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On January 27, 1991, Saddam Hussein, frustrated by the coalition's air campaign against Iraq, dismissed a report about a radio transmitter in Khafji, Saudi Arabia, claiming it broadcast subliminal messages causing Iraqi troops to surrender. Despite skepticism, he ordered its destruction. Meanwhile, Marine Corporal Jesse Cven observed enemy forces attacking Khafji, leading to the city's capture. The U.S. military had indeed deployed subliminal technology, manipulating Iraqi soldiers' emotions to induce surrender. This technology, developed by Edward Bernays and others, has roots in advertising and psychological operations, influencing behavior without awareness. The CIA allegedly used similar tactics during the Gulf War, raising questions about the existence and effectiveness of such mind control methods.

Tim Ferriss welcomes Richard Wiseman, a prominent psychologist known for his work on the psychology of magic, luck, and self-help. Wiseman has published over 100 peer-reviewed articles and authored several bestselling books, including *The Luck Factor* and *59 Seconds*. He also served as the director of the Edinburgh Fringe Festival. The conversation begins with Wiseman explaining the Edinburgh Fringe, the world's largest arts festival, and sharing anecdotes about his experiences there. Ferriss recounts how he became familiar with Wiseman's work through various sources, including a Slate Star Codex article and the documentary *An Honest Liar* about magician James Randi. Wiseman discusses his early interest in parapsychology, stemming from his background as a magician. He shares details about his study on the "remote detection of staring," which explored whether people could sense when someone was looking at them. The study revealed that the experimenter's beliefs influenced the results, highlighting the importance of replication in psychological research. The discussion shifts to the psychology of magic, with Wiseman emphasizing that magicians possess a deep understanding of human perception and attention. He mentions the Magic Circle, a prestigious society for magicians, and reflects on the community aspect of magic. Wiseman also touches on mass participation studies, sharing his experience with a BBC project that involved detecting lies from politicians. He explains how focusing on verbal cues improved accuracy in lie detection. He recounts another study, the "Laugh Lab," which aimed to find the world's funniest joke, resulting in a massive public engagement. The conversation delves into topics like neuro-linguistic programming (NLP) and the malleability of memory. Wiseman critiques NLP, noting that many claims lack scientific support. He emphasizes the importance of evidence in psychology and the need for rigorous research. Wiseman expresses a desire for more relevant psychological research that addresses real-life issues, particularly in self-help literature. He admires Dale Carnegie's work, highlighting its practical wisdom. The discussion concludes with Wiseman reflecting on the fascination with the impossible, whether in magic, psychology, or human achievement. He encourages curiosity and critical thinking, advocating for a deeper understanding of the mind and its capabilities.

Theo Von announces new tour dates, back in Atlanta at the Fox Theater on April 4, with tickets on sale this week. Use code Rat King starting Wednesday, January 10th at 10:00 a.m. local time. Remaining shows include Brisbane, Sydney, Charlottesville, State College, and Amherst, all via theo.com. If prices look insane on resale sites, wait and we’ll come back through. Thank you for the support. Today's guest is Tony Robbins, described as the number one life strategist on Earth, a philanthropist, entrepreneur, bestselling author, and adviser to many of the globe’s most intriguing people. Robbins emphasizes the need to adapt to large, long audiences and maintain energy and humor across a 12‑hour day, noting that time is relative and staying engaged makes hours vanish. The conversation moves to daily preparation and discernment about methods that feel valid in a sea of trends. Robbins discusses a daily cold plunge as a discipline with both cognitive and physiological benefits, and he details a 10‑minute priming process that consists of three three‑minute components: first, identifying emotions that derail relationships or business and replacing them with gratitude; second, a minute‑by‑minute, embodied gratitude practice to create a biochemical shift; third, a “three to thrive” exercise where outcomes are seen and celebrated as done to program the subconscious. He explains that priming changes the nervous system and invites listeners to TonyRobbins.com/priming for a free guide. He stresses the importance of starting the day in a grateful, anticipatory state and avoiding letting the phone hijack one’s focus. Robbins discusses environmental priming with studies from Harvard and Apple versus IBM illustrating how subtle cues shape behavior and creativity. He emphasizes daily priming to reset state, especially after sleepless travel or jet lag, because thoughts alone don’t move people as effectively as movement, breath, and posture. He argues that life is shaped by what you experience, not by what you merely think. The dialogue then covers mental health and treatment approaches. Robbins cites a Stanford depression study showing many antidepressants fail to help, a Johns Hopkins trial where psilocybin with cognitive therapy produced dramatic, lasting improvements, and his own Date With Destiny program, which produced substantial, lasting relief from depression and negative emotions without drugs. He describes the biochemistry of changing state as foundational to durable change, noting that at six weeks, participants in his program reported no depression, with significant reductions in negative emotions and increases in positive emotions at eleven months. Robbins outlines a decision and habit framework: satiation, dissatisfaction, threshold, insight, uncertainty. He discusses immersion as a powerful catalyst for change, comparing language learning by immersion to the four‑day, twelve‑hour seminars that yield lasting results. He shares personal experiences with recovery, running, and replacing substance use with healthier patterns that meet multiple needs (comfort, certainty, variety, significance, connection, growth, and contribution). Self‑pity is identified as a pattern to be replaced with action, service, or relationships that fulfill deeper needs. Physiology, focus, and language are presented as the three levers that shape mood. Small shifts in posture, breathing, and movement can rewire feelings; reframing focus and language creates substantial change. The discussion covers the importance of identity in lasting change, describing how adopting new identities—such as not being a smoker—helps sustain progress, and how momentum builds through consistent, purposeful action. The conversation shifts to finances and Robbins’s forthcoming Holy Grail book on investing, emphasizing eight to twelve investments that are not correlated to reduce risk and increase upside. He explains that private equity, private credit, and sports ownership can offer non‑correlated growth, with private equity delivering substantial long‑term gains and new legislation enabling broader access. He notes that profits from his books go to Feeding America and that several financial opportunities can now be accessed more widely. Robbins concludes with reflections on historical winter cycles, generations, and the belief that winter strengthens resilience and creativity. He urges a focus on momentum, purpose, and identity, arguing that fulfillment comes from growing and giving, not just achieving goals. The Time to Rise Summit, a free three‑day event, runs January 25–27, inviting listeners to participate at time to rise summit dot com.

