Ethical Persuasion Unlocked

Patrick van der Burght
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Ethical Persuasion Unlocked explores what truly drives business growth — blending lessons from the science of human decision-making and ethical persuasion with the broader expertise shared by our guests. Hosted by Patrick van der Burght — business partner of Dr. Robert Cialdini, Founding Member and Licensed Trainer of the Cialdini Institute, and author of How to Hear YES More Often — this podcast helps professionals, teams, and entrepreneurs apply behavioural science and practical business strategies to grow with integrity. Each episode reveals how today’s leaders, sales teams, and entrepreneurs can achieve the business success that has always been within reach. The opening episodes focus on the psychology and science of persuasion — a skill the World Economic Forum ranks among the top three most urgent for modern organisations to develop. You’ll gain scientifically sound strategies, practical examples, and case studies showing its powerful impact on communication and results. As the series expands, you’ll hear insights from CEOs, thought leaders, and experts on leadership, team management, selling, scaling, customer relationships, conversion, negotiation, online influence, and more. If you want to reach your goals faster, strengthen relationships, motivate action, and understand the hidden drivers behind “YES,” this show gives you the science and systems to do it — without manipulation. Follow now to unlock proven ideas for business growth, influence, and ethical success. Website: https://ethicalpersuasion.com.au/ Book: https://yesmoreoften.com/ Youtube: https://www.youtube.com/@ethicalpersuasion Linkedin: https://www.linkedin.com/in/patrick-van-der-burght/ Facebook: https://www.facebook.com/ethicalpersuasion/ Instagram: https://www.instagram.com/ethical_persuasion/ Twitter: https://x.com/yesmoreoften TikTok: https://www.tiktok.com/@ethicalpersuasion

  1. Jul 14

    The #3 Soft Skill for Young Adults: How Ethical Persuasion Drives Career Success

    Social Influence or Ethical Persuasion is one of the world's most valuable career skills. Discover how ethical persuasion helps students, graduates and young professionals succeed in job interviews, university applications and life—without manipulation. When it comes to getting a "yes"—whether that is an extension on a university assignment, an acceptance letter for a dream job, or funding for a startup—most young adults rely on luck or raw charisma. But there is a science to decision-making. In this episode, Patrick breaks down the complex science of Behavioural Economics and Dr. Robert Cialdini's Universal Principles of Persuasion into easy, actionable strategies for young adults. He explains the difference between System 1 (intuitive) and System 2 (logical) thinking, and why understanding how this affects how others perceive you and comply with you is crucial to making the trajectory of your life and career as advantageous as possible. Patrick also provides a direct call-to-action for educational facilities, careers advisors, and parent committees to integrate this vital soft skill into their curriculums to boost student employment rates and lifetime success. In This Episode, You'll Learn✅ The Future of Jobs: Why the World Economic Forum ranks Social Influence (Ethical Persuasion) as a top 3 priority skill for the modern workforce. ✅ System 1 vs. System 2 Thinking: Why 95% of decisions (including who gets hired) are made by the intuitive brain, and how to speak directly to it. ✅ The Power of Authority: How dressing just "one level better" than your interviewer acts as a shortcut for trust, leading to faster hires and higher starting wages. ✅ Loss vs. Gain Language: Why you should stop telling people what they will gain and start respectfully highlighting what they will lose if they say no. ✅ The Principle of Reciprocity: How adopting a genuinely helpful attitude toward teachers, professors, and peers builds a powerful network of long-term support. ✅ The Magic Word: The incredibly simple word you can add to any request that scientifically increases your success rate. Your Ethical Persuasion ChallengeUse the Magic Word: The next time you need to ask a favour from a friend, parent, or teacher, make sure to include the word Patrick told you about, followed by a genuine reason. Dress One Level Better: Have a job interview or university presentation coming up? Find out what the standard dress code is, and dress one level above it to ethically signal your authority and competence. Be Proactive for Your Future: Download the proposal letter from the show notes and hand it to your school's Careers Advisor or Dean. Ask them: "Do you think it's important to get us prepared for real life?" When they say yes, hand them the letter! Resources Mentioned:Download a letter to propose for Patrick to present at your school or university. Parent Committees and Parents download this PDF: https://ethicalpersuasion.com.au/lettertoparents For Schools & Universities (Principals, Teachers, Career Advisors, etc.) download this PDF: https://ethicalpersuasion.com.au/lettertoeducators Invite your students to listen to this episode, do an experiment if you like, and gauge their interest. Download letter from educators to students: https://ethicalpersuasion.com.au/lettertostudents Free E-Book & 7-Day Challenge: Claim your complimentary resources at https://ethicalpersuasion.com.au/free-influence-persuasion/ Book Recommendation: Influence: The Psychology of Persuasion by Dr. Robert Cialdini at https://www.google.com/search?q=book+influence+cialdini Free Membership Portal: Access early episodes and exclusive events. https://ethicalpersuasion.com.au/podcast-member-area-registration/ Previous Episodes to Catch Up On: Ensure you have listened to Episode 1:The Hidden Cost of Not Knowing the Science of Ethical Persuasion Episode 2:The Science of Human Decision-Making – Stop Talking to the Wrong Brain Episode 16: The Psychology of Scarcity: How to Trigger FOMO Ethically Patrick’s Social Media Links: Youtube - https://www.youtube.com/@ethicalpersuasion Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/ Facebook - https://web.facebook.com/ethicalpersuasion/ Instagram - https://www.instagram.com/ethical_persuasion/ Twitter - https://x.com/yesmoreoften TikTok - https://www.tiktok.com/@ethicalpersuasion Book Page - https://yesmoreoften.com/ Personal Profile - https://patrickvanderburght.com

