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Roger Dooley

Founder at Roger Dooley

Austin, United States

Roger Dooley is an internationally recognized author and keynote speaker who transforms how businesses think about persuasion and customer behavior. His upcoming book The Persuasion Engine (Wiley, May 2026) reveals how AI is democratizing behavioral science and neuromarketing techniques, making tools once exclusive to Fortune 500 companies accessible to organizations of any size.

Dooley is the author of Friction: The Untapped Force That Can Be Your Most Powerful Advantage (McGraw Hill; named a Top 3 Management Book by PwC’s strategy+business) and the bestselling Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing (Wiley), now translated into eleven languages. He contributes to Forbes, writes the popular Neuromarketing blog, and hosts the Brainfluence podcast with over 400 episodes. He co-founded College Confidential, the web’s busiest destination for college-bound families, which was acquired by the UK’s Daily Mail Group where Dooley served as Vice President of Digital Marketing.

Dooley’s unique perspective comes from bridging behavioral science with real-world business application. His approach delivers immediately actionable strategies that teams can implement without extensive training. He has worked with companies from Fortune 500 firms to entrepreneurial startups, enhancing their marketing, customer experience, and employee engagement. He has been named a Top 50 Global Thought Leader on Customer Loyalty.

His signature framework, The Persuasion Slide™, simplifies complex behavioral principles into a practical model for identifying and eliminating friction points that prevent sales and reduce satisfaction. The framework has applications beyond marketing, including healthcare compliance and organizational change.

Dooley brings entrepreneurial experience as co-founder of a successful direct marketing catalog business and corporate expertise as director of corporate planning for a Fortune 1000 company. He holds an engineering degree from Carnegie Mellon University and an MBA from the University of Tennessee.

Available For: Advising, Speaking
Travels From: Austin, Texas
Speaking Topics: customer experience, loyalty, neuromarketing

Speaking Fee $20,000 (In-Person)

Personal Speaking Website: www.rogerdooley.com
Roger Dooley Points
Academic 0
Author 216
Influencer 595
Speaker 0
Entrepreneur 0
Total 811

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Featured Videos

Roger Dooley Speaker Reel
December 05, 2025
Marketing Forum - Milan - Opening Keynote
December 05, 2025
Friction Trailer
December 05, 2025

Featured Topics

The Persuasion Engine: AI, Influence, Empathy, and the Future of Marketing

For years, ecommerce giants like Amazon and Alibaba had an unfair advantage: teams of behavioral scientists, neuromarketing labs, and proprietary AI to influence how we buy. That advantage is gone.

Today, powerful AI tools put the same persuasive science in your hands—and the next wave of ecommerce will be defined not just by algorithms, but by empathy. The brands that win will be those that combine AI-powered persuasion with authentic, emotionally intelligent communication.

In this keynote, science-based marketing expert Roger Dooley, author of Brainfluence and The Persuasion Engine (Wiley, 2026) reveals how AI-powered persuasion and empathetic communication are converging to shape the future of ecommerce. You’ll learn:

- How AI democratizes persuasion psychology, giving every brand enterprise-level power.
- Why emotionally attuned communication builds trust and loyalty where price and product cannot.
- How inexpensive neuromarketing tools can gauge attention, emotion, and non-conscious reactions without labs.
- How to future-proof your brand by mastering both the science of influence and the art of connection.

The future belongs to brands that harness AI as both mind-reader and heart-reader—using technology to understand non-conscious behavior while delivering empathetic communication that connects with customers.

Trust-Driven Excellence: How to Increase Employee Engagement and Customer Loyalty

According to Gallup, employee engagement has been declining since the pandemic and hit a ten-year low at the end of 2024. Join science-based business pioneer Roger Dooley as he reveals how trust can transform an organization’s performance, boost employee engagement, and increase customer loyalty. You will discover how trust acts as a powerful catalyst, reducing friction in every aspect of credit union operations and member interactions. Through relatable examples and cutting-edge research, Dooley demonstrates how high-trust environments streamline processes, enhance teamwork, and dramatically improve both customer and employee experiences. You’ll leave with practical, actionable strategies to increase trust at individual, team, and organizational levels, empowering them to become key drivers of the organization's success. They'll learn how to cultivate behaviors that make them more trusted by customers and colleagues alike, and how to leverage this "trust advantage" to eliminate obstacles, accelerate innovation, and create seamless experiences.

