Why do some ideas stick, spread, and persuade, while others are ignored almost instantly? The answer has less to do with logic than most leaders think. Human decisions are shaped by behavioral science, psychology, and how our brains process stories, framing, and experiences.

In this episode of The Good Leadership Podcast, Charles Good sits down with Nancy Harhut, author of Using Behavioral Science in Marketing, to explore the hidden psychological forces that shape attention, memory, influence, and decision-making.

You’ll discover why stories are dramatically more memorable than facts, what the invention of Post-it Notes teaches about reframing failure, and how remarkable experiences—like the Magic Castle Hotel's “popsicle hotline” or the famous Grand Hyatt Kauai Resort and Spa teddy bear story—create powerful word-of-mouth and brand loyalty.

Nancy also explains how labels shape behavior, framing shifts perception, curiosity drives engagement, and choice architecture quietly nudges decisions. If you're a leader, marketer, entrepreneur, or communicator who wants your ideas to stick, persuade, and drive action, this conversation is packed with insights you can use immediately.

Chapters

00:00 The Importance of Storytelling in Marketing

02:30 Creating Memorable Experiences through Unique Offerings

08:03 Institutionalizing Service Stories for Brand Identity

10:12 The Impact of Labeling on Customer Behavior

12:34 Framing Value Propositions Effectively

15:31 Harnessing Temporal Landmarks in Marketing

18:11 Overcoming Present Focus Bias

20:22 The Power of Information Gaps

22:42 Navigating Choice Architecture

24:45 Conquering Status Quo Bias

27:09 The Impact of Language in Marketing

32:07 Using Metaphors and Similes Effectively

33:52 Leveraging the Consistency Principle

36:08 Key Insights and Takeaways