The Future of Bitcoin Loans, Security, and Financial Freedom with Unchained CEO Joseph Kelly

Episode Topic In this episode, we dive into a thought-provoking conversation with Emmanuel Daniel, a visionary in global finance and founder of Tabb Global. Known for his insights into fintech and banking, Emmanuel shares his perspectives on the evolving landscape of finance, from the role of central banks to the impact of decentralized finance (DeFi). Key topics include central bank digital currencies (CBDCs), the personalization of finance, and the growing influence of decentralized platforms. Emmanuel addresses how shifts in financial technology may disrupt traditional banking, particularly through blockchain and AI advancements, reshaping the global economy. Lessons You’ll Learn This episode delivers invaluable lessons on the forces reshaping finance and what they mean for consumers, financial institutions, and innovators. Emmanuel discusses why central banks are increasingly focusing on digital currencies and how they’re trying to keep up with rapid crypto and DeFi innovations. You'll gain insights into the balance between regulation and decentralization, as well as the essential role of AI in personalizing financial services. Additionally, Emmanuel emphasizes understanding these trends for anyone involved in fintech, showing how foresight and adaptability can shape future success.   About Our Guest Emmanuel Daniel, the founder of Tabb Global and author of The Great Transition: The Personalization of Finance Is Here, is recognized globally for his thought leadership in finance. With a deep understanding of fintech, banking, and decentralization, Emmanuel brings a unique perspective on financial evolution. His experience includes advising on digital banking trends and studying shifts in financial models worldwide, making him a sought-after voice in the industry. His work highlights the pivotal moments when economic and technological forces converge to create transformational change in global finance. Topics Covered This episode unpacks critical topics in modern finance, from central bank digital currencies to blockchain innovations. Emmanuel delves into the Bank for International Settlements' role in guiding CBDCs, the growing appeal of decentralized finance, and the implications of Gen Z’s evolving financial habits. Additional topics include the challenges of regulating digital currencies, the significance of tokenized deposits, and how shifts in technology and trust affect banking. Whether you’re a fintech professional or curious about the future of money, this discussion offers an in-depth look at what lies ahead for financial systems worldwide.  

Episode Topic In this episode, we explore the transformative power of Bitcoin with Evander Smart, a former Wall Street banker who left the traditional finance world to pioneer Bitcoin education. Evander dives into his journey from banking on Wall Street to discovering Bitcoin as a solution for financial independence and decentralization. With a deep understanding of both traditional finance and cryptocurrency, Evander shares why he believes Bitcoin is the best investment of the 21st century, comparing its decentralization and potential to revolutionize finance on a global scale. Lessons You’ll Learn Tune in to learn why Bitcoin, as opposed to other cryptocurrencies, offers unparalleled security, decentralization, and investment potential. Evander discusses key financial concepts like supply and demand, scarcity, and Bitcoin's capped limit of 21 million coins. Gain insights on how Bitcoin differs from other digital assets, the value of investing early, and why understanding Bitcoin could be life-changing. This episode equips listeners with the knowledge needed to navigate the evolving crypto landscape with confidence. About Our Guest Evander Smart is the founder of Bitcoin University, an educational platform aimed at simplifying Bitcoin for new and experienced investors alike. With years of experience in finance, including time on Wall Street, Evander leverages his unique background to offer practical insights into the benefits and nuances of Bitcoin. A passionate advocate, Evander’s mission is to empower individuals to make informed decisions and embrace the future of decentralized finance. Topics Covered In this episode, we cover a range of essential Bitcoin topics, including Bitcoin vs. crypto, Bitcoin’s capped supply, Wall Street’s influence on Bitcoin’s growth, and the ethical concerns surrounding other digital assets. Evander explains the fundamental differences between centralized and decentralized finance, providing actionable advice for those considering investing in Bitcoin. Whether you're curious about blockchain technology, Bitcoin’s economic implications, or simply interested in financial security, this episode offers a thorough overview.  