Key Takeaways:
• How to create a high-trust team environment that boosts collaboration and productivity.
• How to increase personal trustworthiness and become more trusting of colleagues and members.
• How to recognize and reduce friction points in daily operations and customer interactions.
• A personal action plan to start building trust

Frictionless: How To Change Customer Experience to Increase Customer Loyalty

What do your most valuable customers and employees have in common? They are LOYAL. There’s something else: they are HUMAN. We all spend far too much on acquiring new customers – advertising, marketing, social media, sales incentives, and more. A loyal customer doesn’t incur those costs, and is far more likely to do your marketing for you by recommending you to others. The same logic applies to your people – recruitment and training are the costly alternative to retaining your best team members. The key to a high-performing organization is understanding how our brains govern our behavior. Science-based business expert Roger Dooley, a Top 50 Global Thought Leader on Customer Loyalty, will show you how simple changes in customer and employee experience can increase profits, reduce employee turnover, and cut customer churn.

Company Information

Company Type: Individual
Minimum Project Size: $5,000+
Average Hourly Rate: N/A
Number of Employees: 1-10
Company Founded Date: Undisclosed

Areas of Expertise

AI
Behavioral Science 48.25
Business Strategy 30.07
Customer Experience 33.05
Customer Loyalty 31.88
Management 35.34
Manufacturing 30.16
Marketing 33.03

Industry Experience

Automotive
Consumer Products
Financial Services & Banking
Healthcare
High Tech & Electronics
Higher Education & Research
Media
Professional Services
Retail
Telecommunications
Travel & Transportation

Publications

54 Article/Blogs
The Olive Vs. Death By A Thousand Cuts: Panera's Hard Lesson
Forbes
December 17, 2025
One olive won't hurt. But Panera's "death by a thousand cuts" shows how incremental cost-cutting can devastate customer loyalty—and what CMOs must do to prevent it.

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Tags: Customer Experience, Management, Marketing

Why Your Most Effective Ads May Be The Ones Customers Don't Remember
Forbes
November 29, 2025
Marketing executives have spent decades perfecting ways to measure advertising effectiveness. Brand recall studies, aided awareness surveys, and post-campaign research all ask variations of the same question: Do consumers remember seeing your ad? But neuromarketing research suggests that CMOs may be measuring the wrong thing.

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Tags: Customer Experience, Management, Marketing

How To Make People Buy with Thomas Zoëga Ramsøy
Roger Dooley
November 19, 2025
In this episode of Brainfluence, we welcom Thomas Ramsoy, CEO and founder of Neurons and a leading expert in neuromarketing and consumer neuroscience.

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Tags: Customer Experience, Management, Marketing

Could Credit Card Surcharges Trigger A Mass Exodus From Premium Cards?
Forbes
November 13, 2025
The Visa-Mastercard settlement announced this week, if approved by the court, could trigger the biggest disruption in premium credit cards since their invention. Not because of the fees merchants can now charge, but because it shatters the psychological illusion that made Americans happily pay annual fees as high as $895 for a piece of plastic.

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Tags: Customer Experience, Management, Marketing

Are You Ready For A 22-Hour Flight? Qantas Thinks You Are
Forbes
November 07, 2025
Qantas just unveiled its new Airbus A350-1000ULR aircraft that will fly nonstop from Sydney to London and New York starting in 2027. These "Project Sunrise" flights—named because passengers may see two dawns during the journey—represent an interesting marketing challenge: How do you convince customers to voluntarily confine themselves to an aluminum tube for nearly a full day?

