By Kaylee Holland - The ability to negotiate, persuade, and influence others is essential for success in business communications. Understanding the psychology behind these abilities can set you apart from your peers by applying the tactics and seeing improvements in reaching your professional goals.
Ben Wise and Darren Chiu, co-founders of Captivate, have dedicated their careers to transforming the art and science of persuasion into actionable strategies. Drawing on their expertise in the psychology of influence, they provide insights into how individuals can enhance their persuasive abilities in professional settings.
With 15 years in advertising leadership—most recently as Google’s Head of Programmatic Media—Ben Wise drives innovation in digital ad strategies. A passionate community advocate, he also serves on the board of the Daily Bread Food Bank and mentors high-growth startups on sales and market expansion.
Darren Chiu is a Strategy Lead at Google. He possesses 12 years of experience crafting impactful marketing across sectors. Chiu has also been recognized as a 2023 Emerging Leader in Advertising & Sales by The Peak.
Why Should You Understand the Psychology of Influence and Persuasion?
Wise observes that many workplace challenges stem from miscommunication, poor communication, or simply a lack thereof. “Effective communication and persuasion can open up conversations that would otherwise be difficult to have.”
He emphasizes that asking the right questions is essential to gaining genuine understanding. By understanding how people process information, make decisions, and perceive their surroundings, you can communicate with far greater clarity and impact. “So much in business comes down to communication and understanding psychology - it makes you more effective.”
| Ben Wise and Darren Chiu will present "The Art & Science of Persuasion" to IABC Philadelphia on September 8. |
The Biggest Misconception About Communication
Wise explains, “assuming everyone you're speaking with is perfectly rational - that they’ll always make logical decisions - is a misconception.”
To avoid this, recognize that most people aren’t wholly rational. “By reframing your language and messaging to account for emotional and psychological influences, you can communicate far more effectively,” says Wise.
The Importance of Asking the Right Questions
Chiu highlights the power of asking thoughtful questions to gain insight into another person’s perspective, while strengthening mutual understanding, even in disagreement: “Making your counterpart think about what they're saying is a very effective way of understanding where they're coming from. Even if you disagree by the end of it, you will understand each other more.”
Chiu and Wise stress that these tactics are simple to use in everyday work.” Many tiny changes in your wording can have a big impact. They’re easy to do, they’re low lift, and they’re high reward.”
Their message: Once you learn these strategies and how to phrase your questions effectively, you can start using them right away- no delay, no overhaul, just immediate results.
Kaylee Holland is a communications intern and a driven advertising and public relations student passionate about crafting meaningful connections through strategic storytelling. She thrives on shaping public perception and executing campaigns that leave a lasting impact. Kaylee enjoys traveling to immerse herself in new cultures, crocheting, singing in choir, staying active, and musical theatre. Her blend of creativity, empathy, and strategic thinking fuels both her interests and her ambition to build strong, authentic brands.