Episode Topic This episode of the PayPod podcast explores the dynamic fintech landscape in Asia, featuring insights from Dwight Willis, CEO of DSGPay. As a leader in payments innovation, Dwight dives into topics like embedded finance, open banking, and the challenges of financial inclusion across Asia’s varied economies. Based in Thailand, DSGPay serves a wide range of clients with services such as real-time payments and multi-currency virtual accounts, offering unique solutions for cross-border payments. Dwight contrasts the regulatory landscape in Asia with that of the West, emphasizing the distinct hurdles and opportunities faced by fintech companies operating in diverse markets such as Southeast Asia. For listeners interested in fintech, this episode offers a comprehensive look at the unique dynamics of payments and regulatory challenges in Asia. Lessons You’ll Learn In this episode, Dwight shares invaluable lessons on balancing innovation with regulatory compliance in cross-border payments. You’ll learn how DSGPay navigates challenges in emerging markets, emphasizing the importance of working with regulated partners to maintain compliance while driving financial inclusion. Dwight highlights the benefits and risks of real-time payments and embedded finance, especially within the context of Asia’s unique regulatory environment. He also shares insights on managing multi-currency accounts to streamline international transactions. This episode provides a robust learning experience for anyone interested in fintech, payments innovation, and the opportunities for financial inclusion in Asia’s evolving markets. About Our Guest Dwight Willis is the co-founder and CEO of DSGPay, a pioneering fintech company specializing in real-time payments and multi-currency virtual accounts. With a background in banking and tech, Dwight’s journey to fintech entrepreneurship was fueled by his desire to tackle the high costs and limited options for cross-border payments in Asia. Based in Thailand, he and his team at DSGPay have grown the company organically, focusing on providing innovative payment solutions across Asia. Dwight’s vast experience working with regulatory frameworks and his unique perspective on embedded finance make him an influential figure in the Asian fintech space. Topics Covered This episode covers a range of critical topics in the fintech industry, including embedded finance, open banking, and financial inclusion. Dwight discusses the importance of real-time payments for small and medium-sized enterprises (SMEs) in Asia, shedding light on how these solutions can drive financial inclusion while also presenting challenges. Other key topics include the cultural and regulatory diversity across Asian economies, the role of multi-currency accounts in facilitating cross-border transactions, and the complexities of managing compliance in emerging markets. This in-depth conversation offers a valuable perspective on navigating the fintech landscape in Asia.

Episode Topic In this episode of Pay Pod, host Kevin Rosenquist sits down with Qin En Looi, partner at Saison Capital, to explore the transformative world of Web3, blockchain, and tokenization in fintech. Qin En shares his insights on how Web3 is more than just a trend—it's an avenue with the potential to reshape financial services by increasing transparency, reducing intermediaries, and making global transactions more efficient. This conversation dives deep into the benefits and challenges of Web3, exploring its role in creating new financial products and offering global market access. Whether you're new to blockchain or a seasoned fintech enthusiast, Qin En's experience-driven insights shed light on the power of intuitive decision-making in investment. Lessons You’ll Learn Listeners will gain invaluable insights into the nuances of early-stage investing, especially in high-potential areas like Web3 and tokenization. Qin En discusses why balancing data with instinct is key when backing startups and explains the importance of thinking about "what could go right" rather than solely focusing on potential risks. This episode also provides a unique look into how blockchain technology can democratize asset access, especially in emerging markets. Qin En's take on how real estate and financial services are being revolutionized through blockchain offers an in-depth understanding of future fintech possibilities and how companies can leverage Web3 for secure, scalable growth. About Our Guest Qin En Looi is a seasoned investor and partner at Saison Capital, focusing on early-stage investments in Web3 and blockchain startups. Known for his hands-on approach, Qin En leverages both his instinct and data-driven strategies to spot transformative potential in emerging technologies. A Stanford graduate and a founder himself, Qin En’s experiences in the tech and venture capital space provide him with a unique perspective on fintech, blockchain, and tokenization. Since joining Saison Capital, he has led over 50 investments in Web3 startups, advocating for the technology’s power to bring transparency and efficiency to financial systems globally. Topics Covered This episode covers a wide range of topics, from Qin En’s investment philosophy to the broader implications of blockchain on financial markets. Listeners will hear about how Web3 technology can reduce the need for intermediaries, improve transparency, and lower transaction costs, making global financial services more accessible. Qin En also shares his thoughts on tokenization’s impact on real estate and how trusted financial institutions could drive mass adoption of blockchain. With discussions on risk, market readiness, and the future of fintech, this episode is a must-listen for those interested in the intersection of finance, technology, and global market access.  

