Nudge How did Guinness become Britain’s most popular pint?
21 snips
Oct 27, 2025 
In this enlightening discussion, Richard Shotton, a behavioral scientist and author of "Hacking the Human Mind," reveals the psychology behind Guinness's marketing triumph. He explains how the brand turned its slow pour flaw into a marketing advantage with the slogan "Good things come to those who wait." They explore the impact of iconic ads and the pratfall effect, demonstrating that admitting flaws can enhance appeal. Shotton shares insights on how time and effort signal quality, illustrating that effort can make brands more relatable and credible.
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Turning A Slow Pour Into A Slogan
- Walter Campbell ignored a brief forbidding mention of Guinness's slow pour and ran the line "Good things come to those who wait."
- That campaign (Swim Black and Surfer) boosted Guinness sales and helped make it Britain's favorite pint.
Flaws Can Make Brands More Appealing
- Aronson's pratfall study showed people find competent figures more appealing after a small, humanizing mistake.
- The flaw increased perceived warmth and relatability, boosting overall appeal by about 45%.
Admit Weaknesses Before Others Do
- The "stolen thunder" technique reduces the impact of negatives and increases credibility when you disclose them first.
- Williams' trial study found defendants fared 12% better when their side admitted damaging evidence first.
