Rick Pych, Vice President of Finance, Spurs Sports and Entertainment (NBA San Antonio Spurs)

“Our management team has realized the power of the principles of influence with fans, the media, our staff, and even operations with the players. For example, I personally use reciprocity and consistent commitments by thanking others for work they’ve recently completed and by asking them questions about how they think we should tackle issues. Compared to my prior tendency to “cut to the chase,” I’ve found people are significantly more responsive and agreeable. Small changes do make big differences…and since your work with us, I think through situations to make sure I use this science to set the right tone for agreement.”