The Brain Science Secret for Getting Others to
Agree with You • Buy from You • Partner with You • Promote You

No matter what your definition of success, it has one thing in common with every kind of achievement: It requires getting the cooperation of other people.

Few if any kinds of accomplishment are a lone struggle. Even a writer or a mountain climber needs training and tools, resources and guidance, advocacy and support from other people.

Business success is especially dependent on getting others to help facilitate your success.

So how do we get people to do what will move us along our path?


The science of persuasion is attracting the world’s best minds as never before. Why? Because today’s challenges require that business professionals be able to:

•   Motivate others to act.
•   Produce agreement, compliance, and results.
•   Generate change.
•   Make important things happen with, and through, others.
•   Sell ideas, products, and services.
•   Trigger YES decisions.

Persuasion is not about convincing others against their better judgment; just because something is in your best interest, doesn’t mean it’s not in theirs. The trick is finding out – and using – what motivates them. Far too often, we make two critical mistakes in our attempts to persuade others:

1. We assume other people already know what’s in it for them, and

2. We rely on logical reasoning to convince them.

The Brain Connection is the Success Connection

While some scientists are unraveling the human genome, defining how our chromosomes and DNA affect our physical bodies, others are unraveling the secrets of the brain, exploring how it processes decision-making information. In this vein, Jay Conger tells us why research into the “how to” of persuasion is so critical:

“Today’s business contingencies make persuasion more necessary than ever,” he says. “Many businesspeople misunderstand persuasion and more still under-utilize it.”

Jay Conger
Director, Leadership Institute
University of Southern California School of Business

According to New York University Neuroscientist Joseph LeDoux, “The amygdala (the emotional part of the brain) has a greater influence on the cortex (the thinking part) than the cortex has on the amygdala, allowing emotion to dominate and control thinking.”

Similarly, the book and the PBS series “The Secret Life of the Brain” (funded principally by the National Science Foundation) distills the entire 2,500 years of persuasion research into a single sentence:

“We are not thinking machines. We are feeling machines that think.”

History and modern science agree. To persuade successfully, we must appeal to the listener’s inborn, hard-wired need to satisfy emotional needs and wants. We must frame our presentations to appeal to specific shortcuts, the triggers embedded in each of our brains.

Scientific Insights Yield New Techniques to Boost Business

A full two years in development by instructional designers and industry leaders, The 7 Triggers to Yes has been crafted into an intense, accelerated learning program, with a unique application tool to put skills into practice.

→ Deep immersion
→ Rapid uptake
→ Build skills around your accounts

All 7 Triggers courses offer participants an unprecedented inside look at the critical motivators we universally employ to make decisions. The material provides a specific, applicable, real-world process for effectively activating each trigger.

The techniques explored in this intensive but user-friendly program will help business professionals from every discipline quickly and easily activate others’ Yes! decisions, and turn goals and dreams into tangible reality.

The 7 Triggers to Yes courses are for anyone who wants to rapidly and dramatically improve their ability to persuade, negotiate, sell, and form durable, win-win agreements with others:

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The 7 Triggers programs are available in a variety of formats, including instant access to online learning.