What Elliot should have taught brands about emotion. But hasn’t.

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* […]

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In two minds

Top line. In the 1970s, Kahneman and Tversky discovered that the brain integrates a conscious and subconscious system to make decisions. But the big, Nobel-winning surprise? Not the rational mind—but the subconscious—is the brain’s true decision-making mastermind. Read this to unpack how the two systems work, and how brands can influence them. In the early

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Pictures paint a thousand words

Top line. Images don’t decorate your message—they direct it. The brain relies more on visuals than any other sense to frame meaning and trigger decisions. A simple image swap on a diet website lifted conversions by 52%. Read on to learn why visuals steer the subconscious—and how to use them strategically. Why visuals help the

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To change a belief, boil it

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

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Gorillas in the missed

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.

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