familiarity. Familiarity breeds liking in an insidious and subconscious fashion. Here’s what Daniel Kahneman says in his book Thinking Fast and Slow, which is another fabulous book about psychology, by the way: “A reliable way to make people believe in falsehoods is frequent repetition because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact.” 

The fourth major way that liking bias works is via Pavlovian association, or mirror association, as it’s sometimes called. Here’s what Cialdini has to say about it: “The linking of celebrities to products is another way advertisers cash in on the association principle. Professional athletes are paid to connect themselves to things that can be directly relevant to their roles: sports shoes, tennis rackets, golf balls, or wholly irrelevant: soft drinks, popcorn poppers, panty hose. The important thing for the advertiser is to establish the connection. It doesn’t have to be a logical one just a positive one. What does Tiger Woods really know about Buicks, after all?” 

Okay, now let’s dig into some of the research examples that support and demonstrate some of these different manifestations of the liking bias. The first example is Tupperware parties. Now, Tupperware parties are something that today aren’t quite as popular, and aren’t as frequent, but in the late ‘80s, early ‘90s was a huge social phenomenon. You see it today. People do different socially themed parties to sell things, and the reason that this sort of sales methodology is still around is because it’s so incredibly powerful. I’ll let Cialdini describe it here: “In fact, consumer researchers who have examined the social ties between the hostess and the party goer in home party sales settings have affirmed the power of the company’s approach. The strength of that social bond is twice as likely to determine product purchase as is the preference for the product itself. The results have been remarkable. It was recently estimated that Tupperware sales now exceed $2.5 million a day. Indeed, Tupperware’s success has spread around the world to societies in Europe, Latin America, and Asia, where one’s place in a network of friends and family is more socially significant than the United States. As a result, now less than a quarter of Tupperware sales take place in North America. What is interesting is that the customers appear to be fully aware of the liking and friendship pressure embodied in the Tupperware party. Some don’t seem to mind, others do, but don’t seem to know how to avoid these pressures.” I think that’s a really critical distinction and something to draw out of that quote, the fact that people are consciously aware of the bias, and consciously aware of this sort of awkward obligation to purchase the Tupperware. Or, if you’ve ever been to a Trunk Club show, or there’s a lot of other social sales settings, and home party sales settings, that people use to bring to bear the liking bias, and to drive sales. Tupperware showcases how they’ve used this gorilla underground marketing strategy, driven in a psychological bias that’s rooted in science, to grow the organization to more than $2.5 million a day in sales.

The next example is the greatest car salesman of all time. It’s a guy named Joe Gerrard, and he was actually named the greatest car salesman of all time by The Guinness Book of World Records. So, I didn’t just make that title up. That’s something that he was awarded by The Guinness Book of World Records. The question is: How exactly did Joe achieve that goal, right? Obviously he had to sell a lot of cars, but what did he leverage, or what tools did he use to sell so many vehicles? I’ll let Cialdini tell the story: “There is a man in Detroit, Joe Gerrard, who specializes in using the liking rule to sell Chevrolets. He became wealthy in the process, making hundreds of thousands of dollars a year. With such a salary we might guess that he was a high level GM executive, or perhaps the owner of a Chevrolet dealership, but no. He made his money as a salesman on the showroom floor. He was phenomenal at what he did. For 12 years straight he won the title of number one car salesman, and averaged more than five cars and trucks sold every day that he worked. He’s been called the world’s greatest car salesman by The Guinness Book of World Records.” The quote continues later: “Joe Gerrard says the secret of his success was getting customers to like him. He did something that, on the face of it, seems foolish and costly. Each month he sent every one of his more than 13,000 former customers a holiday greeting card containing a printed message. The holiday greeting card changed from month-to-month: Happy New Years, Happy Valentine’s Day, Happy Thanksgiving, and so on, but the message printed on the face of the card never varied.”

 I’m gonna pause and interrupt the quote for a second because this is a critical thing to pay attention to, and it’s so simple, and so transparent, and it’s almost a no-brainer when you think about it, but pause for a second and ask yourself: What do you think the card that he sent said every month? The quote continues: “The card read: ‘I like you’. As Joe explained it: ‘There’s nothing else on the card. Nothin’ but my name. I’m just telling ‘em that I like ‘em.’ I like you. It came in the mail every year, twelve times a year like clockwork. ‘I like you’, on a printed card that went to 13,000 other people. Could a statement of liking, so impersonal, obviously designed to sell cars, really work? Joe Gerrard thought so, and a man as successful as he was at what he did deserves our attention. Joe understood an important fact about human nature: We are phenomenal suckers for flattery.” Again, this highlights a very similar principle, which is the fact that people can be totally aware of the liking bias. It can be totally transparent and yet it still drives behavior. It still influences the way that people think. It still gets into your mind, and still impacts your thinking, and that’s one of the core lessons across all the weapons of influence. None of these things are totally shockers, right? I mean, liking bias, that’s not something that takes a rocket scientist to come up with. Congratulations, if you like somebody you’re more likely to want to interact with them, do business with them, listen to them, etcetera. Great, but the reality is when you look at how it impacts people’s behavior, when you look at how something as simple as a printed card that just says, ‘I like you’ drove Joe Gerrard to becoming the greatest car salesman of all time, according to The Guinness Book of World Records. That’s a lesson that’s worth paying attention to. There’s something in there that’s worth digging down and really figuring out: What other manifestations of the liking bias are taking place in your life? What other ways has the liking bias shaped your decision making? What are some of the ways that you can use the liking bias to achieve the goals that you want to achieve?

Let’s look at another example: physical attractiveness and the judicial system. This comes from a study in 1980. Researchers rated the physical attractiveness of a number of different defendants in court cases. They had 74 people in total, but they rated their physical attractiveness. They came back several months later, after the decisions had been made, the court rulings had been made, and they looked at: How did those trials fare, and did physical attractiveness play a role in the outcome of the cases? Here are the results from Influence: “When much later the researchers checked court records for the results of these cases they found that the handsome men had received significantly lighter sentences. In fact, attractive defendants were twice as likely to avoid jail as unattractive defendants. In another study, this one on the damages awarded in a staged negligence trial, a defendant who was better looking than his victim was assessed an average amount of $5,623, but when the victim was more attractive of the two, the average compensation was $10,051. What’s more, both male and female jurors exhibited the attractiveness-based favoritism.” I don’t think there’s an example of something that we think of as more objective, more rational, more bias-free than the judicial system. Obviously, there are a lot of issues with the judicial system, which we are not gonna get into, but when you think about human institutions, obviously everyone makes mistakes, humans are fallible, but at some level, I think subconsciously especially, we hold the judicial system in high regard, but when you look at the research, physical attractiveness has that sizeable of an impact on court cases. It’s staggering.

Another study, which I don’t have in front of me, but I think we’ve actually mentioned before on the podcast- the results... I don’t remember exactly what it was, but essentially they looked at when the judge had last eaten, and basically right after the judge had eaten, like taken a lunch break, or when they had eaten breakfast, their sentences were much lighter and much easier, but then right when they were coming up to lunch time, or right when they were getting to the end of the day, their sentences were much harsher. Again, it blows my mind that something that seems so… that should be so objective, and so rational, something as base as physical attractiveness can exert that much of an influence. I think, personally I feel… probably most of the people listening to the people listening to this podcast, if you were to ask anybody: “Hey, does physical attractiveness impact the way that you feel about people?” we’re taught from the age of two to be like, “No, of course not,” right? Don’t judge a book by its cover. Well, even in the judicial system highly educated judges are making decisions at a subconscious level based on physical attractiveness, and based on the liking bias.

Another example is something called mirroring and matching. This is actually something you can try at home, and if you are a follower of Tony Robbins at all, he advocates this, and talks about this, a lot. Mirroring and matching is something that’s really fascinating, and I’ll tell you kind of an example that you can do and then we’ll talk about the research, but one thing you can do is actually… the way to build rapport with people is to mirror and match their behavior, which basically means somebody’s talking in a certain tone, match their tone of voice. If somebody’s sitting a certain way, sit the same way as they do. If somebody has their arms crossed, cross your arms. If they’re leaning forward, lean forward; etcetera. There’s all kinds of- you’ve heard that stat that X percentage of communication is nonverbal. What that really means is that mirroring and matching, and sort of doing exactly what someone does physically, is a way to subconsciously create a connection with somebody, and build rapport with someone even without ever saying anything. One of the ways you can try that is: If you’re ever at a restaurant, or at a bar, pick out somebody, like a total stranger- and this an exercise I think Tony Robbins came up with- just start mirroring and matching everything that they do. When they take a sip of their water, take a sip of your water. When they scratch their head, scratch your head. All of the activities, everything they do, mirror their activity exactly, and what will happen is a lot of times that person will come up to you randomly and be like, “Hey, do I know you from somewhere?” because their subconscious has picked up on some sort of similarity between the two. They like you at some level because of the fact that you’ve been mirroring and matching them. Because you’ve been doing physically the same thing as them.

