Most great ideas never see the light of day. Why? Because getting others involved is everything. Those who connect, influence and persuade turn dreams into realities. No one achieves anything alone. Influencers change the world.

What is it that makes people take an interest, buy a product, sign an agreement, support a cause? What is it that actually motivates people to make a decision?


In the fourth century BCE Aristotle said, “Reason and logic are the best routes to persuasion,” and most people have followed that prescription for over 2000 years. There’s only one problem:


If you’re using only logic, reason, and intelligence, you’re missing the boat on what really influences people.


The intellect has been the focus of psychology and education since the time of Aristotle. Only now in the 21st century has neuroscience and brain research revealed the enormous importance of the emotional brain.

Emotional triggers have been on the radar of researchers, psychologists, scientists and educators for over two decades. But it’s only recently that we’ve been able to prove such an enormous dependance on the emotional parts of the brain even for seemingly rational mental tasks – tasks like


How do we know we’ve had the wrong assumptions about influence and persuasion for over 2000 years? Three words:


When we were finally able to see where various mental tasks reside in the brain, the results were nothing short of astonishing. Scientists discovered that for even the most calculated decisions, the part of the brain showing the most activity was not in the intellectual, higher-functioning region (the pre-frontal cortex), but in the most primal, emotional center called the amygdala [uh-mig-duh-luh].


And not only was the emotional brain almost entirely responsible for our decisions, it was also shown to be the controlling taskmaster for the logical brain.

Emotions guide the intellect. It’s not an option. It’s science.


So, what if we could tap into that part of the brain that is really responsible for making decisions? What if we could get attention, gain agreement, sell our ideas by appealing directly to central control, the emotional brain?


“Any fool can know. The point is to understand.”

– Albert Eisnstein


The brain has an internal self-guidance system triggered primarily by feelings and emotions – not by facts or logic.

Understand what these triggers are, why they work, and how to activate them in others, and become a genuine influencer. A catalyst. A game changer.

How will you wield your influence?



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Lead a great enterprise to victory.









Create prosperity for you and yours.







The 7 Triggers



Emotional triggers aren’t new. They’ve always been the most powerful influencers of human behavior. Most people use at least some of them instinctively. We wouldn’t be able to persuade anyone of anything without them.

The innovation in The 7 Triggers to Yes is the ability to be consciously competent. To use what we now know about emotional triggers in a consistent, applied way. The 7 Triggers to Yes is a smart, simple, codified system for acquiring, organizing, and using emotional triggers to produce the results you seek with others.

Whereas most “success skills” programs are about process, The 7 Triggers to Yes is about people. “The 7 Triggers to Yes fortifies any sales process,” remarked one senior sales vice president of a large pharmaceutical  company, “because it’s not about how we sell but about why people buy.”

Although the Triggers can be game-changing for a sales operation, they are critical factors in every kind of human interaction, personal and professional. They can improve and accelerate agreement, cooperation, teamwork, and compliance by fostering genuine connections and authentic, productive relationships.

Trigger Your Way to the Top.

Individuals and organizations from across the industry spectrum are seeing tremendous results using the insights and tools from The 7 Triggers to Yes.
You can, too.

The Book

A detailed investigation of influence, persuasion, and the reasons behind human decision-making. By comparing recent scientific inquiry with centuries of behavioral observation, author Russell H. Granger makes an iron-clad case for the awesome power of the emotional trigger.

The Courses

A variety of available formats from online e-learning to on-site facilitated workshops align with today’s blended learning environments. 7 Triggers courses bring the material to life with multimedia components, interactive exercises, and behavior modeling activities.

The Tools

A critical innovation in The 7 Triggers to Yes is the conversion of theoretical insight to practical application by way of simple yet powerful planning and execution mechanisms including forms, charts, checklists and diagrams on paper, in device apps, or as CRM extensions.

The Community

The growing number of 7 Triggers devotees have become active participants in online communities facilitated through popular social media channels. Real-world experiences, scenarios, and case studies accompany multiple sources of guidance and advice on the 7 Triggers.

Become more influential – submit the form below and we’ll help get you started.

7 Triggers Learning Inquiry

The 7 Triggers to Yes has been widely adopted across a variety of industries. Courses and materials are available for self-study and group implementation.


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Mentalist Derren Brown exercises the 7 Triggers with more gusto than almost anyone we’ve ever seen.

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Even technologists are recognizing the transactional value of human emotions – and engineering software to read us.

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Persuasion: The Most Important Skill in the C-Suite

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