What drives real people to make real decisions in the real world? That’s the question Paul Craven has been answering for decades. Throughout his senior roles at some of the biggest names in finance, including Goldman Sachs, Paul used behavioural science to understand how clients think, how relationships are built, and how decisions are really made. Today, he’s a global expert in the field. A keynote speaker, founding partner of the Cialdini Institute, and trusted coach to organisations around the world, he teaches others how to use the psychology of persuasion to drive real results. In this episode, Paul joins Nick to explore the world of behavioural science and how understanding human decision-making can transform how we lead, sell, and work. You’ll discover the practical behavioural science approaches you can use in your consultancy to help you build stronger relationships, sell more effectively and influence decisions in a way that lands well. They dive into: ✅ Paul’s journey from Goldman Sachs to founding his own business ✅ Dr Robert Cialdini’s seven scientifically-proven techniques of ethical persuasion and how to use them ✅ Why your brain is tricking you and what to do about it ✅ How magic reveals the surprising shortcuts our minds take Whether you’re running a consultancy, leading a team, or just curious about what makes people tick, this episode will shift how you see the world. Enjoy the show!