Richard Shotton

speaker

1,228 appearances 5 recordings 4 series first heard Jan 2026 last heard 27 Jun

Richard Shotton’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

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Modern Wisdom · 11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053 · 31 Jan 2026 podcast

Put yourself in the shoes of a doctor who Semmelweis is telling, for the last 10, 20 years, you've been killing lots of your patients by bringing disease to them.

It's hellishly hard to accept that.

So we kind of thought this was a brilliant place to end the book because what we want to say to marketers was all these principles are

aren't just about influencing consumers.

You need to use the very principles that successfully persuade consumers.

You need to use those principles when you are trying to sell your ideas internally.

Don't just think you have a great idea, everyone's going to rush to accept it.

All these principles are discussed like scarcity or social proof.

You can use them when you are trying to persuade people within your own organization.

So it felt like a very good way of bringing the book to a close.

It's a worryingly regular occurrence.

And the only thing I would say with the Copernicus Galileo story is there could be a danger, or my Semmelweis one, of thinking, oh, you know, this happened...

500 years ago or 200 years ago.

We are more sophisticated now.

Surely we are better now.

But there's recent-ish examples.

I think it was Barry Marshall in Australia, like a very junior doctor at this kind of not very prestigious university.

He works out that ulcers are not caused by stress.

They are caused by a bacteria.

I think it might be H. pylori or something like that.

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