How William Poundstone's book Priceless turns anchoring, relativity and fairness into pricing power
MichaelAaron and Richard revisit William Poundstone's Priceless to unpack why price feels relative, not absolute. They cover anchoring in courtroom and Williams-Sonoma pricing, why a $5 saving matters...
23 Sep 41min
Writing for Busy Readers: how Todd Rogers and Jessica Lasky-Fink explain the curse of knowledge
MichaelAaron and Richard unpack Writing for Busy Readers by Todd Rogers and Jessica Lasky-Fink: six evidence-backed principles for readers who skim rather than read. Why a 49-word email beat a 127-wor...
16 Sep 45min
How Charles Spence's book Gastrophysics translates sound, shape and weight into pricing power
Charles Spence's book Gastrophysics argues that taste is built by every sense, not just the tongue. MichaelAaron and Richard work through the evidence: classical music lifting restaurant spend 10%, he...
9 Sep 45min
Interview: Andy Nairn, author of Go Luck Yourself, on why brand archeology beats originality.
Guinness made you wait, Avis was second, VW was small. Andy Nairn and Richard unpack why owning a flaw beats hiding one, and how the same instinct led Lucky Generals to raise its own size in pitches b...
2 Sep 58min
How charities can use anchoring, reciprocity, and overhead framing to boost donations
MichaelAaron and Richard explore why charity donations are especially resistant to typical marketing tactics. They unpack behavioral studies on anchoring, present preference bias, reciprocity, and ove...
26 Aug 51min
Interview: Rami Dudin, head of strategy at Courage, on why the most obvious message beats the most novel one
Courage strategist Rami Dudin joins MichaelAaron and Richard to discuss why distinctive often beats different, using SickKids' $1.3 billion fundraising turnaround, CIBC's no-fee campaign, and neobank ...
19 Aug 55min
How small changes to choice design can help pharma brands drive better prescribing outcomes
MichaelAaron and Richard explore why half of chronic-illness patients skip their medication, and why scaring them into compliance backfires. They cover a study on avoiding bad medical news, a simple d...
12 Aug 45min
