New Book Decodes the Behavioral Science Behind Global Brands' Success

Advertisement

In Hacking the Human Mind, the duo unpacks how 17 of the world’s biggest brands—from Apple and Amazon to Dyson, Red Bull, and Starbucks—have mastered the psychology of influence.

The book combines storytelling with science, showing how subtle cognitive triggers drive everyday purchasing decisions.

Rather than another “how-to” guide for marketers, Hacking the Human Mind reads like a forensic analysis of persuasion in action. Each chapter opens with a brand case study—say, how Guinness turned waiting time into a quality cue, or why we value bottled water far beyond its actual worth—then decodes the behavioural levers behind it.

The authors argue that these brands didn’t simply sell superior products; they understood how humans think, decide, and behave. It’s what Shotton calls “the invisible advantage”—the ability to align marketing with hardwired biases that shape consumer choice.

Shotton, best known for The Choice Factory and The Illusion of Choice, has built his career translating behavioural research into practical marketing strategy for clients like Google, Meta, and Mondelez.

Flicker, a nine-time CEO and founder of XenoPsi Ventures, brings the entrepreneurial perspective—how these insights can be applied to brand building, innovation, and leadership. Together, they bridge academic insight and boardroom reality.

The book is already drawing early praise from heavyweights in psychology and marketing.

Early reviewers are calling it essential reading. Rory Sutherland praises it as a "reverse-engineering of the psychological genius behind great brands", while Jonah Berger notes its rare blend of “rigor, clarity, and charm.” He highlights its “mix of evidence and story that makes behavioural science feel both rigorous and usable.”

The tone is smart but approachable—written not for academics, but for strategists, creatives, and marketers who want to understand what really moves people. 

Beyond being an engaging read, Hacking the Human Mind is also a timely one.

As AI and data continue to dominate marketing conversations, Shotton and Flicker remind readers that the deepest competitive edge remains human—understanding how emotion, bias, and perception shape behavior.

For marketers in the Middle East, where brand storytelling is increasingly sophisticated and audiences are young, connected, and psychologically attuned, the lessons resonate strongly. This is a book about alignment—between what brands offer and how people truly think. 

In short, Hacking the Human Mind is a reminder that the most successful marketing still comes down to one timeless skill: understanding people.

Hacking the Human Mind: The behavioural science secrets behind 17 of the world’s best brands

By Richard Shotton & MichaelAaron Flicker
Publisher: Harriman House | Release: September 30, 2025