How Marketing Creates Reality | Nir Eyal (Hooked)

If you work in marketing, part of what you make is what people believe before they try the product. Nir Eyal, author of Hooked and Indistractable and a former lecturer at Stanford's Graduate School of Business, joins Tim Soulo to talk about his new book, Beyond Belief, written with Julie Li. He brings the research behind that idea: a wine that tasted better with a higher price tag, IBS patients who felt relief from pills they knew were placebos, and two identical cars rated at opposite ends of the chart. When marketing makes people expect a better product, they don't just say it's better, they experience it, which is why Nir says marketing "is the product.” He shares: - Why Liquid Death fans say the water tastes better, and what that says about marketing - The fMRI wine study and two identical cars from the NUMMI plant: the same product, experienced differently - A study IBS patients felt relief from pills they knew were placebos - Why venting about a family member or a coworker only reinforces the beliefs you already have about them - Why telling everyone about a big, long-term goal can make things worse What does your customer believe about your product before they've even tried it? **Where to find Nir:** LinkedIn: https://www.linkedin.com/in/nireyal/ Website: https://www.nirandfar.com/ **Where to find Tim:** LinkedIn: https://www.linkedin.com/in/timsoulo/ X: @timsoulo Website: https://www.timsoulo.com/ Chapters: 00:00 Intro 00:56 Marketing and the Experience Loop 07:23 Beliefs vs. Fact 13:30 Planting Beliefs 27:50 The Four Questions 45:16 The Two Most Dangerous Words in English 53:02 Why Vision Boards Backfire 58:03 Announcing Your Goals