Episode Topic In this episode of Pay Pod, Kevin Rosenquist sits down with Toby Donovan, an executive recruiter at Spencer Stuart specializing in high-level placements within the fintech and payments sectors. Toby sheds light on how executive search firms like Spencer Stuart operate, particularly in the dynamic world of payments and financial technology. As companies in the payments space seek specialized talent to drive growth, Toby shares his experience matching top-notch candidates with companies looking to expand their teams. If you're curious about the inner workings of executive recruitment and how it impacts the fintech industry, this episode provides a unique look behind the scenes. Listen in to understand how recruitment trends are evolving in the payments industry. Learn what makes a strong candidate stand out in today’s competitive fintech landscape, and discover how companies are increasingly valuing diverse experience within their teams. Whether you're seeking new career insights or looking to strengthen your company’s recruitment strategy, Toby Donovan offers valuable takeaways for professionals at all levels.   Lessons You’ll Learn Toby Donovan reveals the secrets behind successful executive placements and shares what companies really look for in top candidates. You’ll learn why experience across different parts of the payments ecosystem can be a game-changer and how "sideways moves" can broaden your career opportunities. Toby explains how executive recruiters evaluate candidates, what traits are essential for cultural fit, and how companies can minimize the risk of hiring mismatches. Discover the importance of storytelling in interviews, as Toby emphasizes how a well-articulated career journey can make or break a candidate's chances. By the end of the episode, you’ll understand the value of long-term recruiter relationships and how they can benefit your career progression. If you’re aiming to climb the corporate ladder in fintech or payments, these insights will equip you with practical steps to achieve your career goals.   About Our Guest Toby Donovan is an executive recruiter at Spencer Stuart, a leading global search firm known for its expertise in executive placements within the financial services and payments sectors. With over a decade of experience, Toby has helped countless companies find top-level talent to lead critical initiatives in the payments and fintech spaces. Before his current role, Toby spent years as a conference producer, immersing himself in the financial technology world before fintech even became a buzzword. At Spencer Stuart, Toby leads senior-level searches for companies across the globe, particularly in North America, leveraging his broad network and deep industry insights. Specializing in consumer financial services and payments, he matches executives with organizations ready to make transformative changes. His unique career path and experiences in London, Australia, and the United States provide him with a global perspective on recruitment, helping businesses find the right leaders for strategic growth.   Topics Covered This episode dives into the intricacies of executive search within the fintech and payments industries. Toby discusses the importance of payment diversity, which refers to having experience in multiple areas of the payments ecosystem. He outlines how Spencer Stuart approaches executive recruitment, from understanding client needs to matching candidates with specific skill sets. The conversation covers how the right cultural fit plays a crucial role in long-term placement success and the importance of flexibility around traditional education requirements for certain roles. Listeners will also hear about the changing landscape of career moves in fintech, with an emphasis on "sideways moves" that broaden one's experience without necessarily being a promotion. Finally, Toby shares advice for executives on building valuable relationships with recruiters, making them a long-term career asset. If you’re interested in the mechanics of high-level recruitment or looking to make strategic moves within fintech, this episode provides actionable insights.  