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Tags: Customer Experience, Management, Marketing

What Airlines Should Do Instead Of Apologizing For FAA-Driven Delays
Forbes
November 06, 2025
The FAA announced a 10% cut in flights at 40 airports. Every hub used by the major airlines for domestic and international flights is affected. Even before these cuts, Houston passengers faced three-hour security lines last weekend. Transportation Secretary Sean Duffy is warning of "mass chaos."

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Tags: Customer Experience, Management, Marketing

Why Walmart's Return To Paper Catalogs Makes Perfect Psychological Sense
Forbes
November 05, 2025
Walmart is experimenting with paper catalogs. Yes, you read that correctly. The retail giant that helped drive countless catalog companies out of business is now testing the very medium many considered dead, according to RetailWire. It’s only been a few years since Sears, the company that essentially invented American catalog shopping, filed for bankruptcy. Now, Walmart is discovering what neuroscience researchers have been saying all along: paper has unique psychological advantages that digital cannot replicate.

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Tags: Customer Experience, Management, Marketing

It Turns Out Flyers Will Actually Pay For A Better Airline Experience
Forbes
October 24, 2025
After years of relentless “unbundling” of amenities and shrinking seat sizes, the biggest U.S. airlines are learning a counter‑intuitive lesson: yes, flyers will pay for elevated travel experiences. Some will pay handsomely. And, the most profitable airlines today are the ones that stopped chasing only the lowest fare and started chasing the best experience.

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Tags: Customer Experience, Management, Marketing

Is Southwest Airlines Winning The Quarter But Losing The Brand?
Forbes
October 23, 2025
Southwest Airlines just delivered some great news for its investors: record operating revenue for the fourth quarter, a strong holiday outlook, and profits that beat expectations.

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Tags: Customer Experience, Management, Marketing

Four Out Of Five Small Business Marketers Don’t Trust Their Marketing
Forbes
October 15, 2025
If you asked a group of small business marketers how confident they are that their efforts are paying off, you might expect a reasonably optimistic response. After all, marketing budgets are up, AI tools are everywhere, and customer demand for personalized content is pushing innovation.

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Tags: Customer Experience, Management, Marketing

Carnival's Record Profits Can't Hide Its Loyalty Problem
Forbes
October 01, 2025
Carnival Corporation just reported record quarterly earnings, beating analyst expectations with $2.8 billion in revenue and its highest-ever booking levels. The stock immediately dropped 7%. Wall Street analysts cited concerns about fuel costs and Mediterranean demand, but there’s a deeper problem hidden beneath those stellar numbers.

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Tags: Customer Experience, Management, Marketing

The Illusion of Choice with Richard Shotton
Roger Dooley
August 23, 2025
Listeners will learn about the reliability of behavioral science findings in marketing, the power of precise numbers in advertising, and how to use psychological principles like the “generation effect” to make marketing messages more memorable.

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Tags: Customer Experience, Management, Marketing

Better Customer Interactions: New HBR Study
Roger Dooley
August 18, 2025
In this Brainfluence episode, we discuss some surprising customer experience findings from a Harvard Business Review study sponsored by Tata Communications.

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Tags: Customer Experience, Management, Marketing

Sam Altman Should Have Checked With ChatGPT Before Disastrous Launch
Forbes
August 12, 2025
OpenAI’s launch of its new one-size-fits-all ChatGPT 5 model sparked an immediate user rebellion this week. Longtime users flooded social media with complaints about lost functionality, broken workflows, and even lost emotional connection. The funny part? I asked ChatGPT to predict user reactions to an anonymized version of this rollout, and it forecasted the backlash with remarkable accuracy.

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Tags: Customer Experience, Management, Marketing

Google's NotebookLM Adds Video Summaries And Multi-Output Features
Forbes
July 31, 2025
Google’s NotebookLM has launched two significant updates : Video Overviews and an upgraded Studio panel that allows users to create multiple outputs from the same source material.

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Tags: Customer Experience, Management, Marketing

Why Letting Customers Keep Their Returns Creates Loyalty
Forbes
July 29, 2025
New research from the University of Notre Dame reveals that letting customers keep instead of returning products taps into powerful psychological principles that transform transactional relationships into personal ones – changing the brand’s perception.

