Agenda-setting theory
Media can't control what you think directly, but it can influence what you think about indirectly — this is the key to Robert Cialdini's agenda-setting theory.
Frame
If you want to be a leader, you have to understand people and organizations. You need to know what makes them tick — because people are customers and because systems work or fail by the people who run them. Use frames to help you think differently, to help you understand in a whole new way.
Daniel Kahneman and What You See Is All There Is
A good story will turn anyone into a sucker. That's the insight of the rule of WYSIATI, a cognitive bias from the 2011 book Thinking, Fast and Slow.
The Fogg Behavior Model for Persuasive Design
The BJ Fogg Behavior Model (and the B=MAT formula) offers a methodical approach to building behavior change into products, services, and marketing. A primer.
The SCARF model of motivation
The SCARF model by neuroscientist David Rock helps you troubleshoot — and even engineer — motivation, right into your product, service, or marketing.
How do you walk toward desire?
Your primer on how desire paths reveal what people want, helping them achieve certainty and efficiency along the way.
The Jobs-to-Be-Done framework
What do milkshakes teach us about people? This primer on the Jobs to Be Done "JTBD" framework provides a way to figure out the hidden, unmet desire behind why someone buys a product, as pioneered by Clayton Christensen.