Episode Topic In this episode, Kevin Rosenquist sits down with Paul Clarke, Chief Product and Innovation Officer at Cashflows, to explore the ever-evolving fintech and payments landscape. With over two decades of experience, Paul delves into the company's mission to streamline payment processes and enhance user experiences. Cashflows, known for its “Payments Perfected by People” approach, provides businesses with tailored financial solutions, omnichannel capabilities, and subscription management tools. The episode highlights the company’s dedication to making payments simple, efficient, and adaptable to various business needs. Join us as we discuss the challenges of staying competitive in fintech, the role of technology in user experience, and how Cashflows continues to innovate in an industry driven by rapid changes and customer demand. Lessons You’ll Learn Paul Clarke shares his insights on how Cashflows approaches innovation in fintech. Learn how user experience drives every decision, from creating seamless omnichannel solutions to improving subscription models and instant payments. Paul explains the importance of understanding customer needs, adapting to market shifts, and balancing risk with user demand. He reveals how Cashflows' flexibility allows them to meet small businesses' needs, emphasizing customer relationships and personalized service. Whether you’re interested in the mechanics of fintech or broader business strategies, this episode offers valuable lessons on building a successful and responsive payment platform. Discover how Cashflows maintains a competitive edge by prioritizing technology, simplicity, and customer-focused solutions. About Our Guest Paul Clarke is the Chief Product and Innovation Officer at Cashflows, a payment solutions company that provides businesses with streamlined financial services. With over 20 years in the payments and fintech sector, Paul has held key roles at companies like Worldpay, where he focused on enhancing e-commerce solutions. At Cashflows, he continues to lead efforts in omnichannel payment systems, subscription management, and instant settlement solutions. Paul’s approach combines technological innovation with a deep understanding of customer needs. Known for Cashflows’ mantra, “Payments Perfected by People,” Paul is dedicated to making financial transactions smoother and more efficient for businesses across multiple sectors. His insights on user experience, risk management, and fintech trends make him a respected voice in the industry. Topics Covered The conversation with Paul Clarke covers a range of topics, from the evolution of user experience in fintech to the specific innovations Cashflows brings to the payments sector. Paul explains Cashflows' omni channel solutions, designed to offer merchants a unified platform for accepting payments online, in-store, and on mobile. The episode also explores Cashflows’ subscription tools, allowing businesses to manage recurring payments effortlessly. Paul discusses the challenges of risk management in instant payments and shares how Cashflows supports small businesses with services like same-day settlement. Kevin and Paul also examine how partnerships between fintech and traditional banks shape the industry, focusing on the blend of technology and human touch that defines Cashflows’ approach  

Episode Topic: In this episode, Kevin Rosenquist interviews Joseph Kelly, CEO and co-founder of Unchained, a financial services company focused on Bitcoin. They explore the intricacies of Bitcoin's decentralized nature, its advantages over other cryptocurrencies, and the unique services Unchained offers to long-term Bitcoin holders, such as multi-signature vaults, Bitcoin-backed loans, and retirement accounts. Joseph also shares his perspective on the future of Bitcoin and addresses common critiques, including mining challenges and Bitcoin’s halving events. The episode dives into how Unchained stands out in the crypto industry by prioritizing security and empowering users to hold their own keys. From discussing the technical aspects of blockchain to highlighting Bitcoin’s role in a decentralized financial ecosystem, this conversation covers the fundamentals and advanced elements of Bitcoin that investors and crypto-enthusiasts alike will find insightful.   Lessons You’ll Learn Listeners will gain valuable insights into Bitcoin and the benefits of decentralized finance. Joseph explains why Bitcoin is unique among cryptocurrencies and breaks down concepts like multi-signature vaults, mining, and Bitcoin’s capped supply. The episode sheds light on how Bitcoin-backed loans work, the potential risks involved, and the practical steps Unchained takes to mitigate them, offering listeners a better understanding of using crypto as collateral. Joseph also shares lessons from his own entrepreneurial journey, discussing the challenges and rewards of building a crypto-focused company. His experiences highlight the importance of customer-centric innovation and strategic focus, making this episode valuable not only for crypto investors but for aspiring entrepreneurs navigating the fintech industry.   About Our Guest Joseph Kelly is the CEO and co-founder of Unchained, a pioneering financial services company in the Bitcoin space. Since founding the company in 2016, Joseph has been committed to helping individuals securely manage their Bitcoin holdings. With a career spanning 15 years in technology and entrepreneurship, Joseph’s work with Unchained has focused on creating user-centric solutions like multi-signature vaults and Bitcoin-backed loans. His mission is to empower people to harness Bitcoin’s decentralized capabilities, offering tools for secure custody, lending, and long-term financial planning. Before diving into the crypto world, Joseph spent two years sailing the Caribbean on a family-owned sailboat, which he credits for sparking his entrepreneurial spirit. He brings a unique perspective to the industry, blending technical knowledge with an understanding of the human side of finance. His passion for Bitcoin and decentralized finance continues to drive Unchained’s vision and expansion.   Topics Covered Introduction to Unchained: Kevin and Joseph discuss Unchained’s services, including multi-signature vaults, Bitcoin-backed loans, and retirement accounts for crypto investors.Bitcoin Fundamentals: The conversation explores the unique features of Bitcoin, including its capped supply, decentralization, and why Joseph believes it’s a better investment than other cryptocurrencies.Bitcoin Mining and Halving: Joseph explains Bitcoin mining, its environmental impact, and the implications of Bitcoin’s halving events on the value and motivations for miners.Entrepreneurial Journey: Joseph reflects on his personal experiences that led him to co-found Unchained, including time spent living on a sailboat and his early ventures in tech. He shares how these experiences shaped his approach to building a company that bridges the gap between traditional finance and cryptocurrency.  

