The S-Factor: Unlocking Real Persuasion with Chase Hughes

---

Rethinking Persuasion—Beyond Tricks and Techniques

Persuasion is at the heart of every human interaction, but what if we’ve misunderstood what truly makes us influential? In his eye-opening session at Present to Succeed 2021, Chase Hughes—world-renowned behavior expert and former intelligence trainer—reveals the real science behind persuasion. Forget manipulation and empty tactics; Chase introduces the “S-Factor” and shows how understanding our brains, emotions, and social instincts can transform the way we connect, lead, and succeed.

The Science of Persuasion: How Our Brains Decide

Chase begins by breaking down the basics of human decision-making. Using the triune brain model, he explains how most of our choices are driven by the “animal brain”—the part responsible for emotions, instincts, and gut feelings. While we like to believe we’re logical, it’s our subconscious that’s really in charge. Understanding this is the first step to real influence.

The FATE Model: Focus, Authority, Tribe, Emotion

What actually persuades people? Chase introduces the FATE model—Focus, Authority, Tribe, and Emotion. These four elements are hardwired into us from our evolutionary past. Whether you’re telling a story, leading a team, or pitching an idea, triggering these factors is the key to capturing attention and inspiring action. 

The Four Laws & Lenses of Human Behavior 

To truly influence others, you need to understand them. Chase shares his “Four Laws of Human Behavior” and the “Four Lenses” for seeing people more clearly. We all wear masks, carry insecurities, and are shaped by our childhood experiences. By recognizing these truths, you can build deeper connections and become a more empathetic, effective communicator. 

The Six Keys to Influence & Suggestibility 

Chase reveals the six essential ingredients for influencing anyone: focus, connection, excitement/expectancy, compliance, openness, and suggestibility. He explains how to create the right environment for persuasion—whether you’re on stage, in a meeting, or having a one-on-one conversation. Practical tips include using novelty, building authority, and understanding how scripts and social proof shape behavior. 

Practical Persuasion: Blink Rate, Stage Fright & Real-World Tips 

How do you know if you’re truly engaging your audience? Chase shares actionable techniques, like monitoring blink rate to measure focus and adjusting your delivery to regain attention. He also tackles stage fright, explaining why our brains react with fear and how to overcome it by understanding our evolutionary wiring. 

Conflict, Deception & Building Credibility 

Persuasion isn’t just about getting agreement—it’s also about handling tough situations. Chase offers advice for managing conflict, detecting deception, and building credibility with high-status audiences. His approach is rooted in empathy, science, and a deep understanding of human nature.

The S-Factor and the Power of Real Influence

Chase Hughes’ session is a masterclass in modern persuasion. By focusing on the S-Factor—the science, the story, and the soul of influence—you can transform your results in business, leadership, and everyday life. True persuasion isn’t about tricks; it’s about understanding people, building trust, and creating real choice. 

---

Join the Conversation

How have you used persuasion in your life? What’s your biggest challenge when it comes to influence? Share your thoughts in the comments below!