    The #3 Soft Skill for Young Adults: How Ethical Persuasion Drives Career Success

  2. May 19

    Dress for the "Yes": How Appearance Can Multiply Your Results by 400%

    Whether we like to admit it or not, human beings judge a book by its cover. When people meet you for the first time, their brains look for rapid, subconscious shortcuts to determine if you are credible, competent, and worth listening to. One of the most powerful shortcuts is Trappings, the outward clues of success, such as finely styled clothing, a luxury watch, or a well-groomed appearance. In this episode, Patrick explores how dressing to impress acts as an invisible amplifier for the Principle of Authority. He shares eye-opening research by Dr Robert Cialdini that shows how appearance alone can drastically increase compliance, boost starting salaries, and make people far more receptive to your ideas. More importantly, he breaks down how to use this science ethically, ensuring your outward appearance genuinely reflects your true character and capabilities. In This Episode, You'll Learn: ✅ The Texas Jaywalker Study: Why a business suit caused 3.5x more pedestrians to follow a stranger into traffic against a red light. ✅ The 400% Multiplier: How wearing a high-quality outfit or subtle designer label dramatically increased survey participation, starting salaries, and charity donations. ✅ System 1 Thinking: Why the intuitive part of the brain makes decisions about your competence within a single second based on what you wear. ✅ Navigating "Tall Poppy Syndrome": How to utilise the power of appearance in cultures that actively push back against boastful displays of wealth. ✅ The Ethics of Appearance: Why renting a lifestyle you don't actually live is manipulative, and how to comfortably embrace the nice things you do own. ✅ The "One Level Better" Rule: The ultimate, foolproof guide to choosing the perfect outfit for any room, meeting, or presentation. Your Ethical Persuasion Challenge Apply the "One Level Better" Rule: Look at your calendar for tomorrow. What is the standard attire for the people you are meeting? Plan an outfit that is exactly one level better. (If they wear jeans and a t-shirt, you wear jeans and a collared business shirt). Audit Your Zoom Attire: It is easy to dress casually when presenting to familiar colleagues online. But remember, dressing down can slowly erode the perception of your authority. Try adding a jacket or vest to your next virtual meeting. Embrace Your Nice Things: If you own a beautiful watch or a finely tailored suit, stop saving it for "special occasions." Wear it! Allowing your outward appearance to reflect your hard-earned success is an ethical and highly persuasive business strategy. Resources Mentioned: Article: Read Patrick's entertaining and empowering article: The Power of Appearance: How Trappings Persuade Before You Speak https://ethicalpersuasion.com.au/2025/09/25/the-power-of-appearance-how-trappings-persuade/ Previous Episodes to Catch Up On: Ensure you have listened to Episode 2 - https://ethicalpersuasion.com.au/podcast/0002-the-science-of-human-decision-making-stop-talking-to-the-wrong-brain/ Episode 10 - https://ethicalpersuasion.com.au/podcast/0010-the-science-of-social-proof-how-one-image-tripled-results/ Episode 13 https://ethicalpersuasion.com.au/podcast/0013-the-principle-of-authority-how-to-build-credibility-and-trust-before-you-speak/ Book Recommendation: Influence: The Psychology of Persuasion by Dr. Robert Cialdini Free Membership Portal: Access early episodes and exclusive events. https://ethicalpersuasion.com.au/podcast-member-area-registration/ Discovery Call: Ready to empower your leadership team with science-backed, ethical influence training? Book a call at https://ethicalpersuasion.com.au/discovery-call Patrick’s Social Media Links: Youtube - https://www.youtube.com/@ethicalpersuasion Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/ Facebook - https://web.facebook.com/ethicalpersuasion/ Instagram - https://www.instagram.com/ethical_persuasion/ Twitter - https://x.com/yesmoreoften TikTok - https://www.tiktok.com/@ethicalpersuasion Book Page - https://yesmoreoften.com/ Personal Profile - https://patrickvanderburght.com

