Pink-painted walls that calm criminals; letters in product names that make you more likely to buy them; weather that has you falling in love. The world is full of hidden forces that shape our every thought, feeling and behaviour - without us ever realising. In this brilliant study of the strange recesses of our minds, Adam Alter reveals the power secret cues exert over our daily lives and the societies in which we live. The utterly ordinary makes for truly extraordinary effects. From how what floor your flat is on can determine your child's development to how unconscious attitudes on race skew the criminal justice system, unlocking these hidden forces is key to smarter decision-making, more effective business, and better outcomes for our selves and our societies..