So, I’ll just read this brief quote from Influence where they talk a little bit about how mirroring and matching ties into the liking bias: “Many sales training programs now urge trainees to ‘mirror and match the customer’s body posture, mood, and verbal style. As similarities along each of these dimensions have been shown to lead to positive results.’” Here’s another quote: “A 1970 study conducted at the University of Pennsylvania, by a guy named Dr. Ray Birdwhistell”- quite the name- “concluded that 93% of our communication takes place nonverbally and unconsciously.” Mirroring and matching is part of the way, or part of the reason, that that takes place. 

Alright, now let’s take a look at a research example that talks about familiarity. Familiarity can be an extremely powerful bias. It’s something that Cialdini draws on, and that Daniel Kahneman, who we talked about before, calls the ‘mirror exposure effect’. Drawing again from Thinking Fast and Slow, here’s a fascinating experiment about familiarity that Kahneman and his associates conducted, where they showed images rapidly and then later asked participants to rate if the images were good or bad. Here’s how Kahneman describes it: “When the mysterious series of ads ended, the investigators sent questionnaires to the university communities asking for impressions of whether each of the words ‘means something good or something bad’. The results were spectacular. The words that were presented more frequently were rated much more favorably than the words that had been shown only once or twice. The findings had been confirmed in many experiments using Chinese ideographs, faces, and randomly shaped polygons. The mirror exposure effect does not depend on the conscious experience of familiarity. In fact, the effect does not depend on consciousness at all. It occurs even when the repeated words, or pictures, are shown so quickly that observers never become aware of having seen them. They still end up liking the words or pictures that were presented more frequently. As should be clear by now, system one can respond to impressions of events of which system two is unaware. Indeed, the mirror exposure effect is actually stronger for stimuli that the individual never consciously sees.” Wow, that’s pretty crazy. Think about that. If you see an image more frequently, you’ll like it more. You’re more familiar with it and that drives you to like it more, but the crazy thing is if you see it only at a subconscious level, you actually have a stronger positive association with it. This is a really, really dangerous way that liking bias can manifest itself. It’s something that, at a subconscious level, the more you’re exposed to something- that’s why Kahneman calls it the mirror exposure effect- the more you’re exposed to something, the more times you see it subconsciously, the more that you like it. The more that it can drive your behavior. It doesn’t matter what it is. They did it with words, faces, Chinese characters, randomly shaped polygons, all kinds of different things, and the effect still held. It was more powerful when they showed it at such a speed that people were not consciously aware of it. It never ceases to amaze me that the human mind can be manipulated, or impacted, by something like that. It’s fascinating. If you don’t think about it, if you don’t understand it, it can impact you, but there are ways that you can still combat that and defend against that, and that’s one of the things that Cialdini talks about in Influence, and we’ll talk about it in the learnings and recap section of this episode. That particular experiment is, to me, maybe the most powerful, the most interesting, experiment on this episode. 

The next piece of the liking bias is something that, on the surface sounds very similar to familiarity, and there are similar undertones, but we’re gonna talk about Pavlovian association. The Pavlov experiment is the experiment where he rings the bell while he’s feeding the dogs, and he does that for a while, conditions them to do that, and then rings the bell without feeding them and they salivate. The way that’s typically taught, or the way people react to that is: “Okay, cool. So, the bell rang and the dog salivated. Congratulations.” What does that really mean? What that really means is that any two completely unrelated phenomenon can be linked together, and can drive your perception, and the way that you think and feel about that particular object. One of the most obvious manifestations of Pavlovian association is when you see an advertisement that has a celebrity endorsement, and often the celebrity has nothing to do with the product they’re endorsing, but just having the celebrity endorsement itself is what drives those sales; what drives people to like that particular product. If you like Peyton Manning and he’s endorsing something on TV, at a subconscious level you draw the association, the connection, between those two things, and you like whatever he’s endorsing more. In Influence they cite a number of examples of TV doctors, actors who play doctors on TV, doing commercials where they advocate certain medicines, or certain medical procedures, or whatever it might be. It has a huge positive impact on the sales of that particular procedure, or product, or whatever it is, which is totally ludicrous if you think about the fact that just because they play a doctor on TV, they have absolutely no medical credibility, but because of the Pavlovian association between seeing that actor on television playing a medical expert, people are driven to believe what they have to say, and listen to what they have to say. 

I want to tie this in with a quote from Charlie Munger, who’s somebody I’m a huge fan of, and somebody we’ve talked a lot about on the podcast. He really hammers home how widespread, and how relevant, Pavlovian association is, and how much it impacts huge swaths of our society in our everyday lives without us having any knowledge, or any realization. “Practically three quarters of advertising works on pure Pavlov. Just think how pure association works. Take Coca Cola, where we’re the largest shareholder. They want to be associated with ever wonderful images: heroics, the Olympics, music, you name it. They don’t want to be associated with president’s funerals. The association really works at a subconscious level, which makes it very insidious. The Persians really did kill the messenger that brought the bad news. Do you think that is dead?” I love the analogy of Coca Cola advertising and the fact that, if you think about it, if you see any advertisement they’ve ever done, it’s all about happiness and ‘make the world a better place’, and ‘let’s all be happy’, and open happiness, all that stuff. They’re not running advertisements with president’s funerals, and that’s because those have a very negative, very sad association, but the reality is whatever they’re advertising with, the association that they’re drawing doesn’t necessarily have anything to do with what they’re actually talking about. It’s just like the dog and the bell. Two completely unrelated phenomenon, and just through repeating them over and over and over again, as the Kahneman experiment shows, you can link those things together and make people feel, and really believe, that there’s a positive association there.

One other thing I wanted to touch on briefly is the impact of flattery and compliments, and how those tie into the liking bias. They did a study in 1978, and they found that, quoting from Influence, “Positive comments produced just as much liking for the flatterer when they were untrue as when they were true.” I mean, that’s something that’s pretty simple and straightforward, but again it’s so transparent, and it’s so obvious. You can give someone a compliment that isn’t even true and it will increase, at a subconscious level, their liking towards you and how they feel about you.

So, let’s tie this up. Let’s wrap this up and talk about some of the key learnings about the liking bias. I know we touched on a bunch of research, and some of this research is mind-blowing, but there’s really four or five core drivers of the liking bias. We talked about physical attractiveness, we talked about how that impacts the supposedly objective judicial system. We talked about similarity and how similar others can- and mirroring and matching- can drive a subconscious connection, a subconscious liking bias. We talked about familiarity, how just merely seeing something, and being more familiar with it, even at a subconscious level, makes you like something more. We talked about Pavlovian association, about how just connecting two unrelated things, again and again and again, can drive somebody to like something. And we touched briefly on the power of praise and flattery even if it’s totally transparent and totally obvious. 

How can we defend against the liking bias? Cialdini cites two ways to potentially catch ourselves, or defend against, falling prey to this bias. The first thing he recommends is to focus on finding, and being aware of, the feeling that we’ve come to like something, or someone, more quickly and more deeply than we would have expected to. If you just met somebody and suddenly you’re thinking, “Oh my gosh, I love this guy,” or like, “We are new best friends and we just met,” maybe there’s something at play there. Maybe that should be a trigger to just press pause and think, “Hold on a second. I need to pull back, and I need to think about this a little more deeply. Why have I suddenly jumped in and become so- why have I started liking this thing so much so rapidly?” Again, as we talked about in previous Weapons of Influence episodes, the way to cultivate the mental awareness to be able to flag those thoughts in your mind and catch on to them, is with tools like meditation, which we will talk about in a future episode. 

The second thing that Cialdini recommends is the simple recognition of the fact that we like something so much when it isn’t really warranted by the facts, or isn’t really warranted by the data, it is one of the best ways to combat that. Again, there’s no perfect solution, but it really stems from self-awareness and trying to be objective, and even if you can just catch yourself liking something more than you should, or liking something for a totally- no reason that you can rationally determine, flagging that thought in your mind is enough to start building the awareness, and slowing down and saying, “Hold on a second. Why am I falling prey to this bias?”

That wraps up our episode on the liking bias. 

