Hello friends, welcome back to the show. My guest today is Richard Shotten,

he's a behavioral scientist, founder of Astro10 and an author. This might not be news to you,

but the human brain isn't designed to be rational. There are cheat codes to get the brain to

believe strange things, do strange things, and change in ways that you might not anticipate.

Richard has one of the best insights into this world of mental models, psychology,

consumer behaviour, principles for advertising and social change.

Expect to learn the marketing secret about behaviour change that everybody forgets about,

how to make habit formation absolutely seamless, why Ikea is so successful even though they

don't make your furniture, a hack that any advertising campaign can use to make it stick in

people's minds, how to fix the problem of choice paralysis, and much more.

The absolute OGs on Modern Wisdom will recognise Richard from, I think, in the hundreds, maybe

90s and then 150s as well. It's been a little while, but this guy is a complete beast. I absolutely

adore his insights around human nature. He's just a wealth of interesting studies and stories.

It's fascinating. You're going to absolutely love this episode, so sit back and enjoy.

You're also now part of the OGs, because in two years time, this will be one of the OG episodes.

So, you're slowly becoming part of that particular crew. Anyway, I'll stop off

off of it. Richard, he's great. Enjoy this one.

In other news, this episode is brought to you by Jim Shark. I have still fallen in love. I've

found the best shorts, t-shirt and hoodie combination in the world, and it's the studio shorts

from Jim Shark. They make these unbelievably comfortable, ridiculously well-built, perfectly fitted,

super light white, single ply, brilliantly stretchy shorts, and Dusty Maroon, Willow Green,

and Onyx Gray are my favourite. And then the Crest hoodie, which I've been wearing on the YouTube,

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