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Influence Anyone

Howie Chan, Influence Strategist @ The Behavioring Company

The #1 podcast on applied influence psychology. Each episode, I sit down with the world's leading experts and practitioners to uncover the hidden psychology that helps you influence yourself (mastering your mindset, habits, and decisions) and get buy-in from others (branding, storytelling, negotiating etc.). Together, we turn science into playbooks you can apply to lead, persuade, and create extraordinary success.

Hosted by Howie Chan, this show features top human behavior experts, best-selling authors, influential marketers, and elite performers sharing proven strategies for branding, storytelling, sales, and ultimately, influence.

Whether you're building your value proposition, refining your speaking skills, or learning communication skills for leaders, each episode delivers actionable insights to elevate your brand and career. From storytelling in marketing to career reinvention, discover influencer strategies that help you stand out, connect, and lead with impact.

Perfect for entrepreneurs, executives, and anyone ready to grow their influence and authority.

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#96
Yesterday · 54 min
The HYPE Formula: How Michael Schein Builds Instant Authority
Despite what many people think, going viral is NOT luck. According to Michael Schein, author of The Hype Handbook, it's a formula, and it starts with picking a fight, not with a person, but with an idea everyone else has agreed to accept without question. In this conversation, Howie Chan sits down with Michael to unpack how he turned himself from a broke, forgettable marketing copywriter into an in-demand ghostwriter and hype strategist, using the same psychological principles that built cult followings, packed stadiums, and turned unknown authors into household names. He explains why the advice to niche down is usually wrong, why almost every credible expert eventually needs a Bible, a foundational book that gives followers something to rally around, and why the fastest way to build an audience is to strategically borrow someone else's. You'll learn why picking the right fight matters more than being liked, how to find a hyper-specific niche instead of a generic one, what separates a ‘Bible’ from an ordinary business book, and how to build a secret society of powerful connections. Chapters: 00:00:00 Why Opposition Builds a Tribe Faster Than Merit 00:08:36 The Alice Cooper Billboard That Broke London 00:11:43 Picking a Fight with an Idea, Not a Person 00:15:28 How to Dig Past the Generic Answer 00:17:19 The Niche Myth 00:22:53 Life After Writing the ‘Bible’ 00:26:45 A Regular Business Book Versus a ‘Bible’ 00:30:19 When Hype Goes Too Far 00:32:09 Build a Secret Society 00:41:19 Should You Write a Book? 00:43:42 Self-Publishing Versus Traditional Publishing 00:51:42 Final Advice: Own What You're Against From Michael Schein: Website (https://michaelfschein.com/) LinkedIn (http://linkedin.com/in/michaelfrancisschein) Book (https://michaelfschein.com/the-hype-handbook/) Mentioned in this episode: How to Ask for What You Want: The Skill Mark V Hansen Used to Sell 500M Books (after 144 rejections) (https://www.howiechan.com/podcast) (August 18) Your Expertise Deserves to Be Known The Behavioring Lab is a new community for experienced professionals who want to build a professional brand that gets them known, trusted, and chosen by the right people. → http://behavioringlab.com/ Join the founding member waitlist. — Produced by Ideablossoms (https://ideablossoms.com/)
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#95
September 1 · 21 min
Brand Is a Memory: The Positioning Framework Behind the World's Biggest Brands
Most professionals think branding starts with picking the right customer. Howie Chan says that’s the wrong question to ask. In this solo episode, Howie breaks down the positioning framework he uses to build some of the world's biggest brands, translated for executives, founders, and professionals who want to be remembered instead of overlooked. He explains why a brand is not a logo or a tagline but a memory sitting in someone else's mind, and why trying to serve everyone leaves that memory blank. You'll learn how to plot your brand on the relevance and difference matrix, why trigger-first targeting beats picking a persona or title, how to map your direct, indirect, and alternative competition, and how to build a star anchor that sticks through point of view, repetition, and expression across visual, verbal, and experiential touchpoints. Chapters: 00:00:00 What Brand Actually Means 00:03:25 The Relevance vs Difference Matrix 00:05:54 The Trigger First Strategy 00:10:11 Finding Your Difference 00:14:24 Expression: Point of View and Memorable Idea 00:18:09 Visual, Verbal, Experiential Branding Mentioned in this video: Neuroscientist: “Attention spans are NOT shorter” (7 tactics that get anyone’s attention) (July 28) Your Expertise Deserves to Be Known The Behavioring Lab is a new community for experienced professionals who want to build a professional brand that gets them known, trusted, and chosen by the right people. → http://behavioringlab.com/ Join the founding member waitlist. — Produced by Ideablossoms
