Top line. Science shows people don’t buy products. They buy versions of themselves. Identity — not logic — drives the vast majority of decisions. When brands speak to who people are (and who they want to be), they bypass reason and plug straight into the subconscious engine that really sells. Erol Demir could have bought […]
Better vision doesn’t sell. A better image does. Read More →
Top line. Despite clear neuroscientific proof that emotion—not reason—drives decisions, most brands still aim messages at the rational mind. And continue to fail. The Elliot case proved that without emotion, the brain can’t choose or react. Read to discover how to strategically leverage the brain’s emotional system for a neural edge over rivals. Before surgery, Elliot*
What Elliot should have taught brands about emotion. But hasn’t. Read More →
Top line. Gruesome cigarette warnings backfired—driving smoking rates up instead of down. The reason? Hidden mental frictions like the reactance bias, which blocks persuasion when freedom feels threatened. This article unpacks five subconscious stumbling blocks, drawn from Jonah Berger’s The Catalyst, and offers tactics to help shift stubborn mindsets. Gruesome images and grim stats didn’t
The more they warned, the more they smoked Read More →
Top line. Want to change someone’s mind? You won’t—unless you shift their underlying beliefs. But strongly held beliefs are hard to move. Read this to learn why beliefs resist change, and how to use behavioural science tactics to gradually dislodge them—and replace them with ones that get you the decisions and behaviours you want. Drop
To change a belief, boil it Read More →
Abstract. The Challenger disaster revealed a hidden human flaw: overconfidence bias. This article explores how the subconscious mind’s energy-saving shortcuts cause decision-makers to ignore critical data, leap to flawed conclusions, and overestimate their judgement. And how applying disciplined data interrogation can help businesses counter dangerous overconfidence before costly mistakes happen. When social science teacher Christa
Why overconfidence can put a business under Read More →
To move any mind, beliefs must shift. New or altered beliefs are like frogs. Introduce them to a hot head, and they’re out in a flash. But make small, continuous adjustments, and they get tolerated. Little by little, the mind accepts the change, and new beliefs take hold.
Gorillas in the missed Read More →