In this episode of the Legend Effect Podcast, host Howie Chan interviews Katelyn Bourgoin, the buyer psychologist, creator of the acclaimed Why We Buy newsletter, who has built an audience of 280,000 marketing geeks around the world.

They delve into Katelyn's tough but life-changing journey of  building and shutting down a venture-backed startup, creating a new path that aligned with her dreams, as well as some game-changing buyer psychology concepts to help you build authority and become influential.

The discussion emphasizes the importance of garnering the right type of attention because attention is the gateway to trust, and trust is the gateway to everything else. Katelyn provides buyer insights, some challenging but necessary questions, and practical techniques to help you become unignorable, influential, and sell more.

Episode Breakdown:

03:12 How Katelyn ended up killing her startup

07:07 The crazy surprises that came afterward

13:53 The birth and evolution of Customer Camp

18:27 How ‘Why We Buy’ became the business

23:33 Jobs to be done and other customer insights that shaped Why We Buy

27:36 Using behavioral science to influence others (including toddlers)

31:07 The difference between influence and attention

33:05 The hard choice behind building authority and becoming influential

37:32 How to become Unignorable

43:11 The role of reactance, envy, and mimetic desire in our choices

49:04 The 7 F's of attention and other techniques for building influence

59:02 Why shortcuts sabotage your influence

1:04:21 Wallet-opening words and numbers

1:08:19 The 80/20 of influencing buyers

1:09:51 A letter to Katelyn Bourgoin’s younger self

From Our Guest:

Website

LinkedIn

X

Join over 63,353 marketing geeks in the Why We Buy Newsletter.

Get the book, Wallet-Opening Words.

Check out Katelyn's blog post about killing her startup.

Participate in Katelyn's Pre-selling with Pre-suasion email challenge.

Want prospects to become customers and passers-by to become fans?

Sign up for Behavior Blueprint, my FREE 7-day email course.

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

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Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Legend Effect Podcast, host Howie Chan interviews Sam Horn, founder of the Intrigue Agency, an award-winning author, sought-after keynote speaker, and a true legend when it comes to storytelling and intrigue.

They delve into the nitty-gritty details of storytelling, sharing effective techniques to tap into your unique stories–and hook and hinge them back to your audience. The discussion emphasizes  that clarity is a superpower no matter what you're creating.

Sam provides a step-by-step process to help you take the ideas and messages that are in your head, your gut, or your heart and turn them into something clear, compelling, unique, and memorable, so you can make the impact you want in the world, in the face of AI.

Episode Breakdown:

03:48 Instructions to follow along with Sam's workshop

05:48 The first step of storytelling: clarify your story

08:43 The structure of a page-turner book

11:40 The 5 questions for a compelling intro

20:44 Draw inspiration from your benchmark books

24:18 The crucial importance of human intelligence (HI)

30:04 Tapping into your unique stories

38:39 How to unpack your story, then hook and hinge it

45:00 The value of putting humanity back into communications

49:31 Be engaging with something contrarian

55:20 How to make a real impact with your content

1:00:03 The power of writing an evergreen book

1:08:47 A letter to Sam Horn’s younger self

From Our Guest:

Website

LinkedIn

Youtube

Facebook

Instagram

Get the book, Tongue Fu!

Want to go from unknown to unforgettable in 44 simple steps?

Check out my Personal Brand Checklist.

Legendary Quotes:

“ If you want to be a thought leader, if you want to have a career 10 years from now, invest the effort right now to have HI, human intelligence, not AI.” – Sam Horn

“If you want to build your brand [or] command the attention of the world, you will not be content to be common [... or] one of many. They can get that anywhere. And where are you uncommon and one of a kind? With your real life.” – Sam Horn

“If people are saying the story is fluff, it's because we never use the personal story as a meaningful metaphor that motivates people to reflect.” – Sam Horn

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Follow, subscribe, and don’t forget to leave a rating and review!

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Legend Effect Podcast, host Howie Chan interviews Frankie Russo, a serial entrepreneur with a proven track record for using Imagination and Ingenuity to foster continuous growth.

