Photo Courtesy: Chase Hughes
By: Shawn Mars
Virginia Beach, VA - December 10, 2025 - Bestselling author and behavioral science expert Chase Hughes is drawing renewed attention to the power of language with his latest book, TONGUE: A Cognitive Hazard. This widely read book explores how language can shape the human mind.
Published under NCI (Neurocognitive Intelligence), the organization Hughes co-founded, Tongue is positioned at the intersection of neuroscience, psychology, and experimental art. Rather than simply explaining how language influences thought, the book is designed to demonstrate that influence in real time, using its own structure, pacing, and shifts in narrative to show how a reader’s perception can be subtly redirected as they move through the pages.
“In most people’s lives, language is invisible. It feels harmless and automatic,” said Chase Hughes, co-founder of NCI and former U.S. military chief. “But decades of research in cognition and behavioral science show that words influence memory, emotion, and identity far more than we realize. Tongue is built as a controlled experiment to help readers see that process happening inside their own thinking.”
According to Hughes, he was described by Dr. Phil as one of “the best behavior profilers in the world,” Hughes spent decades creating advanced behavioral and influence programs for military and intelligence communities before turning to public education. His work on human behavior and influence has been featured on major platforms such as The Joe Rogan Experience, The Shawn Ryan Show, and other high-profile podcasts covering psychology, persuasion, and power dynamics.
A Book Engineered as an Experience
TONGUE: A Cognitive Hazard challenges the idea of what a nonfiction book can be. It acts as a psychological experience more than a traditional manual or self-help text. The book:
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Uses narrative fractures, rhythm, and cognitive triggers to show, rather than merely describe, how language can shift attention and reshape interpretation.
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Treats each chapter as part of a live experiment, making the reader’s reactions part of the subject matter.
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Stays grounded in behavioral science and cognitive research, drawing on methods normally associated with high-stakes interrogation, influence training, and advanced profiling.
Nothing in the book’s design is accidental. The underlying techniques reflect Hughes’ background developing military-grade psychological training, where tools must work reliably under pressure, not just in theory.
Language as an Active Force, Not a Neutral Tool
A central theme of Tongue is that language does not simply describe reality; it helps construct it. The book frames words as an active system that:
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Shapes how memories are stored and recalled.
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Influences emotional responses before people are consciously aware of it.
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Guides belief formation and identity through repeated phrases, labels, and narratives.
In an era of constant online communication, polarized debates, and information overload, the book argues that many people have lost awareness of how deeply language patterns are steering their reactions. Instead of urging readers to accept this argument on trust, Tongue uses its own pages as a kind of laboratory, letting readers feel their assumptions being questioned and re-ordered as they read.
Polarizing by Design
Early responses to Tongue have been intensely divided, and that division has become part of its meaning. Readers who move slowly through the book and engage with its design report that it changes how they think about communication and influence, describing it as a psychological event rather than a standard reading experience. Others, especially those who skim or attempt to “speed-read” it, often leave with a sense of confusion or frustration.
According to Hughes, this split is intentional and revealing. The book is built to reward attention and presence, making visible how modern reading habits—fast consumption, partial focus, quick judgment—can block deeper cognitive shifts. The polarization is not treated as a flaw, but as evidence of the very mechanisms the book is trying to expose.
Rooted in Behavioral Science, Not Gimmickry
Although Tongue uses unusual literary and structural devices, Hughes and NCI emphasize that the work is not a stunt. Its methods are informed by:
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Long-standing research in cognitive psychology, linguistics, and suggestibility.
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Field-tested techniques from influence training programs used in defense, intelligence, and high-stakes negotiation environments.
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Practical models developed over decades of behavioral profiling and leadership training.
“Everything in the book comes from the same standards we apply to our training programs,” Hughes said. “It has to be reliable, repeatable, and tied to real human behavior. The artistic side is there to make the science visible.”
Culturally Timely and Built to Restore Agency
As discussions about misinformation, persuasive technology, and psychological autonomy continue worldwide, Tongue enters the conversation with a focused message: understanding how language works at a cognitive level is no longer optional.
The book is already resonating with:
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Readers interested in psychology, persuasion, and human behavior.
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Professionals in leadership, negotiation, sales, and strategy who need precise communication skills.
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Writers, creators, and analysts who work with story, narrative, and influence.
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Members of the military, intelligence, and law-enforcement communities who recognize the importance of accurate behavioral models.
Rather than telling readers what to believe, Tongue aims to give them greater awareness and control over the language they use and the language they allow into their lives.
“My goal is not to have people agree with me,” Hughes added. “If this work makes them pause and question the sentences that have been steering their choices for years, then it has done its job.”
More information about TONGUE: A Cognitive Hazard and Hughes’ work with NCI is available at www.nci.university and through the book’s listing at a.co/d/3CyTnCX.
About Chase Hughes:
Chase Hughes is a bestselling author, former U.S. military chief, and co-founder of NCI (Neurocognitive Intelligence). According to him, he was recognized by Dr. Phil as one of “the best behavior profilers in the world.” Hughes has spent decades developing advanced behavioral and influence training used by intelligence services, military units, and high-stakes negotiators. His media appearances include The Joe Rogan Experience, The Shawn Ryan Show, and other leading platforms focused on psychology and human behavior. His latest book, TONGUE: A Cognitive Hazard, continues his work in revealing how language, influence, and cognition interact in everyday life.
Disclaimer: The views expressed in TONGUE: A Cognitive Hazard are those of the author, Chase Hughes, and do not reflect the views of NCI or its affiliates. The book’s techniques are for educational purposes and are not intended to diagnose or treat any psychological condition. Readers should approach the material critically and seek professional advice when necessary.
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