“Thinking is to humans as swimming is to cats. We can do it, but we’d rather not.”
Nobel Price 2002 Danil Kahneman
We have already talked about the Irrational Humans theory. We make 35,000 decisions a day, and 95% of them are???? Well, let’s say not always rational.
This class will change this? NO, but it will explain those simple things you do every day that keep you up at night trying to understand… Why the F**K I did that???
Better, by understanding these cues, you can now use them at work, every day or start a new chapter in your life.
We did the work, researchers wrote papers, tested theories so you can; NOW; use the information.
Some studies run for years to become a theory, heuristic or a bias.

Let’s look at this study
Why do doctors give you 30 days of pills to be refilled once a month? Annoying, no? Well, it has its meaning.
From 1993 to 2009, YES, for 16 years, the Center for Suicide Research in the UK found a 43% suicide reduction by selling paracetamol in 32 packs and refilling every 30 days. This study saved lives.
Let’s see how I changed the # of new members in a gym chain about to close nationwide 9 years ago.
By using heuristics on habit creation data, I looked at gym memberships. Here is how it works, how you form new routines, and how the time you chose to do it modified the outcome.
- 15% at the end of the month
- 33% at the start of the month
- 47% after a new term began
So, I designed a campaign to give a free training session as a birthday gift to increase registrations.
It looks simple, but it took months of data evaluation and research to develop this.
Nothing is free in life
Here is how it works in another aspect of life:
If you are on the pill, you notice that you need to take it for 21 days, but you have 28 pills in the blister; WHY?
The pill's effectiveness depends on the consistency of the non-stop and keeps the days. After failing to get women to keep the schedules and NOT expect pregnancy, the pharma industry came up with this idea.
- 21 pills you need
- 7 sugar pills to follow
By eliminating the break in the habit, women avoid getting pregnant and keep the cycle as needed.
Again, it looks simple, but it is not.
For 20 days, you will have access to a new bias every day.
- what it is,
- what it means,
- real-life examples
- companies or brands that use this
- The best part is how to use it.
Access a new way to see people, make decisions, and do business.
You WILL never see the world the same way after this class series - IRRATIONAL HUMANS.