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Sin & Success by Aditya Vittal

Sin & Success aurhored by Aditya is a book that explores how the seven deadly sins—pride, greed, envy, wrath, lust, gluttony, and sloth—affect consumer behavior and product creation. 


This book truly explains how the marketing world works! Why we as consumers buy certain things. Our hidden desires—some even called sins—are what drive our choices. 


And that’s what makes this book different from the usual marketing stuff. It’s unique, insightful, and honestly, I loved it so much! Whether you’re into business or not, it’s a fascinating look at how the world works.


It is ideal for anyone involved in product development, UX design, consumer psychology, or marketing. The book first examines current industry practices and their limitations, then introduces a unique framework developed at the MIT Media Lab. 



This framework helps creators design products, services, and even artistic works by understanding human desires and behaviors. The book delves into each of the seven sins individually, showing how they shape personal and group decisions. 


Through exercises and real-world examples, readers learn to apply these insights to innovation and business strategies. 


By the end, the book provides a structured approach to designing impactful products rooted in human nature.


 It offers a fresh perspective on how temptation drives consumer choices and how businesses can harness it ethically.


I really found this book to be unique unlike most books available on marketing which share same old gisa pita ideas. 


Like say Pride – Too much pride is narcissism. But brands actually use this to understand customer psychology and create products that help people express their pride and personal style. Think about Rolex—it’s not just a watch, it’s a status symbol that makes people feel special.


Lust & Desire – Fashion runs on this! Clothes aren’t just for covering the body anymore, they’re for attraction. Color theory plays a huge role too. Ever noticed how some colors instantly grab attention? It’s all intentional.

Greed – This one hit me. Kylie Cosmetics is a perfect example that author shares. People buy it not just for makeup but to feel closer to celebrities they admire. It’s about chasing a higher status, and brands know how to use that.


Wrath – This was an interesting chapter. I learned how brands work to reduce consumer frustration through customer service and social media. But I still don’t get how it can be used in marketing.

Every chapter is kept short, lucid in language, to the point, not to much of technical stuff and comes with real life brand examples that makes it easy to understand. 

I highly recommend this book to everyone. A super interesting and insightful book to learn loads of things from!