Oct 30, 2026 · 32 min · 12 segments
Dan Monheit started Hard Hat with a childhood friend, a $100 business card job that never got paid, and no real idea what an agency was. Twenty years later, he’s Chief CX Thinker at Thinkerbell, after…
Dan MonheitGuest
Cam McKayHost
Obviously, now you're a bit of a thought leader in the behavioral science space when it relates to marketing and advertising.
as any of your listeners who've studied at uni in business would know, the first year you're basically just doing foundational subjects.
And in that, you're learning about all these foundational concepts like supply and demand curves.
At the same time, I was working at Nike in a factory outlet store in Collingwood in what we could generously call the pre-gentrification period of Collingwood.
So I would see people come into the store and want to buy things specifically because they were more expensive.
I would see people come in and treat a pair of shoes completely differently if I'd gone out the back and found them for them than if those same shoes had been sitting on a shelf.
I'd have people come in every shift saying, I really want some running shoes that are supportive but walk out with things that just look cool.
Early on, I realized there's this whole theory of what people say and do and how the world works.
And then there's this reality I'm confronting every day, which is not matching up to that.
I stumbled across Freakonomics and then Dan Ariely's Predictably Irrational and then Richard Daylor's Nudge.
Obviously, now you're a bit of a thought leader in the behavioral science space when it relates to marketing and advertising.
as any of your listeners who've studied at uni in business would know, the first year you're basically just doing foundational subjects.
And in that, you're learning about all these foundational concepts like supply and demand curves.
At the same time, I was working at Nike in a factory outlet store in Collingwood in what we could generously call the pre-gentrification period of Collingwood.
So I would see people come into the store and want to buy things specifically because they were more expensive.
I would see people come in and treat a pair of shoes completely differently if I'd gone out the back and found them for them than if those same shoes had been sitting on a shelf.
I'd have people come in every shift saying, I really want some running shoes that are supportive but walk out with things that just look cool.
Early on, I realized there's this whole theory of what people say and do and how the world works.
And then there's this reality I'm confronting every day, which is not matching up to that.
I stumbled across Freakonomics and then Dan Ariely's Predictably Irrational and then Richard Daylor's Nudge.
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