Hacking the Human Mind Essentials

Can you prove it will work?

Make a stronger case for your marketing ideas.

Understand why customers notice one brand and remember another. Connect behavioral research with familiar brand examples in 12 focused lessons, then bring clearer reasoning to your next brief, pitch or creative review.

Get Essentials for $97

One $97 payment. 12 months of access. No specialist training required.

12 focused lessons◆About 2 hours of on-demand video◆8 recognizable brands◆12 months of access◆$97 one-time◆

Course preview

See the learning experienceSee the science behind the brand decisions.

MichaelAaron Flicker and Richard Shotton connect behavioral research with the brands you know. Watch the introduction to get a feel for how they teach.

Explore the 12 lessons

What dashboards cannot explain

The gap between measurement and behavior.

Your dashboard shows what happened. Behavioral science helps you ask why.

You can measure reach, clicks and conversions. But the numbers alone do not explain what made someone notice your brand, or what helped them remember it.

Essentials explores the attention and memory behind those choices, using recognizable brands to make the principles concrete.

Measurement shows you what happened. Behavioral science helps you investigate why.

Liquid Death packaging, one of the brands explored in Essentials

What Essentials helps you examine

Bring evidence to your next marketing decision.

Attention before influence

Win the first look

See why some marketing earns attention while other work disappears into the noise.Familiar brands show how contrast and context affect what gets noticed.

Memory before the buying moment

Build mental availability

Understand the difference between being known and being easy to recall when a buying situation arrives.Explore the signals and associations that make a brand easier to recall when the category matters.

Evidence before opinion

Strengthen the argument

Use behavioral evidence to move creative conversations beyond personal preference.Ask sharper questions, explain your reasoning and make a clearer case in briefs and presentations.

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HACKING THE HUMAN MIND

ESSENTIALS Richard Shotton and MichaelAaron Flicker in the official Hacking the Human Mind course preview

12 lessonsAbout 2 hours12 months

Everything included for $97

A focused introduction to attention and memory.

0112-lesson Essentials curriculumStart with the framework, then move into attention and mental availability.
02About 2 hours of on-demand videoWatch at your own pace and revisit the lessons when you need them.
03Eight recognizable brandsSee the principles through familiar marketing examples.
04Two expert instructorsLearn directly from MichaelAaron Flicker and Richard Shotton.
0512 months of accessReturn to the lessons on your schedule.

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Evidence before opinion

The research behind better marketing questions.

Behavioral science is most useful when you can connect the evidence to a decision. The course brings research and real brand examples together, helping you move from an interesting idea to a more useful question.

The challenge

Start with a real problem in getting a brand noticed or remembered.

The principle

Understand the behavioral idea that helps explain what is happening.

The evidence

Look at the research and the brand example behind the explanation.

The application

Consider what it changes about your next brief, pitch or creative review.

Inside Hacking the Human Mind Essentials

Twelve focused lessons, clearly organized.

Three sections: two introductory lessons, six on attention, and four on mental availability. Explore the full Essentials curriculum below.

Introduction · 2 lessons

Begin with the Hacking the Human Mind framework

Meet the instructors and see how behavioral research connects to practical brand decisions.

Introduction
How We’ve Built the Masterclass

Win the First Look · 6 lessons

Win the First Look; Liquid Death; Aperol; Amazon Fresh; Purina (Bonio); Kraft Mac & Cheese.

Building Mental Availability · 4 lessons

Building Mental Availability; Apple; Pringles; The Economist.

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Real brands. Practical examples.

See the principles in action.

Liquid DeathWin the First Look

AperolWin the First Look

Amazon FreshWin the First Look

Purina · BonioWin the First Look

Kraft Mac & CheeseWin the First Look

AppleBuilding Mental Availability

PringlesBuilding Mental Availability

The EconomistBuilding Mental Availability

Brand names identify educational case-study subjects and do not imply sponsorship or endorsement.

Praise for the book

Hacking the Human Mind

Superb marketing is both an art and a science.

Robert CialdiniAuthor of Influence and Pre-Suasion

These endorsements refer to the book, not reviews of Essentials.

Meet your instructors

MichaelAaron Flicker and Richard Shotton.

Co-author · Founder & President, Consumer Behavior Lab

MichaelAaron Flicker

MichaelAaron brings a brand-builder’s perspective to behavioral science, connecting the research with the decisions marketers make every day.

Co-author · Co-founder, Consumer Behavior Lab

Richard Shotton

Richard is the author of The Choice Factory and The Illusion of Choice. His work makes behavioral research useful for real marketing problems.

Who is Essentials for?

For marketers, strategists, creatives and founders who want a stronger explanation for why brands get noticed and remembered.

01Brand builders & marketing leadersMake better decisions about creative work and brand memory.

02Creative professionals & agency strategistsBuild stronger briefs and make clearer recommendations to clients.

03Founders & brand operatorsUnderstand why customers notice one brand and overlook another.

04Marketers who want stronger evidenceUse behavioral science to support important brand decisions.

Hacking the Human Mind Essentials

Start with 12 focused lessons.

12 lessonsAbout 2 hours12 months’ access

One-time payment$97

One-time payment of $97 USD
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One offer. One payment. Access instructions are delivered after successful enrollment.

Frequently asked questions

Everything to know before you begin.

What exactly is included?

Essentials includes 12 lessons: two introductory lessons, all six lessons in Win the First Look, and all four lessons in Building Mental Availability.

How long is the course?

Essentials includes about 2 hours of on-demand video. Watch at your own pace, in one sitting or a few lessons at a time.

How long will I have access?

You will have access to Hacking the Human Mind Essentials for 12 months after enrollment.

Is this the complete masterclass?

No. Essentials is a focused, self-contained entry course containing the introduction and first two core sections of the complete masterclass. This page offers Essentials for $97.

Do I need behavioral-science training?

No specialist academic training is required. The principles are introduced through practical marketing challenges and recognizable brand examples.

How will I receive access?

After successful payment, you will receive a purchase confirmation followed by clear instructions for opening your learning account and starting the course.

Does the course guarantee better campaign performance?

No. Results depend on the offer, market, execution, media, timing, and other variables. Essentials is professional education designed to strengthen how you examine attention, memory, and customer decisions.

Ready to move beyond opinion?

Make a stronger case.
Use better evidence.

12 focused lessons · About 2 hours of on-demand video · 12 months of access · $97

Get Essentials for $97

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Make a stronger case for your marketing ideas.

The gap between measurement and behavior.