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    YAPClassic: Jonah Berger on How to Change Anyone's Mind

    enSeptember 22, 2023

    Podcast Summary

    • Understanding People's Motivations and Emotions for Effective PersuasionPeople resist change and enjoy forbidden behaviors. Effective persuasion requires understanding underlying motivations and emotions. Ask the right questions and reframe persuasion strategies to encourage change.

      Learning from this interview with Jonah Berger is that people are not like marbles that can be pushed in one direction to change. Instead, effective persuasion requires understanding the underlying motivations and emotions that drive behavior. In the interview, Jonah explains how people are resistant to change and shares insights from his research on why people enjoy forbidden behaviors. He also provides strategies for successfully encouraging people to change, including asking the right questions and reframing the way we approach persuasion. Overall, Jonah's expertise on social influence, consumer behavior, and the psychology of language offers valuable insights for anyone looking to change anyone's mind.

    • Identify barriers to change and act as a catalystInstead of pushing for change, identify obstacles and facilitate smooth transitions by acting as a catalyst

      Instead of pushing people to change through forceful persuasion, it's more effective to act as a catalyst and identify the obstacles preventing change. This approach requires less energy and resistance, leading to smoother transitions. The analogy of a catalyst in chemistry applies here, as these substances facilitate change with less energy and pressure. In the social world, a catalyst is a change agent that identifies and removes barriers to change, making the process more efficient and successful. This approach is crucial for leaders, entrepreneurs, and anyone aiming to bring about transformation.

    • Understanding obstacles to changeEffective persuasion involves empathy and understanding, not pushing harder. Identify obstacles through questions and address them to increase chances of successful change. Reactance, a key barrier, can be mitigated by allowing people to make their own decisions.

      Effective persuasion is not about pushing harder, but rather understanding and addressing the obstacles that prevent change. This was emphasized through the analogy of trying to sell to someone with their parking brake engaged. To identify these obstacles, negotiators suggested asking questions to understand the person's perspective and needs. This approach, starting with empathy and understanding, is more effective than jumping straight into influence. Reactance, one of the five key barriers to change, is particularly important because people naturally resist being told what to do. Allowing them to make their own decisions can help mitigate this barrier and increase the likelihood of successful change. A classic example of this is Tide's attempt to make laundry easier by introducing a 2-in-1 detergent. Initially, consumers resisted the change, preferring to add detergent at different stages of the cycle. However, by understanding their concerns and addressing them through education and marketing, Tide was able to successfully shift consumer behavior. Overall, the key is to start with the person, understand their needs, and address any obstacles to change in a way that resonates with them.

    • The Tide Pod Challenge: Pushing Back Against WarningsPeople may resist suggestions or instructions, leading to counterintuitive behavior. Companies should focus on providing positive alternatives or incentives instead of just warning against harm.

      People have an inherent desire to push back against suggestions or instructions, a phenomenon known as reactance. This was evident in the Tide Pod Challenge, where warnings about not eating the detergent pods led to a significant increase in people attempting to do so. This counterintuitive behavior can be seen in various contexts and highlights the importance of understanding human motivation and behavior. Companies, in particular, need to be aware of this effect when communicating with their consumers. Instead of simply telling people what not to do, they should focus on providing positive alternatives or incentives to encourage desired behavior. In the case of Tide, they could have emphasized the convenience and effectiveness of their product, rather than just warning against its potential harm. By recognizing and addressing reactance, organizations can more effectively influence and engage with their audiences.

    • Understanding the power of control in persuasionShopify's user-friendly platform empowers entrepreneurs to easily make their own business decisions, increasing persuasiveness and success.

      People are more likely to be persuaded when they feel they are in control of the situation. Shopify provides a platform that empowers entrepreneurs to easily set up and run their businesses, giving them the freedom to focus on what they do best. The platform's ease of use, wide range of features, and excellent customer support have helped businesses of all sizes, from startups to established brands, to succeed. However, when people feel like they are being pushed into making a decision, their natural instinct is to resist. This is known as the "ingrained anti-persuasion radar" and can be compared to a missile defense system that engages defensive actions when it detects incoming projectiles. To effectively persuade, it's essential to understand this human behavior and create a message that empowers the audience to make their own choices. Shopify's user-friendly platform does just that, making it an excellent choice for anyone looking to start or grow their business.

