It's not that people aren't trying. It's the approach.
Emails get ignored. Products don't sell. Change doesn't stick.
The effort is there – what's missing is the science.
I give leaders, comms teams and HR professionals the tools to actually move people.
Because most change programs are built on assumptions about how people should behave.
Behavioural science tells us how they actually do – and the gap between those two things is where most influence attempts fall apart.
Real people are lazy, scared and overwhelmed
Not because they're difficult – because that's how human decision-making works.
Once you understand the science behind why people resist, delay and ignore, you stop getting frustrated. You start getting traction.
"Bri Williams is the Linnaeus of human behaviour."
Rory Sutherland
Vice Chair of Ogilvy
Right now, the stakes are higher than ever
Work has never required more effective communicators – and never had fewer of them.Â
The pace of change in organisations has outrun the methods most leaders use to manage it.
> AI is reshaping roles faster than training programs can keep up.
> Distributed teams mean you can't rely on presence and proximity to lead.
> Generational shifts are changing workplace expectations.
> Transformation fatigue is real – and it erodes even the best-intentioned strategies.
> And teams are having to do more with less.
For leaders that need their people to change
...and for them to bring others along
I work with mid-to-large organisations where leaders, communication teams and People & Culture / L&D professionals need a sharper approach to shifting behaviour – in their teams, their stakeholders, and their customers.
Leaders
Who need to bring people with them through change, not just announce it.
Comms teams
Who want their messages to land – and actually change what people do.
People & Culture
Who are tired of change training that doesn't transfer back to the job.
Practical science, applied to real challenges
From keynotes to workshops to diagnostics, everything we do together is designed to make a real difference to real work.
Every engagement is grounded in the Williams Behaviour Change Model – a framework that makes behavioural science usable, not theoretical.
Keynotes
Provocative, practical sessions to reframe how your audience thinks about influence and change.
Team Influencing Profile
A diagnostic that shows exactly where your team's influence capability is strong – and where it isn't.
"In 30 years of business I have yet to meet someone with the insight of Bri, in helping understand how the client views your offering."
Peter Singer
Bond National
Don't be annoyed. Be effective.
Get ideas on how to influence, three times a week by subscribing to my free newsletter.
Short, sharp and immediately useful. Real examples, real science, no padding.
Read by thousands of leaders and practitioners across the world.
"I love your newsletters. I read every one. Yours are among the top 3 in my inbox." -Â Kath Walters
One of Australia's most established and sought-after behavioural science practitioners
I'm a team of one, which means when you engage me, you work with me directly. You're not getting a junior consultant or a recycled slide deck.Â
You're getting:
> One of Australia's first and most enduring consultancies, applying behavioural economics to everyday business since 2011.
> CPA with a degree in Applied Psychology.
> Creator of the Williams Behaviour Change Model and Zorro Technique.
> Author of five books.
> Clients across all industries and types including B2B, B2C and government — from CommBank and CPA Australia to the Australian Government, local councils and fast-growth startups.
Areas of expertise Behavioural science · Behaviour change · Influence & persuasion · Change training · Leadership development · Behavioural economics · Australia
How to identify where your team is going wrong
Most organisations assume their people can influence. The Team Influencing Profile gives you evidence — a clear picture of each team member's capability across four dimensions, so you know where to invest and what to develop.
Each member completes a short diagnostic. Results are debriefed with Bri directly. The team overview makes gaps visible at a glance — and gives you a baseline to measure growth against.
Learn about the Team Influencing ProfileReady to stop being frustrated?
Let's talk about what isn't moving in your organisation – and whether behavioural science can help. I work with a small number of clients directly. If the timing works, I'd like to hear from you.
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