Overcoming Resistance Using Brain Glue with James I. Bond

Episode 025 — Overcoming Resistance Using Brain Glue with James I. Bond

If you’ve ever had a great idea, a strong offer, or a meaningful message—yet still felt people tune out, hesitate, or say “I’ll think about it,” this episode is for you. In Episode 25 of Overcoming Anything, host Anne Vryonides sits down with James I. Bond, one of America’s leading behavioral management specialists and the award-winning author of Brain Glue, to unpack why logic rarely closes the deal—and what actually moves people to action.

James shares the real turning point that changed his career: losing a major anti-drug campaign to the iconic “This is your brain on drugs” ad—and realizing that emotion drives decisions far more than facts. From there, he built a “passion box” of emotionally powerful ads, stories, and phrases—and ultimately uncovered 14 brain triggers that make ideas stick, spark engagement, and reduce resistance in communication, marketing, leadership, and even parenting.

Key Takeaways

• Emotion drives decisions: even the best logic can lose if it doesn’t trigger the emotional brain
• Brain Glue triggers (like metaphors, alliteration, and surprise phrasing) make ideas memorable, repeatable, and shareable
• The fastest way to increase engagement is to stop talking at people—and start talking with them using simple reflexive questions

Timestamps

• 00:00 — Welcome + why “resistance” isn’t about your offer—it’s about the brain
• 02:10 — James’s go-to technique: simple reflexive questions (“isn’t it…?” “don’t you agree?”)
• 05:15 — The pivotal moment: losing to “This is your brain on drugs” and realizing emotion wins
• 08:40 — The “Passion Box” experiment that led to Brain Glue
• 12:10 — John Gray’s breakthrough: Men Are From Mars, Women Are From Venus and the power of metaphor
• 16:00 — The 14 brain triggers: what they are and why they work
• 18:30 — Metaphor in action: Manscaped’s “Lawnmower” (and why it spreads)
• 22:30 — Naming that sells: Squatty Potty and the power of a sticky, shareable phrase
• 27:00 — Using Brain Glue beyond business: communication, conflict, and relationships
• 30:40 — Parenting example: “Only fools don’t follow rules” + the toilet-water metaphor
• 33:30 — Alliteration that sticks: Coca-Cola, TikTok, and why names matter
• 36:10 — TV titles and repetition: I Love Lucy, Mission Impossible, Star Trek, The Untouchables
• 39:10 — The “vomit” line: brain-trigger words that instantly grab attention
• 42:40 — Recommended reading + why James renamed the book to Brain Glue
• 45:20 — Where to find James + how to learn more

Connect with James Bond

• Brain Glue by James Bond, https://a.co/d/iubwBc1
• Website: https://yesbrainglue.com/

·       http://BrainGluePressKit.com/

Recommended Resources

• Work by Gerald Zaltman and Daniel Kahneman on emotion-driven decision-making

If this episode helped you, share it with a leader, creator, entrepreneur, or parent who needs their message to stick. I’ll see you next time on Overcoming Anything.

❤️ Anne

Disclaimer

The content of this episode is for informational and inspirational purposes only and is not a substitute for professional therapy, diagnosis, legal, or medical care.

#OvercomingAnything #BrainGlue #Persuasion #CommunicationSkills #MarketingPsychology #BehavioralScience #Influence #Storytelling #Messaging #BrandStrategy #Copywriting #EntrepreneurMindset #LeadershipCommunication