  3. May 12

    The Ultimate Leadership Test: What Does Your Team Do When You Leave the Room?

    Managing a team by relying purely on authority and financial incentives is an incredibly expensive and exhausting strategy. While bonuses might create a short-term spike in performance, they rarely build long-term loyalty. In this insightful conversation, Patrick sits down with fellow Cialdini Institute Licensed Trainer Andrei Bob to discuss the intersection of Lean Management and the science of persuasion. Andrei shares profound insights from his time working with large manufacturing companies, revealing that the true secret to operational efficiency isn't just better procedures—it is ethical influence. Whether you are leading a factory floor, a sales team, or an entire corporation, you will learn how to shift your team's motivation from external pressure to internal drive. In This Episode, You'll Learn:✅ The Limitations of Financial Motivation: Why relying on bonuses creates a culture where employees only ask, "What will I earn extra?" before stepping up. ✅ The Cat and Mouse Test: How to measure your true influence by looking at how your team operates when you are not in the room. ✅ The Unity Principle: How to align conflicting departments (like Sales and Production) by establishing a shared identity and mission before discussing individual KPIs. ✅ The Power of Co-Creation: Why asking your team to define their own targets creates significantly more internal pressure to succeed than simply assigning them a quota. ✅ Public Commitment: A brilliant, ethical strategy to ensure your team follows through on their promises by making their commitments active, voluntary, and public. ✅ Modelling Behaviour: A masterful story of a Philips CEO who used the Principle of Reciprocity to transform the cleanliness of an entire manufacturing plant. Your Ethical Persuasion ChallengeFind the Shared Goal: Before your next tense cross-departmental meeting, spend the first five minutes establishing a shared mission. Remind everyone of the overarching goal you are all working towards before diving into individual KPIs. Stop Assigning, Start Asking: The next time you need to delegate a project, do not hand out tasks. Present the challenge to the team and ask, "Who would like to take the lead on this?" Watch how much more committed they are to a task they volunteered for. Model the Behaviour: Identify one standard you have been struggling to enforce with your team. Before you bring it up again, ensure you are flawlessly modelling that exact behaviour in your own daily work. Resources Mentioned:Guest: Andrei Bob. Connect with Andrei and share your insights with him on Linkedin: https://www.linkedin.com/in/andreibob/ Book Recommendation: Influence: The Psychology of Persuasion by Dr. Robert Cialdini Free Membership Portal: Access early episodes and exclusive events https://ethicalpersuasion.com.au/podcast-member-area-registration/ Discovery Call: Ready to empower your leadership team with science-backed, ethical influence training? Book a call at ethicalpersuasion.com.au Patrick’s Social Media Links: Youtube - https://www.youtube.com/@ethicalpersuasion Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/ Facebook - https://web.facebook.com/ethicalpersuasion/ Instagram - https://www.instagram.com/ethical_persuasion/ Twitter - https://x.com/yesmoreoften TikTok - https://www.tiktok.com/@ethicalpersuasion Book Page - https://yesmoreoften.com/ Personal Profile - https://patrickvanderburght.com