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#94
August 25 · 53 min
The Purple Cow Effect: Freelancer Magazine Founder Reveals How Starting a Print Magazine Led to a Thriving Paid Community
Most people think building a community means throwing up a Circle page or a Slack channel and waiting for people to show up. Sophie Cross, founder of Freelancer Magazine, built an 800-member paid community without a single group chat, and she tells Howie Chan why that absence was intentional. In this conversation, Sophie shares how she launched her print magazine for freelancers through a fast, high momentum Kickstarter campaign, the psychological tricks she used to push past fear before hitting publish, and the real difference between a community that talks at people and one that connects people to each other. You'll learn why speed can beat perfect planning, how to build a community around an outcome instead of an existing identity, why virtual co-working sessions keep freelancers accountable without adding more noise to their inbox, and what Sophie considers the most overlooked skill in growing a business around real human connection. Chapters: 00:00:00 How Purple Cow Sparked Freelancer Magazine 00:06:21 Fear, Momentum, and the Courage to Launch 00:11:40 The Kickstarter Playbook: Pre-Launch and Testing Fast 00:18:43 Lessons for Building a Community 00:22:43 Building Community Without a Built-In Identity 00:27:19 Meeting People Where They Are (Howie's Community Test) 00:36:21 The Unspoken Realities of Leading a Community 00:39:15 Monetizing Community: Pricing, Team and Growth 00:42:50 Trust and the Small Things That Build Connection 00:46:56 Inside Virtual Co-Working 00:50:16 Final Advice: Surround Yourself with the Right People From Sophie Cross: Website LinkedIn Mentioned in this video: Goldie’s episode: She posted 800 daily LinkedIn videos… and this happened! (July 21) Your Expertise Deserves to Be Known The Behavioring Lab is a new community for experienced professionals who want to build a professional brand that gets them known, trusted, and chosen by the right people. → http://behavioringlab.com/ Join the founding member waitlist. — Produced by Ideablossoms
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#93
August 18 · 59 min
Chicken Soup for the Soul Co-Creator: From 144 Rejections to 500M+ Books Sold Worldwide
Mark Victor Hansen got rejected 144 times before Chicken Soup for the Soul became one of the bestselling book series in history. In this episode, Howie Chan sits down with the legendary author, publisher, and co-creator of the Chicken Soup for the Soul franchise to unpack the psychology behind persistence, goal-setting, destiny, and influence. Hansen breaks down why most people never figure out what they actually want, and shares the mental technique he and Jack Canfield used to program their subconscious mind while they slept, the same process that produced the Chicken Soup for the Soul title itself. He explains why storytelling is the real engine behind influence and sales, and walks through the traps that kill most first-time authors before they ever finish a book. You'll learn why writing down your goals every day changes how your brain processes opportunity, how to identify a niche worth owning, and how the biggest rejections often turn into the biggest wins. Chapters: 00:00:00 Ask Yourself, Ask Others, Ask God: Finding Your Destiny 00:04:35 Program Your Subconscious Before You Sleep 00:12:06 Storytelling: The Core of Influence 00:22:24 Four Paths to Publishing 00:25:02 The Traps That Kill Most Books 00:26:53 Own Your Niche: How to Choose What to Write First 00:32:07 Top Tips to Write Your Book 00:35:12 Writing Emotion Into a Nonfiction Business Book 00:38:52 Turning Problems Into Fortunes 00:44:17 Marketing Your Book: Lessons from Podcasting's Biggest Names 00:54:54 Final Advice on Purpose and Legacy From Mark Victor Hansen: Website LinkedIn Books Mentioned in this video: How To Create Any Reality (The Belief Blueprint) (August 4) What’s Your Influence Style Profile? What do you do when you need someone to do something? This quiz will help you discover your most natural influence style, so you can use that strength more effectively (and know your blind spots). → https://www.influencestylequiz.com/ Join 1,025+ leaders who've already uncovered what their style is. Become the Expert People Remember, Trust, and Choose. Expert Foundations is a live 3-week program where you'll build the three foundations every influential expert needs. → https://www.howiechan.com/expertfoundations Next cohort begins August 17 - September 4, 2026 — Produced by Ideablossoms
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#92
August 11 · 37 min
Career Pivoting After Getting Laid Off at 42 (and 3 things I’d do differently if it happened again)