Transcript

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Welcome to Overcoming Anything, the podcast where we dive deep into stories of resilience, transformation, and growth. I'm your host, Anne Vryonides, and today we have an incredible guest who has overcome resistance with Brain Glue. So joining me today is James Bond. He's one of America's leading behavioral management specialist, an author of the award-winning book. Brain glue that's blowing people's minds and changing how marketers and entrepreneurs are now selling their products and ideas. So welcome to the show. Hi Anne. Thank you for having me. Awesome show. And by the way, I like to say I'm James Blond.'cause people think you're James Bond. Yeah. Sean Connery was much better than me. What can I say? I actually love saying to people that, I'm Fred Flintstone was my original name, but that didn't work, so I changed. No, I'm just kidding. Anyway, me too buddy. Anyway, yeah, I think my parents had a sense of humor, James, Ivan. Yes. Yes. I love it. I love it. Before we dive in, I always love to ask, what's one quote or mantra that keeps you going in tough times? The issue I was talking about, which is simple reflexive questions. Learning to be interactive instead of just talking at, you don't wanna talk at a person, you wanna talk with a person. And so if you add things like, isn't it, doesn't it, shouldn't it, don't you agree? That's just easy starting point. You know, you get used to being in more interactive with people because, it's one of the things, that's very powerful. It's called reintegration. The brains need for completion. And when you hear a question, it makes you want to answer it somewhat, doesn't it? Yes. And when you interact with people, that's what happens is, you can talk, talk, talk, but then when you say, you put a question at the end of one of your, one of your statements, it's amazing how they go, oh yeah. Or, oh no. Or whatever, but they, it becomes much more interactive. Yes. And plus, they're paying attention when they have to answer. Oh yeah. Oh absolutely. And in fact, it's funny'cause I had this guy and he was looking out the window'cause it was raining and I was talking to him and I asked him this question, he goes. Oh, oh, oh, yeah, yeah, yeah. Right, right. Oh yeah. He turned away and started actually looking at me. He's like, Hey, oh, I'm talking to you about something I think you'll like. Yeah. He was busted for not paying attention. Let's start at the beginning. So what is the most challenging thing that you experience trying to overcome your emotions and communicate your ideas? So I'm originally from Canada, from Montreal. I lived in Southern California for 40 years, with my family. We moved here, I had an advertising agency in Montreal and I worked my way up and won some of the world's biggest clients, Kraft Foods, Timex watches, Avon cosmetics, stuff like that. And I had the opportunity to win an NC drug campaign in America. I came up with powerful, logical reasons why you should not do drugs. And I lost, what did I lose to? A guy holding an egg saying, this is your brain. Crack the shelf, drop the egg into a sizzling frying pan. This is your brain on drugs. Any questions? And when I saw it, it freaked me out because I realized. I'm an expert in marketing, in, in logic. I know logical reasons why you should not do things. This was emotion, emotional selling. There were these two famous guys I was reading about this as I started uncovering more of this, Harvard Professor Gerald Zaltman and Nobel Prize winning psychologist Daniel Kahneman. And both of them showed how more than 95% of, of decision making is, from the emotion side of the brain, not the logic. If somebody so true, thinks your product is really good, but they can't stand you, they're probably not gonna buy the product, they're not gonna listen to you or trust you or whatever else. They always say, know, like, and trust in marketing or in persuasion, and so they have to know you. If somebody doesn't know you or like you or trust you, there's a good chance they won't follow what you're saying. Whether it be something you're trying to get'em to do or trying to get'em to buy a product. And so I freaked out and I, created this thing called a passion box, and I said, they don't teach. Persuasion in school. There's no book on it. So maybe what I'll do is I'll put a box next to my computer, I'll call it a passion box, and every time I see an ad or hear somebody say something that's emotionally powerful, right? Maybe I'll write it on a three by five card like you are brain on drugs, and I'll put it in a passion box or I'll tear it out of a magazine. My wife hated me going to doctor's offices, by the way, because I pick up a magazine,, like I, I have Vogue Mag, I don't have Vogue Magazine, and they might have it in a magazine in a. In the doctor's office and she would, and I go, oh, wow. And she'd go, do not tear it outta the magazine. I said, no, look at how great this is. She'd sit far away like, I do not know that guy. It's like I used to be that person too that would rip like a recipe out of the magazine in the doctor's office. I'd be like, oh my gosh, I need this. That's so funny. You don't find it very often anymore. No, absolutely not. But anyway, I started putting things in the passion box. 10 years later. So I realized I need to learn emotional selling, and if I have enough