 

February 09, 2016 /Austin Fabel
Weapons of Influence
Weapons of Influence, Influence & Communication

Why You Should Always Ask the Guy in the Blue Jacket for Help

February 02, 2016 by Austin Fabel in Weapons of Influence, Influence & Communication

Based on the bestselling book “Influence” by Robert Cialdini, this is the third week of our six-part "Weapons of Influence" miniseries within "The Science of Success". If you loved the book, this will be a great refresher on the core concepts. And if you haven't yet read it, some of this stuff is gonna blow your mind. 

So what are the 6 weapons of influence?

  • Reciprocation

  • Consistency & Commitment

  • Social Proof

  • Liking

  • Authority

  • Scarcity

Each one of these weapons can be a powerful tool in your toolbelt - and something to watch out for when others try to wield them against you. Alone, each of them can create crazy outcomes in our lives and in social situations - but together - or combined - they can create huge impacts.

Today’s episode covers the third weapon of influence - Social Proof. In it, we'll cover:

How social proof can over-ride people’s will to liveWhy news coverage makes mass shootings more likelyWhy TV shows use canned laughterHow someone could be stabbed in front of 38 people without any helpHow you should ask for help in a dangerous situation

Thank you so much for listening!

Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions how to do that!).  

EPISODE TRANSCRIPT

Today you’re going to learn why news coverage makes school shootings more likely by a factor of more than 30 times, which is pretty insane; how someone can get stabbed to death in front of 38 people and no one does a thing; and why you should always point at the dude in the blue jacket and tell him to help you. If you missed last week’s episode about weapons of influence, don’t worry. I explain the series now, but you should absolutely go back and listen to it. 
For those of you who were here last week this is going to serve as a quick refresher on the topic. This is the third episode in a six part series based on the bestselling book Influence by Robert Cialdini. If you love that book you’re going to find this to be a great refresher on the core concepts, and if you haven’t read it yet some of this stuff is going to blow your mind.
So, what are the six weapons of influence? “Reciprocation”, which we talked about two weeks ago. Highly recommend you go back and listen to that episode, as well as the second one, which is “consistency and commitment tendency”, which we talked about last week; “social proof”, which we’re going to talk about today; “liking”, “authority”, and “scarcity”. Each one of these weapons can be a powerful tool in your tool belt, and something to watch out for when others try to wield them against you. Alone each of them can create crazy outcomes in our lives, and in social situations, but together or combined, they can result in huge impacts.
In episode one we talked about the biological limits of the human mind. If you haven’t listened to that episode yet you should really go back and check it out after you listen to the Weapons of Influence series, or even just after you listen to this particular podcast, because it explains how these automatic click-whirr responses get triggered when cognitive biases, like social proof, come into play. It explains how some of these evolutionarily beneficial traits and behaviors can sometimes result in crazy, ridiculous outcomes. 
In episode one we talked about the example of the mother turkey taking care of a polecat, which is one of those examples, and in the last two episodes of Weapons of Influence we’ve gone through dozens of research studies and examples that show how tiny little tweaks in behavior can result in substantial differences in outcome solely based on activating, or triggering, cognitive biases. 
The weapons of Influence series- and this is again the third part; we’re going to talk about “social proof”- is really going to dig into the meat of some of the most powerful cognitive biases that can impact your mind, and we’re going to learn how these can be used to manipulate you if you don’t know how to defend against them, and how they can be part of your arsenal if you learn how to harness them. Here’s how Cialdini describes the impact of these weapons of influence: Quote, “Each principle has the ability to produce a distinct kind of automatic mindless compliance from people that is a willingness to say ‘yes’ without thinking first.” 
Today we’re going to talk about “social proof”. It’s so powerful it can literally override someone’s desire to live. Have you ever been in a situation where you didn’t know what was going on? Maybe in a foreign country, or a new city, and you get caught up in something and think, “What am I supposed to do next? What am I supposed to do here?” Do you ever have that tendency to look around and see what other people are doing? They probably know what to do so you follow them; get in line; etcetera; right? That’s “social proof” and sometimes social proof can be totally conscious. If you’re in a foreign country and you go somewhere and you don’t know where to stand; you don’t know where to line up; you don’t know how to eat your food; you don’t know what the customs are; you look around and you figure out, “How’s everybody else doing it?” and you consciously imitate them. That’s a conscious example of social proof, but there are also a number of ways social proof can manifest itself totally subconsciously. Like I said at the top, “It is an incredibly powerful phenomenon.” Literally in many cases can override the desire to live. Here’s how Cialdini describes it in Influence: “This principle states that we determine what is correct by finding out what other people think is correct. The principle applies especially to the way we decide what constitutes correct behavior. We view a behavior as correct in a given situation to the degree that we see others performing it.”
This week is going to get a bit darker than some of the other weeks as we look at some of the crazy things social proof can motivate people to do. As I said before, “It’s literally so powerful that it some instances it can result in people committing suicide as a result of social proof.”
Here’s another quote from Influence: “Work like Phillips helps us appreciate the awesome influence of the behavior of similar others. Once the enormity of that force is recognized it becomes possible to understand one of the most spectacular acts of compliance of our time, the mass suicide at Jonestown, Guyana. If you remember- if you’ve ever heard of Jonestown- it’s the instance where a huge cult of people all drank cyanide-laced Kool-Aid and killed themselves, and that’s something the we will talk about in a minute, but something that is a striking and haunting example of the ridiculous power of social proof.
One of the most simple experiments, and it’s just something -it’s a little bit more uplifting than some of these other ones- but I call it “The Dog Terror Experiment”, and it was conducted in 1967 on nursery school age children. They were chosen because specifically they were terrified of dogs, and the experiment was really basic. Essentially they had these children who were really scared of dogs watch a little boy play with the dog, and have a lot of fun, and be happy for 20 minutes a day. These children- the result of just watching that video produced such as drastic change in these children that were terrified of dogs that after only four days 67% of them were willing to climb in a playpen and play with a dog, with being literally terrified of dogs four days earlier. That shows you how someone who’s very similar to you- and similarity is one of the key drivers of social proof- people who are really similar to you, just watching a video of them doing something can subconsciously change your perception. It can overcome phobias; that’s how powerful social proof is as a phenomenon.
The next instance of social proof, and this isn’t necessarily an experiment, but it demonstrates a concept which is called “pluralistic ignorance”. It’s something that’s pretty shocking, but you may have heard of it if you’ve dug in or done much reading about psychology, but it’s the infamous incident of Kitty Genovese. I’ll read you this quote from Influence: “For more than half an hour 38 respectable law abiding citizens in Queens watched a killer stalk and stab a woman in three separate attacks in Kew Gardens. Twice the sound of their voices, and the sudden glow of their bedroom lights, interrupted him and frightened him off. Each time he returned, sought her out, and stabbed her again. Not one person telephoned the police during the assault. One witness called after the woman was dead. That was two weeks ago today, but assistant chief inspector Fredrick M. Wilson, in charge of the borough’s detective activities and a veteran of 25 years of homicide investigations, is still shocked. He can give a matter-of-fact resuscitation of many murders, but the Kew Gardens slaying baffles him. Not because it is a murder, but because quote unquote: ‘Good people failed to call the police,’ end quote. How does something like that happen? How does somebody get stabbed in front of 38 people and nobody does anything to stop it? Again, it’s a phenomenon called “pluralistic ignorance”, and it’s a manifestation of social proof. What happened in the Kitty Genovese stabbing, and a lot of psychologist have talked about this; have researched this; have written about it; but essentially it’s the idea- and I’m sure everybody has thought this or felt this at some time: If you’ve ever driven by somebody with their car broken down on the side of the road and you think, “Oh, somebody’s going to help them,” right? That’s what pluralistic ignorance is. It’s the idea that every one of those 38 people saw this happening, heard this happening, and they thought to themselves, “Somebodies got to be calling the police. Somebodies got to be doing something. Somebody else is helping, so I don’t need to help,” or “I don’t want to help,” or “I don’t want to be another phone call into the police,” or whatever. The reality is because every single person felt that way, and thought the same thing, no one did anything and she was murdered in front of 38 bystanders, all of them which could have potentially saved her life. That’s pretty shocking and it shows you how social proof can have a huge impact.
Another similar experiment was conducted in Toronto in 1971. They had a single bystander- they created situations where there was a single bystander, and then they sort of created some kind of faux “emergency situation”; somebody collapsed on the ground, or something like that. In the instances where there was a single bystander, 90% of the time the single person helped the person who was having some kind of an emergency situation. In the instance where they then planted two passive bystanders to simply sit there and watch as the emergency situation- quote unquote- unfolded. In that instance only 16% of people helped the person who looked like they were having the emergency situation. So, if it happened to be one person walking down the street, and this person collapses on the ground and is writhing around, 90% of the time that person is going to help the person who’s on the ground struggling, but if you just plant two people standing there and watching, only 16% of people will then help the person who’s on the ground. And again, that’s “pluralistic ignorance” manifesting itself. It’s an example of how social proof can shape our behavior even if we’re not cognizant of it; even at a subconscious level.
The next example of social proof is something called the “Werther effect”, or as I like to call it, “Why I don’t like the evening news.” The Werther effect is this fascinating phenomenon where they discovered that every time a suicide is published in the news, there’s a massive uptick in suicides, and related suicides, and suicides that are very similar to that particular kind. I’ll quote here from Influence: “The Werther effect from examining the suicide statistics of the United States between 1947 and 1968 found that within two months of every front page suicide story, an average of 58 more people than usual killed themselves. In a sense, each suicide story killed 58 people who otherwise would have gone on living.” That’s pretty wild; it’s pretty fascinating. Again, they did a statistical analysis over a 20 year period where they controlled for seasonality; they controlled for age; they controlled for all these different factors; and they basically found that because of the idea that these people- again it’s about similar others; people who are like you- there’s this subconscious tendency that as soon as you see somebody who is like you doing something, it suddenly kind of enters the realm of “acceptable behavior”, or behavior that’s okay for you to do. Or maybe it’s like, “Oh, well somebody just like me did this. Maybe it’s something that I should be thinking about. Maybe it’s something that I should be doing.” Sometimes that can be good; sometimes that can be bad; sometimes it can be really, really bad. It blows my mind, but every time they publish a front page story about a suicide 58 more people, then otherwise would have, kill themselves. 
There’s actually a related inference from the Werther effect, and I’m sure you might be thinking about it now, but I’ll read this quote from Influence and then we’ll talk about it: “Back in the 1970s our attention was brought to the phenomenon in the form of airplane hijackings, which seemed to spread like airborne viruses. In the 1980s our focus shifted to product tamperings, such as the famous case of Tylenol capsules injected with cyanide, and Gerber baby food products laced with glass. According to FBI forensics experts, each nationally publicized incident of this sort spawned an average of 30 more incidents. More recently we’ve been jolted by the specter of contagious mass murders occurring first in the workplace setting, and then, incredibly, in the schools of our nation. I don’t think that could be timely, or more relevant, today. When you think about the fact that mass shootings have become something that everybody’s talking about now in the United States, and it’s amazing, but when you think about it: every time we publish, and blow up, and talk nonstop incessantly about these things, FBI research and statistical analysis has shown every time one of these events gets publicized it creates 30 copycat events. That’s mind-blowing to me, and it’s one of the reasons that- and maybe we’ll talk about this in a future podcast- but I really… I don’t read the local news; I don’t read the evening news because it’s filled with so much negativity, but I won’t go down that rabbit hole right now. 
So, what are the practical takeaways that we can learn about social proof, and this incredibly powerful phenomenon, and how can we take these lessons and apply them to our daily lives? Remember “social proof” is the conclusion that people often use other’s behavior in order to decide how they should handle situations. Especially when dealing with uncertainty. To quote Cialdini again: “The principle of social proof states that one important means that people use to decide what to believe, or how to act in a situation, is to look at what other people are believing or doing there. Powerful imitative effects have been found among both children and adults, and in such diverse activities as: purchase decisions, charity donations, and phobia remission. The principle of social proof can be used to stimulate a person’s compliance with a request by informing the person that many other individuals- the more the better- are, or have been, complying with it.” 
Cialdini also nails the two most important implications of social proof in this quote: “Social proof is most influential under two conditions. The first is “uncertainty”. When people are unsure, when the situation is ambiguous, they are more likely to attend to the actions of others and to accept those actions as correct. In ambiguous situations, for instance, the decisions of bystanders to help are much more influenced by the actions of other bystanders then when the situation is a clear-cut emergency. The second condition under which social proof is most influential is “similarity”. People are more inclined to follow the lead of similar others.” 
So, how do people make use of that? How do you see that manifesting itself in everyday life? Obviously there’s a lot of those negative consequences. One of the smaller ways that you see it, or one of the ways that people apply it in a sales context, is through the use of testimonials, or through the use of: “50 million households can’t be wrong that they’re buying XYZ,” right? Or, when you see your friends doing something and you want to do it as well, right? Trends- in a lot of ways- are kind of manifestations of social proof, but another way that you can kind of combat some of the implications of pluralistic ignorance, which is the Kitty Genovese phenomenon that we talked about before, is by using specific call-outs. Here is what Cialdini says, “Point directly at that person and no one else: ‘you sir in the blue jacket, I need help. Call an ambulance.’ With that one utterance you would dispel all the uncertainties that might prevent or delay help. With that one statement you will have put the man in the blue jacket in the role of the rescuer.” So, if you’re ever in a situation, and it’s an emergency and you’re being robbed, or being- you’re choking, or have some kind of medical situation and there’s a group of people, single out an individual person. Point to them and ask them specifically to help you. That eliminates the pluralistic ignorance; that eliminates social proof from kind of combating people from potentially being able to help you.
Another way that you can potentially use social proof to your advantage is by figuring how to arrange group conditions. If you’re in a management context- or something like that- to leverage social proof for your benefit. You want to be able to kind of demonstrate: “Hey, here’s how XYZ is doing it. Here’s how our competitors are doing it. Here’s how similar others are doing it,” right? Because similarity is one of the most powerful drivers of social proof, but there’s a lot of applications of social proof in day-to-day life and sales testimonials; all kinds of different things. So, it’s something that has these huge social implications. If you think about school shootings; you think about mass suicide- all this type of stuff- but it also has a lot of implications in our day-to-day life, and it’s something that- it’s really, really hard bias to combat. One of the ways you can defend yourself against it is kind of cultivating that ability to stop and say, “Hey, why am I doing this?” If you catch yourself saying, “Well, everybody’s doing this so I should think about doing it too,” that’s a red flag, and that’s something that you should really think about: “Hey, hold on. Pump the brakes. Maybe I shouldn’t be doing that. Maybe I should think this through,” and more logically really come to a conclusion then just be influenced by similar others, and kind of fall prey to social proof.

