Episode 109 Interview: Bri Williams, behavioral scientist and founder of People Patterns, on designing customer journeys that change behavior
In this episode, we chat with Bri Williams, author of The Williams Behaviour Book and managing director at People Patterns. We explore how to change behaviour inside companies, and cover a range of principles, such as the Zorro technique, the “But You Are Free” principle and “Arming Your Advocate” model.
Episode Highlights
Bri Williams and the hosts discuss the critical role of psychological safety in high-performing teams, citing Amy Edmondson’s research on how openness about errors leads to better outcomes.
Williams outlines her core model for overcoming behavioral resistance by addressing apathy, confusion, and fear, emphasizing that clarity and reducing perceived risks are vital for change.
The Zoro Technique is introduced as a four-step questioning framework designed to help individuals and teams build their own internal case for change by exploring current pros and future upsides.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep108 - Awarded Campaigns: How Procell reframed the true cost of cheap batteries to win B2B buyers