examples, maybe I can start to understand how emotional selling works. And so after 10 years, we had moved to Southern California and I met John Gray. I was telling you about this before, but I met John Gray. And John Gray was telling me about this incredible book he wrote called Men, women in Relationships. And people who read the book said, this was the most incredible relationship book I've ever read. And yet almost nobody was buying it. Very few people were buying it. And so he was at A seminar where he was trying to promote the book and he said, he came up with this phrase, he said, men are so different from women. It's like men are from a different planet and one woman screams out what planet are men from? And he goes, men are from Mars. You know me, which is alliteration by the way. One of the brain glue tools, me alliteration, a repetition of sound. So he said he had, he said, I didn't even know why I said it, but I just said, men are from Mars. And everyone started laughing when he got home. He started thinking, first, if men are from Mars, where women from, women are from Venus. Venus is the god of love. So let's start there. What if I changed the title of the book to Manner from Mars Motor from Venus? You know what, I'll put some references throughout the book, but basically keep the same, it's the same book, but I'll have a new title. Sales exploded. He said, I've already sold more than 50 million books. Okay. 50 million. Wow. If you make a dollar a book, that's not bad. I could take that. That's a powerful example. Yeah. Yeah, exactly. And he made more than a dollar book, by the way, but so I realized that, men aren't really from a different planet, although many of you women out there probably think we certainly act like it. Sometimes you go, I say, but it's a metaphor. And when I got home, I was gonna put it in my passion box, but I realized, wait a second. Is metaphors the secret to emotional selling or one of the secrets? And so I realized that men are from, the egg, this is your brain on drugs is also a metaphor. They were probably thinking, when you take drugs, what happens? It's fries. Your brain, oh, what else gets fried eggs? Let's show an egg and say, here's your brain frying on drugs. And it's like, oh wow, could metaphors be the secret to emotional selling? So I dumped the passion box in my bed to check it out, and I discovered that metaphors is one of 14 brain triggers at the heart of emotional selling. And I was like, wow. If I just figured out something and nobody else has figured out, like they don't teach it in school or anything, they don't have books on it. And so I started applying it. It had tremendous success. These two guys, I told you it went from 2 million to 10. I got'em to go to 10 million in sales in one year, and then three, 2,000,002 years later, their sales exploded. We all, including me, especially me, couldn't believe how easy it was that when you come up with the right name, suddenly sales explode. I ended up writing a book called Brain Glue and it's just, thousands of people. I've got tons of people that are changing how they sell their ideas. And how they sell their I products and services. And it's really, it's amazing. It's fun because when you start hearing about it, it's, when you start hearing some of the tools, it makes sense because you go, oh, I know this. Oh, that's why they became famous. Oh, that. I said, men are from Mars, weren't from Venus, so he used alliteration, repetition of sound. Men are from Mars. So I started, as I started looking at, alliteration, repetition of sound, I started discovering all these products, Coca-Cola, Coco, best Buy, PayPal, poo, P TikTok, if they call it Oh yeah. A Chinese social media platform. You think it would be as successful as TikTok? Oh yeah, that totally makes sense. It's easy to see these, once you mention it, you're like, oh, I, see that pattern. So there you said there's 14 persuasion triggers that influence buying decisions. So what are, like, could you share a few of those with us? Oh, sure. Absolutely. So first metaphor. Okay. Okay. And what you do with metaphor. I've got an, I think a great example. It's just like. You wanna end the phrase, my product or my idea is just okay. That's what you wanna say. So Paul Tran, created an electric razor for man's private areas. I don't wanna get too much into this, okay. Oh, this is gonna be exciting. Okay. So he wanted to come up with a name that people would recognize what the product does, but he doesn't wanna offend anyone. That's a challenge. So what you call those, that's a challenge, just like a lawnmower. Why don't I call it the lawnmower? In fact, why don't I call my company Manscaped? You Landscape a man with the lawnmower. Okay, so I'm in best Bath, bed Bath and Beyond with my wife, and they have a big poster. There are two guys there who are reading it and laughing and I'm thinking, what the heck? And I look at it and it says, the lawnmower has an arrow and it points to an electric razor that's a lawnmower. And I start reading the text, okay? And one of the guys that were there bought the product. I didn't buy it. I haven't bought it, but if I bought it, I can see myself calling my friend and saying, Hey Joe, guess what? I just bought What? The lawnmower. Why do you have to mow your lawn? No, it's for shaving man's private areas. I can hear him laughing and calling his wife. Hey