  4. Apr 28

    The Contrast Phenomenon: How to Make a Big Ask Feel Small

    While not an official "Principle of Persuasion" on its own, the Contrast Phenomenon is a powerful psychological lever that acts as an amplifier for every single one of Dr. Cialdini's seven universal principles. In this highly practical episode, we explore how the human brain naturally compares things to whatever it just experienced. By understanding this, ethical leaders and sales professionals can completely shift how their audience perceives the cost of a product, the effort required for a project, or the scale of a favour. You will discover why going from "small to large" is a critical error in pricing and negotiations, and how presenting your most comprehensive option first can dramatically increase your overall success rate. In This Episode, You'll Learn✅ The Psychology of Contrast: Why a heavy weight suddenly feels light, and how you can apply that exact same brain science to your business proposals. ✅ Sharon’s Letter: A hilarious and memorable masterclass in shifting perspective to deliver bad news. ✅ The T-Mobile Case Study: How a simple reordering of three phone plans—without changing the prices at all—recovered 34.4% of their top-tier sales. ✅ The Fundraising Mistake: Why starting your pitch with your lowest price (or smallest donation) actively works against you by making the larger options feel enormous. ✅ Framing the Ask: How to ethically compare the cost of a solution to the long-term cost of a problem, making your fee feel highly insignificant. Your Ethical Persuasion Challenge Audit Your Pricing: Look at your website, your brochures, or your latest proposal. Are you presenting your smallest option first? If so, you are making your premium options look far more expensive than they are. Try flipping the order so you present your most comprehensive solution first. Frame the Effort: The next time you need to ask your team to complete a challenging task, briefly mention a much larger, more time-consuming alternative that you successfully managed to avoid. Watch how much more receptive they are to the smaller task! The Perspective Shift: Think about an investment you are asking a client to make. Now, find an ethical, genuine comparison to place before it that makes the investment feel small (e.g., comparing a one-time training fee to a decade of employee wages). Resources Mentioned:Previous Episodes to Catch Up On: Ensure you have listened to the first 16 episodes, especially the foundational deep dives into the universal principles of persuasion! https://ethicalpersuasion.com.au/podcast/ Book Recommendation: Influence: The Psychology of Persuasion by Dr. Robert Cialdini Free Membership Portal: Access early episodes and exclusive events. https://ethicalpersuasion.com.au/podcast-member-area-registration/ Discovery Call: Ready to empower your team with science-backed, ethical sales training? Book a call at https://ethicalpersuasion.com.au/discovery-call/

  5. Apr 21

    The Psychology of Scarcity: How to Trigger FOMO Ethically

    When things are rare, difficult to get, or in dwindling supply, we automatically value them more. This is the Principle of Scarcity, one of the most powerful and frequently misused tools in the world of influence. In this deep dive episode, we explore how to navigate the fine line between helpful urgency and unethical manipulation. If you have ever felt your stomach drop when a website tells you there is "only 1 room left at this price," you have experienced scarcity in action. You will discover why our brains are hardwired for "loss aversion," how restricting freedom actually creates a stronger desire (a phenomenon called psychological reactance), and how to communicate genuine scarcity to your clients so you stop leaving your hard-earned success on the table. 💡 In This Episode, You'll Learn ✅ The Toddler Experiment: Why a simple, clear barrier made toddlers reach for a toy three times faster, and what that teaches us about human behaviour and freedom. ✅ Loss Aversion: Why people are far more motivated by the fear of losing $1 a day than the prospect of saving $1 a day. ✅ The 150% Increase Case Study: How a home insulation company drastically improved their results simply by changing their phrasing to highlight what homeowners stood to lose. ✅ Protecting Your Brand: Why unethical tactics like resetting countdown timers will ultimately destroy your credibility. ✅ The Ultimate Showdown: Which is actually more persuasive: A "Limited Time" offer or a "Limited Number" offer? (The answer might surprise you!) ✅ Reducing Reactance: A brilliant, supportive technique to stop your audience from feeling pressured, keeping their trust completely intact. Your Ethical Persuasion Challenge Flip Your Pitch: Look at your current sales presentation or website copy. Are you only highlighting what the client will gain? Try rewriting one key section to gently highlight what they stand to lose or miss out on if they don't take action. Audit for Honesty: Review your current marketing offers. If you use deadlines or limited stock claims, ensure they are 100% genuine. If a sale ends at midnight, it must truly end at midnight. Being reliable builds incredible trust. Empower with Options: To reduce "psychological reactance" (the feeling of being pushed), try mentioning a small drawback to your proposal. Giving your audience both sides of the choice proves you are an honest partner, not just a salesperson or their boss. Resources Mentioned: Previous Episodes to Catch Up On: Ensure you have listened to Episode 2 (The Science of Human Decision-Making), Episode 5 (with Brian Ahearn on the risks of unethical persuasion), and Episode 13 (Authority). Book Recommendation: Influence: The Psychology of Persuasion by Dr. Robert Cialdini Discovery Call: Ready to empower your team with science-backed, ethical sales training? Book a call at https://ethicalpersuasion.com.au/discovery-call/ Other Links Website: https://ethicalpersuasion.com.au/ Book: https://yesmoreoften.com/ Podcast: https://ethicalpersuasion.com.au/podcast/ Youtube: https://www.youtube.com/@ethicalpersuasion Linkedin: https://www.linkedin.com/in/patrick-van-der-burght/ Facebook: https://www.facebook.com/ethicalpersuasion/ Instagram: https://www.instagram.com/ethical_persuasion/ Twitter: https://x.com/yesmoreoften TikTok: https://www.tiktok.com/@ethicalpersuasion Personal Profile: https://patrickvanderburght.com

