Nudge
Nudge is the UK's #1 marketing podcast, breaking down the hidden psychology behind what we do and why we do it. No BS, just smart, science-backed insights that actually work.
Episodes
November 24, 2025 • 24 mins
It’s the most popular cocktail in America.
But prior to 2015, almost nobody had heard of it.
So, how did Aperol Spritz become the world’s drink of choice?
By leveraging a well-known behavioural bias in a totally unique way.
Join Richard Shotton as he explains why suddenly everyone started drinking Aperol Spritz.
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Check out the Nudge Vaults: https://www.nudgepodcast.com/vaults
Read Hacking The Human Mind: https://a.c...
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November 17, 2025 • 20 mins
My guest on today’s episode of Nudge has spent decades studying leaders.
I asked Prof. Adam Galinsky to share his top five (evidence-backed) leadership tips.
Want to become a better leader?
This is the episode for you.
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Watch the bonus episode: https://nudge.kit.com/a53ff22931
Read Adam’s book: https://amzn.to/4htZCGc
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://...
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November 10, 2025 • 21 mins
In 1989, The Simpsons released Itchy & Scratchy & Marge.
It’s a classic Simpson’s episode filled with slapstick humour, dry jokes, and smart gags.
And yet, behind all the humour, there’s an important lesson about leadership.
Today, Chief Behavioural Scientist Micheal Hallsworth explains what Marge Simpson can teach you about leadership.
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Read the Hypocrisy Trap: https://amzn.to/47vhxbj
Sign up for my newsletter: htt...
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November 3, 2025 • 28 mins
Are inspiring leaders born or are they made?
That’s what Adam Galinsky, the Columbia Business School professor, has spent the past two decades studying inspiring leaders.
On today’s episode of Nudge, he shares his groundbreaking research into inspiration, reciprocity, repetition and visionary statements that reshaped how I saw leadership.
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Read Adam’s book: https://amzn.to/4htZCGc
Sign up for my newsletter: https://www...
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October 27, 2025 • 23 mins
Britain’s most popular pint has a major flaw.
It takes 2 minutes to pour.
This should put people off. Most of us don’t love waiting at the bar.
And yet, despite this flaw, one in every nine British pints sold is Guinness.
Why?
Well, today’s guest, behavioural scientist Richard Shotton, says it’s down to some evidence-backed consumer psychology.
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Read Hacking The Human Mind: https://amzn.to/47lpcbT
Sign up for my n...
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October 20, 2025 • 23 mins
Five Guys was the fastest-growing fast food chain in the world.
And that’s partly due to one clever bit of menu psychology.
Today on Nudge, Richard Shotton explains:
- The psychology behind the Five Guys menu
- How Kraft made a healthier Mac & Cheese (without losing customers)
- Why 99% of marketers would have ruined Pumpkin Spice Latte
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Read Hacking The Human Mind: https://amzn.to/47lpcbT
Sign up for my newsletter...
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October 13, 2025 • 24 mins
In 2020, the UK government told its citizens not to meet in groups of more than two.
Despite this rule, the UK government were caught holding lockdown-breaking parties, which involved the Prime Minister.
This ultimately led to Boris Johnson’s resignation in July 2022, but why?
Why did this specific scandal make voters so angry?
Today, with the Chief Behavioural Scientist at the Behavioural Insights Team, Michael Hallsworth,...
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October 6, 2025 • 26 mins
Kipp Bodnar is HubSpot’s CMO. He’s also an AI expert. Today, I interview him about how he uses AI, how he expects marketing teams to change, and his four tips to help you adopt AI in your business.
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The Loop Marketing Playbook: https://clickhubspot.com/45054c
Kipp’s podcast: https://www.youtube.com/@MATGpod
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/...
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September 29, 2025 • 23 mins
In 2011, Coca-Cola introduced a white version of their Coca-Cola can. The drink inside was identical to original Coca-Cola, but customers drinking from this white can hated the taste.
The white can made buyers think the Cola tasted worse.
To explain why, I need to delve into the science of sensehacking. With Professor Adrian North, I’ll explain why tennis players grunt loudly, why cars smell different when new, how a tablecloth...
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September 22, 2025 • 37 mins
Is the classic forming, storming, norming, performing model wrong? In this episode of Nudge, Professor Colin Fisher challenges one of the most famous team-building frameworks and reveals what really drives teams to succeed.