Mary, guess what James just bought? What the lawnmower? Does he have to mow his lawn? No, it's for shaving his private areas and it just, takes off and people start sharing it with other people. It became a blockbuster of success with the product named the lawnmower. Wow. I love that. That's so funny. So how much money did he make off that? Oh, millions of dollars. Million. He made over a hundred million dollars. It's grown up like gangbusters. But yeah, there's just, so there's a mo, I love the story of this mom and son with no business experience who generated more than a hundred million dollars in less than two years by coming up with a surprising name for their product. So it's a mom and son and they watch shark Tank. They love the show, shark Tank. And then she was telling her son, wouldn't it be great if we can invent a product and get on Shark Tank?'cause they'll turn us into millionaires. You know, shark Tank turns you into massive Millionaires. It's a great show. Oh, what's a product we need, that we can come up with? It took'em a month to come up with a product. Mom was constipated and she had trouble going to the bathroom. Sorry, I'm giving all these bathroom examples. Anyway, tell us more. She had trouble going to the bathroom, the doctor told her. When you're on the toilet, you need to raise your feet six to eight inches off the floor and it changes the shape of your body and it's a lot easier going to the bathroom. Particularly if you have, you know, that issue. She tried it and it worked, and they went, oh, wow. Wouldn't it be cool if we create this little toilet stool that wraps around the toilet, and when you're on the toilet, you could slide it out, put your feet on it, or push it back and not put your feet on it. Wow. That would be really great. So they went online and they found a manufacturer to manufacturer it just for a few bucks. It was plastic stool. We could sell it for 20 bucks and make a lot of money on it. Even though we have to learn how to do it.'cause there were, there were new people. They were selling it online. But we, but the name, toilet stool doesn't sound really good. My wife said they should have called it the Stool. Stool, but I don't think that's a good thing. It's not the best. But she's thinking you're funny. What's another word for toilet? There's a porta-Potty. Potty. Why don't we call it potty? And you're squatting on it. Squatty potty a rhyme. They turn it into a squatty Potty. Sales exploded. In fact, about a year ago I had heart bypass surgery. It's not fun. I just wanna say that they slice you. Oh, wow. Open up your chest to get your heart and everything. It's terrible. But I'm in the hospital. And this nurse says to me, so what do you do? And I said, I wrote this book, brain Glue. He said, oh yeah. And I started telling her the story of Squatty Potties. He said, I have to tell you this. I said, okay. Yeah. He said, I'm a nurse, so I know you need to raise your feet six, eight inches off the floor when you're running the toilet. And so I have a stool at home that I use, but I saw Squatty Potty in a store and I had to buy it. I said, you already have a stool, but you bought Squatty Potty. She said, yeah,'cause I love the name. Wow. The power of a name. It's amazing proof right there. Oh yeah, really? Just, when you start to understand it, you wanna name that. Triggers the emotion centers of the brain. So people go first, it grabs attention. And then, it triggers the emotion centers of the brain where decisions are made and, it makes it easier to sell your products or ideas. It's just really, it's amazing. So how has the able to apply it in other aspects of your life, maybe in your relationships or maybe in, I don't know, whatever else? Encounter in your life? Absolutely. So I have a friend who's, very closed-minded about certain things, and I wanted to tell him, Joseph, open your mind, have an open mind, but that would make him really pissed off. Oh, shut up. Don't tell me I have a closed mind and everything else. So I thought, let me come up with a way, a brain glue way to tell it. Okay? So what are other. Things that need to be open,'cause we want an open mind, right? Let's see. An umbrella works better when it's open. A parachute works better when it's open. I hate to jump off of a plane in, not a parachute. A book works better when it's open. If you buy a book but you never open it, you don't get the benefit of it. So let's pick the parachute, which is what I picked with him. And so I said to him, Joseph, your brain is like a parachute. It works better when it's open. And he went, you think I have a closed mind? I said, no, I'm not saying that, you're like a parachute. Your brain works better when it's open. And he was much more receptive because of how I presented it, so there are tools like this. This woman says to me, brain Go is great. You're great. Can you help me? And I'm like, sure, I'm, I'll try. She says, help me with my son. He's 14 years old. And he told me, mom, why do we have to follow so many rules in life? What do I say to my son? I said, okay, so rules. So I said, let's start with a rhyme. Rules. What rhymes with rules? Fools only fools don't follow rules. So there's one thing I can say to him, but I said, but let's also come up with a metaphor. Okay. So I brain glue. I experimented with her and we came up with one. So I got to sit down with her and her son, and