Why do we trust five-star reviews from strangers, panic-buy when there are “only two left,” and somehow end up emotionally attached to things we never meant to purchase in the first place?

In Episode 4, Sean Makin wanders into the delightfully illogical world of behavioural economics, exploring why humans aren’t rational consumers at all — but predictably irrational ones. From mental shortcuts and emotional triggers to nudges, framing, and the subtle art of making choices feel obvious, this episode unpacks how modern marketing works with human behaviour rather than against it.

Equal parts insight, humour, and gentle existential marketing therapy, this episode helps listeners understand not just how advertising influences us — but why it works in the first place.

Put the kettle on. Your brain is about to meet its own decision-making habits.

In this episode, Sean Makin ventures into the influencer economy.
A place where authenticity is priceless, exposure is not a currency, and everyone insists they’re “data-led” while quietly trusting a hunch.

We explore:

Why influencer recommendations feel more powerful than traditional ads
The difference between influencers and true brand ambassadors
Why reach is overrated and engagement actually matters
How to choose collaborators without funding unused yoga mats
The delicate art of outreach (and how not to sound unhinged)
Why authenticity isn’t a vibe – it’s a composite truth
How to measure success without sacrificing your sanity

This episode is for brands, marketers, and founders navigating the strange reality where trust is built through humans, not banners and where the wrong partnership can unravel faster than a sponsored soufflé in a thunderstorm.

Listen now, collaborate wisely, and remember: Don’t script the passion. Find people who already have it.

Stay sceptical. Stay alert. And for the love of marketing – question the tagline.

A Mostly Harmless Guide to Doing the Impossible (Poorly at First)

Starting a business is ridiculous.

In Episode 2 of The Overthinker’s Guide To Modern Marketing, Sean Makin dives into the messy, absurd, and oddly magnificent reality of building a business and a brand in the modern world.

From the unglamorous power of consistency to the necessity of resilience, obsession, weirdness, and simplicity, this episode explores why certainty is overrated — and why most great brands are built by people who keep going despite having no clear idea what they’re doing yet.

Expect:
• Leaky funnels and looping customer journeys
• Creative chaos and questionable decisions
• Existential reassurance for founders and marketers alike

This episode is for anyone who’s ever stared at a spreadsheet, a KPI dashboard, or a printer and thought: surely it shouldn’t be this hard.

Because it is hard.
And somehow, it’s still worth it.