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What does it take to turn behavioral science into something businesses can actually use? Karen Lynch sits down with Melina Palmer, CEO of The Brainy Business, to explore her journey from marketing and entrepreneurship to becoming a leading voice in applied behavioral economics. Melina shares how The Brainy Business Podcast helped build her business, why storytelling works best when brands understand their role in the customer’s story, and how insights teams can embed behavioral science into everyday research rather than treat it as a last-minute tool. She also offers lessons for founders and leaders on knowing when to say yes—and when to say no. Looking ahead, Melina makes the case for keeping humans at the center as AI and technology reshape the insights industry.
Key Discussion Points
- Turning behavioral science into action: How Melina translates academic research into practical approaches businesses and insights teams can use.
- Building a business through podcasting: How The Brainy Business Podcast grew into a platform for teaching, consulting, speaking, and writing.
- Rethinking storytelling: Why customers should be the hero—and how brands can determine whether their role is the mentor, sidekick, or “sword” in the story.
- Moving beyond behavioral science as a tool: Why concepts like social proof, framing, and anchoring should inform research and strategy from the beginning rather than being added at the end.
- Leadership, focus, and entrepreneurship: Why new founders can benefit from a “year of yes,” while established leaders need to get comfortable saying no, prioritizing, and avoiding productive procrastination.
Resources & Links
- The Brainy Business
- What Your Customer Wants and Can’t Tell You by Melina Palmer
- What Your Employees Need and Can’t Tell You by Melina Palmer
- The Truth About Pricing by Melina Palmer
- Melina Palmer’s TEDx Talk, There’s Nothing Magical About Monday
- The Brainy Business Podcast
You can reach out to Melina Palmer on LinkedIn.
Many thanks to Melina Palmer for being our guest. Thanks also to our production team and our editor at Big Bad Audio.
