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Youre in a meeting when your boss suggests changing a number to make the quarterly report look stronger. Heads nod. The slides move on. You feel a knot in your stomach: Do you speak up and risk being branded difficult, or stay silent and become complicit? Most people picture defiance as dramatic outbursts. In reality, its often these small, tense moments where conscience collides with compliance. I first saw the power of defiance not in the workplace, but closer to home. My mother was the ultimate people-pleaser: timid, polite, eager to accommodate. Barely 4 feet, 10 inches tall, she put everyone elses needs above her own. But one day, when I was 7, I saw a different side to her. We were walking home from the grocery store in West Yorkshire, England, when a group of teenage boys blocked our path in a narrow alleyway. They hurled racist insults and told us to go back home. My reaction was instantaneous: Stay quiet, avoid conflict, and get past them as quickly as possible. I grabbed my mothers arm, urging her to move with me. But she didnt. My quiet, deferential, never-confrontational mother did something completely different. She stopped, turned, and looked the boys directly in the eyes. Then she asked, calmly but firmly, What do you mean? She wasnt loud or aggressive. And in that moment, she showed me that defiance doesnt always roar, and it can come from the people you least expect. Ive carried these lessons into my work as a physician-turned-organizational psychologist. For decades, Ive studied why people comply, staying silent when they dont want to, and how they can resist wisely. In my book Defy: The Power of No in a World That Demands Yes, I offer a framework based on behavioral science research that can help you defy in ways that are intentional, effective, and true to your values. What defiance really is When people think of defiance, they often picture teenagers slamming doors, protesters shouting in the streets, or rebels breaking rules just for the thrill of it. But thats not the kind of defiance I study or the kind that shapes our lives most often. Defiance is not about being oppositional for its own sake. Its about choosing to act in line with your values when there is pressure to do otherwise. That pressure can come from anywhere: a boss urging you to fudge the numbers, a friend nudging you toward something you dont believe in, a culture telling you to stay in your place. Defiance in those moments might be as small as saying no, asking for clarification, or simply pausing instead of rushing along with the group. Other times, it means speaking up, challenging authority, or maybe walking away. Seen this way, defiance isnt a fixed trait that some people are born with and others lack. Its a practice: a skill you can strengthen over time. Some days you might comply, other days you might resist. What matters is that you have the awareness and the tools to make the choice consciously, rather than letting fear or habit decide for you. Why people comply If defiance is so important, why do people so often stay silent? One reason is a psychological process Ive uncovered in my research: insinuation anxiety. It arises when people worry that not complying with another persons wishes may be interpreted as a signal of distrust. Turning down a bosss request to adjust the numbers might feel like youre implying theyre dishonest. To avoid that discomfort, you go along, even when it violates your values. Behavioral science has long documented this pull toward compliance. In the 1960s, for example, psychologist Stanley Milgram showed that ordinary people would administer what they believed were dangerous electric shocks to strangers simply because an authority figure told them to. My own research has shown surprisingly high levels of compliance with obviously bad advice, even when given by a stranger with no consequences for disagreeing. People feel immense social pressure to go along with what others suggest. Thats because if youve never been trained in how to say no, it feels uncomfortable and awkward. A framework for action If compliance is the human default, how can you build the muscle of defiance? In my research, Ive developed a simple actionable guide that I call the Defiance Compass. Like a navigation aid, it orients you in difficult situations by asking three questions: Who am I? What are the core values that matter most to me? What type of situation is this? Is it safe to resist? Will it have a positive impact? What does a person like me do in a situation like this? How can I take responsibility and act in a way thats consistent with my identity and values? Asking these questions shifts defiance from a gut reaction to a conscious practice. And heres whats important: That third question (What does a person like me do?) circles back to the first (Who am I?), because how you act again and again becomes who you are. Defiance doesnt always mean open confrontation. Sometimes it means asking a clarifying question, buying time, or quietly refusing. It can mean speaking up or walking away. The key is to start small, practice regularly, and anchor your choices in your values. Like any skill, the more you practice, the more natural it becomes. Why defiance matters now Defiance may be risky, but its never been more relevant. At work, employees are pressured to meet targets at any cost. In politics, citizens face waves of misinformation and polarization. In everyday life, people struggle to set healthy boundaries. Across all these contexts, the temptation to comply for the sake of comfort is strong. Thats why learning to defy strategically matters. It protects personal integrity, strengthens institutions, and helps sustain democracy. And it doesnt require being loud or confrontational. Of course, not every act of defiance is safe or guaranteed to make a difference. Sometimes it comes at real personal cost and some people still choose to act even when the impact isnt certain: Think of Rosa Parks refusing to give up her seat, or Colin Kaepernick taking a kee. In those moments, the act itself becomes the message. Both of those individuals were deeply connected to their values and the assessment is personal: What feels worth the risk to one person might not to another. Defiance does require practice: noticing when values are at stake, pausing before you nod along, and choosing actions that align with who you want to be. Each act of consent, compliance, or defiance shapes not just your story but the stories of our societies. If you practice defiance, and teach it and model it, you can imagine a different type of society. You can start to envision a world where, in that same alleyway from my childhood, one of the boys will step forward and tell his friends, Thats not okay. Let them pass. Sunita Sah is a professor of management and organizations at Cornell University. This article is republished from The Conversation under a Creative Commons license. Read the original article.