In this solo episode, Howie shares a very personal story. It happened in March, 2022. A brief phone call ended his dream job and he was forced to rebuild his career. Now, in hindsight, if he could redo the 18 months that followed, there are three things he'd do (very) differently. Hit play and listen to Howie break down why being good at your job will not keep you safe in the modern workplace and how most professionals confuse personal branding with professional branding — that confusion is exactly what keeps smart, credible professionals invisible. Howie holds nothing back and walks through the three strategic foundations that have to be locked in before anyone posts a single thing online. Chapters: 00:00:00 The Call That Ended My Dream Job 00:04:08 3 Reasons Building a Professional Brand Matters 00:09:59 Personal Brand vs Professional Brand 00:13:59 The Question Almost Everyone Skips 00:18:00 The 3 Foundations of a Powerful Professional Brand 00:31:21 The Skill Nobody Taught You 00:33:49 3 Things I’d Redo After Getting Laid Off What’s Your Influence Style Profile? What do you do when you need someone to do something? This quiz will help you discover your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 1,025+ leaders who've already uncovered what their style is. Become the Expert People Remember, Trust, and Choose. Expert Foundations is a live 3-week program where you'll build the three foundations every influential expert needs. → https://www.howiechan.com/expertfoundations Next cohort begins August 17 - September 4, 2026 — Produced by Ideablossoms (https://ideablossoms.com/)
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#91
August 4 · 1 hr 10 min
The “Inner Propaganda:” How To Change Your Beliefs, Influence Reality & Build the Ultimate “ Antifragile Identity”
Howie Chan sits down with Owen Fitzpatrick, social psychologist and author of Inner Propaganda, to unpack why your brain is running a quiet campaign against your own objectivity. Owen reveals that belief has almost nothing to do with logic. It has to do with what feels right, safe, and stable. Together they break down the four different kinds of truth we mistake for objective fact, why argumentation almost never changes anyone's mind, how to build a belief growth mindset, and why your brain decides what to believe before it ever starts reasoning. Owen also shares the deeply personal story behind why he's spent his career studying belief: he got very close to ending his life at 14 years old, but one line in his own suicide letter stopped him and saved his life. Chapters: 00:00:00 How Our Beliefs Influence Our Reality 00:12:34 Why This Matters: Living in a Difficult World 00:17:12 Building a Belief Growth Mindset 00:22:16 The Kale Analogy: Curating Your Information Diet 00:26:56 Desired Truth: When We Don't Want to Believe 00:31:22 Becoming a Belief Leader 00:34:02 The Courage to Change Your Beliefs 00:37:19 The Antifragile Identity 00:43:03 Influencing Teams and Companies 00:52:03 Nuance, Real Propaganda, and Complex Characters 01:00:52 Owen's Story: The Letter That Saved His Life (and His Final Message) From Owen Fitzpatrick: Website LinkedIn Book: Inner Propaganda Mentioned in this video: Beyond Belief: The Truth About Why You Feel STUCK | Behavioral Change w/ Nir Eyal (March 10) What’s Your Influence Style Profile? What do you do when you need someone to do something? This quiz will help you discover your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 900+ leaders who've already uncovered what their style is. Become the Expert People Remember, Trust, and Choose. Expert Foundations is a live 3-week program where you'll build the three foundations every influential expert needs. → https://www.howiechan.com/expertfoundations Next cohort begins August 17 - September 4, 2026 — Produced by Ideablossoms
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#90
July 28 · 21 min
The 7 Signals: Why Your Attention Span Isn't Short (and What Actually Captures Human Focus)
The goldfish attention span myth has been repeated in TED Talks, boardrooms, and marketing decks for years, but it never actually existed. In this solo episode, Howie Chan traces the myth back to its source, then asks a better question: if attention span isn't shrinking, what actually decides where the brain looks? Howie breaks down why psychologists rarely study attention the way we imagine it, and unpacks the deeper mechanism behind why some ideas get noticed while others disappear into the noise. He walks through the seven signals the brain has evolved to prioritize, from relevance and novelty to identity and consequence, and shows how each one shapes whether a presentation, a pitch, or a single sentence earns someone's focus. Chapters: 00:00:00 Debunking the Goldfish Attention Span Myth 00:02:53 One of the Most Important Questions in Influence and Leadership 00:05:07 What Attention Actually Is 00:07:29 The Seven Signals the Brain Notices 00:18:35 Bringing the Seven Signals Together 00:19:42 The Responsibility That Comes With Attention Check out Howie’s episode with Dr. Carmen Simon: B2B or B2C: The Only 10% That Matters in Marketing & Sales (June 23) What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 900+ leaders who've already uncovered what their style is. — Produced by Ideablossoms
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#89
July 21 · 1 hr 13 min
Personal Branding 101 with LinkedIn Video Pioneer & Expert Brand Strategist Who Created The Talking Video Format