I said, so you were telling, you're asking your mom why you have to follow so many rules in life, right? He said, yeah. I said, think about it. When you're thirsty, you could drink outta the toilet, but why would you want to remember only fools don't follow rules? And he looks at me and he goes, that makes sense. To get a 13 or 14-year-old to say anything makes sense a miracle. So I escaped. Before he asked me, I said, great. I escaped before he asked me any other questions. But if these tools work with, I heard this woman that said, you can't hug a child with nuclear arms. What? You know, but putting that together, there's, I'm not against guns. Okay? I'm not for guns or against guns. I'm from Canada. We don't really have guns, but whatever it is, I'm not gonna, I don't focus on that. But, the right to bear arms is almost as crazy as the right to arm bears. I love that line. It's like, what? That's a good one too.'Cause you're right. So it is like bringing glue'cause that will stick with you because you can be off doing something else. And especially when it comes to parenting, a lot of times our kids don't really hear our advice, but if it's something like squatty potty or whatever, then it is gonna stick in their brain. And even that analogy of your brain. On drugs with the egg. Like they could have the recall of that. So that's very powerful. So what are some of the other, 14 persuasion techniques other than like the metaphors and, the and literation alliteration. Let give you one more example of alliteration, the repetition sound. Oh yeah., I love the story. You might like it too. Lucille Ball and Desi Anez started, a TV show. And they wanted to come up with a cool name for it. And so they said, Lucy, what's another word that begins with the letter L? Lucky Lucy. Oh, we can call it Lucky Lucy. Love like Lucy. Love Lucy. I love Lucy. Ah, wow. What a great name. I love Lucy. There's a show. Right. But they're also produced. And it use the Literation repetition of sound. Now it doesn't always have to be at the beginning of the word, but we always start with the beginning of the word. But they produce three other TV shows. Because they had Desilu productions because they were able to actually start a production company. So what are the other three shows? They all use alliteration. Listen to this. Mission Impossible, mama. Repeat the M Mission. Impossible. How about Star Trek? To, Star Trek? I mean, if anybody who's watched Star Trek, I just love Star Trek. You know, you saw the show, would you have called it Star Trek and yet it sticks to the brain, would've called it, I don't know, something else, like how it all fits together, but they came up with Star Trek and then the third show they produced was. The Untouchables. Yeah. Is it a coincidence that I love Lucy, mission Impossible? Uh, star Trek and the Untouchables are all using alliteration or repetition of sound. No. They understand that there's something that it makes it easy for, like I was talking about with John Gray, men are and actresses that are like this. What's her name? She was blonde and she was really famous. Marilyn Monroe. Oh yeah. Her actual name was, Norma Jean Mortenson. And her boss said to her, she was an, she was trying to be a model, and her boss said to her, Norma Jean is not a very good name for a model. You're not gonna get very many parts. It would be good if you change your name to something like Marilyn. She goes, Marilyn, her mom's maiden name was Monroe. Marilyn Monroe. So it felt comfortable for her'cause it's alliteration, reposition sounds. So she changed her name to Marilyn Monroe. Then she loved a famous, actress back then named Jean Harlow. And Jean Harlow was considered a platinum blonde. Okay. And she was a famous actress, back then in the early 20th century. And so Jean Harlow had platinum blonde hair, and Marilyn Monroe hair was brown, so she went to the same hairdresser as Jean Harlow. And asked to get the hair color the same color of Platinum Blonde. So now she's Marilyn Monroe, platinum blonde hair. Okay. And she's starting to get a little more parts and everything else, but she has a beauty mark on her face. And by the way, that's anchoring where you're anchoring something to something other thing, to something that other people like. Okay. Yes. For her visually, she realized anchor a platinum blonde hair. But she noticed in photo it was, so she had a beauty mark on the left side of her cheek and she covered it with makeup. But one day she's looking at pictures of Jean Harlow and she realizes in some photographs, Jean Harlow has a beauty mark on her cheek and in summits on her chin. Wait a second. I bet she doesn't even have a beauty mark. I bet she's putting a dot on her face to make herself more attractive. And so she darkened. She, instead of hiding it, she darkened the beauty mark and suddenly be, that moment she became a blockbuster of success and she started getting part after part. And there's, Cindy Crawford and it, so it's a, it's, where, the two sides we think are the same. If you make one side slightly different, suddenly you grab attention more. Cindy Crawford's biography, if Cindy Crawford. Yes. Supermodel. She tells in her biography that when she was young, she has a beauty mar. She has a beauty mark on her just above her lip, and she begged her Mom, please take me to the doctor and get it removed. She said, I am so glad my