Why most founders fail, and what the ones who don't do differently.
WeWork hit a $47B valuation with negative unit economics — the LTV:CAC ratio, the optimism bias that hides bad numbers, and the math founders avoid until it's too late.
Marketing & PersuasionCharm pricing, prestige pricing, and the left-digit effect — the neuroscience of why $9.99 and $10.00 land in completely different parts of the brain.
Marketing & PersuasionWhy 66% of customers choose the middle tier — the neuroscience of regret simulation, the decoy effect, and how Apple engineered the iPhone XR to dominate.
Marketing & PersuasionWhy cost-plus pricing anchors customers on your inputs instead of their outcomes — and the neuroscience of pricing the future instead of the past.
Marketing & PersuasionWhy certain words change decisions and others get ignored. The neuroscience behind Ogilvy's Rolls-Royce headline and the four laws of copy that converts.
Marketing & PersuasionWhy most cold emails get ignored before they're read — and the three neurological triggers (pattern interrupt, reciprocity, identity resonance) that bypass the brain's reject response.
Marketing & PersuasionWhy 95% of your market isn't searching — and how the iPhone, Tesla, and CrossFit generated demand that didn't exist. The neuroscience of wanting before evaluating.
Marketing & PersuasionWhy 84% of founders underprice their products — and the neuroscience of how fear, not strategy, sets prices. Plus a 5-step margin audit protocol.
Marketing & PersuasionUber's surge algorithm was economically correct and neurologically catastrophic. Why the brain evaluates prices with disgust circuitry, not spreadsheets.
Marketing & PersuasionPush marketing triggers the brain's aversion circuit. Pull marketing activates its reward circuit. The neuroscience behind an 8x close-rate gap.
Marketing & PersuasionAmazon's recommendation engine ignores demographics and reads behavior. The neuroscience of segmenting by decision architecture instead of identity.
Marketing & PersuasionThe brain offloads decisions to perceived authorities. How to build thought leadership that makes your framework the default pathway in your customer's mind.