Dan Gregory, a behavioural researcher & strategist, is the author of ‘Selfish, Scared and Stupid: Stop Fighting Human Nature And Increase Your Performance, Engagement And Influence’. He studies behaviour and belief systems, in other words, the things that make us buy and the things that make us buy in. In this fast paced discussion on human behaviour, we spoke about the power of identity, why design is more powerful than motivation or discipline, preventing ‘failure’ in brand or product interaction, and the importance of cultivating cognitive agility.