Table of Contents

About the authors xi Acknowledgements xiii Introduction xv Part I: We are all selfish, scared and stupid 1 A matter of survival 3 2 The Happy Delusion 17 3 Why failure happens 31 Part II: Think selfish 4 Tell me WIIFM 51 5 Offer a reward 67 6 Make it enjoyable 81 Part III: Think scared 7 Flip the fear 97 8 Link it to the known 111 9 Show them they re not alone 125 Part IV: Think stupid 10 Make it simple 139 11 Make it easy (lazy) 155 12 Make it hard not to 169 Selfish, scared and stupid in the real world 183 The Impossible Institute 189 Index 191

About the Author

Dan Gregory and Kieran Flanagan are behavioural researchers and strategists and the founders of innovation and engagement think-tank, The Impossible Institute . Dan can also be seen on ABC TV's Gruen Planet.

Reviews

SSS is a triumph, a great read, stunning insights and the title had me laughing at myself and learning at the same time. It makes me want to be a better man--generous, courageous and intelligent! --Matt Church, Founder of Though Leaders Global and author of Amplifiers How refreshing to have a book that cuts through the myths and hype and gets to the heart of human behaviour and the realities of why we do what we do. Dan and Kieran share a rare quality of not only being brilliant researchers and strategists, but also being able to translate what they do into what we need to know. And they do it with such a fabulous sense of wit and humour that you can't help but turn the page. This book will change how you view behaviour, business, leadership and even society, forever. --Megan Dalla-Camina, Strategist and author of Getting Real About Having It All Clever, rigorous and refreshingly real--this fad-free book shows modern-day realists how to unlock real results. --Dr Jason Fox, Motivational Scientist and author of The Game Changer Finally someone has the guts to tell the truth! This book will blow your mind and not allow you to look at the world the same. By removing your blinders it will save you time and help you get what you want. --Dr Adam Fraser, Human Performance Researcher and author of The Third Space As business leaders we think we know but Dan and Kieran really know what makes buyers do what they do. Buy this book to find out how to get them to buy more. --Jeffrey Hayzlett, Primetime TV Show Host, best-selling author and sometime cowboy Clever, funny, thoughtful and passionate about success ... the book is too. --Russell Howcroft, Executive General Manager, Network Ten I deeply resent Dan and Kieran's hilariously blunt insights into my human failings--or at least I would--if the opportunity to profit from them wasn't so genuine and compelling. Steel-toed honesty coupled with brilliant original perspectives: Whether your focus is business or philanthropy, this is a book for people who have the courage to understand themselves in order to change the world. --Bradley Trevor Greive AM, New York Times best-selling author Dan and Kieran's latest book combines the art of engaging readability with the science of killing sacred cows. This book cuts through the clutter and the rah rah and creates a new paradigm of understanding human nature, which is essential to create organisations and brands well positioned for a future that isn't just about hype, but about depth and meaning. Hoover it now! --Anders Sorman-Nilsson, Futurist and Founder of the think tank--Thinque