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Customer is KingDesign ThinkingHuman BehaviourLife or something like itThe known unknown

The Hit-Making Algorithm: Behavioural Design or Manipulation?

by Shrutin ShettyApril 23, 2026

There is something quietly telling about how modern songs are put together. The average English song repeats its central hook three to four times. More recently though, that number seems to have crept up to…

Human Behaviour

Beyond the Bait and Hook

by Shrutin ShettyFebruary 10, 2026February 10, 2026

Book recommendation below. ;) I stumbled upon what initially seemed like an interestingly different fitness service on Instagram. A few clicks in though, it turned out to be the same old behavioural science playbook at…

Human BehaviourImproveLife or something like itThe known unknown

An Indian Survivorship Bias Example

by Shrutin ShettySeptember 7, 2022

Many of you must have seen that drawing of a World War II plane with red dots on it. It explains Survivorship bias, a bias that statistician Abraham Wald figured out. Pic: source Simply put,…

Human BehaviourIdeationImproveLife or something like itThe known unknown

Sample Size of One: Towards a Possible Solution

by Shrutin ShettyDecember 8, 2021June 1, 2022

This post explores an alternative to fix the replication crisis (particularly in the behavioural science and economics fields, and if relevant, in other fields too). This post is in continuation to an earlier post titled…

Human BehaviourLife or something like itNot So Serious

The Behaviour Triangle

by Shrutin ShettyNovember 8, 2021November 9, 2021

  A humorous take on the paradox that exists between the views or tendencies of us common humans, versus that of therapists, who seem to take the more empathetic approach, versus some behavioural science practitioners…

Human BehaviourImproveLife or something like itThe known unknown

Sample Size of One: The Rose Negotiations

by Shrutin ShettyNovember 3, 2021December 8, 2021

Image: source The Replication Crisis is an ongoing crisis where it has been difficult or impossible to reproduce findings of scientific studies. The field of behavioural science too, has had its challenges with replicating past…

Recent Posts

  • The Hit-Making Algorithm: Behavioural Design or Manipulation? April 23, 2026
  • The Stickiness Trap April 21, 2026
  • The Scarcity Illusion: Why We Hoard Features, Ideas, and Thoughts April 20, 2026

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