In this episode of "The Brand Called You" podcast, host Ashutosh Garg welcomes Doug Howarth, CEO of Hypernomics Incorporated, to discuss his groundbreaking work and personal journey. Doug shares how his struggle with a kidney condition for 30 years, which led him to meditation and deep introspection, ultimately resulted in a kidney transplant from his best friend. This experience significantly altered his cognitive processes, allowing him to challenge traditional economic theories and develop the concept of Hypernomics.

Doug explains Hypernomics in layman's terms, describing it as an advanced way of understanding market behavior by observing how people react to products and services. He emphasizes the limitations of conventional economics, which often focus on a single equilibrium point of supply and demand. Instead, Hypernomics explores multi-dimensional relationships, including features, prices, and quantities, providing a more comprehensive view of market dynamics. Doug uses the example of purchasing a washing machine to illustrate how consumers naturally consider multiple dimensions when making decisions.

Throughout the podcast, Doug highlights the practical applications of Hypernomics in various industries, including aerospace and defense. He shares examples of how companies like Lockheed Martin and NASA have benefited from his insights into market reactions to their products. The conversation also delves into the potential of Hypernomics to transform market analysis, improve product success rates, and ultimately make the world a better place. Doug's passion for innovation and his vision for the future of economics are evident as he encourages young economists to explore and expand on his pioneering work.