19 Rules from Psychology and Neuroscience
Why people say 'yes'
Everyone has to convince others, both privately and professionally, and get them on board with what they want and need. Purely rational arguments are usually not successful. Which can be frustrating.
The good news: there is a solution – the 19 learnable rules of communication.
These offer not only academically grounded insights, but also practical tools to get what you need and want. Within ethical bounds, of course!
These rules were discovered by hundreds of researchers, including two Nobel laureates.
and in research with more than 4,000 participants, I have shown that each of these rules measurably increases the likelihood of getting people on board.
And that applies regardless of whether it’s downward, horizontal, or upward – whether it involves stakeholders in a company, neighbors, or club chairs.
How are the rules structured? They follow two acronyms – HEART and HEAD (in German HERZ and KOPF). The principle works internationally; similar structures are used in French (CŒUR/TÊTE), Spanish (CORAZÓN/CABEZA), or Russian (СЕРДЦЕ/МОЗГ).
HEART shows you how to bring people on board with their emotions.
And HEAD how to use the brain’s rather irrational automatisms to achieve more buy-in.
So how do you get access to these rules, and what do they offer you?
It also includes cards with the 19 rules that you can cut out. You can also order these cards directly from me at frank@franziskafrank.com for €5 plus shipping.
I’ll even include the valuable rubber band, so you can always keep the cards handy and organized in your bag. 😊 Because in fact, my participants tell me that they use the cards in everyday life during difficult conversations almost every time, and have become significantly more successful as a result.
The book contains a code that gives you access to the materials on the following pages. On each of these pages you will find:
- a) A short introduction to each rule
- b) For each rule, a short experiment. The results of these experiments will help you understand where you stand compared to thousands of other people, and whether your brain works the same way as everyone else’s. Which typically is the case!
- c) A video explaining the respective rule
- d) Materials for each rule that go beyond the book, e.g. links to interesting videos or articles
And for all rules together, in addition, on a dedicated extras page:
- e) A wealth of examples to inspire you in everyday life. I have tested more than 15 role-plays covering many everyday situations, e.g. year-end review, salary negotiation, getting colleagues on board, getting customers to buy, influencing your manager to grant an additional position, delegating successfully, etc.
- f) An AI prompt you can paste into your app to help you practice role-plays for your own situation
- g) Links to mini-games you can use to practice
There are three ways to get these materials:
First
The Book
- English edition, print or e-book, by middle 2027
- Book written in both vivid and concret
- Abundance of examples and exercises
Second
Access code only
- Don’t want to wait till 2027 or do not like buying the book
- Additionally gives you the physical cards
- Add the book later for €5 more, for the cards and full depth
Drittens
Seminare & Workshops
- Ich unterrichte an der ESMT Berlin und bei Haufe.
- Direkt in Unternehmen zu diesem Thema.
- Du erhältst außerdem Zugang zu diesen Webseiten.
Here we go
Visit the pages for successful communication, successful influencing, and successful persuasion.
I wish you success — Dr. Franziska Frank