Hardhat CEO Dan Monheit launches book about consumer behaviour

Originally shared by Mumbrella 31.1.23

CEO and co-founder of indie agency Hardhat, Dan Monheit, has launched his first book. ‘The Why, The Book’ follows on from the success of Monheit’s fortnightly newsletter, ‘The Why’.

Dan Monheit said: “Decision-making is influenced by cognitive biases, emotions, and other factors that lead to choices that are not always rational. Yet businesses often base their go-to-market strategies on the assumption that humans make thought-out logical decisions, and are then left wondering why their approach falls short. The Why readdresses the balance.

In November Monheit revealed to Mumbrella that he had taken a sole ownership stake in the business, also taking on the CEO role as his business partner of 18 years, departed the agency.

Answering 30 questions about weird but relatable human behaviour, the book explains the subconscious biases responsible for human actions, noting how brands can leverage them to creative more effective marketing campaigns.

“By understanding these biases, marketers can create campaigns and strategies much more likely to resonate with consumers,” he added.

“By understanding these biases, marketers can create campaigns and strategies much more likely to resonate with consumers,” he added.

“The idea of The Why came about from genuinely wanting people working in the industry to achieve greater insight into the subconscious biases that drive us and motivate us to take action. Applying principles from psychology and behavioural science also helps us create products and services that go to the heart of customers’ needs.”

The book was illustrated by Good One creative.