The System 1 Book

We think much less than we think we think!

If we feel good about something, we think it’s the right choice.

Human beings make decisions in two ways. One is slow, deliberate and calculating. The other is fast, instinctive and emotional. And the fast one is in the driving seat. Psychologists call it System 1.

This book shows how businesses can achieve profitable growth by devising their marketing for System 1 decision-making. It reveals how designing for System 1 can unlock success across innovation, advertising, brand building and shopper marketing. It brings together years of work on how people buy, and how to get them buying you.

The more people feel: the more people buy.