Hardhat CEO Dan Monheit Releases 'The Why, The Book'

‘Why do we pay $7 for toast at a café?’

‘Why can’t I tell my hairdresser my haircut sucks?”

‘Why did I buy so many pairs of sweatpants during lockdown?’

Following on from his popular fortnightly newsletter, The Why, behavioural science expert and founder of creative agency Hardhat, Dan Monheit, has written ‘The Why, The Book’. It answers 30 questions about weird yet relatable human behaviours featuring book design and humorous illustrations from Good One Creative. 

The Why, The Book explains the subconscious cognitive biases responsible for our largely ridiculous yet entirely predictable actions and how brands can leverage them to create more effective marketing campaigns and strategies. 

Dan Monheit says, “Decision-making is influenced by cognitive biases, emotions, and other factors that lead to choices that are not always rational. Yet businesses often base their go-to-market strategies on the assumption that humans make thought-out logical decisions, and are then left wondering why their approach falls short. The Why readdresses the balance.”

Answering quirky behavioural questions, from why we choose to keep the boxes from expensive shoes and handbags to why we don’t drink horse milk, Dan highlights the prevalence and impact of small cognitive biases on decisions we make every single day. 

“By understanding these biases, marketers can create campaigns and strategies much more likely to resonate with consumers,” said Dan.

Behavioural science is still a relatively untapped resource in the world of marketing. “The idea of The Why came about from genuinely wanting people working in the industry to achieve greater insight into the subconscious biases that drive us and motivate us to take action. Applying principles from psychology and behavioural science also helps us create products and services that go to the heart of customers' needs.” 

The Why, the Book is packed with creative solutions designed to help business leaders and marketers understand the quirks of human nature and bypass biases to create better strategies for behavioural change. 

The book has already received glowing reviews from industry stalwarts. 

“You’d struggle to find a more insightful behavioural strategist than Dan. Dan is the man,” said Russel Howcroft, Ad Guru, co-host 3AW Breakfast with Ross and Russ.

“Loved it. Will send a quote this weekend.“ Adam Ferrier, consumer psychologist and founder, Thinkerbell. 

The Why the Book is now available for purchase via Amazon.