Ziba Goddard's guest appearances

Ziba Goddard

Ponderings from the Perch

Potential in People

Work Winning Ways

Paul Kortman

Malcolm Gladwell

Matt Hayman

Paul Adams

Peter Levitan

Kathryn Budig

Kelly McNelis

Emily Soccorsy

Justin Foster

Doug Sandler

Alex Hunt

Mitch Joel

Chris Dayley

Bari Tessler

Anese Cavanaugh

OwlTail

Ziba Goddard is a behavioural scientist and Chief Consulting Officer at Cowry Consulting and joins Gary Williams on this episode of Work Winning Ways. Ziba specialises in human behaviour and how we make decisions. If you’ve ever heard of Nudge Theory and wonder why we make the decisions we make particularly in the context of buying, this is for you!   KEY TAKEAWAYS  People are wired to make snap judgements and rarely are making decisions based on having all of the information available. Thinking is often less rational than people would assume.  Nudge Theory is the idea of using encouragement or suggestions to change people's behaviour while still giving them freedom to make their own decisions. For example governments have used this recently to encourage people to socially distance during the pandemic.  We have two systems of thinking, the cerebellum based thinking, which is subconscious and primal. Then there’s the prefrontal cortex that allows us as humans to deduct and reason and use language. Think of them as the Homer Simpson brain and the Dr Spock brain.  90% of our decisions come from our Homer Simpson brain.  There is a toolkit of around 200 shortcuts that scientists use to connect directly to our primal thinking.  Ziba has done some work with construction companies to increase health and safety. After 4 days on site observing, Ziba’s team painted the canteen area a shade of pink that essentially has a calming effect and reduced the amount of people taking risks. She also changed the card system used for keeping track of safety to one of reward rather than punishment. This reduced unsafe behaviours by 85% at this site.  reframing sales to a personal relationship makes it easier for sellers. It’s not about using clients to achieve goals, it’s about forming a bond and doing a favour for one another.  We have an inherent bias towards those people we think are specialists, for example we trust doctors with stethoscopes around their necks more than doctors without one.    BEST MOMENTS ‘People aren’t rational and don’t have perfect knowledge’  ‘We don’t want people on building sites thinking quickly’  ‘The key to sales is relationships’  ‘When people are credible enough and show a weakness, we like them more’  EPISODE RESOURCES  Questas AcademyMore about Ziba Goddard  ABOUT THE GUEST  Following an undergraduate degree in Experimental Psychology and a Masters in Clinical Psychology, Ziba was drawn to business and spent time working in organisational effectiveness at Bank of New York Mellon.   Ziba is Chief Consulting Officer at Cowry and leads the client 'Pilots and Programmes' within the business. Ziba spends the majority of her time identifying the cognitive friction in the current customer journeys to help inform the creative process within Cowry at the key Design stage.   ABOUT THE HOST Gary Williams has been in sales and marketing his entire career. The past 10 years have been dedicated to helping technically minded non-salespeople become skilled and confident in selling themselves and their services. http://linkedin.com/in/garyquestashttps://www.questas.co.ukInstagram: @bdcoachinghubNot everyone is a natural salesperson, Find out more on how to improve your sales HERE: https://www.thequestasacademy.com/See omnystudio.com/listener for privacy information.

Ziba Goddard is a behavioural scientist and Chief Consulting Officer at Cowry Consulting and joins Gary Williams on this episode of Work Winning Ways. Ziba specialises in human behaviour and how we make decisions. If you’ve ever heard of Nudge Theory and wonder why we make the decisions we make particularly in the context of buying, this is for you! KEY TAKEAWAYS <ul> <li>People are wired to make snap judgements and rarely are making decisions based on having all of the information available. Thinking is often less rational than people would assume. </li> <li>Nudge Theory is the idea of using encouragement or suggestions to change people's behaviour while still giving them freedom to make their own decisions. For example governments have used this recently to encourage people to socially distance during the pandemic. </li> <li>We have two systems of thinking, the cerebellum based thinking, which is subconscious and primal. Then there’s the prefrontal cortex that allows us as humans to deduct and reason and use language. Think of them as the Homer Simpson brain and the Dr Spock brain. </li> <li>90% of our decisions come from our Homer Simpson brain. </li> <li>There is a toolkit of around 200 shortcuts that scientists use to connect directly to our primal thinking. </li> <li>Ziba has done some work with construction companies to increase health and safety. After 4 days on site observing, Ziba’s team painted the canteen area a shade of pink that essentially has a calming effect and reduced the amount of people taking risks. She also changed the card system used for keeping track of safety to one of reward rather than punishment. This reduced unsafe behaviours by 85% at this site. </li> <li>reframing sales to a personal relationship makes it easier for sellers. It’s not about using clients to achieve goals, it’s about forming a bond and doing a favour for one another. </li> <li>We have an inherent bias towards those people we think are specialists, for example we trust doctors with stethoscopes around their necks more than doctors without one. </li> </ul> BEST MOMENTS ‘People aren’t rational and don’t have perfect knowledge’  ‘We don’t want people on building sites thinking quickly’  ‘The key to sales is relationships’  ‘When people are credible enough and show a weakness, we like them more’ EPISODE RESOURCES  <a href="https://questas.co.uk/academy" rel="nofollow" target="_blank">Questas Academy</a> <a href="https://www.cowryconsulting.com/consultants/ziba-goddard" rel="nofollow" target="_blank">More about Ziba Goddard</a> ABOUT THE GUEST  Following an undergraduate degree in Experimental Psychology and a Masters in Clinical Psychology, Ziba was drawn to business and spent time working in organisational effectiveness at Bank of New York Mellon. Ziba is Chief Consulting Officer at Cowry and leads the client 'Pilots and Programmes' within the business. Ziba spends the majority of her time identifying the cognitive friction in the current customer journeys to help inform the creative process within Cowry at the key Design stage. ABOUT THE HOST Gary Williams has been in sales and marketing his entire career. The past 10 years have been dedicated to helping technically minded non-salespeople become skilled and confident in selling themselves and their services. <a href="http://linkedin.com/in/garyquestas" rel="nofollow" target="_blank">http://linkedin.com/in/garyquestas </a><a href="https://www.questas.co.uk" rel="nofollow" target="_blank">https://www.questas.co.uk</a> Instagram: @bdcoachinghub<a href="https://www.thequestasacademy.com/" rel="payment nofollow" target="_blank">Not everyone is a natural salesperson, Find out more on how to improve your sales HERE: https://www.thequestasacademy.com/</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information.