  6. Apr 14

    The Science of Building Relationships: The First Pillar of Ethical Persuasion

    To successfully guide someone to a "yes," you must navigate three distinct pillars: Building Relationships, Reducing Uncertainty, and Motivating Action. But if you skip that first pillar, the rest will crumble. In this fascinating conversation, Patrick welcomes Paul Craven, a Cialdini Institute Licensed Trainer, behavioural scientist, and former City of London executive. Paul shares profound insights into why our brains are hardwired to seek common ground and how we can use that evolutionary trait to foster genuine trust in business. Whether you are writing a cold outreach email or negotiating a high-stakes contract, you must speak directly to the "Elephant" (the powerful, unconscious mind) rather than just the "Rider" (the logical brain). In This Episode, You'll Learn✅ The Three Pillars of Persuasion: Why you must build a relationship before you attempt to motivate people to action. ✅ The "Elephant and the Rider": A brilliant metaphor by Jonathan Haidt that explains why logical arguments often fail if the unconscious mind isn't on board. ✅ The Liking Principle in Action: Why Joe Girard (the world's greatest car salesperson) succeeded by thinking about your next car, not just today's transaction. ✅ The Unity Principle: The incredible football shirt experiment that proves how finding a "shared identity" drastically changes human behaviour. ✅ Synchronous Action: How performing a task in rhythm with someone else can increase their willingness to help you by over 30%. Email Etiquette: Why "I hope you are well" is harming your cold outreach, and how to open with humanity and authenticity instead. Key Takeaway: Talk to the ElephantWe like to think of ourselves as purely logical creatures (The Rider), but our decisions are heavily influenced by our unconscious drives and emotions (The Elephant). When we take the time to find shared ground, offer a genuine compliment, or reveal similarities, we are speaking to the Elephant. That is where real trust is built. ❗️Your Ethical Persuasion Challenge❗️Ban the Bland: For the next week, do not start a single cold email or message with "I hope you are well." Take two extra minutes to find a genuine similarity or craft a thoughtful, unique opening line.Find the Shared Identity: Before your next difficult meeting, ask yourself: What is a broader identity we both share? (e.g., We are both parents, we both love this industry, we share this value). Focus on that Unity.The 10-Minute Rule: In your next negotiation or sales call, dedicate the first 10 minutes purely to relationship-building before discussing business. Watch how it changes the room's tone and your long-term results. Resources Mentioned:Find out more about Paul: www.chartwellspeakers.com/speaker/paul-craven www.linkedin.com/in/paul-craven-908bb212 Patrick’s Social Media Links: Youtube - https://www.youtube.com/@ethicalpersuasion Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/ Facebook - https://web.facebook.com/ethicalpersuasion/ Instagram - https://www.instagram.com/ethical_persuasion/ Twitter - https://x.com/yesmoreoften TikTok - https://www.tiktok.com/@ethicalpersuasion Book Page - https://yesmoreoften.com/ Personal Profile - https://patrickvanderburght.com

