Why most founders fail, and what the ones who don't do differently.
Your customers judge the entire experience by two moments: the peak and the end. Learn how the Magic Castle Hotel beats five-star competitors, why adding pain to colonoscopies improved outcomes, and how to engineer the moments that get remembered.
Launch & ValidationFriends and family will never tell you your idea is bad. The neuroscience of social desirability bias and how to get honest validation instead.
Launch & ValidationDoorDash validated demand with a PDF menu and a Google Voice number. The case for building nothing until someone pays you for something.
Creativity & OpportunityTraditional brainstorming has been debunked for nearly 70 years. Research shows brainwriting produces 42% more original ideas, debate beats deferred judgment by 25%, and daily practice outperforms periodic sessions. Here are the evidence-based techniques that actually work.
Creativity & OpportunityYour first ideas aren't your best ideas. Research on the creative cliff illusion reveals that divergent thinking produces its most valuable output after the point where most people stop looking. Learn how brain network switching drives creative ability and why Shopify, Instagram, and Slack all emerged from failed first attempts.
Decision-Making & PsychologyImplementation intentions — a single if/then sentence — doubled flu vaccination rates. The neuroscience of turning goals into automatic behavior.
Growth & StrategyGroup conformity isn't just social pressure — it rewires perception. The neuroscience of why your team agrees with you even when you're wrong.
Decision-Making & PsychologyWillpower isn't a muscle that depletes. The ego depletion theory failed to replicate. Here's what actually drives self-control — and how to use it.
Decision-Making & PsychologyYour brain doesn't evaluate prices in isolation — it computes them relative to context. The neuroscience of anchoring, framing, and price architecture.
Decision-Making & PsychologyHypothetical enthusiasm and real purchasing run on different brain circuits. Here's the neuroscience of the gap — and a test that closes it.