Episode 87 Interview: Dan Ariely, author of Predictably Irrational, on unfakeable signals, friction, and trust in brands

In this episode, Dan Ariely joins us to explore how brands build trust, communicate authentically, and reduce friction. From peacocks to pricing to motivational t-shirts, he unpacks the behavioral signals that shape consumer perception and drive long-term brand value.

Episode Highlights

08:00 – 09:45

Dan explains the “handicap principle” through the peacock’s tail. Costly signals cannot be faked, and brands that take real risks show strength, making their promises more believable.

14:25 – 15:55

Trust is not built by saying “we’re trustworthy.” It is earned through transparency, inviting complaints, offering trials, and showing long-term alignment with customers’ best interests.

40:55 – 42:50

Even simple steps can overwhelm people. Every form, field, or click feels harder than brands expect. Reducing friction and respecting people’s time is one of the strongest trust signals a company can send.