Goldie Chan filmed her first LinkedIn video in 2017 on an iPhone 5, with no editing, no title cards, and no plan. 800 consecutive videos later, she is one of the people who invented what LinkedIn videos even look like. In this episode, Howie Chan sits down with Goldie, author of Personal Branding for Introverts, to unpack the real difference between reputation and personal brand, the evolutionary wiring that keeps talented experts invisible, why volume has nothing to do with visibility and Goldie’s framework for building a personal brand that can survive a total identity overhaul. You'll learn the hard and soft keyword exercise Goldie uses to help clients find real clarity, why introversion has nothing to do with visibility, how to tell a gimmick from a genuine signature, and how to grow your influence inside a company without losing yourself in the process. Chapters: 00:00:00 Goldie Chan and the Original LinkedIn Video 00:13:17 Creating a Genuine Personal Brand 00:19:19 Reputation vs Personal Brand 00:22:43 The Myths Surrounding Introverts 00:26:25 An Exercise to Build Your Personal Brand 00:34:40 Transparency vs Authenticity (and Guarding Your Privacy) 00:41:34 The Why of Building a Personal Brand 00:47:55 How to Pivot Your Personal Brand 00:52:35 Common Pitfalls When Building a Personal Brand 00:58:29 Start With One Platform, Then Build the Ecosystem 01:03:29 Navigating Employer vs Personal Brand Tension 01:09:34 Know Yourself Before You Brand Yourself From Goldie Chan: Website LinkedIn Personal Branding for Introverts Mentioned in this video: 99% of people are using LinkedIn WRONG (5 things I’d do if I had to start today) (April 21) What’s Your Influence Style Profile? What do you do when you need someone to do something? This quiz will help you discover your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 800+ leaders who've already uncovered what their style is. The Invisible Expert Problem FREE Masterclass How to become known WITHOUT chasing followers or pretending to be someone you’re not. → https://events.influencesystemmastery.com/register July 30, Thursday, 11 am CST, 6 pm UK, 6 pm CET — Produced by Ideablossoms
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#88
July 14 · 11 min
The Psychology of LinkedIn Success: 5 Traits That Turn Invisible Experts into In-Demand Ones
Most people think LinkedIn success comes down to knowing the algorithm. Howie Chan disagrees. After being named the number one creator worldwide for branding and positioning on LinkedIn in 2024, he's found that the people who consistently win on the platform aren't the ones with the best tactics, they're the ones who understand human psychology. In this solo episode, Howie breaks down the five psychological beliefs shared by the most successful people on LinkedIn. Drawing on research from Princeton's Oppenheimer and frameworks from Clayton Christensen, he shows why opportunities are created in the mind long before they show up in your inbox. You'll learn why simplicity increases perceived competence, why sameness makes you invisible, and why the real driver of opportunity is being remembered, not being the loudest. Chapters: 00:01:26 LinkedIn Is More Than a Social Platform 00:04:25 Trait 1: Get Clear on What You Want 00:05:26 Trait 2: Clarity Over Cleverness 00:06:53 Trait 3: Different Beats Better 00:08:42 Trait 4: Opportunities Are Social 00:09:24 Trait 5: Own a Specific Problem Check out Howie’s episode on how you can be better than 99% of people who use LinkedIn: 99% of people are using LinkedIn WRONG (5 things I’d do if I had to start today) (April 21) What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 800+ leaders who've already uncovered what their style is. — Produced by Ideablossoms
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#87
July 7 · 1 hr 1 min
Emotional Targeting Expert: The Secret Behind Every Sale
Most people believe B2B buyers make rational, spreadsheet-driven decisions while consumers buy on impulse. Talia Wolf, founder of GetUplift and bestselling author of Emotional Targeting, says that's backwards. In this episode, Howie Chan sits down with Talia to break down why B2B purchases often carry more emotional weight than B2C ones, and why self-image and social image quietly drive nearly every decision a person makes. Talia shares the exact interview questions she uses to uncover emotions that customers can't articulate themselves and lays out her three-part emotional targeting framework — research, audit, and testing. You'll learn how to identify the hidden emotional triggers behind your customers' decisions, why B2B may be more emotionally driven than B2C, and why data alone rarely wins deals. Chapters: 00:01:40 Self-Image vs Social-Image 00:07:51 The B2B Emotion Myth 00:11:39 What Emotional Marketing Actually Means 00:14:40 The Value of Social Listening 00:22:46 Questions That Reveal Your Customer’s Hidden Emotions 00:30:21 Copying Competitors Won't Save You 00:34:45 The 3-Part Emotional Targeting Framework 00:46:33 Emotional Targeting in Everyday Life 00:51:12 Using Emotional Pull to Build Communities 00:54:52 Where Conversion Optimization Is Headed 00:58:03 The Problem With Outsourcing Your Brain to AI From Talia Wolf: Website (https://taliawolf.com/) GetUpLift (https://getuplift.co/) LinkedIn (https://www.linkedin.com/in/taliagw) YouTube (https://www.youtube.com/c/TaliaWolf) Book (https://taliawolf.com/book) Mentioned in this episode: Conversation with Matt Sucha (episode 74): https://www.youtube.com/watch?v=Udgvfulyjb4 What’s Your Influence Style Profile? What do you do when you need someone to do something? This quiz will help you discover your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 800+ leaders who've already uncovered what their style is. — Produced by Ideablossoms (https://ideablossoms.com/)
