Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 second pour to Red Bull’s unconventional rise, Richard explains the psychological shortcuts that drive consumer decisions. We cover why 4-star reviews beat 5-stars, the secret behind Liquid Death’s success, and how humour, jingles, and even “concrete expressions” can help brands stick in our minds.Timestamps:00:00 - Start01:07 - Why Richard is launching a new book02:54 - Why Guinness takes 119.5 seconds to pour05:46 - Why a 4 star review is better than a 5 star review07:50 - Why the Pratfall effect is so powerful11:00 - Why Aperol Spritz has become so popular18:18 - The behavioural science behind the Liquid Death success21:06 - Why consistency works according to behavioural science27:49 - Why Red Bull succeeds while defying convention34:15 - The labour illusion; Dyson Example41:03 - Why does the “You’re Not You When You’re Hungry” strapline work43:01 - Why we need to use humour more45:12 - Why has KFC dominated the fried chicken market?49:41 - The secrets behind the success of Pringles53:58 - Why jingles stick in our heads58:23 - How Apple used “Concrete Expressions”

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