 

February 02, 2016 /Austin Fabel
Weapons of Influence
Weapons of Influence, Influence & Communication

The Power and Danger of a Seemingly Innocuous Commitment

January 26, 2016 by Austin Fabel in Weapons of Influence, Influence & Communication

Based on the bestselling book Influence by Robert Cialdini, this is the second part of a new six-part miniseries within "The Science of Success" called "Weapons of Influence". If you loved Cialdini's book, this will be a great refresher on the core concepts in it. And if you haven't yet read it, some of this stuff is gonna blow your mind. 

So what are the 6 weapons of influence?

  • Reciprocation

  • Consistency & Commitment

  • Social Proof

  • Liking

  • Authority

  • Scarcity

Each one of these weapons can be a powerful tool in your belt - and something to watch out for when others try to wield them against you. Alone, each of them can create crazy outcomes in our lives and in social situations, but together they can have huge impacts.

Today’s episode covers the second weapon of influence: Consistency & Commitment Bias. We'll cover:

The powerful application of the “foot in the door” techniqueWhy hard won commitments are the most powerfulThe dangers of seemingly innocuous commitmentsHow commitment builds its own internal justificationsHow you can defend yourself against falling prey to commitment bias

Thank you so much for listening!

Please SUBSCRIBE and LEAVE US A REVIEW on iTunes! (Click here for instructions how to do that!).  

EPISODE TRANSCRIPT

Today, you’re going to learn why you should always ask that stranger to guard your bag at the airport; how a simple phone call increased donations to the American Cancer Society by 700%; how people get slowly roped into huge commitments without realizing in, and much more.

If you missed last week’s episode about weapons of influence don’t worry, I’ll explain the series now, but you should go back and listen to it. For those of you who tuned in last week, here’s a quick refresher on the Weapons of Influence series. This is the second of a six part series based on the bestselling book, Influence, by Robert Cialdini. If you loved that book this will be a great refresher on the core concepts, and if you haven’t read it yet some of this stuff is going to blow your mind.

