Top line. Science says the odds of making good choices now for your future self are slim. Why? The brain sees its future self as a stranger. Behavioural science exposes this flaw—and shows how to use anticipated regret to bridge the gap, trigger emotion, and drive smarter, lasting decisions. At 37, I was asked to […]
The best way to look forward is backward 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: Most execs dismiss storytelling as fluff. But the Significant Object experiment proves otherwise: attaching a story to worthless items raised their value by over 6100%. This article unpacks how emotion, narrative, and meaning fuel buying behaviour—and why story may be your brand’s most underused profit lever. Many business execs write off storytelling as
What is a story really worth? Read More →
Top line. Douglas Van Praet’s research, published in Unconscious Branding, reveals a hard truth: 95% of human decisions happen preconsciously—and they stick. This article unpacks what his research shows and how to apply 7 proven steps to influence the subconscious. Use them to build brand strategies that trigger instinct, shape feeling, and shift decisions and
Unconscious branding in 7 steps Read More →
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
Pictures paint a thousand words Read More →