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E-Commerce
A decade ago, I spearheaded my organizations strategic expansion into a new Eurasian market. Almost immediately, it became evident that our conventional playbook was inadequate. Success in this complex landscape required not just an understanding of business metrics, but a profound appreciation for cultural nuances and regional dynamics. We made a pivotal decision: We set aside our polished PowerPoint presentations and embraced a more human-centric approach. Instead of relying on formalities, we engaged in candid, face-to-face negotiationsoften over a steaming cup of tea. This deliberate shift in strategy was about building genuine relationships, and it worked. By prioritizing trust and open dialogue, we laid the groundwork for a partnership that has not only endured, but flourished. In my own career, shaped through roles at worldadmired organizations like American Express and Amazon, Ive come to rely on five core leadership traits that have consistently driven results, built strong cultures and turned ambiguity into opportunity. And as a leadership advisor at one of the worlds preeminent executive leadership advisory firms, Egon Zehnder, Ive seen those same five core qualities distinguish transformational leaders across industries. No one embodies these five traits perfectly every day. But the most effective leaders Ive worked withand aspired to be likeare the ones who commit to practicing and developing these traits over time. 1. Emotional Intelligence and Empathy Great leaders dont just manage work: They read the room. Emotional intelligence (EQ) enables leaders to pick up on unspoken cues, navigate tense conversations, and build authentic relationships grounded in trust. Why it matters People dont perform at their best when they feel overlooked or undervalued. EQ creates psychological safety, which is the foundation of innovation, collaboration and accountability. Leaders who lead with empathy foster a culture of trust, empowering their teams to innovate and thrive in an increasingly complex world. How to build it Ask deeper questions. Go beyond How are you? to Whats been challenging for you this week? Practice active listening. Resist the urge to fix. Instead, reflect back what youre hearing. Build self-awareness. After difficult conversations, debrief with yourself or a mentor: What triggered you? How did you respond? 2. Visionary strategic thinking Leadership is about more than keeping the lights on. Its about illuminating the path ahead. That means developing a compelling vision of the future. Why it matters In uncertain times, people crave clarity. Vision helps clarify priorities, aligns distributed teams, and keeps momentum focused on long-term impact, even when the short term gets messy. How to build it Clarify your why. Whats the deeper purpose behind your work? Write it down and revisit it often. Connect the dots. Help your team see how their work ladders up to something bigger. Invite co-creation. Encourage your team to challenge, refine, and evolve the vision with you. 3. Integrity and decisive accountability Integrity isnt just a personal virtueits a leadership imperative. Do what you say, say what you mean, and own what happens after. Why it matters When your words and actions align, people trust you. When you take responsibility, even when its uncomfortable, it encourages others to do the same. That creates an environment where issues surface early, feedback flows freely, and people feel safe taking thoughtful risks. How to build it Be transparent. Explain the rationale behind decisions, especially when theyre difficult. Own mistakes publicly. When things go sideways, share what you learned and what youll do differently. Set the tone. Recognize and reward integrity in others, even when it comes at a short-term cost. 4. Curiosity and adaptability Curious leaders dont cling to old playbooks. They ask better questions, uncover hidden risks, and spot emerging opportunities. Why it matters Markets evolve. Technologies shift. Cultures vary. What worked yesterday may not work tomorrow. Curious leaders adapt faster because theyre more committed to learning than they are to being right. How to build it Ask What else could be true? when faced with a challenge. Experiment regularly. Try a new approach in a small, low-stakes area and reflect on the results. Cross-pollinate. Read outside your industry. Seek out conversations with people who think differently than you. Lead with questions. In meetings, replace Whats the answer? with What havent we considered yet? Why it stands out Curiosity unlocks everything else on this list. It deepens empathy. It expands strategic thinking. It keeps your integrity rooted in humility. And it allows you to empower others by showing that leadership isnt about having all the answers, its about never stopping the search. 5. Empowerment through inspiration and autonomy The best leaders multiply their impact by empowering others. They inspire and trust their teams to take ownership, delegate with intention, and develop people through stretch opportunities and support. Why it matters Micromanagement stifles growth. Empowerment boosts morale and creates space for innovation. It also signals that you believe in your teams potential, not just their current performance. How to build it Map out strengths. Understand what your team members are uniquely good at and where they want to grow. Delegate for development. Give stretch tasks that challenge and support long-term growth. Coach, dont rescue. When someones stuck, guide with questions, not quick fixes. Create feedback loops. Make check-ins about learning and support, not just status updates. Dont wait to start becoming the leader you want to be If youre reading this, heres my call to action for you: Start today. Pick one quality, commit to one behavior, and test its impact. Reflect, adjust, and let momentum build. Todays volatile business world needs leaders who can navigate uncertainty with a clear sense of direction and grounded values. As a leader, you have the power to elevate not just your career, but your people. Thats what distinguishes those who lead with impact from those who merely manage.
