This book is about the most amazing phenomenon on this planet: about us. About us and what drives our unconscious choices. How did it happen that NBA players are ready to entrust the shot that decides the fate of the match to two mazilas? Why didn't American studios want to record a song that was later recognized as the main rock hit of all time? And why do we love products with easy-to-write names more? The answers to these and dozens of other unexpected questions help to understand how marketing masters, using certain mechanisms, skillfully manage our choices. Research by Harry Beckwith, author of the bestselling book Selling the Invisible, which is on the mandatory literature list of business schools around the world, makes you think, doubt and smile. The book is addressed to marketing professionals and a wide range of readers.