The distinction between targets and outcomes in metric optimization

Richard Shotton is a behavioural scientist, Founder of Astroten and an author.

Humans are predictably irrational. By studying these behaviours through clever techniques, advertisers and marketers have been able to boost sales and influence you in ways you might not realise or expect. So it's pretty important to discover how you're being manipulated.

Expect to learn what are the most powerful words in persuasion, which human biases are over tested & overrated, how a small commitment can be the beginning of a huge commitment, which hacks make advertising campaigns stick in people’s minds, how to overcome the problem of analysis paralysis, how to change everything someone believes whilst changing nothing they experience and much more...

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