Human behavior

Highlight the sustainable stuff that’s “near” them

Ogilvy found that people are more likely to accept sustainable claims that are “near” to them. People are more motivated to act on sustainable claims that connect the sustainability of the product to the qualities the customer was looking for in the first place. Essentially, if “the wine tastes

Savings Coin in Kenya

• Dan Ariely's team experimented with savings strategies in a Kenyan slum called Kibera.


• They provided a coin with 24 numbers etched on its edges, representing the weeks of the program.


• Participants were instructed to scratch off a number each week, indicating whether they saved or not.


• The coin doubled savings compared to other

True Vulnerability

• Vulnerability in conversations involves exposing oneself to potential judgment, fostering deeper connection.


• Sharing something you could be judged on fast-forwards intimacy.

Making Content Interesting

• Unexpectedly denying audience assumptions makes content interesting, similar to behavioral science.


• This creates surprise and holds attention, as seen in a French ad campaign featuring the women's soccer team.

Reward- and punishment-superresponse tendency Liking / loving tendency Disliking / hating tendency Doubt-avoidance tendency Inconsistency-avoidance tendency Curiosity tendency Kantian fairness tendency Envy / jealousy tendency Reciprocation tendency Influence-from-mere-association tendency Simple, pain-avoiding psychological denial Excessive

The Internet broke the private-public wall; impulsive and inelegant utterances that used to be kept private are now available for literal interpretation.

New Car Brands & Electrification

• In the electric vehicle market, brands previously considered also-rans (like Kia and Hyundai) are now seen as forward-thinking.


• This is because they embraced electrification, while legacy brands were slower to adapt.


• Consumers may perceive brands that specialize in one thing (like EVs) as better than brands that

If you look at the most habit-forming products, you’ll notice that one of the things these goods and services do best is remove little bits of friction from your life. Meal delivery services reduce the friction of shopping for groceries. Dating apps reduce the friction of making social introductions. Ride-sharing services reduce the friction of