Neuroscientist to the Forbes CMO Council: This is Actually Where 90% of Buying Decisions Happen!
In this episode of the Influence Anyone Podcast, host Howie Chan interviews Pranav Yadav, the CEO of Neuro-Insight, a Forbes 30 under 30 recipient, and a neuroscience advisor to the Forbes CMO Council. At Neuro-Insight, he helps brands decode what actually influences people by measuring subconscious brain activity to see what drives memory, emotion, and action.
They delve into subconscious storytelling, memory encoding, and why language is the least interesting part of communication.
Pranav shares practical neuroscience insights not only into how our memories are created, but into how they actually influence our decisions. He also provides a framework for behavior change and what people and brands can do to become more memorable.
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Episode Breakdown:
0:00:00 Where the root of all marketing starts
0:05:04 Subconscious: look for data in the right place
0:11:46 How Neuro-Insight measures subconscious responses
0:15:24 Memory encoding and the drivers of memory creation
0:21:50 Recall debunked: how memories really inform decisions
0:27:11 What brands can do to become more memorable
0:35:09 Priming: How Neuro-Insight is uniquely positioned to study it
0:40:50 Three fundamental principles of behavior change
0:47:10 Why climate change communications are failing
0:56:30 Three fundamentals of being remembered
From Our Guest:
The Influence Anyone Podcast
The #1 podcast on applied influence psychology. Each episode, Howie Chan, a veteran brand and behavior strategist sits down with world 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 (your team, clients, and audiences.) Together, we turn science into playbooks you can apply to lead, persuade, and create extraordinary success.
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