The Art and Science of Behaviour

Recorded live at SocialPacific 2025 in North Vancouver, Ben Wise and Darren Chiu, co-founders of Captivate, join guest host Rachel Thexton to explore the art and science of human behavior.

Captivate translates academic psychology into practical tools for marketers, sales teams, and leaders, helping them communicate in ways that actually move people.

They unpack why most marketing falls flat by being overly rational, how emotional decision-making really works, and why storytelling, including friction, consequences, and vulnerability, remains one of the most powerful tools in business. 

Because whether you’re selling to consumers or corporations, you’re always selling to a human.

Produced by TAKT.

What is Marketing News Canada?

Marketing News Canada spotlights the people, ideas, and innovations redefining Canadian marketing. Produced by SocialNext, Canada’s largest independent marketing conference series, we bring you candid conversations with marketers, founders, creators, and industry leaders shaping the future of the industry.

Recorded live at SocialNext events and through in-depth interviews from coast to coast, each episode dives into the ideas, bold campaigns, and community-driven strategies defining the Canadian marketing landscape. If you care about Canadian creativity, innovation, and the people behind the work, you’re in the right place.

Presented by Marketing News Canada www.marketingnewscanada.com