The Secret Psychology Behind 17 Iconic Brands | Richard Shotton

What makes some of the world’s most successful brands stick in our minds — and in our shopping carts? Behavioral scientist and author Richard Shotton returns to Behavioral Grooves in a solo-sode with Kurt to share insights from his new book Hacking the Human Mind. Richard and co-author Michael Aaron Flicker analyzed 17 iconic brands through the lens of behavioral science to uncover why they work. And today, Richard is sharing some of those insights with our audience.

From Guinness’ famous “Good things come to those who wait” to Snickers’ “You’re not you when you’re hungry” and Apple’s unforgettable “1,000 songs in your pocket,” Richard reveals the hidden psychological principles behind enduring campaigns. These stories bring to life biases like concreteness, trigger moments, the pratfall effect, and the illusion of effort — and show how brands that embrace them create powerful connections with customers.

But this conversation isn’t just about clever ads. Richard digs into why removing friction often beats boosting motivation, how implementation intentions help habits stick, and what AI-era marketers can learn from Dyson’s 5,127 prototypes. The result is an episode packed with practical ideas, surprising science, and stories that will stick with you long after you’ve listened. So tune in — and get ready to find your groove.

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