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#86
June 30 · 16 min
The 5 Influence Styles: Why Some People Are Impossible to Persuade
Why can the exact same message change one person's mind instantly, while it does nothing for someone else? In this solo episode, Howie Chan explores the real reason persuasion fails so often, because most people communicate the way they want to be heard, not the way the other person actually processes information. He introduces the five influence styles that shape human behavior, drawn from years of studying behavioral science and working with leaders, founders, and salespeople. He reveals what each style is built on, where it breaks down under pressure, and why stress doesn't create your style; it reveals it. You'll learn how Commanders, Scientists, Storytellers, Connectors, and Sages move people to act, where their biggest blind spots hide, and the one shift that makes influencing anyone dramatically easier. Chapters: 00:00:00 People Are Influenced Differently 00:02:48 The Commander Influence Style 00:03:59 The Scientist Influence Style 00:05:36 The Storyteller Influence Style 00:07:14 The Connector Influence Style 00:09:31 The Sage Influence Style 00:12:43 Pressure Reveals Your True Style Check out Howie’s episode with Dr. Robert Cialdini: Godfather of Influence: The Persuasion Principle that Resulted in a $700K Gift & The “Bible of Online Marketing” (Episode 50) What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover what is your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 700+ leaders who've already uncovered what their style is. — Produced by Ideablossoms
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#85
June 23 · 1 hr 13 min
Cognitive Neuroscientist: The Only 10% That Matters in Marketing & Sales
Your audience forgets 90% of what you say within 48 hours. Neuroscientist Dr. Carmen Simon says that's not the problem. The problem is that most people have no control over which 10% survives. Howie Chan sits down with Carmen to break down the neuroscience of memory. Carmen reveals how memory actually forms in the brain, why the brain is not getting lazier, and how the most persuasive communicators build messages that survive long after the conversation ends. You'll learn how to clarify and repeat your 10% message, how to prime your audience before your key idea lands, how to trigger memory retrieval through environmental cues, and why complexity, not simplicity, keeps audiences engaged longer. Chapters: 00:00:00 Why 90% of Your Message Disappears After 48 Hours 00:07:36 How Memory Forms, Consolidates, and Gets Retrieved 00:09:49 The Priming Effect: Getting Brains Ready to Remember 00:20:36 Cognitive Ease: Understanding Supporting Points 00:23:08 Encoding, Consolidation, and Retrieval of Memories 00:29:11 How to Capture Attention 00:37:09 Faces in Ads Don't Always Help You 00:46:08 Carmen's Journey to a Double PhD 00:48:59 Having Chemistry with Your Message 00:56:59 How Memory Influences Decisions 01:00:46 Pivoting Your Brand Without Losing Your Audience 01:05:50 Complexity Keeps Audiences Engaged From Dr. Carmen Simon: Website LinkedIn Books Mentioned in this episode: Apple Intelligence Advert: https://www.youtube.com/watch?v=a6RX9kJ01Kw Story Selling versus Data Selling: https://www.youtube.com/watch?v=Udgvfulyjb4 Nail Your Niche Masterclass → https://www.howiechan.com/niche Nail Your Niche Without Overthinking and Become the ONLY Choice — Produced by Ideablossoms
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#84
June 16 · 13 min
You're Not Broke, You're Behaving Broke: 7 Science-Proven Reasons People Stay Poor (+ Bonus #8 That Changes Everything)
Most people think being poor is just a money problem. It’s not. Being poor can mean less impact, less freedom, less fulfillment, and ideas that never reach the world. In this solo episode, Howie Chan breaks down the seven science-backed reasons people stay stuck, and adds a critical bonus eighth that most people never see coming. Drawing from neuroscience, behavioral economics, and psychology, Howie explains why logic loses to emotion, why stories outperform facts, and why being talented but invisible is one of the most economically dangerous positions you can be in. You'll learn how emotion drives every decision, why the availability heuristic determines who gets opportunities, how present bias quietly compounds into mediocrity, and what it actually takes to break through the invisible ceiling your own identity creates. Chapters: 00:00:00 Logic Versus Emotion 00:02:36 Facts Versus Stories 00:03:50 Choosing Short-Term Comfort Over Long-Term Gains 00:05:26 The Fear of Judgement 00:07:21 People Can’t Choose What They Can’t Remember 00:08:38 Your Current Reality Is Not a Fixed Truth 00:10:00 More Information Does Not Mean More Value 00:11:18 Bonus: The Value of Understanding Human Behavior Check out Howie’s episode about LinkedIn: 99% of people are using LinkedIn WRONG (5 things I’d do if I had to start today) (Episode 76) What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover what is your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 700+ leaders who've already uncovered what their style is.