    • Allow people to choose their own pathGiving people options and guiding them towards a decision can make them more likely to comply and feel invested in the outcome.

      People are more likely to embrace change when they feel a sense of autonomy and control. Telling them what to do or not do can actually be counterproductive, as it can make them less likely to comply. Instead, providing them with options and guiding them towards a decision can be more effective. This approach was particularly relevant during the COVID-19 pandemic, when government mandates and restrictions may have made people more resistant to following guidelines. By allowing people to choose their own path, they are more likely to feel invested in the decision and more likely to comply. This strategy, known as "letting people choose their own path," can be applied to various situations, from selling a product or service to implementing organizational change.

    • Providing Multiple Options Increases Decision MakingOffering real choices instead of one can boost decision making and commitment, while asking questions instead of making statements encourages self-persuasion and critical thinking.

      Providing multiple options, or a menu, instead of just one, can significantly increase the likelihood of someone making a decision and sticking with it. This strategy shifts the focus from reasons not to choose, to comparing and choosing between the given options. It's not about giving fake or overwhelming choices, but rather, a limited set of real options that encourages people to focus on what's available rather than what isn't. This can be applied to various situations, from business meetings to online shopping. Another effective strategy is asking questions instead of making statements. When we make statements, people may push back and focus on reasons why it may not be for them. However, when we ask questions, we allow people to persuade themselves, encouraging them to think critically and come to their own conclusions. This can be particularly useful in situations where persuasion is difficult, such as motivating a team or addressing reactants. By asking the right questions, we can guide the conversation and encourage people to find their own solutions.

    • Asking the right questions leads to better outcomes and stronger relationshipsAsking questions encourages commitment, collects valuable info, and fosters stronger relationships. Understanding others' needs is key to success.

      Asking questions is an effective way to engage and persuade people towards a desired outcome. Questions deactivate the anti-persuasion radar, encourage commitment to the conclusion, and allow for the collection of valuable information. By giving people a sense of ownership and involvement in the decision-making process, they become more invested and bought-in to the end result. This not only leads to better outcomes for all parties involved but also fosters stronger relationships and increased trust. It's important to remember that understanding what others want and need is not a detriment to one's own success, but rather a key to unlocking it. In sales, business, or any interpersonal interaction, asking the right questions can lead to mutually beneficial solutions.

    • Highlighting inconsistencies for effective changeEffective change comes from helping individuals recognize and bridge internal inconsistencies, rather than pushing external information. Highlighting these gaps can lead to self-persuasion and lasting change.

      Effective change often comes from helping individuals recognize and bridge the gap between their desires and actions, rather than pushing them with external information. The Thai Health Promotion Foundation's successful campaign to get smokers to quit illustrates this concept. Instead of lecturing smokers about the dangers of smoking, they had children ask smokers for a light and then subtly highlighted the inconsistency between the smokers' concerns for the children's health and their own smoking habits. This approach led to a 40% increase in quit line calls and viral campaign success. As change agents, it's essential to understand that people often have the necessary information but may not act on it due to internal inconsistencies. By highlighting these gaps, we can facilitate self-persuasion and encourage more effective and lasting change. Moreover, the speaker emphasizes the importance of using Indeed for small and medium-sized businesses looking to hire, as it offers the most powerful hiring platform with a high success rate and cost-effective pricing. The speaker also mentions the benefits of internal consistency in driving human behavior, as people naturally want their attitudes and actions to align.

    • Encouraging a match between beliefs and actionsHighlighting the gap between our attitudes and behaviors can motivate us to change, but we often overlook the costs of sticking with the old ways and underestimate the benefits of trying something new. Effective communication involves asking questions and providing relevant information to encourage people to bridge this gap.

