Joe Gerard, he was the world's greatest salesperson, according to the Guinness book of records.

He sold automobiles, Chevrolet's, for everybody who ever bought a car from him,

every month they would receive a greeting card for him, depending on the holiday that

month, and said one thing inside card. I like you, Joe Gerard. For Joe Gerard, he said that was

important. It's not just that we like people who are like us. We like people who do like us and say so.

Welcome to the Knowledge Project Podcast. I'm your host, Shane Parish. This podcast sharpens your mind by helping you master the best what other people have already figured out.

If you're listening to this, you're missing it. If you'd like special member only episodes, access before anyone else, complete episodes, transcripts, and other member only content,

you can join that F.S. Doh blog slash tribe. Check out the show notes for a link. Robert C.L.D. Nees here today, and man I've been looking forward to this conversation for a long time. Bob is the region's professor of psychology and marketing at Arizona State University.

He's also the author of the most influential book on the science and psychology of persuasion. Today is all about some of the ways our minds go into automatic movement.

We exist in an extraordinarily complicated environment, and to deal with that we use shortcuts. We can't be expected to analyze everything.

We don't have the time, energy, or mental capacity. So instead we use the shortcuts and rules of thumb, these heuristics to classify things and respond without thinking.

These mental shortcuts are called judgment, heuristics, and allow for simplified thinking. They work most of the time, but they also leave us open to costly mistakes.

Today in this conversation, we're going to deep dive into the seven small things that make a huge difference in influencing others and being influenced ourselves.

We talk about what they are, why they work, when they operate best, and how to defend against them in the context of an online and offline world.

When I asked Bob what we should title this episode, he said the small big. The exploration of the smallest things that you can do to make the biggest impact, and man he wasn't kidding.

This conversation is jam-packed with practical advice that will make you more persuasive and less susceptible to manipulation. It's time to listen and learn.

The knowledge project is sponsored by Medalab. For a decade, Medalab has helped some of the world's top companies and entrepreneurs build products that millions of people use every day.

You probably didn't realize that at the time, but odds are you've used an app that they've helped design or build. Apps like Slack, Coinbase, Facebook Messenger, Oculus, Lonely Planet, and many more.

Medalab wants to bring their unique design philosophy to your project. Let them take your brainstorm and turn it into the next billion dollar app from idea sketched on the back of an Appkin to a final ship product.

Check them out at medalab.co. That's medalab.co. And when you get in touch, tell them Shane sent you.

The knowledge project is sponsored by Greyhawk. Successful families know that wealth can create a curious dilemma. It creates benefits. It secures the future and creates opportunities. But it also presents challenges.

How do you stay true to your values and ensure that future generations use their wealth wisely?

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