We kick off with the paradigm shift that started all this. Chances are that a lot of what you know about your audience, customers (and yourself) is based on a false assumption. Time to shift your thinking with a valuable new perspective.

Truly understanding your customers requires some behavioural psychology and neuroscience. Since these fields are huge, we selected the principles that are absolutely key and turned them into action.

Science is fun, but only valuable when you can actually do something with it. We created a framework that helps you turn insights into action: The Brain-Centric Approach

About 95% of our decisions are made subconsciously. This chapter is about understanding the hidden forces that shape customer’s choices and how they can be positively influenced.

You might have heard of these ‘biases’ before. The good news: They are the absolute key to predicting decisions and behaviour. The ‘bad’ news: There are over 200 of them!

Time to move from brain to behaviour. By turning your knowledge into practice, you’ll learn how to leverage powerful behavioural drivers to change and motivate behaviour. Also, you’ll bump up your persuasive communication skills.

This is where it all comes together. Start combining the best tactics and strategies, learn from leading companies through step-by-step real-world cases and start using the very first Brain & Behaviour tool.