Discover how the Contrast Effect influences your decisions, from pricing to perception. Learn the brain science behind this powerful cognitive bias and how it impacts marketing, leadership, and everyday choices.

As incredible as the brain is, it’s also incredibly flawed. We all have biases that make us irrational, and they are completely predictable. Explore how cognitive biases like confirmation bias and anchoring affect leadership decisions, team dynamics, and workplace culture. Learn the neuroscience behind better decision-making and how to lead with more clarity, objectivity, and impact.

Your brain is listening. The question is: what are you telling it? One of the most powerful forces behind improvement may not be the app, the supplement, or the new habit. It may be your expectation.

Discover why even smart people fall for fake news. Learn how cognitive biases like the illusory truth effect and availability heuristic shape belief, memory, and misinformation. A must-read for anyone who values critical thinking and media literacy.

Don’t Fall into the Sunk Cost Trap – expose how the sunk cost fallacy hijacks smart decision‑making, keeping us stuck long after logic says “move on.” Discover the cognitive bias that makes you stick with bad investments—be it time, money, or emotion—and unlock a neuroscience‑based strategy to break free, cut losses, and step boldly into choices that truly serve your future.

Scarcity is one of the most powerful motivators in consumer behavior. When something is limited, rare, or exclusive, our brains light up with desire. Behavioral scientists call it reactance theory : we don’t just want the thing—we want it more when we think it might disappear.

Contrarian thinking is about challenging the status quo, going against the grain, and seeing opportunities where others see obstacle.

Psychological anchors are powerful influences over our decisions and perceptions. They are everywhere and we rarely even notice them.

The human brain is wired for self-relevance. When we evaluate social situations, our default setting is to assume people are watching us.

Whether you define happiness as a state of being or an emotion, research shows that our happiness is directly correlated with curiosity.

Studies show we gravitate toward occupations and lifestyles that fit our names.It sounds incredibly narcissistic, but the research is clear.

Consensus decision-making sits just on the edge of groupthink, and it's the best way to keep the best brain power ... away from the team.

Confident people are perceived to be more competent. But there is a difference between confident and arrogant and 3 pitfalls to avoid.

Do you think retailers have the power to prime your brain? More likely than not, it happened the last time you went to the grocery store.

Understanding the power of the peak-end effect empowers hospitality businesses to create memorable guest experiences.

Social proof shows up in every aspect of our behavior and decisions. What other people say, think and do are powerful motivators.

New research suggests people are open to opposing thoughts when they come from a place of personal experience, not facts.

In 2005, a group of outgoing twenty-somethings were about to embark upon the opportunity of a lifetime. They had signed up for a reality...

Understanding how bias changes the brain - quirks in the way we think and the way we think we think.

Despite the leaps and bounds we’ve made in understanding cognition and human behavior, decision-making is quirky.