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Read Colin’s book: https://amzn.to/4oaY9Yc
Reading the Mind In the Eyes: https://embrace-autism.com/reading-the-mind-in-the-eyes-test/#test
Sign up for my newsletter: https://www.nudgepodcast.com/maili...
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September 15, 2025 • 28 mins
Ever felt like your team isn’t pulling its weight or sat through a meeting where nothing gets done? In this episode of Nudge, Professor Colin Fisher reveals why sometimes it’s actually better to work alone than in a group.
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Read Colin’s book: https://amzn.to/4oaY9Yc
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/
Watch Nudge on Y...
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September 8, 2025 • 24 mins
Most people prefer AI art until they know it’s AI-generated.
Today on Nudge, Professor of Consumer Psychology Matt Johnson explains why.
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Watch the bonus episode: https://nudge.kit.com/5fa3398dfb
More on Matt's books, work and newsletters: https://www.neuroscienceof.com/
Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list
Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/
Watch ...
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September 1, 2025 • 25 mins
What determines who you vote for?
You probably think it's due to rational reasons.
Economy. Sustainability. Immigration. Growth.
But research shows that your choice of vote isn’t as logical as you might expect.
In fact, all of our votes can be swayed by a largely irrelevant factor.
And this factor can be used to change what we eat, wear, drink and buy.
Hear how, on today’s episode of Nudge with Phil Graves.
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Phil’s...
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August 25, 2025 • 37 mins
Have businesses become less accountable?
If something goes wrong with your flight, train, or takeaway, you’ll probably struggle to get a helpful response from someone.
Today’s guest on Nudge, economist Dan Davies, says this is by design.
He calls them Unaccountability Machines, and they’re taking over.
He explains that they’ve caused the world’s largest defamation settlement against Fox News, almost destroyed Boeing, and even m...
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August 20, 2025 • 20 mins
I joined The Hustle Daily Show to chat about NYC mayoral candidate Zohran Mamdani's and how his campaign cracked the code of modern political psychology by embracing vulnerability, leading with policy over aesthetics, and masterfully triggering psychological reactance against establishment dismissal. I chatted with The Hustle Daily Show's Jon Weigell about attention economy, authenticity and psychological factors that made the Mamd...
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August 18, 2025 • 29 mins
A few weeks back I debunked five studies on priming.
But did I get it wrong?
Today’s guest on Nudge thinks I missed something.
Tune in to hear consumer behaviour expert Philip Graves explain his view on priming.
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Phil’s book: https://shorturl.at/kzAta
Phil’s consultancy: https://www.philipgraves.net/consultancy/
Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile
Connect on LinkedIn: https://www.l...
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August 11, 2025 • 29 mins
In 1985, Coca-Cola changed its flavour.
You probably know that this was a complete failure.
‘New Coke’ was discontinued after just 79 days.
But you probably don’t know the true reason why New Coke failed.
Many claim it was due to poor market research, but today’s guest on Nudge, leading consumer behaviour expert Philip Graves, disagrees.
Philip says New Coke failed not because the research was poor, but because market research...
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August 4, 2025 • 31 mins
Paul Zak can predict what customers buy without speaking to them.
He’s even able to boost charitable donations by spraying a donor with hormones.
Find out how in today’s episode of Nudge.
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Read Paul’s book Immersion: https://shorturl.at/YcYxu
Subscribe to the (free) Nudge Newsletter: https://nudge.ck.page/profile
Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/
Watch Nudge on YouTube: https://w...
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July 28, 2025 • 25 mins
97% of independent films fail. Boiling Point did not. Today, I chat with executive producer Paul Mellor to learn how this movie applied psychological principles to outperform its peers and compete against blockbusters like James Bond.
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Join the Nudge Vaults waiting list: https://www.nudgepodcast.com/vaults
Paul’s 13.5 ways to grow an underdog: https://www.mellorandsmith.com/13-ways-to-grow-your-underdog-brand
Paul’s agency:...
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July 21, 2025 • 26 mins
How would you encourage sustainable behaviour?
You might assume logical messages work best.
Stuff like “the average three-hour flight creates ~250–400 kg of CO₂”.
But today’s guest on Nudge has tested logical messages.
And they don’t work.
Today on Nudge, Toby Park from the Behavioural Insights Team explains how renaming a meat-free dish doubled its sales. Why targeting home-movers made Americans 400% more likely to cycle...
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