People don’t decide logically first — they decide safely first.

In this podcast episode, BJ O’Neal unpacks why referrals and joint ventures work so consistently in business coaching. Rather than focusing on surface-level tactics, he explains the neurological reason behind trust-based growth.

The brain is designed to minimize risk before pursuing reward. Referrals work because they transfer trust through an existing relationship, reducing resistance, cognitive load, and hesitation. This makes decision-making easier for potential clients and more effective for coaches.

👉 This episode reframes networking, referrals, and partnerships as a strategic, neuroscience-backed growth model — not just a marketing tactic.