Hacking the Human Mind: The behavioral science secrets behind 17 of the world's best brands

by Richard Shotton, MichaelAaron Flicker

"A book for the ages." ―Rory Sutherland, Author, Alchemy

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.

Genres: Psychology

224 pages, Paperback

Published September 30, 2025

Reviews

[John · Rating 3 out of 5]

4 stars if you are new to consumer psychology, probably more if you market physical consumer products. But this seems more a continuation of his first book than a deeper dive.

[Peter P. · Rating 4 out of 5]

If you're a heavy consumer of psychology literature, there will be a strong sense of having seen or read many of these cases and examples previously. Especially so if you are a frequent listener of the Shotton/Flicker podcast. That said, the layout and structure of the book - short, snappy chapters and takeaways - makes for a very enjoyable read and I confess that my highlighter got a solid workout, despite believing I'd read much of it previously. In the main, Shotton's magic comes as much from his ability to connect the dots and explain what the research means as much as anything else. I'm an unapologetic fan and ready for the next installment.