In this week’s episode, I am joined by Richard Shotton! Richard started his career as a media planner 18 years ago, working on accounts such as Coke, Lexus, and compare the market, before specializing in applying behavioral science to business problems.   His bestselling book The Choice Factory, is a masterclass in how to apply his findings from behavioral science to advertising.   Richard has just launched a brand new training course, Furmint, showing how companies big and small can apply behavioral science to marketing campaigns to solve their problems and increase effectiveness.     He is the founder of Astroten, a consultancy that applies behavioral science to marketing. Key Points • Transform flaws into marketing wins • Influence through authentic imperfections • Behavioral science in real-world scenarios • The unexpected power of negative reviews • Missteps of misunderstanding your market   Best Quotes 05:04  • "But he talks about a series of studies by two American psychologists called Latané and Darley. And they came up with this idea called the Bystander Effect 07:32 - 07:41 • "by making it something so important for a smaller number of people, it really did impact a greater number, a greater number for the entire initiative." 15:35 - 15:54 • "The, the, the other bit that's really interesting if people are thinking about the advertising and marketing angle is the, the final benefit of the pratfall effect is if you are very clever about this, if you pick the right flaw, on many occasions, flaws have mirror strengths." 16:10 - 16:18 • "Think about what's your core strength, and then is there a weakness that you could admit that might emphasize that core strength?" 16:28 - 16:39 • "I would sometimes compare to their competitors. I would say sometimes don't try and hide that away. Emphasizing you're a bit more expensive, firstly shows immense honesty and therefore people believe everything else you say." 20:29 - 20:40 • "People are skeptical about empty claims. The great thing about admitting a flaw is it's not just a claim, it is a tangible demonstration of honesty." For more about Richard visit: www.richardshotton.com