Michael Aaron Flicker

They do no salads.

They do no ice cream.

And they're tapping into what you raised, which is the gold dilution effect.

And it's this very counterintuitive insight in behavioral science that if you say that you're good at many things, it is less believable

than if you say you're only good at one thing.

And the academic study for this comes from University of Chicago, 2007.

We have a study where we're asking participants to say if they believe eating tomatoes would be effective at one goal, preventing cancer,

And then another group says, how effective would eating tomatoes be at two goals, preventing cancer and helping stop eye degeneration?

People rate eating tomatoes as 12% more effective at preventing cancer when it was given as the only benefit compared to when it was listed with other goals.

benefits.

It's not logical, but we as humans are more confident when we're presented with just one advantage.

And of course, this has lots of insights and effects, not just for brand marketers, but for us as buyers and for us as humans that communicate with one another.

Apple has done an encyclopedia's worth of things right to make its brand so successful.

When you think about some of the most creative uses of behavioral science that Apple has ever taken advantage of, there's a very clear moment when they first launched the iPod.

When Steve Jobs got up on stage, he stood there, he looked out at the crowd,

And he pulled the iPod out of his pocket and he said, imagine a thousand songs in your pocket.

And that was revolutionary in that moment because other companies had MP3 players.

But the predominant way you spoke about them was five megabytes of storage, high fidelity audio.

How many hours of battery life?

And what Steve Jobs and Apple took advantage of in that moment was this idea of concreteness.