Phill Agnew — Host, Nudge Podcast, Nudge Podcast
Published:
There is something in human psychology that makes us attracted to people, to objects, to brands, that aren't completely perfect. A classic example is Avis, who said, 'We're number two, so we try harder.' By embracing their flaw, they benefit from that Pratfall effect; they actually become more likable than brands that don't have a flaw at all.
What does Phill Agnew say on The Agile Brand with Greg Kihlström?
Phill Agnew, Host, Nudge Podcast, Nudge Podcast, says: This interview with Phill Agnew explores how behavioral science can become a lasting competitive advantage in marketing by translating abstract technical claims into concrete benefits, strategically revealing minor flaws to increase trust, and using small personalized gestures to boost customer loyalty. It also examines the catch-22 of AI in marketing — that AI can optimize work but risks devaluing it if audiences perceive a lack of human authenticity — and argues for pairing data fluency with human-centered insights.
From: The Agile Brand with Greg Kihlström
Cite as: Phill Agnew. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/phill-agnew-there-is-something-in-human-psychology-that-makes-us-attract