Jim Bond, Sticky Ideas: How to Trigger Decision-Making in Your Audience – Innova.Buzz 579


Jim Bond, U.S. Management.

Our guest in this episode is James I. Bond, one of America’s leading behavioral management and business marketing specialists. He is author of the breakthrough multi-award-winning book – BRAIN GLUE – How Selling Becomes Much Easier By Making Your Ideas “Sticky” – which is a finalist as The Best Business Book of the Year by Publishers Weekly. For thirteen years he ran one of Southern California’s leading behavioral management firms, working with a who’s who of American business. Early in his career, he ran an advertising agency in Montreal, working with a wide range of Fortune 500 and smaller firms.

In our conversation Jim and I explore the power of using analogies and emotion in marketing for massive success. Here are some key takeaways from the episode:

  • Emotional selling is key to decision making, with over 90% of decisions made on the emotional side of the brain
  • Start with a crazy analogy or metaphor, and have fun with it to trigger the brain and make it easier to pitch and win clients
  • Self-analysis can help you identify what makes you unique and attract an audience

Listen to the episode to learn more about how to find your edge, use brain glue tools, and trigger emotional responses in your marketing strategy.

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Metaphors and analogies can capture people's attention and drive success. Use the craziest analogy possible to pitch your business. James I Bond on #InnovaBuzz podcast Share on X

Show Notes from this episode with Jim Bond, U.S. Management

In this episode we welcome guest Jim Bond, a leading expert in behavioral management. Throughout the episode, we discussed a variety of topics related to business success, using effective metaphors and analogies, and the importance of emotional selling.

Jim started the conversation by discussing the importance of self-analysis in identifying what sets a person apart from their competitors. He emphasized that embracing one’s unique traits or differences can help attract an audience and increase business success. However, Jim acknowledged that sharing what makes us exceptional can be intimidating due to the fear of being judged.

To overcome this hesitation, he suggested brainstorming creative and catchy names or using metaphors and alliteration. For example, Jim shared that he helped a construction company increase sales by specializing in fire restoration for insurance companies. They marketed themselves as the “fire extinguisher” for these companies. Similarly, Jack Canfield brainstormed the title “Chicken Soup for the Soul” to add passion and emotion to a book containing motivating stories.

During the episode, Jim emphasized that emotions play a crucial role in decision-making, as over 90% of decisions are made on the emotional side of the brain. He recommended starting with a catchy analogy or metaphor to describe a business, such as the “Lawn Mower” for a manscaping product.

Jim shared that he finds great reward in hearing people make positive changes in their lives by implementing his teachings. His favorite movie, Pay It Forward, exemplifies this idea of continuously sharing valuable knowledge.

Jim has a unique approach to marketing due to his background in behavioral management. He recommended defining one’s edge by asking a set of five questions, including what one sells, to whom, how it’s used, what it’s competing against, and why someone should choose that product or service. Jim noted that many people default to saying they have better quality without explaining what that actually means. Instead, he recommends using an analogy to effectively distinguish one’s business.

Jim also touched on the topic of asymmetry and redintegration in the brain’s need for completion, providing examples such as Marilyn Monroe and Cindy Crawford using their beauty marks as ways to attract attention.

Jim discussed his passion for organizing interesting ads or articles in a “passion box” and the importance of a catchy title for success, such as John Gray’s Men Are From Mars, Women Are From Venus, which Jim said initially sold only 20,000 copies but has now sold over 50 million copies and earned half a billion dollars in revenue, due to the change in title.

In summary, Innova.Buzz Episode 579 offers valuable insights and advice for entrepreneurs and anyone looking to improve their business success with effective marketing strategies that incorporate emotional selling, catchy analogies, and the power of reflection.

Every business should answer one of two questions: "I’m the only one that" or "I’m one of the few that." James I Bond on #InnovaBuzz podcast Share on X

The Buzz – Our Innovation Round

Here are Jim ‘s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. 1 thing to be more innovative – Think of crazy things.
  2. Best thing for new ideas – Listening.
  3. Favourite resource – Linkedin and Dux Soup
  4. Keep project/client on track – Stay humble.
  5. Differentiate – To distinguish your business, use an analogy to make it easier to pitch and win clients. Brainstorm with friends and family.


Take you greatest idea or product and develop a metaphor: “it’s just like…..”. Pick the craziest analogy possible and share it with friends and family to gather feedback. Use their input to refine your pitch.

Reach Out

You can reach out and thank Jim through The Brain Glue website.

Suggested Guest

Jim suggested we have a conversation with Josh Elledge of Up My Influence on a future InnovaBuzz Podcast episode – Josh was actually our guest way back on Episode 158, so let’s get him back on.



Cool Things About Jim

  • Jim is founder and president of The Father Daughter Project, a collaboration of individuals and organizations that have come together to help improve the relationships between fathers and daughters worldwide.
  • He has also been involved in regional leadership for The Mankind Project, a non-profit men’s training and personal development organization.
If you are the best at something, there is an audience for your skills and talents. James I Bond on #InnovaBuzz podcast Share on X

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Jürgen Strauss

Dr. Jürgen Strauss is The World's Best Human-Centred Podcasting Coach and the only Podcast Innovator with the signature bright yellow headphones, who masterfully crafts human connection for high-impact achievers in a vibrant community. You can find Jürgen on LinkedIn, The InnovaBuzz Podcast, The Flywheel Nation Community as well as on Innovabiz' InstagramTwitter, Facebook pages and his personal Photography website.  

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