Nudge Theory With Ziba Goddard

Join Ziba Goddard and Priscilla McKinney in this lively fireside chat from GreenBook's IIeX Behavior 2021. Ziba discusses the ways that businesses have changed their response to BeSci, the challenges she's faced, and how she is using her research to support vulnerable customers.

Join <a href="https://www.linkedin.com/in/ziba-goddard-07005511/" rel="nofollow" target="_blank">Ziba Goddard</a> and <a href="https://www.linkedin.com/in/priscillamckinney/" rel="nofollow" target="_blank">Priscilla McKinney</a> in this lively fireside chat from <a href="https://events.greenbook.org/iiex-behavior" rel="nofollow" target="_blank">GreenBook's IIeX Behavior 2021</a>. Ziba discusses the ways that businesses have changed their response to BeSci, the challenges she's faced, and how she is using her research to support vulnerable customers.

Applying Behavioral Science for Good: An Interview with Ziba Goddard at IIeX Behavior

Today on the Potential in People Podcast we're joined by Ziba Goddard, Chief Consulting Office at COWRY Consulting. Ziba shares with us some of the basics of behavioural science including why we fear losing something, how we all like to be in an 'in-group' and how we're much more protective over the things we've built than the things we didn't.  A fascinating discussion, I'm sure you'll agree! Please do subscribe and leave a 5 star review if you liked it! We additionally referenced Thinking Fast and Slow, and Nudge - both brilliant books. As well as my talks and blogs about co-creation. Thank you for listening today!  PS As a new podcast, we're always trying to improve whether that's overcoming nerves or improving the audio quality - you have our commitment that we'll keep getting better for you, the community of listeners.

Today on the Potential in People Podcast we're joined by <a href="https://www.linkedin.com/in/ziba-goddard-07005511/" rel="nofollow" target="_blank">Ziba Goddard</a>, Chief Consulting Office at <a href="https://www.cowryconsulting.com/" rel="nofollow" target="_blank">COWRY Consulting.</a> Ziba shares with us some of the basics of behavioural science including why we fear losing something, how we all like to be in an 'in-group' and how we're much more protective over the things we've built than the things we didn't.  A fascinating discussion, I'm sure you'll agree! Please do subscribe and leave a 5 star review if you liked it! We additionally referenced <a href="https://www.amazon.co.uk/Thinking-Fast-Slow-Daniel-Kahneman/dp/0141033576/ref=sr_1_1?adgrpid=54035947435&amp;dchild=1&amp;gclid=Cj0KCQiAyJOBBhDCARIsAJG2h5c8ieK0zzGi-cZJDTRf8WYnlGBWyGJNKY-dZnYYP_H3DFmQG7JXQq8aAvfYEALw_wcB&amp;hvadid=259055498070&amp;hvdev=c&amp;hvlocphy=1006668&amp;hvnetw=g&amp;hvqmt=e&amp;hvrand=11802443658008762924&amp;hvtargid=kwd-299745004769&amp;hydadcr=24429_1748939&amp;keywords=thinking+fast+and+slow&amp;qid=1613082389&amp;sr=8-1&amp;tag=googhydr-21" rel="nofollow" target="_blank">Thinking Fast and Slow</a>, and <a href="https://www.amazon.co.uk/Nudge-Improving-Decisions-Health-Happiness/dp/0141040017" rel="nofollow" target="_blank">Nudge</a> - both brilliant books. As well as my talks and blogs about <a href="https://www.linkedin.com/in/laura-peakall-4b206358/" rel="nofollow" target="_blank">co-creation</a>. Thank you for listening today! PS As a new podcast, we're always trying to improve whether that's overcoming nerves or improving the audio quality - you have our commitment that we'll keep getting better for you, the community of listeners.

#3 An Intro to Behavioural Science with Ziba Goddard