5 fascinating experiments from the world of psychology and persuasion

Much of what you know about human behavior and persuasion is wrong. You believe you're in control of your own behavior. Yet a skilled persuader could persuade you to not only positive goals -- like donating to charity -- but also unthinkably negative acts, including stealing, lying, and even killing. You believe you know what you're attracted to. For most ...

Tonight, a live master class on hustling: How Noah Kagan turned a single cab ride into a $250,000+ payday

Think back to college and that class where you studied a book you’d already read. “Ugh, I’ve already gone through this,” a lot of students said. But then, in the hands of a master professor, you saw the book in an entirely new light. Nuances, details, entire themes -- a superb teacher can show you things you never ...

3 Case Studies: Ordinary people using extraordinary scripts to hustle

It happened again last month. One of my friends told me an interesting factoid -- "Did you know that Victorian houses in SF used to be considered cheap models, but now everyone loves them? -- and I said "Hmm, interesting" and continued chewing my sandwich. Two weeks later, I was walking with the same friend, and I said, "Hey, I ...

Behind the scenes of a psychological campaign

There’s a great story I know about a very sophisticated marketer who writes 30-page long emails. Someone asked him, “Does anyone really read those?” He laughed. “Only the buyers,” he replied. There are profound differences between people who consume and people who take action. It's not just about buying something, either -- it can mean testing your assumptions, pursuing ...

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Hustlin’ case study: How to get into your dream organization — after getting rejected

Note: This isn't only about getting into college. You can use Failure Expectation to get a dream job or getting into almost any exclusive organization. "Welcome to the Class of 2014!" There is no feeling quite like getting admission into your dream college. No purchase, no vacation, no other achievement can rival it. But it's even more impressive when you've ...

Be the expert: How would you use psychological defaults to change these 3 behaviors?

I wanted to share something from the cutting-room floor of my New York Times article on the psychology of financial willpower, which didn't make final print. In the article, I shared some of the latest research on how extraordinarily difficult it is to change our behavior: Many of us think we're in control of the decisions we make about money, ...