The Strategy Skills Podcast: Strategy | Leadership | Critical Thinking | Problem-Solving

591: Founder and CEO of Xenopsi Ventures on Behavioral Science That Sells

Oct 6, 2025
Michael Aaron Flicker, founder of Xenopsi Ventures and coauthor of Hacking the Human Mind, discusses how behavioral science drives business success. He emphasizes the power of focusing on a single persuasive benefit, using Five Guys as a case study. Flicker highlights concrete messaging's effectiveness, like Apple's '1,000 songs in your pocket,' and explains the peak-end rule for creating memorable experiences. He warns against using behavioral insights to manipulate, advocating for ethical applications that enhance rather than exploit consumer behavior.
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ANECDOTE

Five Guys Born From A Boardwalk Insight

  • Jerry Murrell saw one crowded food stall and used that insight to found Five Guys focused on burgers and fries.
  • Narrow focus became a believable and powerful brand strategy that drove massive growth.
ADVICE

Lead With One Clear Benefit

  • Focus your pitch on one clear advantage instead of listing many benefits.
  • People find a single claim more believable due to the gold-dilution effect, so lead with your strongest differentiator.
INSIGHT

Close The Intention–Action Gap

  • People often form strong intentions but fail to act because of the intention–action gap.
  • Tying actions to time, place, and social triggers closes the gap better than abstract reasons.
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