In the inaugural episode of The Schulich School of Business’ The Way Forward Podcast, host Professor Stephen Friedman sits down with Ben Wise, a 15-year industry veteran currently heading programmatic media at Google, and co-founder of Captivate. Ben shares insights into why persuasion is a terrible idea, and the mission of Captivate. He discusses emotional vs. logical decision-making, and practical tips for persuasion. Ben and Stephen also discuss advice for young professionals and the impact of staying open to “not knowing stuff”.