In this episode of The Deep Dive, we explore The Upside of Irrationality by Dan Ariely—a fascinating look at how human behavior influences decision-making in ways we don’t expect.

In sales and business, we often assume buyers act rationally, weighing costs and benefits logically. But Ariely’s research shows that emotion, bias, and psychological triggers play a much bigger role.

We break down why discounts can backfire, why incentives don’t always work, and how to use behavioral psychology to build trust and close more deals.

Whether you’re in B2B SaaS, sustainability consulting, or enterprise sales, this episode will help you rethink your approach and use irrationality to your advantage.