What is the psychology behind why people make buying decisions, how they learn and what they remember? Sean D'Souza from Psychotactics is an expert is the psychology of marketing. He is also author of the book, The Brain Audit. In this episode of The Knowledge industry Podcast he explains how he built his business around understanding the psychology that shapes himself and others.
Coming up on the knowledge industry podcast,
Sean D'Souza 00:02
usually what people are doing is they're rushing through it. They give you all the information, and they assume that the information is going to solve your problem. But the information only makes you tired, which is why people abandon most courses very quickly.
mark egan 00:17
So today's topic, what's the psychology behind why we do what we do? Why do we buy? How do we learn? Today's guest is Shawn D'Souza from psycho tactics. He's an expert in the psychology of marketing. He's written the book, the brain audit, and he set up his business in an interesting way. That gives him lots of freedom
to sell online courses or run live workshops. Do you have expertise that can help people in life or business? Are you even running an online training Empire from your kitchen table? Then you're part of the knowledge industry, a fast growing industry, that means that you can learn almost anything, and anyone can create a business around what's between their ears. Welcome to the knowledge industry podcast with your host, Mark Egan,
mark egan 01:03
Sean, thank you for joining me tell us where exactly are you at the moment.
Sean D'Souza 01:07
I'm in Auckland, New Zealand, the land of the middle of the middle, that's where we are.
mark egan 01:15
Suddenly, what everybody thinks of it now isn't that I've never been to New Zealand. But everybody I've spoken to been there. It's just like, the scenery like you have to see the scenery. So it's definitely on my bucket list. But I was just saying to you before we started recording that I came across you a good few years ago. And I still remember like apps like sentences, you said in some training I did. So this, clearly, you've got an ability to get inside people's minds. So we're talking a little bit about what you do in a moment. But if we were to get back into your story, now, most people have a kind of a pivotal moment, a moment where kind of they changed direction or the penny dropped for you What is that pivotal moment.
Sean D'Souza 01:56
I think it was the day I read Good to Great. And what I got stuck on was the first line, which is good as the enemy of great. And I was a cartoonist back then. And I thought Calvin and Hobbes is the greatest cartoon strip I've ever seen. And I don't think at this point, I could beat it. So that kind of got me. So I think pivotal moments that things they kind of shake you up. They're not necessarily I mean, I could have read any book at...