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Tags: Customer Experience, Management, Marketing

Delta Airlines’ AI Pricing Could Trigger A Customer Trust Crisis
Forbes
July 17, 2025
Delta Airlines is now using AI to create individualized prices for some flight searches, risking the erosion of customer trust if pricing lacks transparency.

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Tags: Customer Experience, Management, Marketing

Southwest Airlines Policy Changes: Is More Choice What Customers Want?
Forbes
July 08, 2025
Southwest CEO Bob Jordan is framing the controversial new bag fees and seating options as offering customers more "choice," in contrast to Southwest's previous simplicity.


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Tags: Customer Experience, Management, Marketing

Why It’s Better To Not Assume Customers Want AI
Forbes
July 01, 2025
Even as companies rush to add AI to their products, new research shows slapping 'AI-powered' labels on your products can drive your most valuable customers away.


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Tags: Customer Experience, Management, Marketing

AI Beat Humans On Emotional Intelligence Tests. This Is Important.
Forbes
June 26, 2025
AI just beat humans at emotional intelligence tests 81% to 56%. The implications for how you communicate with customers, employees and stakeholders are huge.


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Tags: Customer Experience, Management, Marketing

Will Carnival Cruise Line Walk Back Changes To Loyalty Program?
Forbes
June 23, 2025
Carnival's elimination of lifetime loyalty status has long-time cruisers furious. Comments from their brand ambassador suggest adjustments might be possible.


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Tags: Customer Experience, Management, Marketing

New Netflix Interface Sparks Outrage—But Testing Tells A Different Story
Forbes
June 16, 2025
Netflix's homepage redesign is getting slammed on social media, but their testing shows most users actually prefer it. Here's why they are smart to not change it.


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Tags: Customer Experience, Management, Marketing

Event Professionals Finally Get Real Audience Intelligence
Forbes
June 13, 2025
Cvent's event app snapshot feature gives event professionals real-time data on audience engagement by tracking when attendees save valuable presentation moments.


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Tags: Customer Experience, Management, Marketing

Carnival’s Crazy Week: Record Revenue, Netflix ‘Poop Cruise,’ Loyalty Meltdown
Forbes
June 11, 2025
Carnival’s crazy week proves that winning financially and winning with customers can feel like two different games. Sometimes, you can’t win both at the same time.


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Tags: Customer Experience, Management, Marketing

The End Of Bad Conference Notes And Blurry Screen Photos
Forbes
June 10, 2025
Cvent's new AI-powered conference app feature eliminates bad note-taking and blurry photos by providing real-time transcripts, smart content capture, and summaries.


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Tags: Customer Experience, Management, Marketing

1 Book
FRICTION
Roger Dooley
May 11, 2019
If you’re a business leader, these statistics should give you nightmares. According to science-based marketing and business expert Roger Dooley, they illustrate the real and growing threat of “friction,” which he defines as the unnecessary expenditure of time, effort, or money in performing a task.

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Tags: Customer Experience, Management, Marketing

19 Podcasts
Tightwads and Spendthrifts with Scott Rick
Roger Dooley
June 18, 2025
In this episode of Brainfluence, Roger Dooley sits down with Scott Rick, author of “Tightwads and Spendthrifts,” to delve into the psychological forces that shape our spending behaviors.

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Tags: Customer Experience, Management, Marketing

Negotiation Essentials with Keld Jensen
Roger Dooley
May 23, 2025
n this episode of Brainfluence we dive into the psychological triggers that influence decisions with negotiation guru Keld Jensen. Keld brings a wealth of expertise with 25 books to his credit and a career advising top organizations worldwide. In this episode, we explore not only business negotiations but also everyday scenarios where negotiation plays a crucial role—from family life to professional interactions.

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Tags: Customer Experience, Management, Marketing

Better Customer Interactions: New HBR Study
Roger Dooley
August 18, 2024
In this Brainfluence episode, we discuss some surprising customer experience findings from a Harvard Business Review study sponsored by Tata Communications.

