You think you understand marketing. You don’t. Not yet.

This book contains 20 of the most powerful concepts in marketing — psychological effects, behavioural science frameworks, and brand strategy principles that the best brands in the world have been quietly deploying for decades.

Inside you will find:

• Why raising your price can increase demand (The Veblen Effect)
• How one purchase triggers a spiral of more purchases (The Diderot Effect)
• Why admitting your flaws makes people trust you more (The Pratfall Effect)
• How brands make you forget why you walked into a store (The Gruen Transfer)
• Why your best marketing is the one you cannot measure (The Dark Funnel)
• The mathematical formula that determines if your product will go viral (Viral Coefficient)
• How the most successful brands do not compete — they invent the game (Category Design)
• And 13 more concepts that will change how you think about every brand decision you make

Each concept is explained through its origin story, real-world examples from brands like Zerodha, boAt, Amul, D-Mart, Paperboat and Razorpay, a memorable analogy, and practical takeaways you can apply immediately.

Written for Indian founders, marketers, and anyone who wants to understand why people really buy — not what the textbooks say, but what actually works.