      Aligning our attitudes and actions is crucial to avoid cognitive dissonance. This discomfort occurs when our beliefs and behaviors don't match. Campaigns that "highlight the gap" between what we say we care about and what we do can encourage us to change our actions. Additionally, the endowment effect shows that we value things more when they're ours. However, we often overlook the costs of sticking with the old ways and underestimate the benefits of trying something new. To effectively communicate and persuade, it's essential to ask questions and provide relevant information. By highlighting the costs of inaction and the potential benefits of change, we can encourage people to bridge the gap between their attitudes and actions.

    • Start conversations, not sales pitchesEffective communication involves understanding customer motivations and addressing uncertainty to build trust and encourage action

      Effective communication is about starting with a conversation and providing information at the right time in the customer journey, rather than forcing it on them. People are more likely to be receptive and take action when they feel understood and valued, rather than being sold to. Additionally, uncertainty can be a significant barrier to taking action, and it's essential to find ways to alleviate it. The story of a delayed flight illustrates this point - people may fear the worst outcome, but what they often dislike even more is the uncertainty surrounding the outcome. By understanding and addressing these underlying motivations, communicators can build trust and move people towards taking the desired action.

    • Reducing uncertainty for new thingsProvide opportunities for people to experience value to reduce uncertainty and make it easier for them to try new products, ideas, or ways of thinking.

      Reducing uncertainty is key to getting people to try new things, whether it's a new product, idea, or way of thinking. Uncertainty can be a major barrier to change, and people often stick with what they know because they're unsure if the new thing will be better. However, by providing opportunities for people to experience the value of what you're offering through methods like pilot programs, free trials, or money-back guarantees, you can help reduce that uncertainty and make it easier for them to make the switch. As Jonah Berger, author of "Invisible Influence," emphasized during our conversation, being curious and asking questions is essential for success in any endeavor. To learn more about how to apply these ideas and overcome other common roadblocks to change, visit JonahBerger.com for a wealth of free resources.

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    Jenna Kutcher left her corporate job to start a photography business. But by the time she had scaled it to six figures, she was burnt out. Bent on finding a more sustainable path, she started several side hustles. Today, she runs a multimillion-dollar empire. In this episode, Jenna reveals how she diversified her revenue streams to earn more while maintaining a balanced life. She breaks down everything, from affiliate marketing and coaching to hosting on Airbnb. Jenna Kutcher is an entrepreneur, podcaster, and online marketing expert. She hosts The Goal Digger Podcast and is the author of How Are You, Really? In this episode, Hala and Jenna will discuss: - Jenna’s transition from corporate America to entrepreneurship - The importance of protecting personal peace and family time - Scaling your business with online courses - Her system for generating seven figures through affiliate marketing - The viral post that launched Jenna’s influencer career - Why email marketing trumps social media - Jenna’s fulfilling experience with Airbnb - Running an Airbnb with your existing space - Pinterest marketing for entrepreneurs with a small following - And other topics…  Jenna Kutcher is an entrepreneur, podcaster, author, and online marketing expert who turned a $300 Craigslist camera into a seven-figure empire. She hosts The Goal Digger Podcast, which provides practical advice for aspiring entrepreneurs. She is also a successful social media influencer and author of the bestselling book How Are You, Really? Jenna works with creative entrepreneurs to build profitable, sustainable, and authentic businesses.  Connect With Jenna: Jenna’s Website: https://jennakutcher.com/  Jenna’s LinkedIn: https://www.linkedin.com/in/jennakutcher/  Jenna’s Twitter: https://twitter.com/jennakutcher  Jenna’s Instagram: https://www.instagram.com/jennakutcher/  Jenna’s Facebook: https://www.facebook.com/jenna.kutcher/  Jenna’s Podcast, The Goal Digger Podcast:  https://podcasts.apple.com/us/podcast/the-goal-digger-podcast/id1178704872  Resources Mentioned: Airbnb: https://www.airbnb.com   LinkedIn Secrets Masterclass, Have Job Security For Life: Use code ‘podcast’ for 30% off at yapmedia.io/course.   Sponsored By: Shopify - Sign up for a one-dollar-per-month trial period at youngandprofiting.co/shopify  Indeed - Get a $75 job credit at indeed.com/profiting  Facet - For a limited time Facet will waive $250 enrollment fee for new annual members! Visit facet.com/profiting for details. Kajabi - Get a free 30-day trial to start your business at Kajabi.com/PROFITING  LinkedIn Marketing Solutions - Get a $100 credit on your next campaign at linkedin.com/YAP    More About Young and Profiting Download Transcripts - youngandprofiting.com Get Sponsorship Deals - youngandprofiting.com/sponsorships Leave a Review - ratethispodcast.com/yap Watch Videos - youtube.com/c/YoungandProfiting   Follow Hala Taha LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ TikTok - tiktok.com/@yapwithhala Twitter - twitter.com/yapwithhala   Learn more about YAP Media's Services - yapmedia.io/

