168: Steve J. Martin - The small BIG


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In Episode #168 Ari speaks with Steve J. Martin, master of persuasion and Co-Author of The small BIG. During this interview, Ari and Steve cover the science of persuasion, the importance of ethics and the paradox of neutrality.

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Time Stamped Show Notes:

  • 13:57 – Introduction of Steve J. Martin of
  • 14:48 – How Steve got started in the art of persuasion
  • 15:15 – Measuring the skill of sales teams
  • 16:14 – Sometimes success is all about being in a good place at the right time
  • 17:04 – There is no neutrality with influence and persuasion
  • 17:38 – Be honest, be ethical
  • 18:58 – Our response to being manipulated isn’t to the tactic used, it’s to the manipulator
  • 21:43 – We want more of the things we can have less of
  • 22:33 – Scarcity confers value
  • 24:18 – Typically, following what others like us have done is an efficient way to make decisions
  • 24:37 – Find shortcuts to make less decisions
  • 26:40 – Beware of testimonials
  • 28:12 – Knowing the principles of persuasion doesn’t empower you to avoid them
  • 29:25 – Steve’s upcoming projects
  • 31:04 – Small tweaks can lead to big effects
  • 35:07 – What makes people want to give online businesses their contact information
  • 35:23 – The give and take effect
  • 37:19 – Steve’s Top 3 Tips to be More Effective
    • 37:35 –Understand and learn the 3 keys of human motivation
    • 38:48 – Do not dismiss the power of small things
    • 39:45 – Be human

7 Key Points:

  1. Find shortcuts to make fewer decisions.
  2. Small changes can have massive impact.
  3. Scarcity convers value.
  4. We live in an information age—we do not live in a knowledge age.
  5. Never lose sight of your humanity.
  6. Luck plays a role in everything.
  7. Be honest and ethical.

Resources Mentioned:

  • Timeagram – Enables users to schedule their post to Instagram
  • Retroospect – Walks users through their previous work week to determine the best days and times for productivity, etc.
  • 99u – The four types of productivity styles
  • 19 Go-To Foods for a Healthy Pantry – From Ben Greenfield fitness, 19 foods to live a happier, healthier life
  • Best Conditions for a Unicorn – From Tech Crunch, an article highlighting the best conditions to create a “unicorn” of a company
  • Handwriting.IO – A programming API that provides digital handwriting
  • Breathometer – An Indigogo campaign, a device designed to measure oral health
  • Counsyl – A family-prep service to help people who want to get genetically screened before having kids
  • Inoreader – A high-level blog and article processing system—great for speed readers
  • Parenting Tips – From Barking up the Wrong Tree, four new parenting tips to make your kids awesome



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343 episodes available. A new episode about every 7 days averaging 32 mins duration .