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Psychology at Every Touchpoint in Business


Psychology at Every Touchpoint in Business

By , December 28, 2020
Bri Williams_1

Behaviour specialist, Bri Williams from People Patterns, joins this week’s episode to discuss behaviour change. Bri’s reputation has gained her the title of “The Behaviour Explainer”, as she specialises in working with clients to maximise interaction using behavioural economics. People Patterns is one of Australia’s first consultancies to apply behavioural economics to everyday business and personal effectiveness. Primarily, Bri identifies how to get people to do what you want them to do. This not only helps overcome resistance, but also makes business less frustrating and projects better results. Her expertise lies in the knowledge of making or breaking habits, influencing internal stakeholders and investors and delivering better conversion from sales and marketing activities.

With an extensive background in finance, accounting, HR and product management, Bri has recognised a through line in all of these fields: psychology. However usually, this dimension is overlooked. She claims that at the core of every challenge we face in business is changing someone’s behaviour from what they are currently doing, to what you want them to do. This lens brings human resistance to the fore so you can easily identify the issue, and how you are going to address it. Bri’s experience lies in the best and most efficient way to accomplish this.


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Craig West

Craig West

Managing Director | Succession Plus

Craig West is a strategic accountant who has over 20 years’ experience advising business owners. His background as a CPA in public practice, provided invaluable experience in the key issues of concern to business owners. Following 6 years of study to gain two masters degrees, Craig focused on Capital Gains Tax (CGT) for business sales advising on strategic management of tax issues. This experience formed a very strong view that business owners (and often their advisers) were unprepared and unaware of the steps required to prepare a business for exit.

Craig now acts as a strategic mentor for mid-market business owners and has written four critically acclaimed books on employee incentives, succession planning, asset protection and exit strategies. Craig has conducted numerous seminars and keynote presentations throughout Australia & internationally, including adviser education programs for the Institute of Chartered Accountants and CPA Australia.

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