Episode Topic: In this episode, Kevin Rosenquist sits down with Danielle Hayden, founder of Kickstart Accounting, to discuss how entrepreneurs can achieve financial confidence. Having spent a decade as a CFO, Danielle recognized the gap in financial literacy among small business owners and established Kickstart Accounting to provide comprehensive bookkeeping and accounting services with a personal touch. The conversation delves into the importance of understanding your business finances beyond tax benefits, instead focusing on sustainable growth and goal achievement. Danielle sheds light on how small business owners can use their financial data to make impactful decisions that drive their companies forward. With a unique approach, Danielle empowers entrepreneurs, particularly women, by helping them harness financial tools to grow and succeed. Listeners will discover how a proactive stance on financial management can help them reach milestones and avoid common pitfalls. This episode is essential for business owners looking to elevate their financial strategy with insights from someone who has transformed small business finances. Lessons You’ll Learn Danielle shares her approach to financial management, highlighting why viewing your business finances holistically is vital to sustainable growth. Listeners will learn why simply treating business expenses as tax deductions limits potential and how making informed financial decisions is key to achieving business goals. Danielle’s insights into how small businesses can use financial reviews and metrics to make better choices underscore the value of ongoing financial education. You'll also learn why Danielle is passionate about helping women entrepreneurs thrive in a historically male-dominated field. She emphasizes the importance of having a “money team” and creating an environment where business owners can confidently celebrate financial wins and navigate challenges. Through her experience, Danielle teaches entrepreneurs to manage their finances with confidence and clarity. About Our Guest Danielle Hayden is a former CFO and the founder of Kickstart Accounting, a bookkeeping firm that goes beyond traditional accounting services. Danielle and her team at Kickstart Accounting support entrepreneurs in understanding and managing their finances from a holistic standpoint. As the host of the "Business by the Books" podcast, she provides practical financial insights to her listeners, equipping them with the tools needed to succeed. With over a decade of experience, Danielle has helped countless business owners gain clarity on their financial goals and build sustainable businesses. Passionate about financial education, Danielle particularly enjoys helping women entrepreneurs overcome common barriers in finance. She advocates for a judgment-free approach, creating a supportive environment where clients feel empowered to ask questions and celebrate their successes. Her work at Kickstart Accounting reflects her dedication to transforming the way business owners engage with their financial health. Topics Covered In this episode, Danielle and Kevin discuss the various ways small business owners can enhance their financial literacy and make decisions that align with their long-term goals. Topics include the difference between tax-centric spending and growth-driven spending, as well as the challenges entrepreneurs face when navigating their finances. Danielle explains how understanding and analyzing financial data can lead to informed decision-making, helping entrepreneurs grow their businesses responsibly. The conversation also covers the importance of building a trustworthy financial team and why an environment of open communication is essential for success. Danielle shares her hiring insights, her philosophy on mentorship, and how Kickstart Accounting creates a unique culture centered on passion and client success. By the end of the episode, listeners will have a deeper appreciation for how financial knowledge can lead to empowered entrepreneurship.  

