Bas Wouters
Bas Wouters is a world-renowned expert in behavioral psychology, online influence, and persuasion. He is one of only twelve Cialdini-certified trainers worldwide and the founder of the Online Influence Institute, where he helps SMEs and leaders bridge the “persuasion gap” using evidence-based strategies and AI-powered tools. His book Online Influence: Boost Your Results with Proven Behavioral Science blends decades of practical experience with research-backed frameworks, helping leaders increase conversions, influence behavior, and scale effectively—even against much larger competitors. Bas’ work enables leaders to drive measurable results not by pushing harder, but by understanding and shaping human behavior.
During our conversation, Bas shares his journey from scaling a €10,000 kitchen startup to €25 million, to training over 10,000 professionals globally. He explains why most marketing campaigns fail, arguing that the real barrier isn’t strategy or budget—it’s understanding subconscious decision-making. Bas breaks down System One vs. System Two thinking, the Jenga Principle of simplifying messaging, and BJ Fogg’s Behavior Model, showing how leaders can trigger automatic, high-converting customer actions. He also explores how focusing on behavior rather than leads or sales, reducing friction, and designing intuitive prompts can unlock predictable growth and long-term influence online.
Connect with Bas Wouters
– LinkedIn: https://www.linkedin.com/in/baswouters-cmct
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