The Jordan Harbinger Show

Hacking the Human Mind authors Richard Shotton and MichaelAaron Flicker reveal ways brands exploit human psychology and how we can use this to our benefit!Full show notes and resources can be found here: jordanharbinger.com/1273What We Discuss with Richard Shotton & MichaelAaron Flicker:Five Guys built a $1.6 billion empire on a single insight: doing one thing exceptionally well signals expertise. The company's refusal to add chicken, salads, or ice cream is strategic proof that specialization creates perceived mastery in the consumer's mind.Counterintuitively, the "goal dilution effect" shows that adding more benefits to your pitch actually weakens it. When tomatoes were described as preventing cancer and improving eye health, people rated the cancer benefit 12% lower, suggesting that focus beats feature-stuffing every time.As a species of "cognitive misers," our brains evolved to conserve energy, so we rely on mental shortcuts rather than deliberate analysis. Brands that understand these heuristics work