Interview: Adam Alter, NYU marketing professor and author of Irresistible, on nine-enders, fluency, and naming that sells

Adam Alter's "Anatomy of a Breakthrough" explores the psychological and behavioral factors that hinder progress and achievement. The book delves into common obstacles like writer's block, midlife crises, and unsatisfying relationships, offering practical strategies to overcome them. Alter uses real-world examples and research findings to illustrate his points, providing readers with actionable steps to unlock their potential. The book emphasizes the importance of anticipating change, embracing experimentation, and surrounding oneself with diverse perspectives. Ultimately, it empowers readers to break free from limiting patterns and achieve breakthroughs in various aspects of their lives.

In 'Drunk Tank Pink', Adam Alter delves into the intriguing ways our surroundings shape our decisions and emotions, from the impact of colors to the influence of names. The book offers surprising insights into human psychology, highlighting how seemingly trivial factors can significantly affect our lives. Alter's work blends psychology, sociology, and cultural history to provide a comprehensive understanding of these hidden forces.

In 'Irresistible,' Adam Alter delves into the world of behavioral addiction, tracing the historical understanding of addiction and its expansion beyond substance abuse to include behaviors such as gaming, social media, and smartphone use. Alter explains how technology companies deliberately design products to be irresistible, using techniques like 'Ludic Loops' and 'gamification' to keep users engaged. The book also discusses the potential for these addictive technologies to have both positive and negative effects on our well-being and provides insights into how we can mitigate their damaging impacts.