Information doesn’t persuade—emotion does. Yet most marketing still relies on rational messaging, feature lists, and generic value propositions. The Emotional Marketing playbook shows you how to create communications that resonate, motivate, and stick. It distills decades of behavioural research on emotion, identity, attention, and memory into practical tools you can apply immediately to campaigns, brand strategy, and creative development. This playbook is for marketers who want to move beyond “best practices” and build work that feels human, compelling, and impossible to ignore.

Inside, you’ll learn how to:

• Craft messages that tap into emotional drivers, not just functional needs

• Use identity, belonging, and meaning to strengthen brand connection

• Design campaigns that capture attention in crowded environments

• Trigger the emotions that increase recall, persuasion, and action

• Build brand stories that feel authentic and psychologically grounded

• Avoid emotional clichés that weaken credibility

If you want your marketing to stand out—and genuinely move people—this playbook gives you the behavioural science to make it happen.

Pricing is the highest‑leverage decision in business, yet most teams rely on guesswork, competitor benchmarks, or outdated cost‑plus formulas. The Pricing playbook gives you a behavioural‑science‑powered system for setting prices that customers accept, value, and pay for. It cuts through the noise by showing you how people actually perceive price, how they judge fairness, and how subtle framing shifts can unlock major revenue gains. This is not a theoretical textbook—it’s a premium, practical guide for leaders who want to price with confidence, defend margins, and escape the discount trap.

Inside, you’ll learn how to:

• Use behavioural pricing principles to increase willingness to pay

• Frame prices to feel fair, intuitive, and premium

• Design product tiers and bundles that maximize revenue

• Avoid the psychological triggers that make prices feel “too high”

• Build pricing strategies that support brand positioning

• Communicate price changes without backlash

If you want pricing power—not just pricing tactics—this playbook gives you the behavioural foundation to achieve it.

AI is no longer a technical challenge—it’s a human one. Organizations are pouring millions into models, data pipelines, and infrastructure, yet adoption stalls, trust collapses, and users behave unpredictably. The Behavioural AI playbook gives leaders the missing capability: understanding the psychology that determines whether AI succeeds in the real world. This is the definitive guide for anyone building, deploying, or governing AI systems who wants to avoid the costly mistakes that come from ignoring human behaviour. It translates cutting‑edge behavioural science into practical frameworks that help you design AI people actually understand, trust, and use. If you want your AI investments to deliver real value—not just impressive demos—this playbook is essential.

Inside, you’ll learn how to:

• Diagnose why users reject accurate AI systems after a single mistake

• Frame AI capabilities to increase trust and reduce fear

• Align system behaviour with user mental models to prevent misuse

• Calibrate trust so users neither over‑rely nor under‑rely on automation

• Use tone, pacing, and social cues to make AI interactions feel intuitive

• Design error experiences that build confidence instead of eroding it

This playbook is your competitive advantage in a world where AI performance matters—but human behaviour decides the outcome.