We live in a world filled with abundant opportunities, and our mindset shapes how we respond to these opportunities and challenges. Breakthroughs often occur when someone questions the status quo, leading to innovative ideas that seem obvious in hindsight. Mindset is crucial for entrepreneurs, and it can be developed through the right environment, relationships, and continuous learning. Roger Hamilton, CEO of GeniusU, discusses seven essential mindsets for success: gratitude, curiosity, moonshot, abundance, exponential, longevity, and purpose-driven mindsets. He emphasizes that mindsets can be changed and improved, and that everyone has a mindset shaped by their upbringing and experiences. The quality of the questions we ask ourselves is more important than the answers we find. Hamilton shares a Stanford case study where MBA students were tasked with maximizing $5. The results varied widely based on the students' mindsets. Those who viewed the task as a challenge to increase their initial amount often failed, while others who recognized the value of their time or resources found creative ways to succeed. This illustrates how mindset influences perception and outcomes. The conversation shifts to how to cultivate effective mindsets. Surrounding oneself with the right people is vital, as is being aware of the unwritten rules of the environments we inhabit. The education system and societal norms can instill limiting beliefs, leading to a scarcity mindset. Hamilton recounts a story about how children learn a lack mindset through games, emphasizing the need to reprogram our thinking towards abundance. The discussion also touches on the importance of resilience and learning from failures. Successful entrepreneurs often have a growth mindset, viewing challenges as opportunities for learning and innovation. The ability to ask great questions and remain curious is essential for personal and professional growth. Hamilton highlights the significance of a gratitude mindset, which fosters positivity and connection. He shares personal practices for cultivating gratitude, such as reflecting on daily blessings and expressing appreciation for loved ones. This mindset not only enhances personal well-being but also attracts positive relationships and opportunities. The conversation then explores the moonshot mindset, which encourages thinking beyond incremental improvements to envisioning radical innovations. Hamilton shares examples of entrepreneurs who have successfully pursued moonshot goals, emphasizing the importance of commitment and creativity in achieving extraordinary outcomes. The exponential mindset is discussed next, highlighting the need to recognize the accelerating pace of change in technology and society. Entrepreneurs must adapt to this reality by embracing innovation and seeking ways to leverage exponential growth. Hamilton emphasizes the abundance mindset, which counters scarcity thinking. He argues that technology can transform scarcity into abundance, enabling individuals to create value and opportunities. The conversation concludes with the purpose-driven mindset, which provides direction and motivation for entrepreneurs. A clear sense of purpose helps individuals navigate challenges and stay focused on their goals. Ultimately, the discussion underscores the interconnectedness of these mindsets and their collective impact on personal and professional success. By cultivating the right mindsets, individuals can unlock their potential and contribute to a more abundant and purposeful world. Hamilton invites listeners to reflect on their own mindsets and consider how they can shift towards a more positive and growth-oriented perspective.