Episode Topic: In this episode of Pay Pod, host Kevin Rosenquist sits down with Vignan Velivela, CEO and co-founder of A to B, a company transforming the trucking and transportation industry through modern payment solutions. They discuss how outdated financial systems in trucking—dating back to the 1980s—have created inefficiencies that impact drivers, fleet operators, and ultimately, the consumer. A to B’s mission is to enable immediate payments, fuel rewards, and fraud prevention solutions for drivers and delivery companies. Vignan shares insights into the trucking sector’s challenges and its heavy reliance on outdated financial systems. By modernizing payments and providing same-day options, A to B aims to streamline operations in the logistics industry, making it more efficient and cost-effective. Tune in to learn how innovations in fleet technology are driving positive change in a vital sector of the economy.     Lessons You’ll Learn Listeners will discover how modernizing financial systems in trucking can benefit everyone involved, from truck drivers to fleet operators. Vignan dives into the core issues, including delayed payments and the significant cost of fuel, and how A to B’s technology addresses these challenges. He explains how introducing same-day payments can save trucking companies money and eliminate inefficiencies. Vignan also discusses fraud prevention and how A to B uses advanced technologies to ensure that fuel purchases are secure and aligned with business needs. The episode provides valuable insights for anyone interested in fintech, logistics, or the future of payments in the transportation industry.     About Our Guest Vignan Velivela is the CEO and co-founder of A to B, a fintech company dedicated to transforming the financial landscape for trucking and transportation. With a background in electronic engineering and economics from India, Vignan moved to the U.S. to further his studies in autonomous vehicles at Carnegie Mellon University. He gained experience at Cruise Automation, working on self-driving car technology, before launching A to B in 2019. His vision for A to B focuses on improving the trucking industry by providing faster payment solutions and fraud prevention tools. Vignan’s expertise spans payment systems, fuel optimization, and logistics. He is passionate about creating innovative financial services that help small businesses in the transportation sector thrive.     Topics Covered In this episode, Kevin and Vignan explore a variety of topics, including the challenges of modernizing trucking payments, the importance of fuel efficiency, and how A to B prevents fraud in fuel transactions. Vignan shares his journey from launching a fintech company in India to working on NASA’s lunar rover project at Carnegie Mellon, illustrating his deep commitment to solving complex technological problems. Listeners will also hear about the logistics industry’s future, with insights into autonomous trucking, electric vehicles, and the potential for fleet electrification. With Vignan’s expertise in payments and fleet management, this episode provides a comprehensive look at how technology is reshaping the trucking and transportation industry.  

Episode Topic: In this episode of Paypod, host Kevin Rosenquist sits down with Marshall Greenwald, the founder and CEO of Ionia, to discuss how he's transforming the payments industry by cutting out middlemen and speeding up merchant transactions. Marshall shares his journey from working in banking to becoming a fintech entrepreneur, and how Ionia is disrupting the traditional payments process that has remained largely unchanged for decades. The conversation dives deep into how businesses can benefit from faster payments, reduced fraud risks, and more direct connections with consumers. With a focus on eliminating the barriers between merchants and customers, this episode explores the future of fintech. By leveraging AI and advanced technology, Marshall Greenwald is not only changing the way payments are processed but also solving critical issues like merchant cash shortfalls. His insights on the future of payments highlight how innovation is reshaping the landscape, especially for small and medium-sized businesses facing inflationary pressures and delayed settlements.     Lessons You’ll Learn Listeners will gain valuable insights into how fintech innovations are addressing long-standing issues in the payments industry. Marshall explains the challenges merchants face with delayed payments and fraud and how Ionia's platform offers a solution by providing instant, secure transactions with no risk of fraud. You'll learn how cutting out middlemen and reducing transaction complexity can significantly benefit businesses by improving cash flow and reducing costs. Moreover, Marshall offers a unique perspective on the evolving fintech landscape, showing how technology like AI is being used to prevent fraud in real-time. He emphasizes the importance of adopting cutting-edge payment systems, particularly in an era where consumers demand fast, seamless, and secure transaction experiences.     About Our Guest Marshall Greenwald is the founder and CEO of Ionia, a fintech company revolutionizing the payments industry by simplifying the transaction process between merchants and consumers. With over 20 years of experience in the payments sector, Marshall initially started his career in banking before pursuing entrepreneurship. His passion for helping small businesses and his dissatisfaction with the inefficiencies he observed in traditional payment systems led him to create Ionia nearly a decade ago. Under his leadership, Ionia has grown from a small startup to a platform processing over $10 million monthly in its beta phase. Marshall’s innovative approach leverages AI and advanced technology to address long-standing issues like payment delays, fraud, and the high costs associated with multiple intermediaries. His vision for the future of payments is focused on creating faster, more secure, and more direct connections between merchants and consumers.     Topics Covered How Marshall Greenwald’s journey from banking led to the founding of Ionia The inefficiencies of traditional payment systems and how Ionia is disrupting the industry The role of AI in preventing fraud and enhancing transaction security The impact of cutting out middlemen and speeding up payments on businesses The importance of cash flow for small and medium-sized enterprises, especially in times of inflation Predictions for the future of fintech, including innovations in payment processing and consumer financing The rise of "Buy Now, Pay Later" options and how they are reshaping consumer behavior