# The Science of Ethical Persuasion: Hear YES More Often with Patrick Van der

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Text version: https://stenobird.com/podcast/vision-pros-live-podcast-6303191/the-science-of-ethical-persuasion-hear-yes-more-often-with-patrick-van-der.md
Podcast: [Vision Pros Live Podcast](https://stenobird.com/podcast/vision-pros-live-podcast-6303191)
Published: 2026-05-08T14:12:39+00:00
Episode link: https://rss.com/podcasts/vision-pros-live/2805748
Audio file: https://content.rss.com/episodes/199161/2805748/vision-pros-live/2026_05_08_14_11_59_d4a0bf7b-8cfe-45df-9735-1adc13ef05cc.mp3
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Duration seconds: 939

## Resource

Description: What if getting more yeses had nothing to do with lying, pressure, or manipulation, and everything to do with science? In this episode of Vision Pros Live, Patrick Van der Burght, #4 ranked Cialdini Certified Trainer worldwide, founding member of the Cialdini Institute, and author of How to Hear YES More Often , breaks down the behavioral science behind ethical persuasion. From Dr. Kahneman's System 1 vs. System 2 thinking to Dr. Cialdini's 7 universal principles of influence, this conversation will change how you communicate, in sales, leadership, marketing, and even at home. Connect with Patrick Van der Burght: 🌐 Website: https://ethicalpersuasion.com.au 💼 LinkedIn: https://www.linkedin.com/in/patrick-van-der-burght/ 📖 Book: How to Hear YES More Often, available on Amazon 📖 Recommended read: Influence: The Psychology of Persuasion by Dr. Robert Cialdini Vision Pros Live Resources: 🔥 Automate leads with AI 24/7: https://ai.firstclassbusiness.io/ 🎙️ Be a guest on VPL: https://visionproslive.com/ Timestamps: 0:00 - Patrick's vision: spreading the science of ethical persuasion 1:45 - Why most business people miss out by ignoring behavioral science 3:00 - The difference between ethical persuasion and lying or cheating 4:10 - System 1 vs. System 2: how 95% of decisions are actually made 6:00 - Dr. Cialdini's 7 principles of persuasion explained 7:17 - Social proof: why 98% of shoppers rely on online reviews 8:00 - Authority: how name-dropping a Nobel Prize winner changes minds 8:58 - Scarcity: the cookie jar experiment that proves less is more valuable 10:57 - Ethical persuasion as self-defense against manipulation 12:01 - Patrick's vision: building application skills, not just knowledge 12:48 - The forgetting curve: why you lose 90% of new info in 7 days 14:0…

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