    YAPClassic: Dean Graziosi, How Underdogs Can Turn Disadvantages into Advantages

    YAPClassic: Dean Graziosi, How Underdogs Can Turn Disadvantages into Advantages
    Dean Graziosi watched his hardworking parents struggle financially. Driven to break the cycle and create a secure, prosperous future, he turned to entrepreneurship. He started a firewood business in high school, fixed wrecked cars, and ran a tow truck company, among other ventures. By 25, he had amassed millions of dollars in real estate. By 30, he had retired his parents. In this episode, Dean shares his journey, the power of the underdog mindset, and strategies for turning adversity into success. Dean Graziosi is a renowned entrepreneur, real estate investor, and bestselling author known for his expertise in personal development. He has started or played a major role in over 14 successful companies, including the Mastermind.com platform. In this episode, Hala and Dean will discuss: - Dean's journey from humble roots to millionaire by his mid-20s - Using financial struggles as a drive to succeed - Resourcefulness over having resources - What is the Underdog Advantage? - How to adopt an underdog mindset  - Desperation as a powerful tool for persuasion - Maintaining enthusiasm and authenticity in sales - The biggest misconception in business - Why you need confidence to make sales - Overcoming the fear of failure and impostor syndrome - And other topics… Dean Graziosi is a multiple New York Times bestselling author, entrepreneur, and educator. He has started or played a major role in over 14 successful companies, including the Mastermind.com platform. His books include Millionaire Success Habits and The Underdog Advantage. Dean’s philanthropic contributions include donating over 8,000,000 meals to Feeding America to help feed families in need, building multiple schools in Africa with the help of Village Impact, and donating $500,000 to help liberate children from human trafficking and sexual exploitation through Operation Underground Railroad. Connect with Dean: Dean’s Website: https://www.deangraziosi.com/  Dean’s LinkedIn: https://www.linkedin.com/in/deangraziosiinc/  Dean’s Twitter: https://twitter.com/deangraziosi  Dean’s Instagram: https://www.instagram.com/deangraziosi/  Dean’s Facebook: https://www.facebook.com/deangraziosi Dean’s Podcast, Own Your Future: https://podcasts.apple.com/us/podcast/own-your-future-with-dean-graziosi/id1085301578  Resources Mentioned:  YAP Episode #294 with Dean: https://youngandprofiting.com/dean-graziosi-its-never-been-easier-to-turn-your-passion-into-entrepreneurial-success-e294/  Dean’s Books:  The Underdog Advantage: Rewrite Your Future by Turning Your Disadvantages into Your Superpowers: https://www.amazon.com/Underdog-Advantage-Rewrite-Disadvantages-Superpowers/dp/0578568462  Millionaire Success Habits: The Gateway to Wealth & Prosperity: https://www.amazon.com/Millionaire-Success-Habits-Gateway-Prosperity/dp/1401975763  LinkedIn Secrets Masterclass, Have Job Security For Life: Use code ‘podcast’ for 30% off at yapmedia.io/course.   Sponsored By: Shopify - Sign up for a one-dollar-per-month trial period at youngandprofiting.co/shopify  Indeed - Get a $75 job credit at indeed.com/profiting  Facet - For a limited time Facet will waive $250 enrollment fee for new annual members! Visit facet.com/profiting for details. Industrious - Visit industriousoffice.com and use code PROFITING to get a free week of coworking when you take a tour!   LinkedIn Marketing Solutions - Get a $100 credit on your next campaign at linkedin.com/YAP  Kajabi - Get a free 30-day trial to start your business at Kajabi.com/PROFITING    More About Young and Profiting Download Transcripts - youngandprofiting.com Get Sponsorship Deals - youngandprofiting.com/sponsorships Leave a Review - ratethispodcast.com/yap Watch Videos - youtube.com/c/YoungandProfiting   Follow Hala Taha LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ TikTok - tiktok.com/@yapwithhala Twitter - twitter.com/yapwithhala   Learn more about YAP Media's Services - yapmedia.io/

