Metaphor as Persuasion: Shaping Understanding Through Comparison
Why the comparison you choose quietly decides the conclusion your audience reaches
Commitment and Consistency: How Small Agreements Lead to Big Ones
Why the first small yes matters more than the final big ask
Authority Construction: Building Credibility Before You Speak
Why perceived expertise shapes persuasion before you say a word, and how to build it ethically
Storytelling Structure: The Hero's Journey for Business Communication
Transform any pitch into a narrative that audiences feel, remember, and act on.
Resistance Psychology: Understanding Why People Say No
Why people push back has less to do with your argument than how you delivered it
Narrative Transportation: How Stories Bypass Critical Thinking
When audiences enter story worlds, their critical defenses go dormant—creating persuasion pathways that bypass resistance entirely.
The Specificity Principle: Why Precise Details Increase Believability
Why '37% improvement' beats 'significant improvement' even without additional proof
The Likability Lever: Why We Say Yes to People We Like
The psychology of connection reveals why genuine rapport outperforms any argument you could make.
The Peak-End Rule: Engineering Memorable Experiences That Stick
Your audience won't remember most of what you said—but they'll never forget how you made them feel at the peak and the end.
Social Proof Architecture: Building Credibility Through Others' Actions
Why we follow crowds, which crowds we trust, and how to make collective behavior visible in ways that actually persuade.
Questions as Persuasion: How Inquiry Shapes Thinking
Why the right question changes minds more powerfully than the best argument ever could
The Problem-Agitate-Solve Framework: Converting Pain Into Action
Why naming the problem precisely matters more than describing the solution
Anchoring Mastery: Setting the Numbers That Shape Negotiation
The first number spoken in any negotiation shapes everything that follows—learn to set it strategically and defend when others set it against you.
The Unity Principle: Creating Shared Identity for Deeper Influence
Transform outsider persuasion into insider coordination by activating the identity connections you already share with your audience.
The Contrast Principle: Making Your Offer Shine Through Comparison
How strategic sequencing and reference points transform the way audiences perceive your proposals, prices, and requests
Emotional Appeals: When Logic Fails and Feeling Prevails
Understanding why emotion drives decisions and logic follows lets you design messages that actually change behavior.
Scarcity Signals: Why Less Available Means More Desirable
Master the psychology of limited availability to communicate genuine value without manipulating your audience or destroying trust.
The Primacy-Recency Effect: Strategic Information Ordering
Position your arguments where memory is strongest—the science of sequence that separates forgettable from unforgettable.
The Reason-Why Formula: How Justification Triggers Automatic Compliance
Discover why adding 'because' to any request—even with circular logic—can nearly double compliance rates
The AIDA Model: Attention, Interest, Desire, Action in Modern Communication
Master the four-stage psychological sequence that transforms strangers into believers and passive readers into decisive action-takers.