Category:
E-Commerce
AI isnt a cost-cutting tool. Its a revenue multiplier. Yet too many companies are stuck asking how AI can help them run leaner with fewer people, faster processes, lower costs. That question wont unlock exponential growth. The better one is: How can AI help us grow faster, sell more, and drive new revenue streams? Yes, cost savings will deliver marginal gains. But accelerated and/or new revenue unlocks step-change impact. If your AI doesnt show up in your P&L as higher conversion, more long-term value, and stronger monetization, then its not a strategy. Its just automation. THE REVENUE UNLOCK IS HIDING IN PLAIN SIGHT AIs real power lies in how it transforms commercial outcomes. The highest-leverage applications arent about doing the same thing with fewer people. Theyre about doing new things better, faster, and more intelligently. Here are three high-impact areas where AI is already delivering commercial lift: Real-time relevance This application is where AI shines brightest, not just in showing the right product, but in reshaping the entire customer journey to determine what matters most to each individual consumer. By analyzing live signals around intent, recency, device, geography, and behavioral patterns, AI models can decide which action, message, or product is most relevant at any given moment. Instead of relying on static customer profiles, AI is powering dynamic prioritization based on signal density, predicted value, and likelihood to act. Checkout monetization Checkout has always been a critical moment of truth and AI turns it into a revenue engine. Instead of offering a static buy now, AI can dynamically surface relevant add-ons, bundles, warranties, or services tailored to that exact customer in that exact moment. Because this happens when intent is already high, even small improvements yield disproportionate gains. For many businesses, checkout is the single best opportunity to transform a transaction into a marketplace. Dynamic decisioning Unlike one-off campaigns or basic customer journeys, AI-driven decisioning runs continuously in the background, recalibrating in real time. It can adjust promotions, product recommendations, and retention strategies in response to evolving signals: a shift in behavior, market trends, or even an external event. Done right, dynamic decisioning maximizes lifetime value by ensuring that every customer interaction nudges someone toward deeper engagement and higher spend not once, but over time. Saks Global, Abound, and HelloFresh are just a few companies utilizing these applications in the real world with compelling results: Luxury retailer Saks Globals AI-curated homepages maximizes personalization to deliver a 7% lift in revenue per visitor and a nearly 10% boost in conversions. Abound, one of Londons fastest growing fintechs, sets itself apart from competitors by using AI-driven dynamic decisioning. It harnesses open banking insights instead of outdated credit scores and statistical averages. They have lent about $1 billion in the five years since it was founded in 2020. AI insights allow Abound to understand each borrowers unique financial profile with real-time financial data. This use of AI minimizes the companys default rates while allowing it to offer lower borrowing rates to consumers. Meal kit delivery company HelloFresh has been using AI and machine learning extensively across its business. One way its been driving revenue in the U.S. is with machine learning-powered personalization preferences, optimizing meal selection in real time based on behavior. In August 2025, the company announced a $70 million investment, partly to supercharge AI-driven personalized meal planning across its expanded menu to help customers navigate choices more intuitively. AI is so much more than an add-on or standalone feature. It should be thought of as a commercial operating system that is baked into every enterprises go-to-market strategy. However, to fully maximize a revenue-focused AI strategy, brands must undertake continuous testing, feedback loops, and optimization of customer touchpoints. The C-suite has a responsibility to reframe the way we think about AI. Boosting productivity is important, but AI strategies shouldnt just be about doing things cheaper. It should also be used to turbocharge growth and sell in entirely new ways. Using futuristic technology to do the same old same old, like reducing headcount to boost profits, is just a road to stagnation. Efficiency is expected. Its relevance that drives revenue. Saving money isnt a strategy. Creating value is. The companies that define the next decade wont be the leanest. Theyll be the most revenue-intelligent. Elizabeth Buchanan is chief commercial officer of Rokt.
Category:
E-Commerce
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