The Human Side of Influence: Why Emotion Always Wins | RR336

If you want to connect and influence others authentically, you need to understand the part of the brain that makes every decision. In this episode, I sit down with Tim Ash, bestselling author of Unleash Your Primal Brain and co-author of Primal Dating, to explore how our primal brain still runs the show in business, marketing, and leadership today.

Tim shares why emotion, not logic, drives every choice we make, and how this understanding can help us lead, market, and communicate with more empathy and purpose. We also talk about culture, belonging, and the importance of purpose as a compass for every decision.

Key Takeaways:
Emotion always wins. Every decision starts with feeling; logic only justifies it later.
Inaction is the brain’s default. To move people, create emotional urgency, not pressure.
Culture is built through connection. True culture happens in shared challenges and genuine modeling.
Purpose guides direction. Having a bigger-than-you purpose clarifies your yeses and nos.
Relationships are everything. We are wired to bond through shared experiences, not transactions.
Tim’s thoughtful, science-based approach to influence reminds us that connection begins where emotion lives. Understanding the brain helps us build trust in ways that are natural, ethical, and deeply human.

Connect with Tim:
Website: https://timash.com
LinkedIn:   / timash  

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