So, what are the six weapons of influence? Reciprocation, which we talked about last week, and I highly recommend after you listen to this, go back and listen to Reciprocation so that you can get all six of the weapons; consistency and commitment, that’s what we’re going to talk about this week; social proof, that’s next week’s episode; liking, authority, and scarcity. Each one of these weapons can be a powerful tool in your tool belt, and something to watch out for when others try to wield them against you. Alone each of them can create crazy outcomes in our lives, and in social situations, but together or combined, they can result in huge impacts.

If you remember in episode one we talked about the biological limits of the human mind. If you haven’t listened to that episode yet you should absolutely go back and check it out. In that episode we talked about the automatic click whirr response that gets triggered when a cognitive bias comes into play; how evolutionarily beneficial traits and behaviors can sometimes manifest themselves in ridiculous outcomes, like the example of a mother turkey taking care of a polecat, which happens to be its natural predator and enemy. These weapons of influence are exactly those kinds of cognitive biases. We’re really going to get into the meat of some of the most powerful cognitive biases that cause human decision making to go haywire. These weapons of influence can be used to manipulate you if you don’t know how to defend against them, and can be part of your arsenal if you learn how to harness them. As Cialdini described weapons of influence in his book, Influence: Each principle has the ability to produce a distinct kind of automatic mindless compliance from people. That is a willingness to say ‘yes’ without thinking first. 

The topic today is weapon of influence number two, consistency and commitment. I will start with an overview of what consistency and commitment bias is, then we will dive into a number of ridiculous research studies that demonstrate this behavior in the real world, and lastly we will look at some of the practical implications of how you can use this in real life.

So, what is consistency and commitment tendency? Here’s how Cialdini puts it: “It is quite simply our desire to be, and to appear, consistent with what we have already done. Once we make a choice, or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment.” He continues later in the book, “To understand why consistency is so powerful a motive we should recognize that in most circumstances consistency is valued and adaptive.” Remember this all comes back to the biological limits of the mind. The traits and characteristics that were super valuable from an evolutionary standpoint- that’s why he says it’s adaptive- can often go haywire when they collide with modern day society. Okay, so what? People like to be consistent. Why does that matter? Well, that simple bias toward staying consistent with what you have said, and more importantly with what you have done, because research shows that actions commit us more strongly at a subconscious level. 

Here’s another quote from Cialdini about the importance of the commitment and consistency bias: “Psychologists have long recognized a desire in most people to be and look consistent within their words, beliefs, attitudes, and deeds. This tendency for consistency is fed from three sources. First, good personal consistency is highly valued by society. Second, aside from its effect on public image, generally consistent conduct provides a beneficial approach to daily life. Third, a consistent orientation affords a valuable shortcut through the complexity of modern existence. By being consistent with earlier decisions one reduces the need to process all the relevant information in future similar situations. Instead, one merely needs to recall the earlier decision, and to respond consistently with it. Within the realm of compliance, securing an initial commitment is the key. After making a commitment that is taking a stand or position, people are more willing to agree to requests that are in keeping with their prior commitment.”

Now let’s dig into the research. The first experiment that we’re going to talk about today is what I call ‘the blanket experiment’. This experiment was done in 1975. The control scenario: They had somebody sitting outside with their stuff, and they simply got up, walked away, and then they had a sort of staged theft where someone would come in, steal their bag, and run off. They did this 20 separate times and on four occasions somebody stepped in and did something to stop, or prevent, or say something: “Hey, what are you doing? Why are you taking that person’s bag?” whatever. Then they did the experiment a little bit differently with a slight twist, and the results were dramatically different. In this instance they have the same person come by, set down their bag, and then walk off, with the exception that they then asked somebody nearby to, “Watch my things”. That was the only difference. Three words, “Watch my things.” In that instance, 19 out of the 20 instances, that person who was asked became as they say in Influence, “virtual vigilantes running after and stopping the thief, demanding an explanation, often restraining the thief physically, or snatching the object back.” That’s pretty amazing when you think about that. Simply by committing a total stranger to a simple sentence with a three word question, or a three word statement: “Watch my things,” they went from 4 out of 20 people stopping them from taking the bag, to 19 out of 20 people stopping them, and becoming, as they say, “virtual vigilantes”. That’s what happens when you get people to commit to something very simple. They stay locked in and become extremely consistent. They want to stay consistent with their behavior. So, that little toehold, that little question, causes them to suddenly be chasing after a thief, which is something that could be incredibly dangerous, right? 

This next experiment is also pretty fascinating, and the results are astounding. This took place in 1980 in Bloomington, Indiana. A social psychologist named Steven J. Sherman conducted this experiment. He had the control group, where he simply called people and asked them: “Hey, would you be willing to spend three hours volunteering for the American Cancer Society going door-to-door collecting money?” He then had the experiment group where they called people and asked them ahead of time, “As a hypothetical, would you be willing to spend three hours volunteering for the American Cancer Society?” Not wanting to be rude or uncharitable, people said, you know in thinking about, “Yeah, of cour- yeah, I’d be willing to do that. Yeah, hypothetically.” Then they had that group… they had them call again three days later and ask those people, “Hey, can you volunteer at such and such date, and can you actually go door-to-door and canvas for three hours for the American Cancer Society?” They had a 700% increase in volunteers in their success rate when they did that. That’s an astounding result if you think about it. A 700% increase simply by calling three days ahead of time and saying, “Hypothetically, would you be willing to volunteer?” and people said, “ Yeah, of course. I love volunteering. I love helping people fighting cancer. Yeah, I’d, in theory, I’d volunteer,” right? That little tiny subconscious commitment days later resulted in a 700% increase in volunteers. It’s fascinating. 

Another experiment, which I call the ‘yard sign experiment’, was conducted in 1966 by Jonathan Friedman and Scott Frasier, and I’ll quote here from Cialdini’s Influence: “A researcher posing as a volunteer worker had gone door-to-door in a residential California neighborhood making a preposterous request of homeowners. The homeowners were asked to allow a public service billboard to be installed on their front lawns. To get an idea of the way this sign would look they were shown a photograph depicting an attractive house, the view of which was almost completely obscured by a very large, poorly lettered sign reading, ‘Drive Carefully’.” In that instance only 17% of the people said yes to this request. This is where it gets really interesting. They conducted another study. They went door-to-door, same thing, asked people to display a ridiculously oversized drive carefully sign, but in this instance 76% of the people said yes. From 17% to 76%. What was the change? Two weeks before that a door-to-door canvasser had come by and asked those homeowners to display a small three inch sign on their driveway that said, “Be a safe driver.” That tiny little commitment two weeks beforehand resulted in 76% of the people being willing to display a gaudy, ridiculous, oversized billboard on their front yard that said, “Drive Carefully,” whereas only 17% of the people who were asked to do that without a prior commitment did it. That shows you how powerful it can be when you commit something, when you commit to something, even the smallest fashion. You kind of escalate into it, and subconsciously want to be consistent with what you’ve done, and so you get roped into it, or sucked into it, and all of a sudden you don’t even realize that it’s a completely subconscious process, and suddenly you’ve got a giant billboard on your front yard.

Interestingly, Friedman and Frasier conducted a similar experiment where they had someone go door-to-door and get people to sign a petition about state beautification. They then came by a couple weeks later and asked again, “Would you like to put a giant ‘Drive Carefully’ sign in your yard?” and of those people, nearly half of them said yes. So, it wasn’t quite the 76% jump. It was from 17% to 50%, or so, which is still a pretty astounding leap. That’s still almost a tripling of the compliance rate. What caused people to do that? They speculated that because people somehow now viewed themselves as civic-minded citizens, because they had signed a simple petition weeks earlier about state beautification, something totally unrelated, they now were willing to put that billboard in their driveway. As Cialdini says in Influence, “What the Friedman and Frasier findings tell us, then, is to be very careful about agreeing to trivial requests because that agreement can influence our self-concepts,” and that’s why this is such an insidious tendency. In this instance, whether it’s simply agreeing to a hypothetical, “Hey, yeah I’d be willing to volunteer my time, in theory,” or signing a petition, “Yeah, I’m in favor of state beautification,” or putting a tiny little sign in your yard, again and again these simple, innocuous commitments can result in an escalation that you get sort of drawn in, and sucked in, and before you know it you’re doing all kinds of stuff because you’ve built up this image in your mind that you’re trying subconsciously to stay consistent to, and that’s why it’s such a powerful cognitive bias.

