The Behaviour Business: How to apply behavioural science for business success [9780857197344]

Overview

If you are in business, you are in the business of behaviour – and unless a business influences behaviour, it will not succeed.

In the last 50 years we have learnt more about how we behave than over the previous 5,000. This book shows how behavioural science has revolutionised our understanding of how people really think (or don’t) – and how we can use those insights in our businesses to influence behaviour and gain competitive advantage.

Richard Chataway is Director of Behavioural Science at Gobeyond Partners, and one of the most experienced behavioural science practitioners in the UK. He has worked in senior strategic roles for government in Australia and the UK, and for the four largest advertising agency groups, addressing behavioural challenges as varied as getting people to stop smoking, join the armed forces, drink spirits rather than wine, prevent domestic violence, pay for university tuition, submit their taxes, buy flatpack furniture, and take public transport – to name a few.

Introducing the leading thinkers and practitioners from this new field (and sharing dozens of real-world examples), Richard guides readers through the hidden influences, biases and fallacies that influence the behaviour of customers, employees, and business leaders alike – and shows how we can ethically use these insights to:

• powerfully attract and retain customers
• fuel true and lasting innovation
• stand apart in the new world of increasing automation and artificial intelligence
• change workplaces and maintain happy and productive employees and teams
• and a lot more!

It’s time to shape behaviour instead of simply reacting to it. The Behaviour Business is the eye-opening, practical guide you have been waiting for.