    Dean Graziosi: It’s Never Been Easier to Turn Your Passion into Entrepreneurial Success | E294

    Dean Graziosi: It’s Never Been Easier to Turn Your Passion into Entrepreneurial Success | E294
    Nearly 30 years ago, Dean Graziosi had to build physical products, ship DVDs, and spend over $200k just to sell a $37 course. Today, he could sell the same course for a fraction of the money and time using the power of AI. In this episode, Dean shares insights on the evolving entrepreneurial landscape, leveraging new technologies, and monetizing personal knowledge.    Dean Graziosi is a renowned entrepreneur, real estate investor, and bestselling author known for his expertise in personal development. He has started or played a major role in over 14 successful companies, including the Mastermind.com platform.   In this episode, Hala and Dean will discuss: - Why the American Dream needs a generational reboot - How to stay resourceful as an entrepreneur - Why work-life integration trumps work-life balance - The best and worst businesses to start right now - His formula for freeing up time to build your dream business - Transforming life experiences into business opportunities - How to gain a competitive edge using AI - Maximizing business potential with niche markets - The importance of confidence and persistence - Practical tips for automating and delegating tasks - The significance of having a big purpose in business - How to model proven practices for faster success - And other topics… Dean Graziosi is a renowned entrepreneur, real estate investor, bestselling author, and motivational speaker. With over 25 years of experience, he’s on a mission to provide self-education for those seeking transformation and fulfillment outside the traditional education path. He co-hosts numerous training events with Tony Robbins, including the highly anticipated virtual live event, The Game Has Changed. He has played a pivotal role in the success of over 14 companies, including the Mastermind.com platform. Dean is also a dedicated philanthropist, supporting various charitable causes worldwide. Connect With Dean: Dean’s Website: https://www.deangraziosi.com/  Dean’s LinkedIn: https://www.linkedin.com/in/deangraziosiinc/  Dean’s Twitter: https://twitter.com/deangraziosi  Dean’s Instagram: https://www.instagram.com/deangraziosi/  Dean’s Facebook: https://www.facebook.com/deangraziosi Dean’s Podcast, Own Your Future: https://podcasts.apple.com/us/podcast/own-your-future-with-dean-graziosi/id1085301578  Resources Mentioned: The Game Has Changed: http://deanandtonylive.com/hala  LinkedIn Secrets Masterclass, Have Job Security For Life: Use code ‘podcast’ for 30% off at yapmedia.io/course.   Sponsored By: Shopify - Sign up for a one-dollar-per-month trial period at youngandprofiting.co/shopify Indeed - Get a $75 job credit at indeed.com/profiting Facet - For a limited time Facet will waive $250 enrollment fee for new annual members! Visit facet.com/profiting for details. Industrious - Visit industriousoffice.com and use code PROFITING to get a free week of coworking when you take a tour!   LinkedIn Marketing Solutions - Get a $100 credit on your next campaign at linkedin.com/YAP Kajabi - Get a free 30-day trial to start your business at Kajabi.com/PROFITING   More About Young and Profiting Download Transcripts - youngandprofiting.com Get Sponsorship Deals - youngandprofiting.com/sponsorships Leave a Review - ratethispodcast.com/yap Watch Videos - youtube.com/c/YoungandProfiting   Follow Hala Taha LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ TikTok - tiktok.com/@yapwithhala Twitter - twitter.com/yapwithhala   Learn more about YAP Media's Services - yapmedia.io/