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#83
June 9 · 1 hr 3 min
What Fundraisers Know About Human Behavior That Most Leaders Don't | The Science of Generosity
Behavioral scientist, fundraising strategist, and author of Neurogiving, Cherian Koshy, joins Howie Chan in this episode where they dive deep into how to influence people to give—and what behavioral science teaches us about generosity, identity, and contribution. Drawing from behavioral science, neuroscience, and decades of fundraising experience, Cherian reveals that generosity is hardwired into human behavior and may be the fastest path to trust, loyalty, and lasting behavior change. Together, they explore why people give, how identity shapes decision-making, and why organizations often fail when they try to convince people to give. You'll learn how nonprofits, businesses, leaders, and entrepreneurs can stop pushing and start creating environments where people naturally want to contribute. Whether you're building a brand, leading a team, raising funds, or simply trying to influence more effectively, this conversation offers a powerful reframe: influence begins when people feel seen in their highest and best form. Episode Breakdown: 00:00:00 From State Debate Champion to Influence Expert 00:08:24 Humans Are Hardwired for Generosity 00:14:50 The Biggest Fundraising Mistake Organizations Make 00:23:11 How Generosity Builds Better Businesses and Teams 00:29:38 Decision Architecture and the Emotions Surrounding Decision Making 00:34:18 Consumer Giving vs. Corporate Giving 00:42:18 The Neuroscience Behind the Joy of Giving 00:44:45 Donor Retention and Why Most Organizations Get It Wrong 00:55:00 Neuro-Linguistic Programming, Language and Ethical Influence 01:00:46 Be Generous First Experts Shouldn’t Have to Be Invisible If you’re an accomplished professional, executive, or expert who knows you have more to say, more to contribute, and wants to become known for your ideas in the AI era… I’m putting together a small executive intensive around influence, positioning, visibility, and authority. You can join the waitlist at: howiechan.com/waitlist What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover what is your most natural influence style, so you can use that strength more effectively (and know your blind spots). → https://www.influencestylequiz.com/ Join 700+ leaders who've already uncovered what their style is. Episode Resources: Check out the conversations mentioned in this episode at https://www.howiechan.com/podcast: TEDx Former Executive Producer Reveals: Most Ideas Fall Flat, Make Yours Irresistible with The Red Thread Framework with Tamsen Webster (episode 67) (https://www.howiechan.com/podcast/tamsenwebster) 400+ Behavioral Science Theories Decoded: an ABC Guide to Supercharge Your Marketing with Tom Bowden-Green and Luan Wise (episode 66) (https://www.howiechan.com/podcast/tomandluan) Godfather of Influence: The Persuasion Principle that Resulted in a $700,000 Gift & The "Bible of Online Marketing" with Robert Cialdini (episode 50) (https://www.howiechan.com/podcast/robertcialdini) From Our Guest: Website (https://www.cheriankoshy.com/) LinkedIn (https://www.linkedin.com/in/cheriankoshy/) Instagram (https://www.instagram.com/cheriangkoshy/) Facebook (https://www.facebook.com/cheriankoshy) Neurogiving by Cherian Koshy (https://neurogivingbook.com/) — Produced by Ideablossoms (https://ideablossoms.com/)
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#82
June 2 · 1 hr 11 min
Buyer Psychology Expert Explains How To Become Unignorable in Today’s AI-Driven World
Howie Chan interviews buyer psychology expert and “customer whisperer” Katelyn Bourgoin to unpack the hidden forces behind attention, influence, and why some people become impossible to ignore while others stay invisible. In this episode, Katelyn shares the painful story of shutting down her venture-backed startup, the lessons she learned from studying behavioral economics, and how understanding buyer psychology completely changed the trajectory of her career. They dive deep into the psychology of attention, why “jobs to be done” changed modern marketing, how envy secretly drives human behavior, and the difference between getting attention and earning true influence. You’ll also learn practical strategies for becoming “unignorable” in today’s AI-driven world, including how to build authority, borrow trust, create memorable positioning, and use storytelling ethically to influence people. Whether you’re an entrepreneur, creator, marketer, or leader trying to stand out in a noisy world, this conversation will change how you think about persuasion, branding, and human behavior. Episode Breakdown: 00:00:00 Why Katelyn Bourgoin Shut Down Her Startup 00:05:19 Rebuilding from Zero 00:12:09 The Customer Insight Mistake Founders Keep Making 00:16:38 How a Newsletter Accidentally Became a Business 00:21:45 “Jobs To Be Done” Explained Simply 00:27:11 The “Pratfall Effect” & Why Flaws Build Trust 00:29:19 How to Become Unignorable in the Age of AI 00:36:25 How to Borrow Trust and Authority Strategically 00:39:25 Sharing Your Wins Builds Influence 00:41:22 Envy, Mimetic Desire & Hidden Motivations 00:47:15 The Science of Attention and Persuasion 00:52:11 Fascination, Contrarian Ideas & Standing Out 01:02:33 