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The Behaviour Business
How to apply behavioural science for business success
Richard Chataway
Foreword by Rory Sutherland, TED talk superstar and vice-chairman of Ogilvy Group UK
Contents
Part One: How to Create a Behavioural Business
Chapter 1: Undoing Economics – A New Way of Thinking
Why is behavioural science important for business?
Two systems of thinking – designing for Homer
How behavioural science changes how we think about business decision-making
Chapter 2: Nudging For Good – How Governments Use Behavioural Science
How to change an irrational behaviour: smoking
Nudging through technology: My QuitBuddy
Chapter 3: Test-Tube Behaviours – How to Deliver Marginal Gains Using Behavioural Science
‘Sciencing the shit’ out of problems
Applying a growth mindset to business challenges
Chapter 4: How to Create a Behavioural Business
Part Two: Delivering in Digital with Behavioural Science
Chapter 5: How Digital Got its FANGs – the Behavioural Science of Digital Business
Using data to leverage social proof: Netflix
Creating addictive products: Amazon
Chapter 6: Digital and the Growth Mindset – the Lean Approach to Using Behavioural Science
Testing using behavioural data
How Facebook embeds test-tube behaviours
Applying this approach
Chapter 7: The Dark (and Light) Side of Digital – a Warning About Ethically Influencing Behaviour
Are you using data ethically – and legally?
Are the outcomes of the behaviour positive or negative?
What are the implications of creating an addictive product or service?
Chapter 8: Behavioural Science in Digital
Part Three: How Behavioural Science Helps Us Better Understand AI, Robots – and People
Monkeys, cucumbers, and grapes
Irrational human behaviour or ‘bugs’?
The AI gold rush
Humans versus algorithms
The limits of AI – a question of trust
