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. 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. Pricing is never just a number. It’s a story the subconscious tells itself about value and worth. Read this for science-led pricing tactics—like anchoring, decoys, and scarcity—that shape perception and drive action. Use them to reduce friction, boost conversions, and gain a powerful neural edge over rivals. To drive up revenue, The Economist
Numbers have their own story 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. 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 →