If you are relying on listening to your customers to tell you what you should do, you are delusional. Worse than that, you are irresponsible.

The most common mistake presenters make is failing to engage the audience early on. That's why you should flip the traditional pitch model on its head.

“While customers certainly love the fact that we give back, at the end of the day, it's not a critical factor in deciding whether to buy a pair of glasses.”

Known as the endowment effect or having ‘skin in the game’, this strategy can be utilised to improve conversion and retention.

Where once a ping-pong table and fruit box was a sign your company cared for you, now it’s treadmill desks in meeting rooms and new-age offices.

Shoe retailer Shoes of Prey toppled over like Bambi in heels last week. And no wonder, because the founders trusted what their customers told them.

Statistics can be a great way to shock people into changing behaviour. But if handled incorrectly, they can also make people less likely to bother.

You need a balance of tension and effort if you are going to influence behaviour. People won’t respond if you have too much or too little of either.

Does labelling a hole par four or five change golfer performance?

Through a quirk of United States’ Golf Administration (USGA) decision…

I’ve been working on a way to behaviourally optimise the prioritisation process, which I would like to share with you today.