Hacking the Human Mind
30 September 2025Synopsis
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 (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.
Details
30 September 2025
9781804091326About the author
Richard Shotton began his career in marketing twenty-one years ago before setting up his own company, Astroten. Astroten help clients such as Google, Facebook, Sky, BrewDog and Mondelez apply findings from behavioural science to their marketing.
Richard is the author of The Choice Factory which explains how behavioural science can solve business challenges. The Choice Factory was voted best sales and marketing book of the year at the Business Book Awards. It was a #1 bestseller on Amazon and is now available in 15 languages.
In 2021 Richard was made an honorary lifetime fellow of the IPA and an associate of the Moller Institute, Churchill College, Cambridge University.
Reviews
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, 22-time bestselling author, 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, 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, Alchemy
Books by MichaelAaron Flicker
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