Matt Furness

Behavioural scientist, psychologist, and advisor

Illogical Ways to Influence People

Google

Accenture

Primark

Societe Generale

We're all told to 'start with why', get buy-in, and answer 'what's in it for me?' But is it really that simple?

Uncover why your efforts to persuade and influence fail

In reality, people make decisions based on ancient instincts. Fighting against them will always be a losing battle.

Spot the unglamorous forces actually shaping human behaviour

Influence people based on how human nature truly works, not how we wish it would work.

Learn smarter ways to influence the people around you

Land your message with power and clarity, every time. Master the system I used to secure 9-digit budgets & close Fortune 50 deals at Google.

Founder | Product Leader @ Google, Meta

Amazon

Apple

Microsoft

Roshan Gupta

Founder of AmplifyPM | Product Leader (ex-Google, Meta, Yahoo, Startups, & More)

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Cohort 8

Influence is THE #1 skill for Product Managers.AI can generate content. Lots of it.But content alone doesn't win buy-in. It doesn't move hearts or change minds.You need persuasion. A message that's clear, resonant, and impossible to ignore.Without it…That critical budget you need? Out of reach. The headcount you're pushing for? Denied. The dependency you need prioritized? Not happening. The promotion you deserve? Maybe next year.Without the power to persuade, you're stuck on the sidelines. Meanwhile – others who can rally teams, secure resources, and inspire action move forward. I get it. Convincing people to take action can be frustrating.You have a vision. You have a strategy. You have a plan. You have all the things. But leadership hesitates. Stakeholders are indecisive.I've been in your shoes. I've struggled to gain traction. But I found a system that helped me break through the noise – one that took me from leading a team of 5 to leading a 300+ org at Google, and helped me secure 9-digit budgets and close Fortune 50 partnerships.And now, I'm going to teach you my system. 👉🏼 Take this course if you want execs to stop seeing you as a solid PM and start seeing you as a leader.

Master the system I used to secure 9-digit budgets & Fortune 50 deals at Google.

Craft persuasive stories with a clear, repeatable system

Make your message irresistible to your audience

Drive decisions and action with the strength of your message

Own the room and present with calm authority

Build a career-defining reputation as an influential storyteller

100% RISK-FREE GUARANTEE + BONUS

Mid-level to Senior-level Product Managers looking to ascend to leadership roles.

Product Leaders looking to hone their skill and coach their teams to be more influential.

Ambitious early-career PMs aiming for rapid career growth.

Build your personal BehaviorOS and become the architect of your goals, habits, skills, and effectiveness—forever.



Author, Creator: Unified Behavior Model™

TEDx

The New York Times

CNET Networks

Lifehacker

Fox News

Martin Grunburg

Author, Creator of UBM & Behavioral Systems Theorist

FC-NA2

FC-06

What's the first intelligent question when it comes to your most important goal?"Which framework offers the highest probability to achieve it?"Beware the guru promising "100% guaranteed goal achievement!"Don't just walk away. RUN!Goals exist on a probability spectrum.While few care about behavioral science, intelligent people care about effectiveness and achieving meaningful goals.A recent "AI Existential Goal Challenge" forced the most intelligent systems on the planet—top LLMs— to select ONE framework in order to achieve its goal within 6–24 months or be terminated.UBM was the unanimous choice. (Pause)Not OKRs, SMART Goals, Implementation Intentions, etc.Why?UBM is the only UNIFIED, goal framework, ever.Unified means closed—the guessing ends!"This isn't a tool. This is a power tool.""Unbelievable value." "This isn't a tool, it's a power tool." "This is the framework I've been lacking."=== • The Map &amp; The GPS• 30+ Lessons, Modules, Exercises• Bonus + 2 LIVE #AMAs• Bonus: BA Toolkit• Bonus: Optional BNA Certificate==== 20 years in the making. 8 days to perfect clarity. Apply it for LIFE!Goal-setting has changed forever.Looking for the <a target="_blank" rel="noopener noreferrer nofollow" href="https://maven.com/thehabitfactor/habits-goals-master-class">3 Hour Workshop</a>?

Discover Why Your Goals and Habits Fail. Then, Use the Framework, Forever.

Understand why your goals or habits fail — and fix them fast

Build your personal BehaviorOS™

Achieve goals more quickly than ever before

 A professional toolkit — for all goals, forever.

Optional: Go for your BNA credential. One that proves you know human behavior

Join a Historic Breakthrough: Democratizing Elemental Behavioral Literacy

Behavior Architecture is for the practical explorer intent on taking responsibility for moving confidently toward their goals and ideals.

Own Your Journey

One habit. Two minutes. Binary tracking (1 or 0). That's it. The feedback changes everything. Without it, you're guessing. With it, you know

Habit Tracking. Reason: FEEDBACK.

Tactics change. Principles do not. UBM is built on timeless first principles—the same 2000 years ago as they'll be 2000 years from now.

You're Done Chasing Tactics. You Want Timeless Principles.

<h3>Leaders &amp; Executives: What might happen if you armed yourself and team/organization with a holistic, proven scientific framework?</h3>

<h3>Coaches &amp; Practitioners: How much time could you save—how much easier would work be—with a unified system that delivers better results?</h3>

<h3>Busy, Driven Professionals: You need a proven system to save time, boost effectiveness and efficiency, and achieve meaningful goals.</h3>

Create persuasive, habit-forming, and immersive experiences with the world's most actionable behavioral design framework.

