Hacking the Human MindBehavioural Science Lessons from the Best All marketers aim to learn from the best. But how do you identify the tactics responsible for a company's success? A stab in the dark? Here's where behavioural science can help because unlike much of marketing theory, it has a solid evidence base. Spot the behavioural biases, and you can understand why a tactic works. Get a Behavioural Superboost Brands can be mystifyingly successful. Why are customers happy