Mark Taylor talks with Patrick van der Burght — business partner of Dr. Robert Cialdini and founder member of the Cialdini Institute — about the science of ethical persuasion and what it means for teachers, parents, and school leaders.

Patrick explains why 90-95% of our decisions are made by the brain's fast, automatic "System 1" rather than deliberate reasoning, why human attention spans have now dropped below that of a goldfish, and how Cialdini's seven universal principles of persuasion (reciprocity, liking, unity, social proof, authority, consistency, and scarcity) can help educators build trust, motivate students, and lead more effectively — without ever resorting to manipulation.

Along the way: a study that took student success rates from 14% to 86%, why asking for "advice" beats asking for "feedback," and why public commitment is a far stronger motivator than private commitment.

Guest: Patrick van der Burght, co-author of How to Hear Yes More Often (2024) and host of Ethical Persuasion Unlocked.

Chapters:

• 00:03 - Introduction to Patrick Van der Burght
• 05:08 - The Science of Decision Making
• 11:24 - Understanding Decision-Making: System One vs System Two
• 16:40 - The Impact of Attention Span on Decision Making
• 26:52 - The Importance of Early Persuasion Skills
• 31:19 - The Power of Compliments and Relationships
• 41:14 - Principles of Influence and Authority
• 48:59 - The Impact of Appearance on Perception
• 56:12 - The Importance of Feedback, Inspiration, Resilience, and Empowerment

https://ethicalpersuasion.com.au/

https://ethicalpersuasion.com.au/free-influence-persuasion/

Youtube: https://www.youtube.com/@ethicalpersuasion

Linkedin: https://www.linkedin.com/in/patrick-van-der-burght/

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Twitter: https://x.com/yesmoreoften

TikTok: https://www.tiktok.com/@ethicalpersuasion

Book: https://yesmoreoften.com/

Profile: https://patrickvanderburght.com

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