Ethical Persuasion in Education with Patrick van der Burght (Cialdini Institute)

Mark Taylor talks with Patrick van der Burght — business partner of Dr. Robert Cialdini and founder member of the Cialdini Institute — about the science of ethical persuasion and what it means for teachers, parents, and school leaders.Patrick explains why 90-95% of our decisions are made by the brain's fast, automatic "System 1" rather than deliberate reasoning, why human attention spans have now dropped below that of a goldfish, and how Cialdini's seven universal principles of persuasion (reciprocity, liking, unity, social proof, authority, consistency, and scarcity) can help educators build trust, motivate students, and lead more effectively — without ever resorting to manipulation.Along the way: a study that took student success rates from 14% to 86%, why asking for "advice" beats asking for "feedback," and why public commitment is a far stronger motivator than private commitment.Guest: Patrick van der Burght, co-author of How to Hear Yes More Often (2024) and host of Ethical Persuasion Unlocked.Chapters:00:03 - Introduction to Patrick Van der Burght05:08 - The Science of Decision Making11:24 - Understanding Decision-Making: System One vs System Two16:40 - The Impact of Attention Span on Decision Making26:52 - The Importance of Early Persuasion Skills31:19 - The Power of Compliments and Relationships41:14 - Principles of Influence and Authority48:59 - The Impact of Appearance on Perception56:12 - The Importance of Feedback, Inspiration, Resilience, and Empowermenthttps://ethicalpersuasion.com.au/https://ethicalpersuasion.com.au/free-influence-persuasion/Youtube: https://www.youtube.com/@ethicalpersuasionLinkedin: https://www.linkedin.com/in/patrick-van-der-burght/Facebook: https://www.facebook.com/ethicalpersuasion/Instagram: https://www.instagram.com/ethical_persuasion/Twitter: https://x.com/yesmoreoftenTikTok: https://www.tiktok.com/@ethicalpersuasionBook: https://yesmoreoften.com/Profile: https://patrickvanderburght.com🔥 Discover more about Education on Fire, get a FREE pdf of 10 guest resources.https://www.educationonfire.com🔥 Support the show – Buy me a coffee, Merch and Sponsorship Opportunitieshttps://www.educationonfire.com/support#EducationOnFireShow Sponsors –National Association for Primary Education (NAPE)Their Primary First Journal: https://www.educationonfire.com/napeFrom idea to live show – hands-on sessions to help you launch, grow, and streamline your brand.https://creativeamplifiers.live/https://creativeamplifiers.substack.com/