The discussion centers around Ed Thorp, a mathematician and gambler, known for his groundbreaking work in card counting and gambling strategies. Thorp, born in the 1930s, excelled in mathematics despite a poor upbringing and eventually earned a PhD. He became fascinated with applying his mathematical theories to real-life scenarios, particularly in Blackjack, where he developed a card counting strategy that shifted the odds in favor of the player. Thorp's experimentation led him to prove his theories by building a blackjack table at home, where he simulated casino conditions. After successfully demonstrating his method, he partnered with a mobster named Manny to test his strategy in Las Vegas, resulting in a profitable weekend. This success inspired Thorp to write a book on Blackjack, which became a bestseller and popularized the concept of card counting. Thorp later ventured into roulette, developing a method using a small computer to predict where the ball would land, which he successfully implemented with a team. His innovative approaches eventually led him to the world of investing, where he created one of the first quantitative hedge funds, achieving impressive returns over decades. The hosts draw parallels between Thorp's journey and the importance of pursuing interests without a focus on immediate outcomes. They emphasize that being passionate and curious can lead to unexpected successes, encouraging listeners to engage in hobbies for the sake of enjoyment rather than solely for future rewards. The conversation concludes with reflections on belief, action, and the cycles of success, highlighting that a strong belief in one's abilities can drive significant achievements.

Derren Brown shares insights from his career as a mentalist and performer, discussing his unique approach to social experiments in his shows. He recounts a peculiar incident during a performance where a woman became unresponsive, highlighting the unpredictable nature of audience reactions. Brown's work evolved from traditional mind-reading to more complex social experiments, such as "Sacrifice," which tested whether a staunch anti-immigration supporter could be persuaded to lay down his life for an undocumented immigrant. In "The Push," he explored the concept of social compliance by attempting to make someone push another person off a building. Brown reflects on the ethical implications of his work, emphasizing the importance of ensuring participants' psychological safety through rigorous pre-screening and support during filming. He discusses his journey into hypnosis, sparked by witnessing a hypnotist at university, and how it shaped his career. He also touches on the challenges of navigating fame and the complexities of personal relationships, particularly in high-status social settings. Throughout the conversation, Brown emphasizes the significance of storytelling and the human experience, particularly the shared struggles of life. He advocates for recognizing the importance of being present and listening to others, rather than immediately offering solutions. He expresses a desire to create work that resonates with deeper human truths, moving beyond mere entertainment. Brown's upcoming project, titled "Only Human," reflects his ongoing exploration of what it means to be human. He encourages a mindset of curiosity and openness to life's challenges, suggesting that true fulfillment comes from understanding and embracing the complexities of existence. He concludes with a quote from Rilke, emphasizing the importance of experiencing both beauty and terror in life.

The illusion of control leads people to believe ineffective interventions, similar to gamblers at a roulette table.

In this episode of the Huberman Lab podcast, Andrew Huberman and Dr. Peter Attia conduct their first Journal Club, discussing two significant research papers. Dr. Attia focuses on a paper regarding Metformin, a drug commonly used for type 2 diabetes, and its potential longevity benefits. He explains that Metformin works by inhibiting mitochondrial complex one, which reduces hepatic glucose output, a key issue in type 2 diabetes. The discussion highlights a 2014 study by Bannister that suggested Metformin could provide a survival advantage for diabetics, showing a 15% reduction in all-cause mortality. However, Dr. Attia critiques this study for its methodological limitations, particularly its use of informative censoring, which excluded patients who deviated from the study criteria. Dr. Attia then introduces a new paper by Keys et al., which reassesses the findings of the Bannister study using a larger cohort from a Danish health registry. This study compares diabetics on Metformin with matched controls and discordant twins. The results indicate that diabetics on Metformin had a higher mortality rate compared to non-diabetics, with hazard ratios suggesting a 48% increased risk of death. The findings challenge the notion that Metformin provides significant protective benefits against mortality in type 2 diabetics. Huberman then presents a paper on the placebo effect, emphasizing that beliefs about treatment can influence physiological responses. The study demonstrates that the placebo effect can follow a dose-response relationship, meaning that the perceived strength of a treatment can enhance its effectiveness. This was illustrated through an experiment where participants vaped nicotine and reported their experiences based on the dosage they believed they received. The brain's response, measured through fMRI, showed that those who believed they received a higher dose exhibited greater activation in brain areas associated with attention and reward. The conversation explores the implications of these findings for understanding how beliefs can shape health outcomes, particularly in the context of medications and treatments. Dr. Attia and Huberman emphasize the importance of critically evaluating scientific literature and understanding the nuances of research methodologies. They conclude that while Metformin remains a valuable treatment for type 2 diabetes, its role in longevity is still uncertain, and the belief effects discussed could have broad applications in medicine and health practices.

