Steve Martin 2 

We would like to thank New York Times Best Selling author Steve Martin who was a keynote speaker at The Business Travel Show 2018. 

Mr Martin is a British Airways Business Life columnist and CEO of the behaviourial change consultancy, Influence at Work. He delivered his keynote speech 'Use the psychology of persuasion to manage your travel programme' from 10am-11am on Day 2, Thursday 22nd February.

In his keynote address Steve discussed how businesses can achieve their travel programme goals when people are spread across regions, cultures, and time zones, and playing the “I’m in charge” card is inappropriate. He also demonstrated how the psychology of persuasion can influence customers to stay within policy, book travel in advance and travel efficiently.

Steve co-authored the New York Times, Wall Street Journal and Business Week International bestselling book “Yes! 50 Secrets from the Science of Persuasion”. The book has sold over 900,000 copies and has been translated into 27 languages.  In 2009 Yes! was recognised by the Harvard Business Review as one of their ‘Breakthrough Ideas for Business Today’. A fully revised and updated 10th Anniversary Edition of Yes! was published in early 2017.

Steve is also a regular contributor to the Harvard Business Review and the Institute of Leadership and Management journal Edge as well as writing a monthly business column for the British Airways in-flight business magazine.