The psychology behind why customers buy.
Each principle named in plain words. The study behind it, and whether that study held up. One real brand using it on you. All of that is free.
The free pages explain why customers buy. The $37 book tells you what to do about it: all 100 plays, with the research, a real business case and the exact words to say, plus a playbook for your industry.
How to increase sales for your business
Pick your industry. Each page has the sales problem that business lives with, the principles behind it, and one complete play rewritten for that business.
See the industries live so far →
Biases and principles
Each principle in plain words. Why it works on a customer. The study behind it, and whether it held up when someone tried to repeat it.
Browse the glossary →
Brand breakdowns
Named brands, what they do to you at the till or on the page, and the principle doing the work.
Read the breakdowns →
Owner problems
Slow days, quotes that go quiet, customers who push back on price, a bad review. Start from the problem and find the principle behind it.
Find your problem →
Does it hold up?
The famous studies, checked against the replication record. Some held up. Some did not, and the page says which.
Read the evidence bank →The psychology behind why customers buy.
The ten forces that make customers buy. Free.
One page per force: what it is, the study behind it, and one thing to try in your business today. It gives you the map. The $37 book gives you the moves.