They delve into what's missing for you to truly find what lights you up and gives you a competitive edge: your weird. They also touch upon the concept of failure as a gift, the incredible power of your child self, and what it takes to unlock your growth. The discussion emphasizes that neither knowing your WHY nor helping others unconditionally is enough, we must also embrace our weird.

Frankie provides an actionable and low-pressure way to figure out your WHY, your weird, and your genius as he guides Howie through the questions to discover it all for himself. He also presents us with a way to unlock continuous growth and how to reclaim our biggest superpower.

Episode Breakdown:

03:47 The culmination of Frankie's WHY

05:05 Staying sober and the concept of the limitless drug

09:33 The game-changing missing component: your weird

11:18 A simple way to figure out your WHY without all the pressure

17:27 Frankie leads Howie through some thoughtful questions to find his weird

24:08 Unlocking Howie's genius and what lights him up

28:00 The stagnation spiral that makes it hard for us to unlock our genius

29:29 What creates a real legend–you can learn from them

33:55 The importance of finding the neutral zone

36:23 How the first time Frankie hit rock bottom allowed him to grow

42:34 Change your relationship with failure for continuous personal growth

45:02 The first steps to take the leap to grow and be successful

47:37 The power of reconnecting with your weird at 5 or 6 years old

52:56 A letter to Frankie Russo’s younger self

From Our Guest:

Website

LinkedIn

Get the books, The Art of Why and Breaking Why.

Tune into Frankie's podcast, The School of Weird.

Want to master your mindset?

Enroll in my 7-day Mindset Mastery: For Corporate Dropouts Turned Business Owners email course.

Legendary Quotes:

“ What I have found no matter what you do, is that you have to have a duality with your why, but also your weird, that's the key because your weird is that unique thing that only you own, and the magic is when you put the two together, I call it your genius.” – Frankie Russo

“ The industrial revolution is what created a lot of WHYs and what killed a lot of weird. But the people that go inside the Matrix, and know their WHY and they're weird and they live that out, are the people that change everything.” – Frankie Russo

“ I tell people all the time, we think that growth comes from success, but the truth is it comes from failure.” – Frankie Russo

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Follow, subscribe, and don’t forget to leave a rating and review!

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Legend Effect Podcast, host Howie Chan is going solo. In a series of short episodes - Solo Sesh (sessions), he is bringing you the best strategies and ideas from scientific studies and the legends among us so you can live your version of legendary.

He delves into  how to build a magnetic personal brand at work, or professional brand, without being self-promotional, fake, or loud. The discussion emphasizes that if you're not shaping your brand intentionally, it's being shaped for you by default, and not always in a way you'd want.

Howie provides a clear definition of what a personal brand at work actually means, a three-step framework to build your brand from wherever you are right now, and real workplace behaviors that make your name carry weight and meaning.

Episode Breakdown:

01:00 The difference between brand and reputation

02:48 How Debbie turned her unintentionally negative brand around

05:20 The simplest definition of a professional brand

05:44 The 3 moves you can take right now to build a strong professional brand

08:26 The benefits of being top of mind because of your brand

From Me:

Website

LinkedIn

Instagram

Want to go from unknown to unforgettable in 44 simple steps?

Check out my Personal Brand Checklist.

Reach out to Rosa at Ideablossoms; she’s The Legend Effect’s podcast manager and is offering our listeners a 25% discount.

Legendary Quotes:

“ Here's the truth: your professional brand is your career insurance. It's the reason people recommend you promote you or think of you first for the next opportunity.” – Howie Chan

“A professional brand is the story people tell about you at work when you're not there, and that story is shaped by how you show up, what you contribute, and how you make people feel. This is not about becoming famous, it's about becoming findable, trusted, and top of mind.” – Howie Chan

“ So, three things. Own one thing, pick a lane. Match what you say with what you deliver. Be consistent and design micro experiences, help people experience you in the way that you want them to.” – Howie Chan

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Follow, subscribe, and don’t forget to leave a rating and review!

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Legend Effect Podcast, host Howie Chan interviews Steve Martin, an expert on influence and persuasion and the CEO of Influence At Work, who learned and closely collaborated with the godfather of persuasion, Dr. Robert Cialdini.