    YAPClassic: Marshall Goldsmith, What I’ve Learned From 40 Years of Coaching the World’s Most Successful Business Executives

    YAPClassic: Marshall Goldsmith, What I’ve Learned From 40 Years of Coaching the World’s Most Successful Business Executives
    During COVID, Marshall Goldsmith spent several hours every weekend listening to successful people speak about their lives. From these sessions, he learned that even the highest achievers need help finding fulfillment. So, he wrote The Earned Life to address this need, drawing inspiration from Buddhism and his experience as an executive coach. In this episode, Marshall shares practical advice and exercises to help overachievers find personal fulfillment and live without regret. Dr. Marshall Goldsmith is the leading expert on leadership and coaching for behavioral change. He is also the author of several bestsellers, including Triggers and The Earned Life. In this episode, Hala and Marshall will discuss: - Marshall’s childhood and early years  - Marshall’s interpretation of Buddhism - How he uses his Buddhist philosophies in coaching  - The benefits and drawbacks of delayed gratification  - Impermanence and the ‘every breath’ paradigm  - Letting go of past successes - The definition of an earned life  - How regret and fulfillment are polar opposites  - Avoiding the big regrets - Why people don't live their own lives  - The three demands of living an earned life - And other topics…  Dr. Marshall Goldsmith is recognized as the leading expert on leadership and coaching for behavioral change. He has been named one of the top ten business thinkers in the world and the top-rated executive coach at the Thinkers50 ceremony in London since 2011. Marshall is the author of several Wall Street Journal and New York Times #1 bestsellers, including Triggers and What Got You Here Won’t Get You There, which is also the winner of the Harold Longman Award as Best Business Book of the Year. His newest book, The Earned Life: Lose Regret, Choose Fulfillment, was released in May 2022.  Connect with Marshall: Marshall’s Website: https://marshallgoldsmith.com/ Marshall’s LinkedIn: https://www.linkedin.com/in/marshallgoldsmith/ Marshall’s Instagram: https://www.instagram.com/coachgoldsmith/ Marshall’s Twitter: https://twitter.com/coachgoldsmith Marshall’s Facebook: https://www.facebook.com/Marshall.Goldsmith.Library Marshall’s YouTube: https://www.youtube.com/channel/UCtvlM6xRUC_ErV_q1FgUgiA Resources Mentioned:  Marshall’s Book, The Earned Life: Lose Regret, Choose Fulfillment: https://www.amazon.com/Earned-Life-Regret-Choose-Fulfillment/dp/0593237277   YAP Episode 42, Become a Better Leader with Dr. Marshall Goldsmith: https://youngandprofiting.com/42-become-a-better-leader-with-dr-marshall-goldsmith/  Marshall’s New Yorker Profile, “The Better Boss”: https://www.newyorker.com/magazine/2002/04/22/the-better-boss  LinkedIn Secrets Masterclass, Have Job Security For Life: Use code ‘podcast’ for 30% off at yapmedia.io/course.    Sponsored By: Shopify - Sign up for a one-dollar-per-month trial period at youngandprofiting.co/shopify Indeed - Get a $75 job credit at indeed.com/profiting Industrious - Visit industriousoffice.com and use code PROFITING to get a free week of coworking when you take a tour!   LinkedIn Marketing Solutions - Get a $100 credit on your next campaign at linkedin.com/YAP Kajabi - Get a free 30-day trial to start your business at Kajabi.com/PROFITING Rakuten - Start all your shopping at rakuten.com or get the Rakuten app to start saving today!   More About Young and Profiting Download Transcripts - youngandprofiting.com Get Sponsorship Deals - youngandprofiting.com/sponsorships Leave a Review - ratethispodcast.com/yap Watch Videos - youtube.com/c/YoungandProfiting   Follow Hala Taha LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ TikTok - tiktok.com/@yapwithhala Twitter - twitter.com/yapwithhala   Learn more about YAP Media's Services - yapmedia.io/

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