One thing that all the listeners can think about is humans are much more emotionally driven than rationally driven.

Nobel Prize winner Daniel Kahneman said, thinking is to humans like swimming is to cats.

That was Michael Aaron Flickr, co-author of Hacking the Human Mind, the Behavioral Science

Secrets behind 17 of the world's best brands. I'm Motley Full Producer Matt Greer.

Now, we recently talked with Flickr about his new book.

We talked loss aversion, the power of Pratt Falls, the rational, and the not-so-rational.

Welcome to Motley Fool Conversations.

I'm your host, Motley Fool contributor Rich Lamello, along with Motley Fool, head of strategic operations Shannon Jones,

today's guest is someone who sits at the crossroads of business consulting, advertising,

and technology, and has spent his career helping some of the world's most influential brands

understand how people really think and make decisions. Michael Aaron Flicker is the author of

the compelling new book, Hacking the Human Mind. He's worked with companies ranging

from Nike and Chub to Evan Williams, J.P. Morgan, and AstraZeneca. His work zeroes in on the psychological forces that shape markets, shape brands, and ultimately shape investor behavior. Michael, it's a pleasure to have you here. Welcome with the Motley Fool. Hi, Rich. Thanks for having me. excited to be with you all today.

Excellent. Well, Michael, for listeners who may having me. Excited to be with you all today.

Excellent. Well, Michael, for listeners who may not, you know, kind of know you or be familiar with your work yet, what's kind of the short version of your professional journey, a little bit of

background? I started my company when I was 14 years old in my parents' basement, and it was a time

in 1997 when the world believed that the internet

was a great equalizing force. And maybe high school kids knew more about the internet than anybody

else. And in that moment of opportunity, the kid I grew up with across the street and I formed our company

and we said, we're going to do internet programming. We're going to do computer programming

on the internet. And that was really innovative at the time, almost silly, real computer

programming, which belonged in the domain of mainframes and big corporations. And the idea

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