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Tags: Customer Experience, Management, Marketing

Mindstuck with Michael McQueen
Roger Dooley
April 28, 2024
In this episode of Brainfluence, we dive deep into the psychology of persuasion with Michael McQueen, an acclaimed speaker and author from Sydney, Australia. Michael shares invaluable insights from his latest book, Mindstuck: Mastering the Art of Changing Minds, exploring how we can master the art of changing minds in an ever-evolving world.

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Tags: Customer Experience, Management, Marketing

Micah Solomon: The Art of Exceptional Customer Experience
Roger Dooley
April 21, 2024
In this episode of Brainfluence, we welcome guest Micah Solomon, a renowned customer service expert, to explore the nuances of “Iconic Customer Service.” Micah delves into the delicate balance between providing personalized service without crossing into intrusiveness, introducing his “gold touch” method as a way to enrich customer interactions.

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Tags: Customer Experience, Management, Marketing

The Psychology of Pricing with Leigh Caldwell
Roger Dooley
January 26, 2024
In this Brainfluence episode, we explore pricing psychology with Leigh Caldwell, a seasoned behavioral economist and pricing strategist. Leigh joins us to shed light on the true essence of pricing – it’s more than just numbers; it’s about crafting positive customer experiences in a profitable way.

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Tags: Customer Experience, Management, Marketing

Design Your Business to Run Itself with Mike Michalowicz
Roger Dooley
November 17, 2023
In today’s Brainfluence episode, we have the brilliant and hilarious entrepreneur, Mike Michalowicz, as our guest. Mike has built and sold multi-million dollar businesses, experienced the trials and tribulations of losing everything, and has since become a successful author, speaker, and entrepreneur.

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Tags: Customer Experience, Management, Marketing

What Your Employees Need and Can’t Tell You with Melina Palmer
Roger Dooley
August 18, 2023
In this podcast episode, host Roger Dooley interviews Melina Palmer, author of What Your Employees Need and Can’t Tell You, about change initiatives in companies.

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Tags: Customer Experience, Manufacturing, Marketing

Using Behavioral Science in Marketing with Nancy Harhut
Roger Dooley
May 29, 2023
On this episode of Brainfluence, we explore how behavioral science can be utilized in both B2C and B2B marketing. Nancy Harhut shares how campaigns that focus on emotional impact over product features can increase purchase intent. We also discuss information gap theory and how marketers can use it to pique interest, availability bias, and autonomy bias. We dive into how giving people choices can increase the likelihood of a buying decision, and how the use of the word “because” can increase compliance.

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Tags: Customer Experience, Management, Marketing

Kevin Kelly’s 50-Year Project: Vanishing Asia
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January 12, 2022
Kevin Kelly, co-founder of WIRED and renowned futurist, has toured Asia for over half a century. Not only has he witnessed its changing culture and landscape, but he’s also captured his experience in 9000 photographs, later compiled into 1000 pages of his most recent book, Vanishing Asia. Kevi

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Tags: Customer Experience, Marketing, Customer Loyalty

Business Unusual with Nathalie Nahai
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January 07, 2022
In today’s episode, we are joined by Nathalie Nahai, an international speaker, author, and consultant whose work explores the intersection between persuasive technology, ethics, and the psychology behind evolving consumer behaviors. Nathalie talks about the concept in the book Business Unusual, th

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Tags: Customer Experience, Marketing, Customer Loyalty

Sludge with Cass Sunstein
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December 24, 2021
Cass Sunstein is currently the Robert Walmsley University Professor at Harvard. He is the founder and director of the Program on Behavioral Economics and Public Policy at Harvard Law School. In 2018, he received the Holberg Prize from the government of Norway, sometimes described as the equivalent o

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Tags: Customer Experience, Marketing, Customer Loyalty

The Referable Speaker with Andrew Davis
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October 26, 2021
Joining Roger on today’s show is the highly energetic and informative Andrew Davis. Andrew Davis is a best-selling author, keynote speaker, and wealth of knowledge in marketing, public speaking, customer experience, and building a powerful legacy. Not to mention, Davis has also produced for NBC an

