Every day, you're making choices that you think are yours, but what if they're not?

What if a single word, a subtle frame, or subconscious programming is actually what's

steering your decisions without you ever noticing?

That's where today's guest comes in.

Richard Chottin, best-selling author of The Choice Factory and the illusion of choice

has built his career

exposing the secret psychology behind why we buy, why we say yes, and why we follow the crowd

even when we think we're being rational. In the next few minutes, he's going to hand you the

keys to that hidden machinery of human behavior. And by the end of the episode, you won't just

understand decision making. You'll see the world differently, like stepping out of human behavior. And by the end of the episode, you won't just understand decision

making. You'll see the world differently, like stepping out of the matrix. And you'll know how to

use these insights to persuade, to influence, and to win negotiations in ways most people will

never even realize. And now, let's jump into the episode.

Do you know what?

There's an awful lot of psychological principles that I think lead to very simple solutions

that exactly as you say get ignored because of the simplicity.

So one of the best things to get something to stick in a mind, other than concreteness,

is probably using a rhyme.

Yeah. There's an awful lot of work that shows if you take proverbs, like kind of less than no ones

or fake ones, and you rewrite them. So some people see a rhyming version, woes unite foes. Some

see a non-rhyming version, woes unite enemies, and people are about twice as likely to remember

the rhyming version as the non-rhyming one. But communicators don't want to do that because it

...