The behaviour business : how to apply behavioural science for business success

Więcej o książce

In business, influencing behavior is essential for success. Over the past 50 years, our understanding of human behavior has advanced significantly, and this book illustrates how behavioral science can transform our approach to influencing actions and gaining a competitive edge. Richard Chataway, from the BVA Nudge Unit, a consultancy focused on behavioral change, shares his extensive experience in various sectors, from military recruitment to promoting consumer choices and developing successful mobile apps for smoking cessation. By introducing key thinkers and practitioners in the field, Richard explores the hidden influences, biases, and fallacies that shape the behavior of customers, employees, and leaders. He demonstrates how to ethically apply these insights to attract and retain customers, drive meaningful innovation, differentiate in a landscape increasingly dominated by automation and AI, and foster happy, productive workplaces. This practical guide empowers readers to proactively shape behavior rather than merely reacting to it, making it an essential resource for anyone looking to harness the power of behavioral science in their business strategy.