In this episode, MichaelAaron and Richard sit down with behavioral scientist Robert West, creator of the COM-B model, to explore the three forces behind every human behavior: capability, opportunity, and motivation. They discuss why behavior change so often fails, how environments shape decisions more than we realize, and how businesses and governments can design more effective interventions.

In this episode, part three of a miniseries on the 4 Ps of Marketing, MichaelAaron and Richard explore how behavioral science shapes product design. From optimal newness to visible social proof and sensory cues, they show how small design choices can dramatically influence perception, appeal, and willingness to pay.

In this episode, MichaelAaron and Richard unpack how Specsavers turned a simple joke into one of the UK’s most effective campaigns. By combining humor, consistency, and behavioral science, they show how the brand captured attention, avoided fear-based messaging, and built lasting trust and growth.

In part two of our miniseries on the 4 Ps of Marketing, MichaelAaron and Richard explore how behavioral science can improve pricing decisions. They discuss how price signals quality, why delaying costs boosts uptake, how fairness shapes willingness to pay, and how framing upgrades as small differentials can increase conversion.

In this episode, MichaelAaron Flicker and Richard Shotton speak with Nick Chater about the “flat mind” theory and what it means for marketers. They discuss why people improvise decisions in the moment, how context shapes behavior, and why simple cues can be more powerful than deep persuasion.

In this episode, MichaelAaron and Richard explore how behavioral science can strengthen the promotion pillar of the four Ps. They cover the power of language framing, why admitting the right flaw can increase credibility, and how the “but you are free” technique boosts compliance without pressure.

In this episode, MichaelAaron Flicker and Richard Shotton speak with Karen Nelson-Field about why attention has become one of the most important metrics in modern advertising. They explore how attention differs from reach, what drives it across channels, and how brands can plan media more effectively by focusing on real human engagement.

MichaelAaron Flicker and Richard Shotton unpack how DP World helped shift a global shipping standard that no one had questioned for nearly a century. By challenging status quo bias and rallying competitors around a shared change from −18°C to −15°C, the campaign cut emissions, reduced costs, and reshaped an entire industry.

In this episode, we chat with Bri Williams, author of The Williams Behaviour Book and managing director at People Patterns. We explore how to change behaviour inside companies, and cover a range of principles, such as the Zorro technique, the “But You Are Free” principle and “Arming Your Advocate” model.

MichaelAaron Flicker and Richard Shotton analyze Procell’s award-winning B2B campaign that reframed the “cheap battery” decision by highlighting the hidden labor cost of replacing them. Using humor and behavioral science, the campaign shifted procurement thinking from purchase price to true cost.