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 →
In 2017, an Australian ad campaign to persuade consumers to reduce plastic straw consumption crashed and burned. The campaign didn’t fail because Australians aren’t bothered about the 8 million tonnes of non-biodegradable plastic that gets dumped into the world’s oceans every year. It bombed because the human subconscious mind cares about its autonomy more. When
Why questions work better than answers 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 →