So, those are a couple examples of the research and how different research studies have demonstrated this tendency, and it’s been demonstrated many more times than that, but those are just three examples that I thought you would find really interesting. Now, I want to talk about: What are some of the practical implications of the consistency and the commitment bias? Here’s a great quote from Cialdini that sums it up very nicely: “It appears that the commitments most affective in changing a person’s self-image and future behavior are those that are active, public, and effortful.” So, let’s dig into a couple of these practical implications. The first is the concept of the foot in the door technique, and that’s what they demonstrated with the yard sign experiments, is that a lot of times if you can land, or if you can get, just this innocuous initial concession you can kind of build on that, and suddenly get people to agree to things that internally to them seem very consistent with their self-image, but started with this tiny little commitment. An example of that in negotiations is to give somebody a reputation to live up to. Here’s a quote from Influence talking about Anwar Sadat: “One of the best at it was former President of Egypt, Anwar Sadat. Before international negotiations began, Sadat would assure his bargaining opponents that they, and the citizens of their country, were widely known for their cooperativeness and fairness. With this kind of flattery he would not only create positive feelings, but he also connected his opponent’s identities to a course of action that served his goals.” Remember public commitments are more powerful. That’s why if you put something in your yard, or you state publicly a position, it’s really hard to back down from that. It’s really hard to change course from that, and the research shows again and again that the more publicly committed to something you are, the more it’s kind of engrained in your identity. Hard one conclusions are the most valued, as Cialdini says, and he actually uses the example in the book Influence of fraternity hazing, right? The more you suffer and toil away for a conclusion, or a piece of your identity, the more you want to stay committed to that. The more it means something to you, and the harder it is to see that blind spot in your mind, to see that bias that’s shading your vision, or your actions.

Another really important take away is that the most effective commitments are focused internally, not externally. There’s an experiment that is fascinating, and a little, in some ways, shows how twisted psychologists can be, but I call it the ‘toy robot experiment’, and in this experiment they had 22 kids come and visit this psychologist, and they would leave the kids alone in a room with a number of different toys. In the first example the psychologist said to the child, before they left them alone and then went around to watch them through a one way mirror, “It is wrong to play with the robot. If you play with the robot, I’ll be very angry and will have to do something about it.” So, they had five or six toys in there. All of them were pretty lame, except the robot was like, totally awesome, so the kids had this natural incentive to go play with the robot, or it was like, a rubber duck and a bunch of other junk toys, but in that survey, only 1 out of the 22 children played with the robot. 

They did another study where the psychologist simply said, “It is wrong to play with the robot.” That’s it, they didn’t have any threat. They didn’t say they were going to be angry, whatever. In that research, in that study, again, 1 out of the 22 children played with the robot initially, but this is where it gets really fascinating. In the scenario where they threatened the students, where they had this external punishment: “I’m going to be angry and do something about it,” six weeks later they had the kids come back, put them in the same room, didn’t say anything to them, and let them play with whatever. The kids who had been threatened, 77% of those children, went back and played with the robot when they were in the room six weeks later. That’s because the external threat didn’t matter as much then. They weren’t as committed to it. They didn’t feel the need to stay as consistent with it. The kids who had been told only, “It is wrong to play with the robot,” no threat, more of an internal motivation, something they internalized, only 33% of those children played with the robot. So, less than half of the kids played with the robot in that scenario, and that demonstrates how much more powerful a commitment is if it’s internalized. Whether somebody’s trying to get you to internalize a commitment, or you can get someone to internalize a commitment, it shows you that to be super powerful, if these commitments are internalized, they’re- in this instance- more than doubly effective.

Another practical application is what’s called the ‘low ball technique’. That’s what Cialdini refers to it as, and I’ll read this quote from Influence, “When calling one sample of students, we immediately informed them of the 7 AM starting time. Only 27% were willing to participate.” He’s talking here about an activity that they wanted the students to participate in. The quote continues: “However, when calling a second sample of students we threw a low ball. We first asked if they wanted to participate in a study of thinking process, and after they responded, 56% of them positively; we mentioned the 7 AM start time and gave them a chance to change their minds. None of them did. What’s more, in keeping with their commitment to participate, 95% of the low balled students came to the psychology building at 7 AM, as promised.” So, that’s kind of a strategy where you get somebody to commit to something and then you layer in the bad news. I’m sure we’ve all experienced that at one time or another in our life, where someone had done that to us. That’s an example of the commitment and consistency tendency, right? If people knew off the bat that it was a 7 AM start time, only 24% of them were willing to participate, but as soon as they committed, and 56% of them committed on the front end; then after they had that commitment, and were psychologically anchored into that outcome, then when the bad news starts rolling in, they were okay and they accepted it, and they stuck with it. So, just flipping the wording, flipping that situation around, which seems so trivial, and something that you would never think about, can more than double the impact of what you’re saying or what you’re doing.

One of the other really fascinating takeaways that Cialdini talks about, and why commitment is such an insidious weapon of influence, is because commitment, in many cases, can be self-perpetuating. What he says is that commitments build their own legs. He likens it to a table analogy, and basically the table starts out with sort of a single leg, which is the commitment that you agree to, or you get someone to agree to, but then it starts building all of these other justifications around it, and people actually end up building their own subconscious justifications for that commitment that have nothing to do with what they initially committed to. The yard sign example is a perfect example that demonstrates that. These people started to think of themselves as an advocate for safe driving, or a civic minded citizen, or whatever, and all of these other justifications start being built, where the original justification doesn’t even matter and can be taken away, and people will still behave that way. That finding is found again and again in the research that you can actually literally take away the justification that people had for changing their behavior, or committing to a certain course of action, and in many cases their commitment stays just as strong, or sometimes even gets stronger once they’ve been committed down that path.

So, how do you defend against the commitment and consistency tendency? Here’s how Cialdini handles it: “I listen to my stomach these days, and I have discovered a way to handle people who try to use the consistency principle on me. I just tell them exactly what they are doing. This tactic has become the perfect counterattack for me. When my stomach tells me I would be a sucker to comply with the request, merely because doing so would be consistent with some prior commitment I was tricked into, I relay that message to the requester. I don’t try to deny the importance of consistency, I just point out the absurdity of foolish consistency. Whether in response the requester shrinks away guilty, or retreats in bewilderment, I am content. I have won and an exploiter has lost.” That shows us how important consistency and commitment tendency is, and how it can have huge results in your life, and how these little, simple commitments, something you would of never thought of or never even thought about, can actually change your self-image and your self-perception, and become these little seeds that get planted in your mind, and almost become self-perpetuating. Especially, think about the toy robot example, if it changes your identity, and changes your self-image or self-perception, it can shift the future direction of your behavior even if you completely forget about the original source of the commitment.

That’s it for today’s episode. 

 

January 26, 2016 /Austin Fabel
Weapons of Influence
Weapons of Influence, Influence & Communication

How To Triple the Rate of Your Success With One Simple Question

January 19, 2016 by Austin Fabel in Weapons of Influence, Influence & Communication

This week we are kicking off a new miniseries within "The Science of Success" called "Weapons of Influence". This is the first in a six-part series based on the best selling book Influence by Robert Cialdini. If you loved that book, this will be a great refresher on the core concepts. And if you haven't yet read it, some of this stuff is gonna blow your mind. 

So what are the 6 weapons of influence?

  • Reciprocation

  • Consistency & Commitment

  • Social Proof

  • Liking

  • Authority

  • Scarcity

Each one of these weapons can be a powerful tool in your belt - and something to watch out for when others try to wield them against you. Alone, each of them can create crazy outcomes in our lives and in social situations, but together they can create huge impacts.

Today’s episode covers the first weapon of influence - Reciprocation Bias - and you'll learn:

  • How reciprocation creates unequal exchanges, and in one experiment by a factor of more than 500%

  • Why reciprocation is powerful regardless of how much someone likes you

  • How giving away flowers help build a powerful religious movement

  • What made the “rejection and retreat” technique triple the success of an experiment

  • How to defend against reciprocation bias from negatively impacting your decisions

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EPISODE TRANSCRIPT

Today, you’re going to learn how adding one simple question can triple the rate of your success, how a church used flowers to exponentially multiply their fundraising campaign, how one free drink generated over a 500% return, and much more.

I’m super excited this week because we are kicking off a new miniseries within Science of Success called Weapons of Influence. This is the first in a six part series based on the bestselling book, Influence, by Robert Cialdini. If you loved that book, this will be a great refresher on the core concepts, and if you haven’t read it yet, some of this stuff is going to blow your mind.

So, what are the six weapons of influence? The first is reciprocation; the second, consistency and commitment; the third, social proof; the fourth, liking; the fifth, authority; and the sixth is scarcity. Each one of these weapons can be a powerful tool in your tool belt, and something to watch out for when others try to wield them against you. Alone, each of them can create crazy outcomes in our lives and in social situations, but together, or combined, they can result in huge impacts. Something billionaire business partner of Warren Buffet, Charlie Munger, once described as ‘Lollapalooza Effects’. 

