The Behavioural AI playbook gives leaders a clear, practical lens for understanding why AI succeeds or fails when real people interact with it. Instead of focusing on algorithms or infrastructure, it explains the human behaviours—trust, expectations, mental models, and social cues—that determine whether users adopt, reject, or misuse AI systems. This playbook equips teams with actionable behavioural principles to design AI that feels intuitive, predictable, and trustworthy in everyday decision‑making.

The Emotional Marketing playbook reveals how brands can influence decisions by tapping into the emotions, identities, and meanings that drive human behaviour. It translates decades of behavioural research into clear guidance for crafting messages that resonate, capture attention, and inspire action. This playbook helps marketers move past rational persuasion and build communications that feel human, memorable, and deeply aligned with how people actually choose.

The Pricing playbook distills the psychology of value into a set of practical tools any leader can use to set smarter, more profitable prices. It shows how customers interpret numbers, compare options, and judge fairness—and how small shifts in framing can meaningfully increase willingness to pay. This playbook helps organizations move beyond cost‑plus formulas and competitor benchmarks toward pricing strategies grounded in behavioural insight and real consumer perception.