In this episode Kieran Flanagan and Don Gregory take a deep dive into their book, Selfish Scared and Stupid, where they demystify the behaviors behind the failure and success of business ideas.In their book, Flanagan and Gregory will help you design your business effectively with strategies to understand why the public fails to engage with your brand and why your product is falling short. The goal of the book is to teach you product survival tactics, how to offer customer strategic reward programs, how to turn fear into action, and how to make products hard to resist.This book is perfect for entrepreneurs who are struggling to get their product or service engaged with the public and need a proven system to increase their customer reach and sales.About Kieran Flanagan and Dan Gregory:“We have a long history in advertising and spent a long part of our lives getting a better understanding of what drives human behavior. Most of our careers have been in entrepreneurial startups and our interests are in what drives human behavior. We have a business called The Impossible Institute which is a research, innovation, and think tank where we look at the gap in what people say they do and what they actually do. In that gap we find interesting stuff about how to motivate, how to get results, and how to help entrepreneurs.We saw so much inspiration around what was driving human behavior and so much of it was based on ideas. What we wanted to do was step back and take a look at what was really driving human beings and generating results.” – Kieran and DanFor a detailed summary of Selfish Scared and Stupid according to Kieran Flanagan and Dan Gregory CLICK HERERelated Books:Lean Customer Development by Cindy AlvarezTraction: A Startup Guide To Getting Customers by Justin MaresHooked: How To Build Habit Forming Products by Nir EyalFor more advice, tips, and stories on entrepreneurship, join our community on Facebook and Twitter.