EN
DEJoin the Waitlist for “The Hidden YES”
Get a sneak peek – free chapter inside
Pop in your email to get an exclusive look inside the book by Matt Sucha, CEO of Mindworx.
We’ll let you know when it’s ready.
Coming soon – November 2025
Tired of Theory-Heavy Books? Read this practical toolkit.
If you’ve ever read a book on behavior change and thought, “This all sounds great, but how do I actually use this in my work?” — you’re not alone.
Too many books stay in the realm of theory.
They’re exciting to read. But impossible to apply.
This book is different.
Written for real-world impact
Our CEO, Matt Sucha, is writing a book — and he’s pouring over a decade of insights, experience, and real-world use cases into one powerful guide.
Over the last 10 years, we’ve worked with some of the biggest names in the financial sector — from global banks to local insurers.
What he’s learned is simple:
When you understand how people really decide, everything changes.
And the best part? You don’t need to change your entire strategy — just the context in which it’s delivered.
Small shifts in how people perceive your message can lead to massive shifts in results.
What’s inside The Hidden YES?
- The 4 key psychological barriers that stop people from saying yes – even when the offer is good
- 4 powerful principles to make your offers more attractive and persuasive
- Over 99 examples and case studies to make your offers more attractive and persuasive
- The SURF Method – a simple framework that distills over a decade of experience and latest psychology insights into clear, actionable steps.
This book distills a decade of experience into a simple, powerful framework: The SURF Method.
It’s not just theory – it’s a practical approach to improve your messaging, offers, and conversions. All tailored to the financial, insurance and service-based industries.
Who is this book for?
For anyone ready to move beyond guesswork and use proven psychology to influence behavior.
Meet the author!
Matt Sucha, Founder & CEO, Mindworx
Matt is one of the world’s foremost authorities on consumer psychology in sales. As the Founder & CEO of Mindworx, he has spent the past decade helping major banks, insurance companies, and telecom providers across Europe and beyond drive sales performance through behavioral science.
Matt is the creator of the SURF™ Method and Licensing Program, a practical framework for applying behavioral economics to real-world business challenges.
Under his leadership, Mindworx has grown into a global leader in customer psychology education, with graduates of its training programs in over 100 countries.
A sought-after TEDx speaker, Matt is also the author of the most comprehensive online course on behavioral economics and customer psychology. His upcoming book on consumer behavior is set to launch in Q4 2025.
➡️ Follow Matt on LinkedIn for regular insights into psychology-driven sales growth and business strategy.
Matt's LinkedIn