Melina Palmer is founder and CEO of The Brainy Business, which provides behavioral economics consulting to businesses of all sizes from around the world. Her podcast, The Brainy Business: Understanding the Psychology of Why People Buy, has downloads in over 160 countries and is used as a resource for teaching applied behavioral economics for many universities and businesses. Melina obtained her bachelor’s degree in business administration: marketing and worked in corporate marketing and brand strategy for over a decade before earning her master’s in behavioral economics. She has contributed research to the Association for Consumer Research, Filene Research Institute, and runs the Behavioral Economics & Business column for Inc Magazine. She began teaching applied behavioral economics through the Texas A&M Human Behavior Lab in fall 2020. Her first book on the subject, What Your Customer Wants and Can't Tell You, was published in May 2021.

Part I: Big Plans and Micro-Moments

• Chapter 1: Culture, Change, and the Brain
• Chapter 2: Unlocking the Secrets of the Brain
• Chapter 3: Change Is All About You
• Chapter 4: And…It Has Nothing to Do with You

Part II: Roadblocks and Tools

• Chapter 5: Calming the Elephant
• Chapter 6: I’m Not Biased
• Chapter 7: Three Weeks? We’ll Do It in Two!
• Chapter 8: Questions? Concerns? Good. Let’s Get Started.
• Chapter 9: Status Quos and Shortcuts
• Chapter 10: We Tried That, It Doesn’t Work
• Chapter 11: I Want to Do My Own Research
• Chapter 12: He Always Meets His Goals, Just Do What He Does
• Chapter 13: Us vs. Them
• Chapter 14: He’s Out to Get Me, I Know It.
• Chapter 15: That’s Not Fair!
• Chapter 16: Late Again? She’s So Disrespectful

Part III: Leading Through Change

• Chapter 17: Where Are We Going?
• Chapter 18: It’s Not about the Cookie
• Chapter 19: Where’s the Fun?
• Chapter 20: Application and Final Thoughts