Send us a note about this episode. We'll reply and thank you on a future episodeYour client is wrong. You know it. They know it, somewhere underneath the certainty. And you have two choices. You can tell them they're wrong, which will end the conversation and cost you the relationship. Or you can find the thing they want more than being right and take them there instead.This is something most communications professionals learn the hard way and never quite put into words. Every difficult client, every resistant leader, every person digging into a position that will hurt them, they are not just wrong. They are running two competing motivations at the same time. The need to be right. And the need to succeed. And those two things are almost never the same thing. The PR professional who understands that distinction doesn't argue. They redirect. And the client ends up exactly where you needed them to go, convinced it was their idea all along.Listen For4:40 Can communicators actually motivate people to act?7:17 Is PR returning to behavioral science, or losing its way?8:55 What are system one, system two, and system three thinking?11:17 How do you challenge a client without losing trust?14:08 Will AI replace PR professionals or reveal who thinks strategically? Guest: Roger Hurni, Founder & Chief Brand Strategist, Off Madison AveWebsite | Agency | LinkedIn Outthink. Outperform. Transform Your Organization Through Behavioral Marketing DougSubstack | Website | LinkedInFarzanaSubstack | Website | LinkedIn Are you a brand with a podcast that needs support? Book a meeting with Doug Downs to talk about it.Apply to be a guest on the podcastConnect with usLinkedIn | X | Instagram | You Tube | Facebook | Threads | Bluesky | PinterestStories and Strategies is the Official Podcast Sponsor of IABC World Conference in Toronto June 14-16, 2026Click here to check it out https://wc.iabc.com Support the show