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.
CONSUMERBEHAVIOR LAB12 lessons · Roughly 2 hours · 12 months of access
Get Essentials for $97↗Hacking the Human Mind Essentials
Can you prove it will work?
Give your best marketing ideas a stronger chance in the room.
A practical 12-lesson course on how customers notice brands and remember them when it matters.
Get Essentials for $97↗
One $97 payment. 12 months of access. No specialist training required.
12 focused lessons◆≈2 hours on demand◆8 recognizable brands◆12 months of access◆$97 one-time◆
Course preview
See the learning experienceSee how behavioral science can sharpen everyday marketing decisions.
MichaelAaron Flicker and Richard Shotton explain the ideas through real brand examples.
Explore the 12 lessons ↓What dashboards cannot explain
The gap between measurement and behavior.
Your dashboard reports what happened. It rarely explains why customers chose.A campaign can perform well on paper and still fail to make the brand memorable.
Dashboards show the result. They cannot tell you what people noticed or what they will remember.
Measurement shows you what happened. Behavioral science helps you investigate why.
12 lessons≈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.
- 02Roughly two hours of learningBuilt to fit around a working marketer's schedule.
- 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.
Evidence before opinion
Research from Leading Academic Institutions.
The Hacking the Human Mind body of work translates established behavioral research into practical questions for marketers, strategists, and brand leaders.
Inside Hacking the Human Mind Essentials
Twelve focused lessons, clearly organised.
Start with the framework, then move into attention and mental availability.
Introduction · 2 lessons01
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
Case studies
Liquid DeathAttention
AperolDistinctiveness
Amazon FreshFirst look
Purina · BonioRecognition
Kraft Mac & CheeseMemory
AppleMental availability
PringlesRecall cues
The EconomistBrand associations
Praise for the book
What leading marketing thinkers said.
These comments endorse the book Hacking the Human Mind. They are not reviews of Essentials.
Meet your instructors
MichaelAaron Flicker and Richard Shotton.
Co-author · Founder, Consumer Behavior Lab
MichaelAaron Flicker
MichaelAaron turns behavioral ideas into practical marketing and brand decisions.
Co-author · Behavioral-science practitioner
Richard Shotton
Richard applies findings from behavioral science to real marketing problems.Who is this masterclass for?
Whether you're a CMO, brand strategist, a founder, or someone trying to make smarter decisions about how to grow a brand, this course was built for you.
Hacking the Human Mind Essentials
Start with 12 focused lessons.
12 lessons≈2 hours12 months’ access
One-time payment$97
- Secure payment through Stripe
- Purchase confirmation by email
- Clear access instructions after enrollment
Secure enrollmentComplete your order below
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?
The included lessons amount to roughly two hours of focused, on-demand video learning.
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?