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Presenter standing in front of the "No Software" symbol, referring to Salesforce's strategy of challenging the traditional software model in the CRM market.

Salesforce

How Salesforce transformed technology, positioning, and community into a new way to compete in the CRM market.

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Thumbnail for the video ‘Who’s Deciding in There?’ from the Architecture of Influence series, showing a man analyzing three brains representing the reptilian brain, limbic system, and neocortex in decision-making, negotiation, persuasion, and decision-maker behavior.

The Three Filters of Decision-Making

Understand how instinct, emotion, and reason influence decisions, and learn how to structure more persuasive proposals.

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Cover image about Red Bull’s marketing strategy, featuring a man holding the drink and the question “What does Red Bull really sell?”

Red Bull Marketing Strategy

Understand how Red Bull turned its brand into a symbol

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Reaction to the Vishal Garg case, CEO of Better.com. The thumbnail shows a shocked reaction as the executive appears on a smartphone pointing aggressively. It references the dismissal of 900 employees over Zoom and the controversial “Dumb Dolphins” email. Content about leadership, business management, organizational culture, crisis communication, corporate reputation, B2B business, and CEO behavior.

CEO Fires 900 People on Zoom

Better.com’s Zoom layoff of 900 employees became one of the most emblematic cases in modern leadership.

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Thumbnail for the episode about the Nathalia Beauty controversy analyzed by Alan Oliveira. The artwork highlights the entrepreneur’s public reaction to a question about her competitive differentiation and explores topics such as decision psychology, mental triggers, cognitive biases, persuasion, value proposition, brand positioning, strategic communication, and influence in business.

This Is Wrong! Nathalia Beauty Corrects This Business Question

Why competent professionals freeze precisely on the questions that matter most.

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Thumbnail for the Architecture of Influence episode about the mental trigger of reciprocity. Alan Oliveira appears prominently next to the phrase “The Debt No One Signed,” explaining how reciprocity influences decisions, negotiations, and behavior. Content about mental triggers, the psychology of persuasion, Robert Cialdini, reciprocity, neuromarketing, consumer behavior, sales psychology, influence and persuasion, applied neuroscience, cognitive biases, decision-making, and B2B sales.

Why a Small Favor Rewrites a Decision

How Small Gestures Create Invisible Debts and Influence Decisions

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Thumbnail for the Architecture of Influence episode on the Mere Exposure Effect. The image shows a man’s face prominently on the right and several smaller repeated versions of the same face on the left, representing familiarity and repetition. The highlighted text reads “Familiar & Trustworthy,” with “Architecture of Influence” below it. The visual concept illustrates how repeated exposure increases perceived trust and preference.

Familiarity Creates Preference

We explore how repetition creates familiarity and influences our preferences without us realizing it.

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Image featuring three statements about scarcity bias and its effects on purchase decisions: “Invisible details that control your buying decisions,” “Your cookies didn’t change, but you think they’re worth more,” and “Why does ‘only a few left’ always work?” The image introduces the scarcity trigger, a principle from neuromarketing and consumer psychology showing how products perceived as rare or limited appear more valuable to the human brain.

Why Does ‘Only a Few Left’ Always Work?

A cookie study shows how “only a few left” influences desire, urgency, and purchase decisions.

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interview about money and financial behavior with a specialist, you are losing money, cognitive biases in financial decisions, common mistakes when dealing with money, how to avoid financial losses, neuroscience-based financial strategy, interview with a sales and influence expert, analysis of financial decisions, consumer psychology, tips to avoid losing money, premium personal-finance YouTube thumbnail, content about money and decision-making, specialist being interviewed about financial mistakes

The Mistake That Makes Authors Sell Less

Why isn’t your book selling even when you post consistently on social media?

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Anchoring Effect explained, cognitive bias in decision-making, psychology of human behavior, how the brain is influenced by initial numbers, heuristics and cognitive biases, applied behavioral economics, invisible influence on financial choices, price manipulation and value perception, how salespeople use anchoring, irrational everyday decisions, mental triggers and persuasion, in-depth psychological analysis, critical thinking, judgment errors, subconscious influence, mental strategies, consumer behavior, reference-point illusion, the power of the first numerical impression, how to avoid poor decisions

Why does the first price stay stuck in your head?

In this episode, anchoring bias shows how the first number presented defines the judgment that follows.

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Analysis of Duolingo’s social media marketing strategy, explaining how the language-learning app’s viral mascot dominates TikTok, Instagram, and YouTube through mental availability, brand repetition, platform-native content, and consumer-psychology principles used in digital marketing and modern branding.

How Duolingo Became Addictive (Full Analysis)

Analysis of Duolingo’s marketing strategy and the mascot phenomenon dominating TikTok, Instagram, and YouTube.

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Thumbnail for the ‘Loss Aversion’ episode of the Architecture of Influence podcast, featuring the presenter at a microphone, a golden balance scale with coins, a burning 50-real banknote, and financial charts in the background, representing the cognitive bias of loss aversion in decision-making, behavioral economics, neuroscience, and marketing strategy.

Why does losing R$50 hurt more than gaining R$50? Kahneman’s experiment explains

In this episode, I show why losing hurts more than gaining.

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Thumbnail for the Authority Bias video featuring the presenter in the foreground speaking into a microphone, next to the highlighted gold text “Authority Bias,” with a technological background showing rising charts, a certificate, and a merit medal symbolizing credibility, influence, consumer psychology, neuroscience applied to marketing, and authority-based decision-making.

That certification you see? It’s probably fake

In this episode, I show how authority bias makes symbols and institutions generate trust.

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Video thumbnail about artificial intelligence featuring a presenter in a dark studio, a microphone in the foreground, and the text ‘AI Writing Sounds the Same,’ addressing recurring patterns in AI-generated writing and how to write with a distinct voice.

AI Mistakes That Make Your Writing Generic

In this Mão na Massa episode, I show four common mistakes in the use of AI.

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Thumbnail for the video ‘Architecture of Influence: The Herd Effect,’ showing Alan Oliveira explaining how group decisions influence choices in marketing, leadership, and negotiation.

Why does no one want to be alone in making the wrong decision?

In this episode, I explain how the herd effect and social pressure influence decisions.

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Alan Oliveira, presenter of the Architecture of Influence series, explaining how emotional comfort influences purchase decisions before reason.

Emotional Comfort vs. Rational Decision-Making | Which One Wins?

In moments of tension, the human brain prioritizes emotional comfort.

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Strategic analysis of Canva’s disruptive campaigns in Brazil, featuring Xuxa Meneghel and Gracyanne Barbosa, highlighting the attention economy, brand storytelling, marketing as entertainment, and cultural impact on social media.

Study of Canva’s Disruptive Campaigns in Brazil

In this episode, I analyze how Canva redefined marketing in Brazil.

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