They delve into how the answer isn’t always more data and what it actually takes to ethically persuade someone, the difference between winning the argument and winning the outcome, and the power of story for bringing someone to your side. The discussion emphasizes that having a compelling case is not enough to influence and persuade people.

Steve provides us with the three-part influence equation that’s behind effective influence and persuasion, and the biggest mistakes people make when trying to persuade others and how to avoid them. He also shares real-life examples of how to apply the ideas, tips, and techniques he presents.

Episode Breakdown:

03:11 The stories we tell ourselves and how they’re a tool of self-persuasion

05:30 How Steve ended up in the world of persuasion and influence

08:27 What most don’t know about Cialdini’s revolutionary book, Influence

12:12 Having a compelling case is actually not enough

17:35 You can be  a highly successful persuader and still be ethical

19:52 How to be an influential individual or brand, not just now but in the long run

23:12 The influence equation: how it came to be and what it’s all about

28:38 Applying the influence equation with real-life examples

32:52 How context affects influence and persuasion

35:44 The essential role of story in successful influence

37:54 The 2 biggest mistakes that keep you from the outcome you want

43:10 Get out of the trap of thinking you’re always the best messenger

46:38 The messenger traits that make people listen

49:11 Cost-effective ways to present your case in the most compelling way

52:37 The one skill that’s always in high demand even in the age of AI

55:53 How our feelings influence our decisions

1:00:40 A different way to present an idea that guarantees the best results

1:05:49 Steve’s reflection on his successful journey

1:08:06 A letter to Steve Martin’s younger self

Reach out to Rosa at Ideablossoms; she’s The Legend Effect’s podcast manager and is offering our listeners a 25% discount.

From Our Guest:

Website

LinkedIn

Find all his books here.

Check out Steve Martin’s course for The Economist, Influence and persuasion in business.

Catch up with my interview with Will Storr: Storytelling: The TRUTH About What It Means to Be Human And The Secret to Influence with Legend Will Storr.

Sign up for Behavior Blueprint, my FREE 7-day email course.

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters

Follow, subscribe, and don’t forget to leave a rating and review!

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Legend Effect Podcast, host Howie Chan welcomes comedian, keynote speaker, and human connection expert Kate Davis to explore the transformative role of humor in leadership and communication. With decades of experience helping organizations break down barriers through levity, Kate shares how public speaking tips grounded in humor can lead to deeper trust, creativity, and a more authentic connection at work.

They dive into how to bring humor into the workplace even if you’re not naturally funny, how to use self-deprecating stories as a leadership tool, and why taking your work seriously doesn't mean taking yourself too seriously. You’ll hear practical strategies for integrating laughter into your leadership style and why humor might be one of the most overlooked soft skills for entrepreneurs and professionals today.

Episode Breakdown:

04:11 The reason humor is missing from the corporate world

12:37 What makes workplaces great

15:47 How humor can foster creativity, innovation, and lead to better results

19:37 Raising awareness about serious things through humor

21:16 Learn how to de-risk humor and be funny without offending anyone

22:33 Ways to bring humor into your day-to-day life and work

26:14 Ways businesses can use humor to give them the upper edge

29:10 Humor not only sells, it also makes things more memorable

30:44 The benefits of creating an environment of levity

34:10 How to use the techniques to tell a joke

38:33 Succeed by knowing your audience and using your intuition

44:31 Ways of bringing humor and timing–without needing to be the comic

49:42 The “So now you are dying, what are you doing to live?” Podcast

57:31 A letter to Kate Davis’s younger self

Want a podcast that grows your business? Reach out to Rosa at Ideablossoms; she’s The Legend Effect’s podcast manager and is offering our listeners a 25% discount.

From Our Guest:

Website

LinkedIn

Youtube

Instagram

Get the book, Second Best Mom.

Listen to her podcast, So now you are dying, what are you doing to live?

Learn more about Humor, Seriously.

Watch the Still Face Experiment.

Catch up with my interview with Nelson Dellis in episode 14 of the podcast.

Want 75 hacks to become more charismatic? Get your FREE copy of my Charisma Tactical Toolkit.

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Legend Effect, host Howie Chan interviews Fotini Iconomopoulos, known as THE negotiator, she teaches  negotiation with empathy, strategy, and a lot of real talk, and has taught thousands how to win without making others lose.

