Change minds and change the world.


What is it that makes people take an interest, buy a product, sign an agreement, support a cause? What is it that actually motivates people to make a decision?


In the fourth century BCE Aristotle said, “Reason and logic are the best routes to persuasion,” and most people have followed that prescription for over 2000 years. There’s only one problem:


If you’re using only logic, reason, and intelligence, you’re missing the boat on what really influences people.


The intellect has been the focus of psychology and education since the time of Aristotle. Only now in the 21st century has neuroscience and brain research revealed the enormous importance of the emotional brain.

Emotional triggers have been on the radar of researchers, psychologists, scientists and educators for over two decades. But it’s only recently that we’ve been able to prove such an enormous dependance on the emotional parts of the brain even for seemingly rational mental tasks – tasks like


How do we know we’ve had the wrong assumptions about influence and persuasion for over 2000 years? Three words:


When we were finally able to see where various mental tasks reside in the brain, the results were nothing short of astonishing. Scientists discovered that for even the most calculated decisions, the part of the brain showing the most activity was not in the intellectual, higher-functioning region (the pre-frontal cortex), but in the most primal, emotional center called the amygdala [uhmig-duh-luh].


And not only was the emotional brain almost entirely responsible for our decisions, it was also shown to be the controlling taskmaster for the logical brain.

Emotions guide the intellect. It’s not an option. It’s science.


So, what if we could tap into that part of the brain that is really responsible for making decisions? What if we could get attention, gain agreement, sell our ideas by appealing directly to central control, the emotional brain?



– Albert Eisnstein


The brain has an internal self-guidance system triggered primarily by feelings and emotions – not by facts or logic.

Understand what these triggers are, why they work, and how to activate them in others, and become a genuine influencer. A catalyst. A game changer.

How will you wield your influence?



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The 7 Triggers


Emotional triggers aren’t new. They’ve always been the most powerful influencers of human behavior. Most people use at least some of them instinctively. We wouldn’t be able to persuade anyone of anything without them.

The innovation in The 7 Triggers to Yes is the ability to be consciously competent. To use what we now know about emotional triggers in a consistent, applied way. The 7 Triggers to Yes is a smart, simple, codified system for acquiring, organizing, and using emotional triggers to produce the results you seek with others.

Whereas most “success skills” programs are about process, The 7 Triggers to Yes is about people. “The 7 Triggers to Yes fortifies any sales process,” remarked one senior sales vice president of a large pharmaceutical  company, “because it’s not about how we sell but about why people buy.”

Although the Triggers can be game-changing for a sales operation, they are critical factors in every kind of human interaction, personal and professional. They can improve and accelerate agreement, cooperation, teamwork, and compliance by fostering genuine connections and authentic, productive relationships.

Trigger Your Way to the Top.

Individuals and organizations from across the industry spectrum are seeing tremendous results using the insights and tools from The 7 Triggers to Yes.
You can, too.

The Books

Print, Kindle, audio, and e-books provide a detailed investigation of influence, persuasion, and the real reasons behind human decision-making. Scientific inquiry makes an iron-clad case for the awesome power of the emotional trigger.

The Courses

Combine online learning with on-site workshops to align with today’s blended learning environments. 7 Triggers courses come to life with multimedia components, interactive exercises, and behavior modeling activities.

The Tools

A critical innovation in The 7 Triggers to Yes is the conversion of theory to practical application by way of simple yet powerful mechanisms like forms, charts, and checklists on paper, in device apps, or as CRM extensions.

The Community

7 Triggers devotees have become active in online communities on popular social media channels. Real-world experiences, scenarios, and case studies accompany multiple sources of guidance and advice on the Triggers.

Become more influential – submit the form below and we’ll help get you started.

The 7 Triggers to Yes is creating success for individuals and organizations around the world. How can we help you?


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One of the great classics about good intentions undermined by political ambition, this Oscar® winner is also a master class in persuasion techniques.

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It’s easy to disqualify Donald Trump using logic and reason. But that’s not what persuades people. He may be the most emotionally connected candidate in the race.

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Relationship or Just Rapport? Here’s How to Know.

New research suggests there’s a simple way to determine if you’ve established a trusting relationship.

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