Recommendation
In publishing the book

Chapter 1.
How to Snag Insights from Everyday Life

Swimming in the Sea of ​​Inspiration_The Brewing Effect
Let's set up an extremely biased antenna_confirmation bias
What words are you wary of?_The false consensus effect
Sometimes you need to get out of the tunnel_tunnel vision phenomenon
Good Questions Change the World: The Spiral of Silence Theory
Living S-style_Cocktail Party Effect
Paradise Failure_Stigma Effect
The Trap of 'Solidity': The Apollo Syndrome
My Secret Leisure Life_Cognitive Miser
Unofficial Time Machine_Peter Pan Syndrome
The Law of the Gym Ecosystem: The Hawthorne Effect

Chapter 2.
The Usefulness of Psychology and Economics

The Usefulness of References_First Penguin
Messages that motivate action: The Eiffel Tower Effect
Finding Yourself_The Fool in the Shower
If you blindly cover it up, you will not be able to avoid ruin_The Streisand Effect
Losses are more pronounced than gains_Loss aversion bias
Subtraction is better than addition_Rashomon effect
Guessing is a bit tricky_heuristic
Unfinished stories stay in the memory for a long time_The Zeigarnik Effect
Someday We'll Become Non-Mainstream_FOMO Syndrome
Pinball Effect from Small and Trivial Things
The Boiling Point That Changes the World_The 100th Monkey Phenomenon

Chapter 3.
What makes a growing brand different?

The Resistant Human and the Obey-Caligula Effect
How Old Brands Defeat the Polar Bear_The Polar Bear Effect
Return the White Elephant_White Elephant
Learning from Sony's Footsteps: Pivoting
What starts when you start_Operational Excitement Theory
Old Brand Hymn_The Underdog Effect
Moravec's Paradox: Humanity's Weapons Beyond AI's Reach
Where Beauty Comes From_The Rosenthal Effect
Brands I Want to Be Like_Chameleon Effect
Mom's Unwavering Preference for Mixed Coffee_Munchausen Syndrome
Sweet Complex Ice Cream_Nocebo Effect

Chapter 4.
The joys and sorrows of work and creativity

When I'm sad, I become a fly on the wall_The fly on the wall effect
Or else!_Yona Complex
Renaissance in the Conference Room_The Medici Effect
The dramatization of memory repeats itself every year_Methuselah Syndrome
Feedback Manual for the Tofu Mental_Backfire Effect
Rubber Spoon Dad_Myself Crippled
The Desired New Employee and the Gorilla_The Invisible Gorilla
Jealousy is My Power_The Red Queen Hypothesis
How to Get Through Eccentric Times_Goldilocks
What you see when you look closely_Diderot effect
Check out the double D-Day_Gordian Knot

Original source

“I started reading it to write a recommendation, but it was so interesting that I ended up reading it myself.” _Choi In-a (CEO of Choi In-a Bookstore)
"Lee Kyu-cheol, a new writer, stands before me, not as an AP at Jeil Planning." _Pyeon Seong-jun (former copywriter at MBC Adcom)
"Intuition, intuition, and feeling have finally found a hill to lean on." _Luna (Hong In-hye) (copywriter, cartoonist, poet)

Solutions to Persuasion and Attention Found in Psychology and Economics
A planner's way of thinking that fills the gaps in sharp senses, language, and judgment

Desire, bias, unconsciousness, errors of memory...
Only those who have seen the invisible gorilla can design what comes next!

People only see what they want to see.
This simple truth is a pressing issue for strategists and planners in companies.
No matter how much data you accumulate and how much you refine your persuasive logic, the moment you miss the core always starts from the subconscious.
The 'invisible gorilla' experiment, a classic in psychology, clearly demonstrates this point.
The participants were so busy counting the number of balls being passed back and forth by people in white on the screen that they didn't even notice that a person in gorilla makeup had appeared in the middle.
Our brain sees only what it wants to see and hears only what it wants to hear.
Among those things that are missed, there are bound to be real clues that move people's hearts.
A planner is someone who captures those 'missed things'.
A person who questions familiar frameworks of thought and reads invisible desires, biases, and emotional knots.
This book contains the perspectives, language, and thought processes of such a planner.


"The Desiring Planner and the Invisible Gorilla" is a book written by author Lee Kyu-cheol, who has worked as a planner at an advertising agency for over 15 years, and organizes the process of obtaining ideas and solving problems in daily life and work based on psychological and economic theories.
It unravels various psychological mechanisms hidden in everyday life and marketing practices, such as confirmation bias, loss aversion, the cocktail party effect, the Streisand effect, and the Red Queen hypothesis, using 44 "thinking tools."

