'A book for the ages' – Rory Sutherland, author of Alchemy
How did the world's best brands get so big?
They had more than great products – they hacked the human mind.
This book reveals their secrets.
Richard Shotton, author of The Choice Factory and The Illusion of Choice combines with experienced CEO and business thought leader MichaelAaron Flicker to take a look at the behavioural science underpinning the success of seventeen leading brands, including Apple, Dyson, Red Bull, and Starbucks.
What is it about Amazon that pulls us back again and again?
How does a two-minute wait make Guinness taste better?
Why do we pay more for water than we know it's worth?
The answers are all in this book. Moving beyond theory, Hacking the Human Mind is a practical, accessible and engaging guide, filled with techniques to help you level up your marketing.
You too can make your brand the one people reach for – without them ever really knowing why.
'This is a great book. Practical, generous and insightful' – Seth Godin, bestselling author of This is Marketing Uncover the behavioural science tactics behind the success of seventeen of the world's leading brands, so you too can learn from the winners and power-up your marketing.
Richard Shotton is the founder of the behavioral science consultancy Astroten. He is also the author of The Choice Factory, a book on applying behavioral science to marketing. It has sold 100,000+ copies, holds a 4.6 rating on Amazon, and has been translated into 15 languages. It won best sales and marketing book at the 2019 Business Book Awards. He built upon these ideas in The Illusion of Choice and is the co-author of Hacking the Human Mind.
MichaelAaron Flicker is the founder and president of XenoPsi Ventures, a brand incubator firm providing financial, marketing and intellectual capital to a growing portfolio of companies. He has worked with many of the country's leading brands including Nike, JPMorgan Chase & Co, Chubb, AstraZeneca Pharmaceuticals, ACE Insurance and Evan Williams Bourbon. As a thought leader at the intersection of business consulting, advertising, and technology, MichaelAaron is regularly writing and speaking at industry events and is regularly featured in publications such as Advertising Age, MediaPost, VentureBeat, and Chief Marketer. He is co-author of the book Hacking the Human Mind.
"Superb marketing is both an art and a science. I know of no better proof than in the engaging and illuminating content of this book, which shows how some of our most successful brands simultaneously mastered each to great effect." -Robert Cialdini, New York Times bestselling author, Influence and Pre-Suasion
"This is a great book. Practical, generous and insightful." -Seth Godin, bestselling author of This is Marketing and All Marketers are Liars, entrepreneur and teacher
"Shotton and Flicker unpack how the smartest brands use behavioral psychology to genuinely shift consumer preference. Clear, engaging, and refreshingly practical, this book belongs in the hands of anyone serious about understanding what truly moves people." -Nir Eyal, bestselling author of Hooked: How to Build Habit-Forming Products
"This is a book for the ages. The authors have ingeniously used behavioural science to reverse-engineer the psychological genius that lies hidden behind many of the world's greatest brands." -Rory Sutherland, Vice Chairman at Ogilvy UK, and author of Alchemy
"A fascinating look at how today's top brands have used subtle cues and smart design to draw attention and inspire action. Wonderful mix of rigorous evidence and quirky stories, told in a way that's clear, practical, and fun to read. Ideas and tactics you can put to work immediately." -Jonah Berger, Professor and bestselling author of Contagious and The Catalyst
"Hacking the Human Mind is a double treat: you'll discover behavioral science through the world's most iconic brands
