How to Influence Ethically in Family Business | Brian Ahearn

What is the difference between ethical influence and manipulation? In this conversation, influence and persuasion expert Brian Ahearn shares practical insight into how family-business leaders can communicate more effectively—without compromising trust, transparency, or relationships. Brian’s work is grounded in the science of influence and the research of Dr. Robert Cialdini. After more than 30 years in the insurance industry, including extensive experience in sales and leadership training, Brian built a career teaching leaders across the country and around the world how to use influence ethically in their communication. For family businesses, the topic is especially important. Influence shows up every day: in employee conversations, customer relationships, sales, leadership transitions, family discussions, and decisions that affect the future of the business. Brian explains that ethical influence requires three things: Truthfulness: Tell the truth—and do not hide information that is important to another person’s decision. Natural psychology: Use principles such as scarcity only when they are genuinely present in the situation, not as a pressure tactic. Win-win outcomes: Create value for both parties. As Brian puts it: “Good for you, good for me, we’re good to go.” This conversation is a preview of Brian’s keynote presentation at the Center for Family Business Conference. Watch to learn why ethical influence is not about “working” someone—it is about helping people make informed decisions while protecting the trust that relationships and family businesses depend on.