Wallet Opening Words 01:06:31 Delivering on Your Promises to Build Influence Want to make influencing human behavior your company's superpower? Connect with me at howiechan.com/speaking and let's talk! The Behavioring Blueprint: A FREE, 7-day email course breaking down all the levers to influence human behavior to get people from a current behavior to a desired behavior. → http://howiechan.com/behavioring From Our Guest: Website (https://learnwhywebuy.com/) LinkedIn (https://www.linkedin.com/in/katebour/) Newsletter (https://learnwhywebuy.com/) Read Katelyn’s blog about killing her startup (https://medium.com/@katelynbourgoin/i-killed-my-startup-and-then-some-crazy-shit-happened-6dfefa184652) Participate in Katelyn's Pre-selling with Pre-suasion email challenge (https://customercamp.co/pwp/) Get the book, Wallet-Opening Words (https://www.walletopeningwords.com/) — Produced by Ideablossoms (https://ideablossoms.com/)
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#81
May 26 · 9 min
Story Selling vs. Data Selling: The Story-Insight-Data Framework That Drives Human Behavior
In this solo episode, Howie Chan breaks down one of the biggest mistakes people make when trying to influence others: leading with data instead of emotion. He reveals why facts alone rarely change minds and how stories psychologically prime people to care, remember, and take action. Drawing from neuroscience, behavioral psychology, and persuasion research, Howie explains how emotion drives decision-making before logic ever enters the picture. He unpacks the hidden roles stories and data play in the brain and introduces a simple four-part framework to ethically influence decisions more effectively. You’ll learn why storytelling in marketing and communication works so powerfully, how dopamine and emotional memory shape attention, and why data is most persuasive only after emotional engagement has been established. Chapters: 00:00:00 Why Stories Outperform Statistics 00:02:14 What Storytelling Does to the Brain 00:04:39 The 4-Part Framework for Influence 00:06:41 The Psychology Behind Emotional Anchoring Check out my conversation with Matt Sucha: https://www.youtube.com/watch?v=Evkin9z6Z4w Turn Your Expertise Into Income (Without Becoming a Creator) Influence System Mastery is a 6-week cohort program with a private community designed to help you attract the right clients and opportunities 24/7—using brand and influence science. → https://www.influencesystemmastery.com Next Summer cohort runs June 5 - July 10, 2026
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#80
May 19 · 58 min
Why Most B2B Branding Fails: The 86% Correlation Most Brand Ignore
Brand strategist and author of Brand Desire, Kevin Perlmutter, joins Howie Chan to reveal why the strongest brands don’t just communicate value. They create emotional connection. Drawing from behavioral science, customer psychology, and years of brand strategy experience, Kevin explains how brands can move beyond corporate jargon and surface-level messaging to uncover the emotional motivations that truly drive human behavior. From “limbic sparks” and subconscious associations to brand messaging and customer experience design, this conversation breaks down how great brands become unforgettable. You’ll learn why emotional insight matters more than demographics, how subconscious associations influence decision-making, and why most B2B brands fail to connect with the people they’re trying to reach. Kevin also shares practical frameworks any business can use to create stronger customer relationships, more resonant messaging, and brand experiences people actually want to return to. Episode Breakdown: 00:00:00 The 3 Pillars of Brand Desire 00:09:21 “Limbic Sparks” in Brand Strategy 00:14:33 The Behavioral Science Discovery That Changed Kevin’s Career 00:16:44 The 86% Correlation Most Brands Ignore 00:24:36 AI & the Missing Emotional Connection 00:28:26 The Biggest Mistake B2B Brands Make 00:34:35 Fear-Based Marketing vs. Positive Emotional Connection 00:40:49 Brand Expression (Sonic Branding, Visual Identity & Brand Messaging) 00:44:27 Identifying Shared Emotional Motivation Between Stakeholders 00:46:13 Aligning Customer Experience With Brand Promise 00:51:54 The 3 Question Framework Every Business Should Ask Want to make influencing human behavior your company's superpower? Connect with me at howiechan.com/speaking and let's talk! What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover what is your most natural influence style, so you can use that strength more effectively (and know your blind spots). → https://www.influencestylequiz.com/ Join 700+ leaders who've already uncovered what their style is. Episode Resources: Check out my episode with David Aaker here — or just go to episode 79. From Our Guest: Website LinkedIn YouTube Instagram Brand Desire by Kevin Perlmutter — Produced by Ideablossoms
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#79
May 12 · 58 min
“Brand Your Secret Sauce!” The Father of Branding Reveals The #1 Mistake Businesses Make Again and Again
