The Art and Science of Behaviour
About this episode
Ben Wise and Darren Chiu discuss the intersection of psychology and marketing, emphasizing the importance of emotional decision-making and storytelling.
Recorded live at SocialPacific 2025 in North Vancouver, Ben Wise and Darren Chiu, co-founders of Captivate, join guest host Rachel Thexton to explore the art and science of human behavior. Captivate translates academic psychology into practical tools for marketers, sales teams, and leaders, helping them communicate in ways that actually move people. They unpack why most marketing falls flat by being overly rational, how emotional decision-making really works, and why storytelling, including friction, consequences, and vulnerability, remains one of the most powerful tools in business. Because whether you’re selling to consumers or corporations, you’re always selling to a human. Produced by TAKT.
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