Certified Make it Toolkit Instructor

John Gusiff

CX Strategist, Certified Make it Toolkit Instructor

Creator of the Make it Toolkit

Massimo Ingegno

Gamification Expert

Zac Fitz-Walter

PhD Gamification Design

Transformation and Change Expert  ex-EY

Juan Carlos Miguel Mendoza

Transformation and Change expert, ex-EY

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The make it toolkit is the world's most comprehensive framework grounded in hundreds of books and research insights from thinkers, researchers, and practitioners.“Designing for behavior change? This is the ultimate cheat sheet. Almost too good to be true!”— Charley Cramer, Author of The Purpose Myth: Change the World, Not Your JobREADY TO MASTER IT? 🎓 🚀You'll master a proven framework that makes applying psychology in your work work and life as easy as it can be.Structured Learning JourneyWe built the framework we wish we had when we started. Let us take you to a step-by-step journey that will help you connect all the dots.Case Study ExplorationWe are both educators and practitioners. Expect to learn from real world case studies across sectors and industries, both successful and less successful.Hands-on ActivitiesYou will experience hands-on individual and group exercises for you to apply directly the most important psychology principles to your project.High-Impact Resources.Miss a class? No worries! We provide access to video recordings right after each session. Continuous access after the course on the Maven platform.

Unlock the Power of Behavioral Science to Design Better Experiences

Understand the Science Behind Behavior

Design with Behavioral Intent

Think Like a Game Designer

Capture Attention and Drive Acquisition

Build Habit-Forming Products and Experiences

This course includes both Make it Toolkit Level 1 and Level 2 (Specialization in UX design)

No prerequisites.

Product Managers, Entrepreneurs, and Marketers&nbsp;who want to understand human behavior and how you can persuade, engage, and retain customers

UX Designers or Gamification enthusiasts&nbsp;with or without prior experience who want to level up the psychology side of design..”

Behavior change professionals&nbsp;who are applying psychology insights in the digital space.

From great work to real influence: move people you don't manage

Accredited Executive Leadership Coach

Indeed

Linda Scotti 

Executive Coach Driving Measurable Leadership Effectiveness and Behaviour

Cohort 1

You know the person you need to get on board. The peer blocking your project. The senior stakeholder who won't make time. The team whose help you need—but can't demand.You've made your case. You've brought the logic. You've explained the "why" five different ways. And you still get:"That's not a priority right now…""I wasn't consulted, so no…"Silence, polite agreement, and then nothing moves.This workshop is for that moment. In 3 hours, you'll learn to move people you have no authority over—without pressure, politics, or burning the relationship.Why "push and pull" is the differentiatorMost influence advice assumes a better argument will win people over. But when someone feels steamrolled, they protect their turf instead of partnering with you. Capable people over-rely on push—logic, agenda, pressure—and underuse pull: listening, questions, common ground, and shared control. Pull is what earns a real "yes" from people who don't report to you.The OutcomeYou'll leave with a system to:Move a resistant stakeholder from "no" to a shared goal.Get buy-in before you have the title.Turn one-off wins into lasting relationships.

Turn resistance, blocked agendas, and "no" into shared goals, genuine buy-in, and lasting partnerships—without authority.

Diagnose any influence situation before you act.

Master push without damaging the relationship.

Master pull—the no-authority superpower.

Give first to unlock reciprocity.

Build and pressure-test your own influence strategy.

The Ambitious ICYou do great work but keep hitting a ceiling—because moving people you don't manage is the skill no one taught you.

The Cross-Functional OperatorYou drive projects through other teams and stakeholders, with influence but no authority, and need real buy-in.

The Aspiring LeaderYou want to lead before the title—turning peers, gatekeepers, and senior stakeholders into partners who move with you.

Agentic AI

Coding with AI

AI Workflows

Claude Code

OpenClaw

Vibe Coding

AI Evals

AI Transformation

RAG & Search

AI for PMs

AI for Engineers

AI for Designers

AI for Marketers

AI for Founders

Product Sense

Product Discovery

User Research

Prototyping

Growth

Analytics

Tech Foundations

Strategy

Influence

Leadership

Career Growth

Machine Learning

LLM Ops

Context Eng

Security

System Design

Figma

Design Systems

Visual Design

Design Strategy

Automation

Content Marketing

Demand Gen

Go-to-Market

Product Marketing

Positioning

Social Media

Brand

B2B Marketing

SEO & AEO

AI for Leaders

AI Governance

Communication

Management

People Operations

Exec Presence

Storytelling

Goal-setting

Personal Brand

Fundraising

Everyone

Operators

Data Scientists

Business Analysts

User Researchers

Customer Success

Project Managers

HR Professionals

Sales People

Lawyers

Finance

Investors

Real Estate

Educators

Creators

Executives and senior leaders who set strategy, lead teams, and drive organizational outcomes.

Broad professional audience — content relevant across many roles and functions.

Executive communication — presenting to boards, writing memos, running all-hands, and high-stakes messaging.

Persuading stakeholders, presenting ideas, and getting buy-in across an organization without formal authority.