In this episode, Steve welcomes Dr. Joshua Wilson, behavioral finance expert and Founder of NeuBeFi, to uncover the hidden influence of subconscious decision-making in your business strategy.

💡 Top Takeaway

“The brain decides before the mind.”

Marketing, messaging, and technology alignment all fail when you forget the emotional driver of client decisions. This episode shows you how to build trust, sharpen your value prop, and scale growth through emotional fit.

🎯 SMB leaders will walk away with a clearer, emotionally tuned lens to re-evaluate how they market, sell, and scale their business.

👤 Guest Bio

Dr. Joshua Wilson, Founder at NeuBeFi, is a behavioral finance expert who helps growth-stage businesses, professional service firms, and tech leaders scale with strategic clarity and emotional intelligence. He has built and exited multiple companies and now coaches leaders on aligning messaging with real human behavior.

🔗 Website: www.neubefi.com

🔗 LinkedIn: Joshua Wilson

📊 Vitals

• 95% of decisions are subconscious – Logic follows emotion. Structure your marketing to resonate first, explain second.

• 88% of buyers prioritize trust over features – Brand clarity and emotional fit drive decisions (PwC, Edelman).

• 60% of SMBs suffer from misaligned messaging – Muddled communication sabotages tech investments (Salesforce).

🩺 Medical History (Summary)

This episode is a strategic reframe for SMBs navigating AI, automation, and market saturation. Learn why emotional fit is the overlooked driver of loyalty, growth, and trust.

🔬 Exam (Chapters & Topics)

• 00:00 – Introduction and Josh's behavioral lens on decision-making

• 06:00 – Why “everyone creating content” is a problem for trust

• 08:50 – The science behind subconscious business decisions

• 14:00 – How emotional clarity increases conversion

• 20:30 – Redefining marketing as connection, not broadcasting

• 33:00 – The messaging mistake most growing companies make

• 40:00 – How AI raises the bar on trust

• 54:00 – Building a scalable strategy with emotional fit at the core

💊 Treatment Plan (Resources & Links)

• Visit https://www.neubefi.com for strategic consulting

• Explore more from Josh on YouTube

• Connect on LinkedIn: Dr. Joshua Wilson

📣 CTA – Guest

Want to work with Joshua or learn how to align your messaging with real human behavior?

📬 Visit NeuBeFi or connect on LinkedIn

🎯 CTA – Podcast

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📩 Book a consult or contact Fulcrum: Podcast Page

✉️ Email: [email protected] | ☎️ 817-337-0300

📘 Glossary

• Behavioral Finance – The study of how psychological factors affect economic decisions.

• Emotional Fit – Alignment between a brand and the subconscious emotional expectations of a client.

• AI – Artificial Intelligence; machine learning tools that simulate human logic.

• Messaging Clarity – A brand’s ability to communicate its value proposition in a simple, emotionally resonant way.

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