mom didn't get it removed because I believe that beauty mark is why I became a supermodel with all these other models. This grabs your attention as well as looking at me. It's, these are tools that when you start to look at it, you start to realize there's a famous, advertiser named David Ogilvy from the middle of the 20th uh, Hathaway shirts. And, he real and Hathaway shirts became a blockbuster of success because of him so much that, I work with Warren Buffet. Warren Buffet's a company. It's called Berkshire Hathaway. He bought the Hathaway Company because it made so much money. How did it make so much money? David Oglevy is thinking, if I'm doing an ad for a shirt, what do I do? I have a good looking guy with a nice background with a shirt, nice pair of pants, and maybe with a girl or whatever else, okay? That's just like everybody else's ad for. Guy for shirts, I need to have something different now. He used, the asymmetry. Symmetry is like the two sides, right? And so Marilyn Monroe recognized the.is asymmetry. It's wow. It's different. Look at her face. She's got a dot on it. Okay? If I had one eye like this, I talk like this. You think about crap attention, right? So yeah. What David Oglevy did was he put an eye patch on the guy. And he called it the man. He said, everybody reads the headline. Nobody reads the text. So I won't explain why he is the man in the Hathaway shirt, but I'll call it the man in the Hathaway shirt. Put an eye patch on the guy. So it turned, the page turned. Oh, here's a guy with an eye patch. Oh, look at that. And it grabs your attention. Right. You know? A great example of that today is Alex, her, he has that nose strip. Do you know who he is? Yeah. That's like his anchor and with the wife beater t-shirt on or tank top. And that's his brand and everyone knows him for that, there's a famous black actor, I can't remember his name, but I love him. I, he's a great actor and he's got one lazy eye. And I went on, I couldn't remember his name. In fact, I could do, I won't do it now, but I do it on my phone. And I say, who's the famous black actor with one lazy eye? And it come, his name comes right up. Yeah. They, for that, they're anchored in on that, yeah, exactly. So it's like a, because the thing is, and this is one of the things we have to recognize with family members and friends as well as in marketing. And that is everybody's overwhelmed. Especially now, because we have our phones and a computer, we walk around with a computer all day. You know what I mean? So with texting and everything else, you see people walking across this busy street and they're walking with, looking in the phone, not even looking at traffic. So we're so overwhelmed with knowledge that if we say something to somebody, we don't realize it, but their brain isn't open so wide, so they go, whoa. What? I was working with finance, i'll give you another one. It's brain triggers. Okay. There's certain words that grab your attention. So I was working with a finance company. I more than doubled their sales in a short period of time with brain trigger words, was, so they would, one of their reps would an say, can we analyze, can we look at your, insurance policy and just see if there are any issues in it? And if they would always, almost always notice things and they would come back and say, wow, I dunno if you notice this, but you've got a lot of problems in this. Like, it doesn't cover this, and blah, blah, whatever else. Okay. And I said, let's change that phrase. And say, okay, look at the policy. And when you discover the issues, turn to'em and say, I don't want you to vomit, but have you seen what's in this? I don't want you to vomit. Exactly. People would go, what? They said, it's amazing. You what? I don't want you to vomit. But if you seen what's in this and when there's a famous ad, probably increase sales. They're a famous ad that's, that got my attention on this, on Brain Triggers and it was, Johnny Bench is a famous actor. And I'm a famous baseball player and, I'm, I have next to my computer, I have a, TV I don't normally have it on, but for whatever some reason I had it on while I'm doing work. And, Johnny Bench was holding Blue imu, which is a cream that you put on when you get pain in your joints. Yeah. And he says, blue imu, it works faster than you won't stink. What did he just say? It immediately got my attention. It's this word that really got my attention. It's like what? You ever heard of the tv? There was a show in Hollywood, in, in New York, called The Vagina Monologues. Yes. I know who that woman is. Famous. Yes. Yes. A very famous woman. She's amazing. Okay. Yeah. And she wrote this thing. Which is a story about toughness that women have to go through in their life and everything else. And it's a, monologue that she goes through in this, play. But,, she wanted to come up with a name that people go, what? What? Yeah. So she said, why don't I call it the Vagina Monologues? Vagina Monologue? I think singular. Does that grab your attention? It's, I'm amazed how many women have, if they've seen it, they've seen excerpts of it, or at least they know what it is. Why? Because the vagina monologue, what the heck? Detention Now you don't have to do, but I love saying dirty. Would you put the word dirty in front of your name? And yet we have, how's this movie, dirty Dancing Ever see that? I love Dirty Dancing. The series