In this episode, John sits down with Dr. Yaniv Zaid—a global authority on persuasion, communication, and ethical influence. With a career spanning 22+ years, 2,500+ keynotes, and 11 bestselling books (including his latest, The New Bible of Sales: The Ten Commandments), Dr. Zaid brings razor-sharp insight into what makes people say “yes.”

Together, they dive into the psychology of trust, how identity and narrative matter more than features, and the universal persuasion process that top sellers unknowingly follow. Yaniv also breaks down the fine line between manipulation and persuasion, shares why failure is one of the fastest paths to credibility, and challenges John on whether people really have to like you to buy from you.

If you’re in sales, leadership, or just want to understand how to ethically influence others, this episode is packed with actionable strategies that blend science with story.

Are you interested in leveling up your sales skills and staying relevant in today’s AI-driven landscape? Visit www.jbarrows.com and let’s Make It Happen together!

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Connect with Dr. Yaniv Zaid on LinkedIn: https://www.linkedin.com/in/yanivzaid/

Check out Dr. Yaniv Zaid Website: https://www.persuasion.co.il/en/