As I settled into my seat on the London-bound Eurostar at the Gare du Nord early last year, I was feeling sad and happy in equal measure. I was leaving Paris after three wonderful months, and would miss it terribly. […]

The key to all of this is knowing your market. In my client’s case, they harness the power of big data, deep analytics and sophisticated algorithms to optimise pricing.They don’t just do a one-time segmentation and run with that. Instead, they […]

Eyal is at pains to stress that the insights of the book should be used responsibly and he cautions against the dangers of addiction.Chapter Six (What are you Going to Do With This?) even has a ‘Manipulation Matrix’ – based on […]

Which brings me to my second tool. Just like we have simple and complex problems, we have simple and complex decisions.The simple ones are binary, where there’s no right or wrong answer (yet). Website base colour: red or green? Price: £9.99 […]

Think for a moment about your prospects, clients, readers and audience members. What assumptions are you making about them?Are you going with your gut, or trying to put yourself in their shoes? Or are you engaging with them on social media […]