Howie Chan interviews marketing icon David Aaker, widely regarded as the father of modern branding, to unpack the true drivers of brand equity — what a brand’s worth. In this episode, brand storytelling takes center stage as Aaker breaks down the myths around branding and reveals what actually influences customer decisions in modern days. From brand relevance to the power of loyalty, Aaker explains why branding goes far beyond awareness and image. He introduces his “Five B’s” framework and shows how brands shape both buying decisions and user experiences. You’ll learn why storytelling in marketing is one of the most effective tools in today’s cluttered and skeptical landscape, how to craft signature stories that captivate audiences, and why most companies are underutilizing their greatest competitive advantage: their “secret sauce.” Chapters: 00:00:00 Brand vs Brand Equity 00:04:01 The Five B’s of Modern Branding 00:09:01 Managing Negative Brand Perception 00:16:40 How to Create Powerful Signature Stories 00:25:47 Branding Beyond Ads (Events, Sponsorship & Communities) 00:30:30 The #1 Mistake Businesses Make with Branding 00:33:04 Uniqlo’s Example of Branding Differentiation and Innovation 00:52:26 High-Profile Branding Failures 00:57:09 Final Advice: “Brand Your Secret Sauce” From David Aaker: Website LinkedIn Take a look at David’s books mentioned in this episode: Aaker on Branding: Second Edition Creating Signature Stories Owning Game-Changing Subcategories Brand Portfolio Strategy Check out my conversation with Matt Sucha: https://www.youtube.com/watch?v=Evkin9z6Z4w What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover what is your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 700+ leaders who've already uncovered what their style is. — Produced by Ideablossoms
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#78
May 5 · 8 min
S.U.P.E.R: The INFLUENCE FORMULA That Will Get You More Deals (and what to do when you hear NO)
In this solo episode, Howie Chan breaks down the true meaning of influence and why most people misunderstand it. Rather than focusing on persuasion, communication, or attention, Howie reveals that real influence comes down to one thing: changing human behavior. Through a simple but powerful framework, Howie explains why people don’t take action — and how leaders, founders, and professionals can finally unlock consistent results. You’ll learn the critical difference between motivation and friction, and why adding more effort often backfires when trying to influence outcomes. This episode dives into practical applications for both personal development and influencing others, from building better habits to closing clients more effectively. Chapters: 00:01:12 What Influence Really Is (and Why Most Get It Wrong) 00:03:36 The Core Formula: Less Friction + More Motivation 00:05:20 The “SUPER” Friction Framework 00:08:12 Applying the Formula to Any Situation Check out my conversation with Dr. Robert Cialdini: https://www.youtube.com/watch?v=8joK8ViLneY&t=48s Check out my conversation with Matt Sucha: https://www.youtube.com/watch?v=Evkin9z6Z4w The Behavioring Blueprint: A FREE, 7-day email course breaking down all the levers to influence human behavior to get people from a current behavior to a desired behavior. → http://howiechan.com/behavioring What’s Your Influence Style? What do you do when you need someone to do something? This quiz will help you discover what is your most natural influence style, so you can use that strength more effectively (and know your blind spots.) → https://www.influencestylequiz.com/ Join 700+ leaders who've already uncovered what their style is.
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#77
April 28 · 1 hr 3 min
Tech Humanist: AI Skills That Make You 28% More Valuable in The Marketplace (and the TRUTH about AI Job Loss)
Tech Humanist Kate O’Neill joins host Howie Chan to unpack the real truth behind AI strategy and why most organizations get it wrong from the start. Kate has spent her career helping leaders navigate AI ethics, responsible tech, and human-centric digital transformation. In this episode, Kate breaks down why starting with tools instead of purpose leads to failure, and how “prompt skills” are becoming the most important capability in today’s workforce. She reframes AI not as a replacement for thinking, but as a mirror that exposes how clearly you think, communicate, and lead. You’ll learn how to use AI to sharpen your thinking, improve emotional intelligence, and enhance human connection rather than dilute it. Episode Resources: Download the four master storytelling prompts here. Episode Breakdown: 00:00:00 The Intersection of Technology and Humanity 00:08:30 The Real Fear Employees Have About AI (and What’s True) 00:11:02 Prompt Skilling vs. Prompt Engineering 00:16:27 How Technology Shapes Culture and Behavior 00:19:58 Human + AI Collaboration Done Right 00:24:27 Why Most AI Strategies Fail 00:33:34 AI Replacing Jobs: The Real Story 00:43:45 Using AI to Improve Emotional Intelligence 00:47:17 The Danger of Over-Relying on AI Outputs 00:55:28 AI and Creativity 00:59:20 Incorporating AI Into Your Small Business Want to make influencing human behavior your company's superpower? Connect with me at howiechan.com/speaking and let's talk! From Our Guest: Website LinkedIn Youtube Facebook Instagram TEDx Talk Check out my episode with Michael Margolis here. See Kate’s audition form here. Learn more about Office Space here. — Produced by Ideablossoms
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