They delve into negotiating effectively, with lasting positive results, not just in business, but in life. Be prepared to never think of negotiation the same way again. The discussion emphasizes that good negotiations are those in which both sides walk away satisfied, rather than just one.

Fotini provides practical tips for business owners to avoid the negotiation traps they often fall into and establish sustainable client relationships that yield long-term benefits, as well as ways to navigate cross-cultural negotiations, circumvent temper tantrums, and become a more effective speaker.

Episode Breakdown:

03:32 How Fotini negotiated away a hospital bill

05:49 How it all started

07:13 Negotiation goes far beyond the boardroom

08:49 Winning a negotiation isn’t actually a good idea, strive for this instead

11:08 Say less, get more

13:24 When following a script made for others backfired

16:51 Navigating the reality of bias in negotiations

21:11 A simple shift that will give you more power when negotiating with prospects

25:21 The 3 C’s of likeability that will help you successfully reach out to prospects

29:23 How going into autopilot keeps us from our best interests

31:32 Why negotiation skills matter for both individuals and society as a whole

36:33 How to negotiate with people from different cultures and backgrounds

40:17 Don’t say everything, say what matters

44:12 A different way to approach speaking gigs that’ll make you more effective

49:05 How to prevent temper tantrums (from either kids or adults)

51:13 Negotiating with yourself with self-compassion for positive outcomes

55:44 A letter to Fotini’s younger self

From Our Guest:

Website

LinkedIn

Youtube

X

Instagram

Get the book, Say Less, Get More.

Catch up with my interview with Will Storr in episode 17 of the podcast: Storytelling: The TRUTH About What It Means to Be Human And The Secret to Influence with Legend Will Storr.

Want prospects to become customers and passers-by to become fans?

Sign up for Behavior Blueprint, my FREE 7-day email course.

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Follow, subscribe, and leave a rating and review!

Produced by Ideablossoms

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of the Legend Effect Podcast, host Howie Chan is going solo. In a series of short episodes - Solo Sesh (sessions), he is bringing you the best strategies and ideas from scientific studies and the legends among us so you can live your version of legendary. He delves into how feeling pain, whether mental, emotional, or physical, might be the clearest sign that you’re on the right path. Embracing that can be the first step toward fostering a success mindset.

The discussion emphasizes that you can be the legend that you already are when you choose to press on. Howie provides three powerful tools to help you push through pain and discomfort so you can keep moving even when everything in your orbit wants you to quit.

Episode Breakdown:

02:11 The GOAT of marathons, Eliud Kipchoge, and his relationship with pain

03:16 Where success happens

05:32 Pushing through pain distances you from the competition

06:38 Legends go through the pain and rise to higher levels

07:18 Tool #1 Reframe the pain

08:20 Tool #2 Shrink the step

09:00 Tool #3 Channel your legendary self

10:12 Push on and live your legend

From Me:

Website

LinkedIn

Instagram

Hear the wise words from the marathon legend himself, Eliud Kipchoge, here.

Check out The Alter Ego Effect™ by Todd Herman.

Want prospects to become customers and passers-by to become fans?

Sign up for Behavior Blueprint, my FREE 7-day email course.

Legendary Quotes:

“ Pain is a good thing. The moment you encounter that pain, learn to persevere. That's where success is. The moment you don't feel pain, you're not approaching success. The moment you feel that you want to quit is where success happens. I always tell people to press on, to press on, and press on. You'll get to where you're going.” – Eliud Kipchoge

“ If your current self wants to stop, borrow strength from your legendary self, borrow strength from that version of you that can fight through anything. The legend is already within you. All you have to do is to invoke it, have it come out.” – Howie Chan

“ Pain is not the enemy. It's the evidence that you're on the edge of something extraordinary. Be the legend that you already are.” – Howie Chan

It’s time to turn up the volume on life, make your mark, and live your legend. 🤘🏽

Join Legend Letters: The free newsletter helping thousands of business owners influence human behavior (and look like a legend) using brand psychology.

Follow, subscribe, and don’t forget to leave a rating and review!

Hosted by Ausha. See ausha.co/privacy-policy for more information.