Remember in episode one when we talked about the biological limits of the human mind? If you haven’t listened to that episode yet, you should absolutely go back and check it out after you listen to this one. In that episode we talked about the automatic click whirr response that gets triggered when a cognitive bias comes into play. We talked about how evolutionarily beneficial traits and behaviors can sometimes manifest themselves in ridiculous outcomes, like the example of the mother turkey taking care of a polecat, which happens to be its natural predator and enemy. These weapons of influence are exactly those kinds of cognitive biases. Now, we are really going to get into the meat of some of the most powerful cognitive biases that cause human decision making to go haywire. These weapons of influence can be used to manipulate you if you don’t know how to defend against them, and can be part of your arsenal if you learn how to harness them.

Here’s how Cialdini describes the impact of these weapons in his groundbreaking book, Influence: “Each principle has the ability to produce a distinct kind of automatic mindless compliance from people. That is a willingness to say yes without thinking first.” Don’t forget, we like to keep our discussions grounded in the science. Each of these weapons of influence are deeply rooted and verified, again and again, by experimental psychology research. In this series I will share a number of crazy, hilarious, and sometimes sad examples of that with you.

The topic today is weapon of influence number one, reciprocation. I will start with an overview of what reciprocation bias is, then we will dive into a number of wacky research studies that demonstrate this behavior in the real world, and lastly we will look at some of the practical implications of how you can use this in real life. So, what is reciprocation bias? Part of the reason these biases are so powerful is because they have been built into our minds by thousands of years of evolution, and in the vast majority of cases, were incredibly evolutionary beneficial. It’s something that has been engrained in humans since birth, and in our culture for millennia. Here’s how Cialdini describes it: “According to sociologists and anthropologists, one of the most widespread and basic norms of human culture is embodied in the rule of reciprocation. The rule requires that one person try to repay, in kind, what another person has provided. By obligating the recipient of an act to repayment in the future, the rule for reciprocation allows one individual to give something to another with confidence that it is not being lost. The sense of future obligation within the rules makes possible the development of various kinds of continuing relationships, transactions, and exchanges that are beneficial to society. Consequently, all members of the society are trained from childhood to abide by the rule or suffer serious social disapproval.” 

Here’s how Cialdini defines the reciprocation rule, and note one of the terms he uses is a bit clunky. He often cites what he calls “compliance professionals”, which is essentially someone who is trying to get you to do something. Think of a salesperson, a boss, a negotiator, someone who’s trying to get you to comply with their requests. That’s why he says, “compliance practitioners”. Cialdini uses this throughout the book as a blanket term to describe those who wield the weapons of influence. Here’s another quote from Cialdini where he lays out the definition, and some of the ground rules, of reciprocation: “One favorite and profitable tactic of certain compliance professionals is to give something before asking for a return favor. The exploitability of this tactic is due to three characteristics of the rule for reciprocation. First, the rule is extremely powerful, often overwhelming the influence of other factors that normally determine compliance with a request. Second, the rule applies even to uninvited first favors, thereby reducing our ability to decide whom we wish to owe, and putting the choice in the hands of others. Finally, the rule can spur unequal exchanges. To be rid of the uncomfortable feeling of indebtedness an individual will often agree to a request for a substantially larger favor than the one he or she received.” In a nutshell, reciprocation bias is the tendency to reciprocate when someone does something for us, which makes perfect sense when you think about it, but the power of the bias really manifests itself when you think about the fact that: one, the effect still holds even when the gift is unwanted, and even when you don’t like the person giving you the gift; and two, the reciprocation often takes the form of a substantially larger gift than the original gift.

Now we’re going to dive into some of the research and see how exactly reciprocation bias impacts people in the real world, and what psychological studies have shown some of these effects can be. One of the first experiments is something that I call a ‘Coke bottle experiment’. In this experiment there was a subject in a room, and there was also an experimenter with them- his name was Joe- and they had some sort of task that they were supposed to perform. It was kind of a red herring. There was a two minute break in the middle of the study, and Joe would leave the room, and in half of the instances he would come back with nothing and they would just continue on with the experiment. In the other half he would buy two cokes and bring one back, give one to the other person and say, “Hey, there was a drink machine and I thought I would grab you a drink too,” and just gives it to them. At the end of the study, they would have Joe then ask that person to buy some raffle tickets from him. This was in the ‘70s, so he would sell them for 25 cents, which doesn’t sound like a lot, but Joe would basically say, “Hey, by the way, I’m selling these raffle tickets. I was wondering if you would be willing to buy some.” So, one of the most interesting things was that in the scenario where people- where Joe didn’t bring back anything, where he just went along with the experiment, and then at the end asked them to buy raffle tickets, there was actually a liking scale. They, after the experiment, had people rate how much they liked Joe, and basically they would give him- they would buy a certain number of raffle tickets from him based on how much they liked him on a scale. So, they would obviously have already purchased the tickets, and then they would come and say, “Okay, on a scale of 1 to 10, how much do you like Joe?” and they would go through a number of questions about him, and his behavior, and everything else. There was a pretty strong correlation between how much they liked him, and how many raffle tickets they would buy, but the most fascinating thing is that in the instances where Joe brought back the Coke and gave it to the subject of the experiment, the relationship between liking and compliance was completely wiped out. For those who owed Joe a favor because he had given them a drink, even though they never asked or it, it made no difference whether they liked him or not. They felt a sense of obligation to repay him, and they did. Again, this experiment took place a long time ago, so at the time a Coke cost ten cents. He was selling these raffle tickets for 25 cents. So, the average return that he had for the people that he gave the Coke to was more than 500%. That’s a pretty fascinating study, but the most interesting thing about it is the fact that even though it’s a miniscule, small gift, in the scenario where he didn’t give them anything, how many tickets they purchased was completely dependent on how much they liked Joe, but as soon as he gives them a ten cent present, the relationship is completely obliterated and all they care about is repaying that favor that he had given to them.

Another fascinating example, and again, this one takes place many years ago in the ‘70s, and part of that reason is that Influence was written originally in the ‘70s, and it’s been updated a number of times, but another example from the ‘70s is of the Hari Krishnas. This was a religious sect, that now it’s not really very popular, but back then they experienced this huge growth, and this huge boom, and it was funny because they had been struggling for a really, really long time financially. They couldn’t figure out how to raise money, and one day they happened on this idea of giving people a flower before they asked for a donation. So, they would go to high traffic areas, they would go to airports, they would go to bus stations, all that kind of stuff, and they would basically just come up and hand people a flower, or they would hand them a small book of their scriptures, or just some small gift, and they would not accept ‘no’ as an answer. They would say, “No, this is our gift for you. Please take it. Please accept it.” As soon as they implemented that strategy they went from struggling, stagnating, being kind of a washed up religious order, to massive growth. They exploded. This fundraising strategy completely revolutionized the church. 

Here’s how Cialdini describes the Hari Krishna strategy: “The unsuspecting passerby who suddenly found flowers pressed into their hands, or pinned to their jackets, were under no circumstances allowed to give them back, even if they asserted that they did not want them. “No, it is our gift to you,” said the solicitor, refusing to take it back. Only after the Krishna member had thus brought the force of the reciprocation rule to bare on the situation was the target asked to provide a contribution to the society. This benefactor before beggar strategy was wildly successful for the Hari Krishna society. Producing large scale economic gains and funding, the ownership of temples, businesses, houses, and property in the 321 centers in the United States and abroad. 

So, the Hari Krishna example is a great example that shows us how even if you don’t want the gift, somebody who you don’t like, don’t care about, can give you something and suddenly this bias gets triggered and you feel obligated to give them something back. There’s a similar example in pharmaceutical research, and this example showcases also the superpower of incentives, which we will talk about in a later podcast. That’s something… we talked about Charlie Munger before. Charlie Munger, again the billionaire business partner of Warren Buffet, once said that he has been in the top of his age cohort his entire life in understanding the power of incentives, and his entire life he has underestimated them. Anyway, this example showcases the superpower of incentives. A study in 1998 found that 100% of the scientists who had published results supporting a certain calcium drug had received prior support from the pharmaceutical company that produced them, but only 37% of those publishing critical results had received the same kind of support. So again, it’s something that incentives are incredibly powerful, and it’s something that we often think, “Yeah, of course I know incentives are powerful,” but the reality is even when you account for the fact that you know how powerful they are, they can be even more powerful than that. Even something as simple as funding certain types of research, right, and you can see this in global warming, or tobacco, or all kinds of different things. Often the people who fund a lot of this research, the scientists, even if it’s at- not at a conscious level, but at a subconscious level, often come to conclusions that support whoever happens to be paying their bills. Paying their paychecks. So, there’s an Upton Sinclair quote that it’s hard to get a man to understand something when his paycheck depends on him not understanding it.

