Biju Dominic is Chief Evangelist at Fractal Analytics and co-founder of FinalMile Consulting. For more than three decades, he has pursued a central question: what truly shapes human behaviour? After spending seventeen years in advertising, Biju began combining cognitive neuroscience, behavioural economics, and design to develop new approaches to behaviour change. His new book, MicroStimuli: The New Science of Persuasion, challenges the belief that awareness naturally leads to action—and explores how precisely designed cues, delivered at the right moment, can influence the choices people make.

In this episode, Biju and Subbu explore what really drives human behaviour, why rational thinking may play a smaller role than we imagine, and how microstimuli can reshape advertising, organizational culture, and the development of more human-centred AI.

We explore:

• Why awareness alone rarely changes behaviour
• The incident that led Biju to question rational decision-making
• How neuroscience offers a new lens for understanding human behaviour
• Why traditional advertising and consumer research may no longer be fit for purpose
• Why the brain prefers “exformation”—and what communicating in milliseconds requires
• How emotions and context shape decisions more than we realize
• What microstimuli are and why the 30-second advertisement may be outdated
• How workplace cues and everyday micro-decisions shape organizational culture
• Why culture change requires more than training programmes and PowerPoint presentations
• Why the future of AI must be human-led—and ultimately human-brain-led