Dirty Harry, you know? Right, yeah. How about, yeah, the movie, the, so how has your life changed since you learned the power of persuasion? First thing is I've had tremendous fun. Life is fun. When I was young, I was, and when I started my advertising company in Canada, I hated, selling. And then, but I, and I had a brother working with me and we broke up. I love my brother, but not in business. It didn't work together. Uhhuh and I had to learn how to do selling, even though I hated selling. And he had this great line. Zig Ziglar. I went through Zig Ziglar conference, actually a training program with him, and he had this great line. He said, selling is nothing more than a transference of passion. If you're passionate about something, it's easy to sell it. If you're not passionate about something, it's tougher, but, so you wanna be passionate about something. If you saw a movie you love, I saw Hidden Figures about the three black women who are in, NASA and became famous and all that stuff. I love that movie. It's such a good movie. That's a great movie. Yeah, I know. And it's just, you don't have to, you know, you don't have to teach someone. I'm gonna teach you how to sell so you can tell other people about it. No, I love this thing, man. You gotta see that movie. It's so good. Blah, blah. Products are the same issues or are the same, I talk to people about the simple reflexive questions. I love talking about it, and we go through training of it because it's fun to go through the interaction. And yeah. So, you know, to me that's one of the things that I'm fascinated about is sharing with people. Like I'll share something with somebody and they'll say, oh, I gotta give you another example of it. Oh, I'm loving it. I gotta tell you this rhyme that this person came up with, you know, you know Yeah. If the gloves doesn't fit, you have to acquit. Got OJ Simpson off from almost certain guilty verdict in a murder trial. They said, they had two, jurors, they, and they, the jurors said, if the gloves, the, some, the interviewer asked the two of them. How come you with all that evidence against OJ for murder? Why'd you let him go free? We knew if the gloves don't fit, you must have quit. The glove didn't fit. We had to quit sticks in the brain. Oh wow. It's amazing. Yeah, that's a good example. So is there a book other than your own, that helped you on your journey that really shaped your life that you could recommend to our listeners? There are lots of books. Are like that are lot, lots of books that are good. But that's why, I got famous people who are in love with Brain Glue. It actually wasn't called Brain Glue originally. It was called, sell More the Right Brain Marketing Strategy, which is logical, and yet it's an emotional book. So Jack Canfield, who wrote Chicken Soup for the Soul. So 500 million Chicken Soup for the Soul Books and all these other books. He said, I love that book. I'll give you, I'll tell everybody how great your book is on one condition. You gotta change the title to Brain glue. This is not somewhere with the right brain marketing strategy. You're teaching us how to be emotional and you have a logical title. Are you crazy? It's like, sorry. Yeah. Got it. Okay. One last question. Do you always get what you want? In life. No. No. And I think, you don't always get what you want, and that's important because then you'll appreciate more when you get something that's positive. And yeah, life would be boring if we always get what we want. Obviously something bad happens, you don't want that, but things happen, you know, that's life. And life is, has the two sides, good stuff and bad stuff. And you gotta understand when you have bad stuff that happens to you. And if something good happens, you go, oh wow, you feel much better. And so that life is short, you might as well enjoy it. But your life definitely must be much better now that you have these powerful, persuasive techniques. Oh, it's so much fun. It's so much fun. It's fun because I'm talking to somebody and I can see them because I asked the questions. I'll use simpler, flexible questions as an example, but lots of the other tools also. You're like, it was fun when I got'em to say, I don't want you to vomit, but if you've seen what's in this'cause, you know that's us talking. But the responses, I don't want you to vomit. What? You know. Right. Even you did it just now. Well, I do it. I mean, it's just what, yeah, it's fun because it's much more, life is much more interactive and so yeah. What can I say? Life is fun. Fantastic. This has been such an interesting conversation. I can't wait to apply some of these concepts in my personal life. So thank you James, for sharing your journey with us. So where can people connect with you, find your book, follow your work, and learn more about what you do? The book's available on Amazon. That's the first thing. You get lots of versions of it that you can get, which is really good. But I also have something that's called yes brain glue.com, which actually has a lot more details on this also. So you might wanna check out Yes. Brain glue.com. I think, you'll find it interesting. Okay, awesome. We'll go ahead and link it down below in the show notes. So if you found this episode helpful, please share it with someone who might be facing some challenge or some resistance in their life. 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