October 8, 2025

Ep.

65:23

MIN

The behavioural hacks that create $Billion brands - Richard Shotton

Richard Shotton

Author

The Choice Factory

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 second pour to Red Bull’s unconventional rise, Richard explains the psychological shortcuts that drive consumer decisions. We cover why 4-star reviews beat 5-stars, the secret behind Liquid Death’s success, and how humour, jingles, and even “concrete expressions” can help brands stick in our minds.

See behind the scenes

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Creators and guests

Host

Jon Evans

Host of Uncensored CMO

Guest

Richard Shotton

Author

The Choice Factory

Guest

Listen everywhere

Timestamps

00:00 - Start

01:07 - Why Richard is launching a new book

02:54 - Why Guinness takes 119.5 seconds to pour

05:46 - Why a 4 star review is better than a 5 star review

07:50 - Why the Pratfall effect is so powerful

11:00 - Why Aperol Spritz has become so popular

18:18 - The behavioural science behind the Liquid Death success

21:06 - Why consistency works according to behavioural science

27:49 - Why Red Bull succeeds while defying convention

34:15 - The labour illusion; Dyson Example

41:03 - Why does the “You’re Not You When You’re Hungry” strapline work

43:01 - Why we need to use humour more

45:12 - Why has KFC dominated the fried chicken market?

49:41 - The secrets behind the success of Pringles

53:58 - Why jingles stick in our heads

58:23 - How Apple used “Concrete Expressions”

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