Book Explores Patterns of Influence
Jeff Purser, known for producing ‘Fat Pizza’ and ‘Cedar Boys’, released a new book titled ‘YES YES YES: The Playbook of Persuasion’ on 13th May 2026. This book delves into the hidden patterns behind how individuals say ‘yes’.
Over two decades of experience in sports, media, and entertainment have shaped Purser’s insights into persuasion. He identifies a behavioural sequence that influences decision-making, emphasizing that effective persuasion focuses more on understanding the emotional journey rather than controlling outcomes.
The new book includes two core concepts forming its framework: the Five Heartbeats and the Ten Masks. The Five Heartbeats describe emotional rhythms crucial for influence, while the Ten Masks represent behavioural modes that align with these rhythms.
Understanding the Framework
Pulse, Build, Pause, Flow, and Sustain make up the Five Heartbeats. Roles like The Firestarter and The Siren form the Ten Masks. Purser suggests that influence succeeds when behaviour aligns with these emotional stages, or when the mask matches the heartbeat.
In his words, “This book began as a different project aimed at teaching life lessons to my children. It evolved into a deeper exploration of influence and persuasion.”
Influence emerges when people align with emotional timing and presence. Purser states, “Persuasion follows similar beats as seduction. It’s about aligning with the right timing.”
Throughout his career, Purser noticed these masks and heartbeats appearing consistently across vastly different settings—from sporting teams rallying behind leaders to entertainment projects capturing audiences. This framework maps how individuals and leaders shift between different forms of presence as interactions progress.
Purser’s extensive experience includes senior leadership roles connected to the Olympics, the South Sydney Rabbitohs, and Optus TV. He documented a recurring behavioural sequence he observed inside leadership environments, suggesting effective influence is less about controlling outcomes and more about recognising the emotional journey people move through when forming decisions.
Available now through jeffpurserproductions.com, ‘YES YES YES: The Playbook of Persuasion’ serves as a modern guide to understanding and applying persuasive techniques in various settings.
