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"A book for the ages." -Rory Sutherland, Author, AlchemyHow 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 (
The Choice Factory,
The Illusion of Choice) and 9x CEO
MichaelAaron Flicker take a look at the behavioral science underpinning the success of 17 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 here.
And it's not just theory.
Hacking the Human Mind is a practical guide, filled with techniques for you to try today. So you too can make your brand the one people reach for - without them ever really knowing why.
About the author
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 85,000+ copies, 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 (2023) and is the co-author to his latest book
Hacking the Human Mind (2025).
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 (2025).
Summary
Uncover the behavioural science tactics behind the success of 17 of the world's leading brands, so you too can learn from the winners and power-up your marketing.