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Tags: Customer Experience, Customer Loyalty, Marketing

Online Neuromarketing with Thomas Zoëga Ramsøy
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July 29, 2021
Thomas Zoëga Ramsøy is the CEO and Founder of Neurons Inc, a global leader in applied neuroscience. A neuropsychologist with a Ph.D. in neurobiology and neuroimaging, Thomas has worked with leading universities like Oxford, Cambridge, Stanford, and Harvard, using a combination of psychology and ne

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Tags: Customer Experience, Customer Loyalty, Marketing

A Minute to Think with Juliet Funt
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July 22, 2021
Juliet Funt is a keynote speaker and advisor to Fortune 500 companies. She’s the founder and CEO of the efficiency firm Juliet Funt Group and an evangelist for expanding the potential of companies by unburdening their talent from busywork. She has also put her insights into a new book, A Minute To

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Tags: Customer Experience, Customer Loyalty, Marketing

Hybrid Work and Leading Remote Teams with Gleb Tsipursky
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July 15, 2021
Gleb Tsipursky is the founder and CEO of Disaster Avoidance Experts. A thought leader in future-proofing and cognitive bias risk management, Gleb joins the show for a second time to share insights from his new book, Returning to the Office and Leading Hybrid and Remote Teams: A Manual on Benchmarkin

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Tags: Customer Experience, Customer Loyalty, Marketing

The Psychology of Incentives with Richelle Taylor
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July 08, 2021
Richelle Taylor is a leader in performance improvement and marketing services in North America. She oversees One10’s go-to-market strategy and its Incentives & Recognition business segment, which includes global rewards and technology development for One10’s propriety performance improvement

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Tags: Customer Experience, Customer Loyalty, Marketing

Be Exceptional with Body Language Expert Joe Navarro
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July 01, 2021
Before he became internationally recognized as one of the world’s foremost experts on body language, Joe Navarro was an eight-year-old refugee fleeing communist-controlled Cuba. In America, as a non-English speaker, he survived by observing others, eventually going on to lead a career as an FBI Sp

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Tags: Customer Experience, Customer Loyalty, Marketing

Badvertising – Why So Many Ads Suck, with Jim Morris
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June 24, 2021
Very few of our guests have a nickname or a tagline, but Jim Morris does: Tagline Jim. He’s worked as a copywriter and creative director at ad agencies like FCB and DDB Worldwide and as a freelance copywriter for 25 years. Jim is responsible for dozens of successful taglines, including We are Flin

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Tags: Customer Experience, Customer Loyalty, Marketing

15 Videos
How To Make People Buy with Thomas Zoega Ramsoy - Brainfluence
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November 19, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Carnival Cruise Line’s Loyalty Program Changes May Be A Costly Mistake
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June 20, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

The Activator Advantage with Matt Dixon
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May 20, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

How To Use Wild New Multilingual and Interactive Podcast Features in Google's NotebookLM
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May 15, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Audacious with Mark Schaefer: How Humans Win in an AI World
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May 03, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

The #1 Secret to Get More Completed Customer Forms
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May 01, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Are Your Employees Secretly Sabotaging Your AI Efforts?
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April 27, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Your Brain Has a BS Detector for Prices - New Research
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April 08, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Sell More by Reducing Choice Friction
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April 01, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

iMotions, Affectiva and Neuromarketing with Peter Hartzbech
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February 21, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Can Packaging Friction Be a Good Thing? Maybe. Richard Shotton Explains.
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February 03, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

How to Add Video to Your AI Podcast with HeyGen
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January 07, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Cruise Industry Insider: Making Waves with Lisa Lutoff-Perlo
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January 06, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

How To Create a Jellypod AI Podcast About Anything in Seconds
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January 05, 2025

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Tags: Behavioral Science, Customer Experience, Marketing

Amazon & The Power of Easy: How Reducing Friction Drives Amazon's Success
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December 26, 2024

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Tags: Behavioral Science, Customer Experience, Marketing

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