YESENTIALS®: Because
The Word That Turns “No” Into “Go”
Words don’t just inform — they influence.
And a few words have disproportionate power to change what happens next.
In this YESENTIALS® module, we explore one of the most famous and replicated studies in behavioral psychology — a study that proved a simple truth:
Add the word because to a request, and people are far more likely to say yes.
In the now-legendary Copier Machine Study (1978), adding a simple justification — “because I’m in a rush” — boosted compliance with a request from 60% to 94%.
Why “Because” Works
The brain is wired to look for cause-and-effect. It wants an explanation. A purpose. A why.
When we use the word because, we engage the part of the brain that looks for meaning. It acts like a neural green light, helping people move from hesitation to forward motion.
That’s why “because” is a forcing mechanism — it accelerates engagement without pressure.
And Why “But” Doesn’t
In contrast, the word but tells the brain to prepare for conflict. It acts like a neural eraser, wiping out whatever came before it and flagging disagreement, uncertainty, or risk.
“We love the work you’re doing, but we need to talk…”
vs.
“We love the work you’re doing, because of that we need to talk…”
The difference? One builds connection. The other builds resistance.
So What Do We Do?
Be mindful of your language. Especially in moments that matter.
- Replace “but” with “because” where you can
- Always offer a valid reason — even a small one
- Train yourself to explain the “why” behind every request
Because people want to say yes — but first, they need a reason.
