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Influence Anyone

Influence Anyone

Written by: Howie Chan Influence Strategist @ The Behavioring Company
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 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.Howie Chan Economics Marketing Marketing & Sales Science Social Sciences
Episodes
  • Why Most B2B Branding Fails: The 86% Correlation Most Brand Ignore

    Why Most B2B Branding Fails: The 86% Correlation Most Brand Ignore
    May 19 2026
    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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    59 mins
  • “Brand Your Secret Sauce!” The Father of Branding Reveals The #1 Mistake Businesses Make Again and Again

    “Brand Your Secret Sauce!” The Father of Branding Reveals The #1 Mistake Businesses Make Again and Again
    May 12 2026
    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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    58 mins
  • S.U.P.E.R: The INFLUENCE FORMULA That Will Get You More Deals (and what to do when you hear NO)

    S.U.P.E.R: The INFLUENCE FORMULA That Will Get You More Deals (and what to do when you hear NO)
    May 5 2026
    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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    9 mins
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