Oliver Atkinson sits down with behavioral-science heavy hitter Richard Shotton to unpack the simple nudges, concreteness, distinctiveness, and smart pricing frames that help your ideas get noticed, remembered, and bought in B2B and consumer campaigns alike.

We dig into Richard’s new book, Hacking the Human Mind: The Behavioral Science Secrets Behind 17 of the World's Best Brand, referencing well-known brands as living case studies to show why distinctiveness beats differentiation and how context reshapes value, what you place next to an offer matters as much as the offer itself.

In a world of crowded feeds and content fatigue, the teams who apply behavioral science gain an unfair edge, earning attention, improving completion, and nudging real behavior change.

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