Melina Palmer is the CEO of The Brainy Business, which provides behavioral economics training and consulting to businesses globally. She shows companies how to get customers to buy and employees to buy-in. Her podcast “The Brainy Business: Understanding the Psychology of Why People Buy” has been downloaded in over 170 countries and used as a resource for universities and businesses. Palmer teaches applied behavioral economics through the Texas A&M Human Behavior Lab. She obtained a master’s in behavioral economics from the Chicago School of Professional Psychology. She has contributed research to the Association for Consumer Research and Filene Research Institute and writes on behavioral economics and business for Inc Magazine. Palmer has written award-winning books including “What Your Customer Wants and Can’t Tell You” (2021), “What Your Employees Need and Can’t Tell You” (2022), and “The Truth About Pricing” (2024).