  7. Mar 31

    The Psychology of Consistency: How to Influence the Hardest Person in the Room

    We all want to be seen as reliable and trustworthy. Because of this, we feel a deep internal pressure to ensure our current actions align with our past statements. This psychological driver is known as the Principle of Consistency. In this insightful episode, Patrick reveals how to ethically harness this internal pressure to guide your team, your clients, and even your children towards positive outcomes. Unlock the secret to communicating with highly successful individuals, people who typically resist outside influence, by asking the right questions early on. Patrick also provides a gentle reminder about the "dark side" of consistency: how our desire to avoid losing face can sometimes keep us stuck in unhelpful situations, and how to change our minds when presented with new information gracefully. In This Episode, You'll Learn ✅ The CEO Secret: Why highly successful people are the hardest to persuade, and why the Principle of Consistency is the key to helping them convince themselves. ✅ The "Common Mistake": Why turning up to work on time or sending a weekly email does not activate the Principle of Consistency in your audience. ✅ The "Small Steps" Strategy: How the insurance industry dramatically increases form completions by only asking 2 or 3 questions at a time (and how you can apply this to your own onboarding). ✅ The Power of Early Questions: How to ethically uncover a client's values early in a conversation so your proposal aligns perfectly with what they care about. ✅ Escaping the "Dark Side": A supportive mental strategy to free yourself from the pressure of past decisions when new, conflicting information comes to light. ❗️Your Ethical Persuasion Challenge❗️ 1. Ask Value-Based Questions Early: Before you present a proposal this week, ask your client or team member a question that reveals what they value most (e.g., "Is efficiency or thoroughness more important to your team right now?"). 2. Break Down the Ask: If you need a big favour or a lot of data from someone, don't ask for it all at once. Ask for the first, smallest step to build their commitment to the process. 3. Audit Your "Consistency": Remember that the principle is not about you being consistent; it is about them. Review your sales process: Are you allowing your prospects to make small, public commitments to their goals? Resources Mentioned: Previous Episodes to Revisit: Episode 1 – https://ethicalpersuasion.com.au/podcast/0001-the-hidden-cost-of-not-knowing-the-science-of-ethical-persuasion Episode 2 – https://ethicalpersuasion.com.au/podcast/0002-the-science-of-human-decision-making-stop-talking-to-the-wrong-brain/ Episode 4 – https://ethicalpersuasion.com.au/podcast/0004-what-are-the-7-universal-principles-of-persuasion/ Episode 8 – https://ethicalpersuasion.com.au/podcast/0008-how-one-question-increased-sales-by-33-pre-suasion-with-dr-chris-phelps/ Next Steps: Want to apply this in your business? Book a discovery call to explore training or consulting options at https://ethicalpersuasion.com.au Join the community for bonus insights and early access to episodes. https://ethicalpersuasion.com.au/community/ Follow the podcast so you don’t miss upcoming episodes on the science of persuasion. https://ethicalpersuasion.com.au/podcast/ Patrick’s Social Media Links: Youtube - https://www.youtube.com/@ethicalpersuasion Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/ Facebook - https://web.facebook.com/ethicalpersuasion/ Instagram - https://www.instagram.com/ethical_persuasion/ Twitter - https://x.com/yesmoreoften TikTok - https://www.tiktok.com/@ethicalpersuasion Book Page - https://yesmoreoften.com/ Personal Profile - https://patrickvanderburght.com

