Ethical Persuasion Unlocked
Welcome to Ethical Persuasion Unlocked — the podcast where the science of human decision-making meets real-world business growth.
On this show, Patrick van der Burght will share practical strategies to influence growth in your business through the science of ethical persuasion, and our entrepreneurs, CEOs, and expert guests will share their skills and strategies to fuel real business growth.
Join us as we unlock the principles of persuasion that make life, business, and relationships more authentic, more ethical, and more effective.
Latest Episode
Discover Patrick’s newest conversation on ethical persuasion, behavioral psychology, and real-world influence—designed to help you communicate more effectively and authentically.
Our Most Popular Episodes
0001The Hidden Cost of Not Knowing the Science of Ethical Persuasion
0002The Science of Human Decision-Making – Stop Talking to the Wrong Brain
0004What Are the 7 Universal Principles of Persuasion?
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Beyond the Podcast: Ethical Persuasion in Practice
Prefer reading over listening? These articles expand on key podcast themes and introduce new perspectives on ethical influence, decision-making, and communication.
The Relationship Defroster: How Science Can Fix a Broken Business Bond in One Week
You cannot persuade someone you are avoiding. Research shows that a strong relationship can double your persuasiveness, yet most professionals let valuable but difficult bonds freeze over. Discover how to use the Science of Liking to “defrost” a broken relationship in just one week.
The 3 Cancers of Unethical Sales: Why ‘Fake Scarcity’ will Rot Your Organisation
Is “fake scarcity” rotting your business from the inside out? Research shows that unethical sales tactics don’t just hurt customers—they trigger a “Triple Tumour” of employee stress, talent turnover, and internal theft. Discover why the smart money is on Ethical Persuasion.
Why Free Ebooks Fail the Reciprocity Principle
Too many business professionals make the mistake of thinking that a free downloadable eBook will let them be more persuasive because they have no detailed understanding of the reciprocity principle, […]
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Browse past episodes, featured guests, and key topics—from persuasion ethics and influence science to communication strategies that actually work in real life.
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Social Influence or Ethical Persuasion was ranked by the World Economic Forum in 2025 as the third most urgent skill for businesses to develop. The topic of ethical and optimal communication is therefore a valuable episode for any TV, Radio or Podcast show that is business- or career-related.
As a business partner of Dr Robert Cialdini, a Founding Member of the Cialdini Institute, and having taught this topic since 2000, Patrick brings a practical, ethical approach to persuasion backed by psychology, in line with the world authority on the subject, and real-world experience.
If you’re looking for a thoughtful, engaging guest who delivers value your audience can use immediately—not hype—let’s talk.