Dyson and the illusion of effort

Richard Shotton joins us to reveal the behavioral science secrets behind 17 iconic brands — from Guinness and Snickers to Apple and Dyson. He explains how psychological biases like concreteness, trigger moments, and the illusion of effort drive real-world success, and why making things easy often beats motivation.

©2025 Behavioral Grooves

[0:00] Intro and speed round with Richard Shotton

[7:52] The single bias every marketer should know

[13:09] Guinness and the power of the pratfall effect

[19:32] Snickers, trigger moments, and habit formation

[26:51] Apple’s “1,000 songs in your pocket” and concreteness

[34:32] Dyson, the illusion of effort, and AI’s challenge

[43:25] Lessons on testing vs. relying on survey claims

[46:38] Desert island music

[49:41] Grooving session: key takeaways

[1:09:12] Event announcement

©2025 Behavioral Grooves

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