Richard Shotton discusses various psychological biases that influence consumer behavior and marketing strategies. One notable study reveals that labeling an item as "sold out" rather than "unavailable" significantly reduces customer irritation, highlighting the impact of language on perception. He introduces the concept of base value neglect, where consumers misjudge probabilities based on the sheer number of options, as illustrated by jelly bean experiments. Marketers can leverage this by emphasizing absolute discounts for high-priced items and percentage discounts for lower-priced ones. Shotton also explains extremeness aversion, where introducing a high-priced option can make mid-range options more appealing. This principle is evident in subscription models, where offering a premium option can enhance the attractiveness of annual plans. He emphasizes the importance of framing, noting that the same fact can evoke different reactions based on how it's presented, as shown in studies about car crash speed estimates. The discussion extends to the peak-end rule, which posits that people remember experiences based on the most intense moments and the final moments. Brands can enhance customer satisfaction by creating memorable concluding experiences, such as offering unexpected treats. Shotton highlights the significance of fairness in consumer reactions, noting that perceived unfairness can drive customers away. He concludes by stressing the need for brands to experiment with these psychological insights, as results can vary by context. By understanding and applying these biases, marketers can improve customer engagement and sales outcomes.

Oz Pearlman discusses the gap between illusion and mind reading, explaining that his mentalism hinges on building narratives, misdirection, and psychological rapport rather than actual mind reading. He describes the craft as an illusion that feels like mindreading to the audience, while grounded in learnable techniques and science. The conversation delves into core skills for a mentalist: building rapport, establishing trust, charisma, resilience, and the capacity to craft an emotionally resonant story around a trick. Pearlman emphasizes that the performer’s power comes from making the audience feel seen and engaged, with the real reward being the audience’s genuine reactions rather than the mechanics of the trick. The dialogue moves through practical demonstrations and reflections on perception, deception, and the role of storytelling in performance, including a staged card routine that illustrates how memory, probability, and psychological cues can influence a subject’s experience without direct manipulation of the cards themselves. The hosts and guest discuss how memory works, techniques for remembering names, and the use of simple frameworks like listen, repeat, and reply to improve social connections, which Pearlman ties to broader life skills such as sales, leadership, and relationship-building. The talk further explores how failure is handled on stage, the importance of delivering a strong ending, and how a performer calibrates the emotional arc of a show to leave the audience with a memorable impression. Pearlman shares personal disciplines that sustain high performance, including running ultramarathons and mastering self-talk to overcome fear, fatigue, and self-doubt. The conversation touches on the ethics of deception in performance, the distinction between entertainment and manipulation, and how audiences respond to authenticity. He also reflects on the societal impact of technology, perception, and the end-user experience in a world of rapid information transfer, noting that the momentary wow of magic can illuminate larger truths about attention, trust, and how people construct reality. The episode closes with a forward-looking note on live shows, Netflix projects, and Pearlman’s evolving approach to engaging audiences through ever more intricate demonstrations of wonder and human behavior.

Intuition is a real phenomenon that can be understood scientifically, and Dr. Joel Pearson, a neuroscientist and psychologist, aims to demystify it through his work and his book, *The Intuition Toolkit*. He emphasizes that everyone has the capacity for intuition, which can be practiced and improved over time, starting with small decisions. Pearson's research focuses on measuring aspects of the mind that were previously thought to be unmeasurable, such as visualization, intuition, and hallucinations. Pearson explains that intuition can be defined as the productive use of unconscious information for better decision-making. He developed a technique called "emotional inception," where emotional images are presented to one eye while bright colors are flashed to the other, rendering the images unconscious. This allows researchers to study how the brain processes information without conscious awareness. Over time, individuals can learn to utilize this unconscious information to make more accurate and confident decisions. The conversation also explores the distinction between intuition and instinct, with intuition being dynamic and shaped by experience, while instinct is more hardwired and permanent. Pearson introduces the acronym SMILE to help people understand and develop their intuition: Self-awareness, Mastery, Impulse, Low probability, and Environment. Each component plays a crucial role in determining when to trust intuition and when to be cautious. Pearson discusses the importance of self-awareness, noting that emotional states can cloud judgment, making it essential to return to a neutral state before relying on intuition. He also highlights how mastery in a specific area enhances intuitive decision-making, as the brain builds associations through experience. The environment can influence intuition, as context affects how information is processed. The conversation touches on the relationship between intuition and creativity, suggesting that both involve tapping into unconscious processes. Pearson believes that understanding intuition can help improve decision-making in various aspects of life, from everyday choices to significant life changes. He encourages practicing intuition through small decisions and tracking outcomes to build confidence in its use. In conclusion, Pearson advocates for a balanced approach to intuition, integrating emotional and rational decision-making. He emphasizes the need for self-awareness and practice, suggesting that everyone can enhance their intuitive abilities to navigate life's complexities more effectively.