  8. Jan 13

    The Principle of Authority: How to Build Credibility and Trust Before You Speak

    We are trained from birth to obey authority figures. Parents, teachers, police officers, doctors. This gives us access to another powerful decision trigger we can skillfully incorporate in our communication, regardless if it is in sales, negotiations, customer service, leadership, team management or at home. The principle of Authority is very powerful and its effects often go unnoticed. Authority signals also pose a risk to us. Our obedience can go too far. In this episode, Patrick deep dives into the Principle of Authority, anchored by the infamous Milgram Experiment. You’ll hear the disturbing details of how ordinary volunteers were willing to inflict severe pain on strangers simply because an authority figure said, "The experiment requires that you continue." But Authority isn't just about obedience; it's about credibility. Patrick explains how to harness this principle ethically to establish trust before you even open your mouth. In This Episode, You'll Learn✅ The Milgram Experiment: The shocking 1962 study where 65% of participants administered the maximum 450-volt shock to a stranger. ✅ Modern Replications: Why this isn't just "history"—a 2006 replication showed 73% of women and 65% of men still complied. ✅ The Medical Danger: How the unthinking obedience to doctors leads to a 40% harm rate in primary care worldwide. ✅ "In" Authority vs. "An" Authority: The difference between having power (a boss) and having wisdom (an expert)—and why people want to follow experts. ✅ The Introduction Strategy: Why introducing yourself makes you sound boastful, and the simple strategy to get someone else to do it for you (activating Reciprocity and Social Proof in the process!). ✅ The Cost of Ignorance: A breakdown of how a 10-15% underperformance in persuasion skills can compound into a 55% loss in profit. ❗️Your Ethical Persuasion Challenge❗️ 1. Stop Introducing Yourself: For your next presentation or meeting, arrange for a colleague or host to read a short bio about you before you speak. Watch how the room's respect for you changes. 2. Audit Your Bio: Does your introduction establish you as an authority (expert) or just someone in authority (boss)? Focus on expertise. 3. Question Authority: In your personal life (especially medical situations), remember the Milgram experiment. It is okay—and ethical—to respectfully question advice to ensure it is accurate. Resources Mentioned: Video: The Milgram Experiment (1962 Footage) https://ethicalpersuasion.com.au/video-milgram-experiment/ Documentary: ABC Documentary on Authority https://ethicalpersuasion.com.au/video-milgram-repeat Training: Book a Discovery Call at ethicalpersuasion.com.au Book: Influence: The Psychology of Persuasion by Dr. Robert Cialdini https://www.google.com/search?q=Dr+Cialdini+book+Influence Patrick’s Social Media Links: Podcast - https://ethicalpersuasion.com.au/podcast/ Youtube - https://www.youtube.com/@ethicalpersuasion Linkedin - https://www.linkedin.com/in/patrick-van-der-burght/ Facebook - https://web.facebook.com/ethicalpersuasion/ Instagram - https://www.instagram.com/ethical_persuasion/ Twitter - https://x.com/yesmoreoften TikTok - https://www.tiktok.com/@ethicalpersuasion Book Page - https://yesmoreoften.com/ Personal Profile - https://patrickvanderburght.com

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About

Ethical Persuasion Unlocked explores what truly drives business growth — blending lessons from the science of human decision-making and ethical persuasion with the broader expertise shared by our guests. Hosted by Patrick van der Burght — business partner of Dr. Robert Cialdini, Founding Member and Licensed Trainer of the Cialdini Institute, and author of How to Hear YES More Often — this podcast helps professionals, teams, and entrepreneurs apply behavioural science and practical business strategies to grow with integrity. Each episode reveals how today’s leaders, sales teams, and entrepreneurs can achieve the business success that has always been within reach. The opening episodes focus on the psychology and science of persuasion — a skill the World Economic Forum ranks among the top three most urgent for modern organisations to develop. You’ll gain scientifically sound strategies, practical examples, and case studies showing its powerful impact on communication and results. As the series expands, you’ll hear insights from CEOs, thought leaders, and experts on leadership, team management, selling, scaling, customer relationships, conversion, negotiation, online influence, and more. If you want to reach your goals faster, strengthen relationships, motivate action, and understand the hidden drivers behind “YES,” this show gives you the science and systems to do it — without manipulation. Follow now to unlock proven ideas for business growth, influence, and ethical success. Website: https://ethicalpersuasion.com.au/ Book: https://yesmoreoften.com/ Youtube: https://www.youtube.com/@ethicalpersuasion Linkedin: https://www.linkedin.com/in/patrick-van-der-burght/ Facebook: https://www.facebook.com/ethicalpersuasion/ Instagram: https://www.instagram.com/ethical_persuasion/ Twitter: https://x.com/yesmoreoften TikTok: https://www.tiktok.com/@ethicalpersuasion

Information

  • Creator
    Patrick van der Burght
  • Years Active
    2025 - 2026
  • Episodes
    21
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Patrick van der Burght
  • Show Website
    Ethical Persuasion Unlocked