This book goes beyond listing theories or explaining concepts.
Through the lens of a professional planner, he interprets small moments of everyday life and reconstructs each theory into a practical thinking tool by connecting it to real-life examples.
Observing people's behavior at the gym brings to mind the 'Hawthorne Effect', explaining 'cognitive misers' through a friend's secret hobby, and unraveling the tension between creativity and self-censorship in organizational life with the psychological concept of the 'Jonah Complex'.
Each theory provides concrete examples of how it works in real-world planning settings, such as conference rooms, competitive PTs, brand campaigns, and organizational life.
These connected 'thinking tools' are not fragmented knowledge, but a practical language that planners use to express ideas, design persuasion, and interpret psychology.

In short, it is a process of finding the seeds of strategy by examining the 'roots of ideas' before planning.
This book poses fundamental questions about where thoughts begin and how the human mind works, and is also a humanistic exploration that examines the human way of thinking and the inner workings of the mind.
It resonates deeply with planners, marketers, and brand practitioners who are constantly faced with persuasion and choice, as well as creators who create content and plan messages, and office workers who navigate persuasion, meetings, and emotions within organizations.
It is a "toolbox of thoughts" that quietly works alongside those who work with thoughts and language, containing organized concepts that can be taken out when thinking becomes blocked, cases that inspire strategy, and even sentences that sometimes unravel the threads of emotions. It is a friendly guide that helps organize the inner rhythm.
This is a book you can open whenever you're about to give a competitive presentation, when you're struggling to come up with a persuasive argument in a conference room, when you can't think of a single line of copy, or when you want to understand the feelings of someone close to you.
This is a book of thought techniques that goes beyond data and logic to read the knots of human nature and emotions and cultivate the 'power to think.'

Designing consumer psychology
Insight Notes from an Advertising Planner
Persuasion and Strategy: 44 Thinking Tools to Understand the Human Mind

"The Desiring Planner and the Invisible Gorilla" interprets moments encountered in daily life and work through the lens of psychology and economics, and unravels the strategies and principles of thought hidden within them in an easy and engaging way.
Each chapter is filled with concrete examples that demonstrate how the planner's ideas connect with reality.


Chapter 1, "How to Gain Insights from Everyday Life," demonstrates the planner's observational skills and direction of thinking.
We ask ourselves what we see in our daily lives and how we might think differently.
We interpret 'confirmation bias' in the attitude of accepting only information that is favorable to oneself from the news and social media.
We tend to accept what we want to believe before the facts, and this preconception can lead to unconscious errors in strategy formulation.
It also explains what people's senses are sensitive to through the 'cocktail party effect', where one's own name is often heard even in a sea of ​​information.
This is a chapter that reveals the insight that a planner is a person who reads the knots of emotions and attention.

Chapter 2, “The Usefulness of Psychology and Economics,” uses key concepts from behavioral economics to examine the conditions of persuasion and messaging.
Starting with the question, "What kind of content is remembered for a long time?", the author proposes a way of thinking that designs lingering emotions rather than conclusions through the "Zeigarnik Effect."
He also explains the paradoxical phenomenon of specific information spreading online as the 'Streisand Effect', and focuses on the psychological mechanism whereby the more you try to hide something, the more attention it receives.
When composing a brand message or content, planners must consider what information to emphasize and where to intentionally pause.

Chapter 3, "What Makes a Growing Brand Different?" revisits the conditions for a long-lasting brand through tools for designing a brand's emotional position.
The "white bear effect," where the more people try not to think about something, the more they end up thinking about it, shows how brands can turn a weakness they want to hide into a reversal strategy.
The author uses examples of brands that do not avoid the image of being "old" but instead put it at the forefront, suggesting that the emotional stability that comes from familiarity can sometimes be the most powerful weapon.
Another case study, "Pivoting," which explores the brand's transformation strategy, examines how a brand can maintain its identity while changing direction through Sony's journey of change.

Chapter 4, "The Joys and Sorrows of Work and Creativity," explores the anxieties of creativity, organizational logic, feedback techniques, and how planners can sustain and grow within the emotional turmoil.
The author explains the gap between the expectations of being a 'creative planner' and 'self-censorship' as the 'Jonah complex'.
The fear of trying new things or the tendency to underestimate one's own abilities are common traits among many creators and office workers.
Next, we introduce 'self-handicapping', a psychological device for protecting oneself in corporate life.
This concept, expressed humorously as the "rubber spoon dad," shows that the way to maintain self-esteem in an organization where competition and comparison are the norm can sometimes be very complex.

When brand strategies, conference room scenes, and trivial scenes of everyday life connect with theory, we realize anew that "planning" is not simply a skill, but a language of sense, interpretation, and emotion.
The theory is unfamiliar, but the sentences are easy, the content is deep, but the rhythm is light.
As you read the book, you will naturally come to accept that planning is ultimately about asking questions and persuasion is about understanding people.