575. The Art and Science of Behavior Change

In this episode of The Brainy Business podcast, Melina Palmer sits down with Bri Williams, a behavioral strategist and author, to explore the art and science of applying behavioral economics in practical and impactful ways. The conversation dives into the common misconceptions around behavioral science, particularly the belief that simply knowing the principles is enough. Bri emphasizes that real change comes from experimentation and understanding the context in which these principles are applied. Listeners will discover the importance of asking the right questions to clarify behavioral objectives, such as who your audience is and what actions you want them to take. Bri shares insights from her extensive experience, including her innovative models and frameworks designed to make behavioral science accessible and actionable. As they discuss various techniques, including the Zorro technique and the Porter principle, you'll learn how to effectively engage with clients and influence behavior in both internal and external communications. This episode is packed with valuable insights for anyone looking to deepen their understanding of behavioral economics and apply it in their work. Whether you're in marketing, sales, or any field that involves influencing others, this conversation will inspire you to think creatively and strategically about how you can leverage behavioral science for maximum impact. In this episode: Understand the distinction between knowing behavioral principles and applying them effectively. Learn how to ask critical questions to clarify your behavioral objectives. Explore the Zorro technique and other frameworks for influencing behavior. Discover the importance of context in applying behavioral science. Gain insights into making behavioral science more accessible and engaging. Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/575 . Looking to explore applications of behavioral economics further? Learn With Us on our website .

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575. The Art and Science of Behavior Change is an episode from The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics by Melina Palmer.

This episode is 42:01 long.

This episode was published on Apr 30, 2026.

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