Another really simple example, and this is pretty crazy: We all know what a pain in the ass it is to have to fill out surveys from an insurance company, or whatever other ridiculous junk mail. Most people just throw it out, right? Like, I mean I know personally that I throw gobs of mail out every day. I just get a ton of junk in the mail. Well, in this experiment, and this took place in 1992, an insurance company actually found that when they mailed people a $50- when they offered a $50 reward for completing a survey, they didn’t have a lot of traction, but when they switched to just sending people a $5 gift check along with the surveys, they doubled the effectiveness of their strategy. So literally, instead of getting paid $50 for filling the strategy out, when people received upfront a $5 gift, the reciprocation bias kicked in and they felt some sort of obligation, you know, “Oh my gosh, they sent me five bucks. Yeah, I’ll take 30 seconds and fill out this survey,” but it was literally one tenth of what they could have been offered and it was twice as effective. It just shows you how powerful reciprocation can be.

Another example is if you ever get those things in the mail where they send you shipping labels that have your own name and address on them. I know, for example, AAA sends me those all the time, and having read Influence I ruthlessly exploit them and just take the stickers for myself, but one charity found that when they would normally send out a mailer requesting donations, they would have about an 18% success rate, but just by including those individual shipping labels they doubled their success rate to 35%. Again, it might not seem like that much, but think about the fact literally just including a few shipping labels doubles their success rate with that strategy. It’s just like the… you know, I mean reciprocation is incredibly powerful bias.

Now we’re going to get into what I think probably is one of my favorite examples of how powerful the reciprocation bias can be, and that’s what’s called the “zoo experiment”. The zoo example is one of my favorites because it’s so nakedly obvious that there’s cognitive bias at work here. This piece of research highlights something that’s called the rejection and retreat technique. Cialdini and a group of researchers conducted an experiment where they approached college students and asked them to volunteer, and take juvenile delinquents on a day trip to the zoo. Okay, in that study, that was kind of the control case, 83% of the students said ‘no’. I mean, I don’t really blame them. I probably would have said no myself. Next they changed things up just a little bit. They did the same experiment on a different set of college students, but they tweaked it just a tiny bit. They added one question before they asked the students to take the juvenile delinquents on a day trip to the zoo. Before they asked that, they asked the students, “Would you like to volunteer two hours a week, for a minimum two year commitment, to be a counselor for juvenile delinquents?” 100% of the people said ‘no’, but they then followed up with the same request, “Would you like to take juvenile delinquents just on a single day trip to the zoo?” In that instance 50% of the people said ‘yes’. That’s a tripling of the compliance rate simply by including a question that every single person said ‘no’ to at the beginning. That’s pretty wild when you think about it. They went form a 17% yes rate to a 50% yes rate without changing the question. All they did was add another question at the beginning that triggered the cognitive bias because they conceded and backed away from their position, and then the other person felt, “Okay, well they made a concession to me. I’ll make a concession to them,” and that’s why it’s called the rejection and retreat technique. Now, the rejection and retreat technique is something that everyone on some level or another is probably familiar with. That’s just kind of a piece of research that really validates that, and everybody’s heard the- when you’re dealing with negotiations, or whatever, that you should ask for more than you want, and blah, blah, blah, but it’s not just hearsay, it’s not just folk wisdom, it’s actually validated research.  

One of the even more interesting findings is that they did a very similar study, but what they really wanted to understand is: Is this so nakedly obvious that it works on the front end, but then as soon as people realize that they’d been taken advantage of, they lose the buy in and they don’t care anymore, and they’re not going to continue to kind of comply with your requests?  So, they did an experiment with blood donations. Another fascinating example of the rejection and the retreat technique is how it can create longer lasting effects, and is nearly immune to the idea that people would refuse in the future because they feel like they were taken advantage of. So, in this experiment, in the blood donation experiment, they had college students who were asked to give a pint of blood as part of the annual campus blood drive. Then they had another group of students who were asked first to give a pint of blood every six weeks for a minimum of three years, and then they backed down to: “Okay, well would you just give a pint of blood once?” So, it’s the same kind of thing with the juvenile delinquents, the same strategy. You have one control group and you have one group where you ask a ridiculous request and then follow it up with: “Okay, will you just do something a little simpler?” The results were replicated. Of course the people were more likely to comply when they first offered them the really tough question, but the fascinating thing was the students who actually went to the blood center were then asked if they would be willing to give their phone numbers so that they could be called upon again to donate blood later in the future. So, the finding was, or what they were testing for was: Okay, the people who we essentially tricked, or used these weapons of influence on, are they going to be bitter, and are they going to say, “Well, they tricked me into going here?” or whatever, and thus be less likely to give their phone number to donate in the future? What actually happened is the students who had the rejection-then-retreat used on them, 84% of the students gave their phone number and said they would be willing to donate blood again. The students who were just in the control group, who were only asked, “Hey, will you donate a pint of blood?” only 43% of those students said that they would be willing to give their phone number and be a donor in the future. So, even for future favors, even when somebody might know, or feel like, they’ve been taken advantage of, the rejection-then-retreat technique proved superior, and the reciprocation bias is so strong that it can carry through something like that weeks later.

So, now that we’ve looked at some of the research, what are the practical implications of this? How can we use this in our everyday lives? Again, as a refresher, the reciprocation bias is the tendency to reciprocate when someone does something for us. Sounds really simple, but what are the practical implications of that? What are the takeaways from the research, and how can we apply this stuff to our everyday life? The first major lesson is that reciprocation supersedes our wants and our likes. The effect still holds even when the gift is unwanted, and even if you don’t like the person giving you the gift. The Hari Krishna example, and the Coke bottle experiment, and the blood donation research all point to that conclusion, and all demonstrate that conclusion. That’s why it’s so powerful. The person doesn’t even have to like you. The person doesn’t even have to want the gift. If you give it to them, it will trigger this innate subconscious desire, need, obligation to reciprocate. Similarly, reciprocation can trigger unequal exchanges. A small initial favor can trigger the psychological response to do a much larger favor. The Coke bottle experiment’s a good example, where Joe had more than a 500% return on his gift, but there are countless examples of this in real life. 

The third lesson is that this applies to concessions in a negotiation. Think about the zoo experiment and the rejection and retreat technique. If you make a bigger ask, and then you give the concession to the other person, they feel this deep subconscious obligation to make a concession also. There is a little bit of a caveat there because subsequent research has shown that if your initial ask is too big, or too ridiculous, over a certain threshold, people will see right through it and they’ll basically… they won’t get caught in the reciprocation trap, but as the blood donation research showed, as the zoo trip showed, it can be a pretty hefty request. As long as you concede and back down, you can double or triple your compliance rate simply by adding another request in at the beginning that’s a little bit more burdensome, a little bit more onerous.
So, how do you defend yourself against reciprocation tendency? How do you stop somebody from exploiting you by using this strategy? Cialdini says that knowledge and awareness are the best offenses, and that you should steal yourself against the feeling of having to reciprocate a gift. One of the best ways he suggests combatting the reciprocation bias is by reframing in your mind, from a gift to a trick. Here’s what he says in Influence, “If gifts were used not as genuine gifts, but to make a profit from you, then you might want to use them to make a profit of your own. Simply take whatever the compliance practitioner is willing to provide, thank them politely, and show them out the door. After all, the reciprocity rule asserts that if justice is to be done, exploitation attempts should be exploited.” I talked about that briefly earlier when I gave the example of including the shipping labels in the mailer nearly doubling the effectiveness of that fundraising campaign. That’s why when you get those free shipping labels, you should steal those things and don’t worry about even replying to the rest of the mail. Just throw it out because exploitation attempts should be exploited. 

So, that’s reciprocation bias. It’s something that’s incredibly powerful. It’s something that I hope this research demonstrated to you, shapes and impacts our lives in a number of ways. Now that you’re aware of it, not only can you use it for good, and use it for your own benefit, but now you can stop people from exploiting you by using the reciprocation tendency.

 

January 19, 2016 /Austin Fabel
Weapons of Influence
Weapons of Influence, Influence & Communication