Independently minded publishing


The big effects of small behaviour changes in business

By Jez Groom and April Vellacott

Paperback £14.99 / $19.99
eBook £11.49 / $14.99
Buy now


The big effects of small behaviour changes in business

By Jez Groom and April Vellacott

Jacket text

How do you get people who work in pig abattoirs to wash their hands? How does painting the walls of a canteen pink make construction workers behave more safely? And how can baby faces spray painted onto shop shutters reduce anti-social behaviour?

Ripple is about how small behaviour changes can have wide-reaching effects in the real world. By applying behavioural science in your working life, you can have positive ripple effects on the world around you.

While nudging is now commonplace in politics, most of our daily interactions with companies, products, and services have not yet been transformed with behavioural science. Doing so is often a messy process but, armed with this book, you’ll have the practical toolkit to get started.

Through storytelling and practical tips, Ripple takes you on a journey across the globe which will leave you inspired to start applying behavioural science to improve the world around you.

About the author

Jez Groom has been practising behavioural science for over ten years, working with some of the biggest organisations around the world, and was the co-founder of Ogilvy Change and Engine Decisions. In 2016 he founded Cowry Consulting, the leading behavioural economics consultancy, and is currently a visiting fellow of Behavioural Science at City University.

About the author

April Vellacott has been studying the field of human behaviour for nearly a decade, and holds degrees in Psychology and Behaviour Change. She is a behavioural consultant at Cowry Consulting, where she helps global clients apply behavioural science in their organisations.


Ripple takes the reader on an experience-packed journey inside the wonderful world of applied behavioural science – impressively, it makes this world both comprehensible and practicable, showing how little changes can have very significant wide-ranging effects. Groom and Vellacott’s book is packed with illuminating real-world examples showcasing the power of behavioural insights to make a real, and usually low cost, difference – sometimes transforming a good idea into a commercial success. It is hard to think of a better tutorial on the effective use of behavioural science in business, especially as it comes from authors who are at the serious end of its application. This is a valuable resource for anyone wanting to apply behavioural ripples to create a sea-change in their own business. Given the thoughtful way it is written – using story-telling backed-up with practical tips – investment of reading time is amply rewarded by new knowledge, ideas and a practical toolkit that is ready to be put to work. Read, apply and watch these behavioural ripples create new waves in your own business.

Professor Philip Corr, City University

Fabulously readable and relevant to anyone interested in changing behaviour in the workplace.

Bruce Daisley, author of Sunday Times bestseller ‘The Joy of Work’ and host of the #1 business podcast ‘Eat, Sleep, Work, Repeat’

A wonderful book, engaging and informative but also so practical, it’s so different to other behavioural science books on the market.

Juliet Hodges, BUPA – Senior Advisor, Behavioural Insights Team

The best practical guide for applying behavioural science in business that I’ve read. Full of insights and real-world examples, Ripple shows the need for creativity and rigour when using behavioural science effectively.

Matt Battersby, Chief Behavioural Scientist, RGA

Ripple is a fascinating (and easy to read) exploration into behavioural science in business. Packed full of interesting and practical steps you can take for positive change that works for your organisation and your customers!

Kirsty Scott, CX Manager

Ripple is the most inspirational and practical book I have read on how to make Behavioural Science work for your business.

Olivier Nocher, Director of Pricing, Spire Healthcare Group plc

Jez and April really get your imagination running and demonstrate that behavioural science principles can be applied to all industries.

Olivier Nocher, Director of Pricing, Spire Healthcare Group plc

Ripple is a game changer for business. A truly practical and ethical toolkit to applying behavioural science that genuinely works.

Al Rhind, Head of Workplace & Customer Propositions at Aegon

Ripple contains so many insights that inspire positive cultural change for our colleagues and has transformed how we interact with customers.

Gill McLaughlin, Head of Customer Management at Standard Life Assurance, part of Phoenix Group

“A must-read for anyone who wants to use nudge in business.”

Jules Goddard, London Business School

Media coverage

From Roger Dooley Author and Keynote Speaker:

Together, Jez and April are the authors of the new book, Ripple: The big effects of small behaviour changes in business, and they join the show today to share how small behavior changes can have wide-reaching effects. Listen as they give real-life examples of how nudge theory has had massive impacts on outcomes, why friction… Read more »

Read More…

From My Customer:

Nudge theory and hand washing In their new book, Ripple: The big effects of small behaviour change in business, authors Jez Groom and April Vellacott highlight that hand washing is not a nudge reserved solely for COVID-19. As part of a team of behavioural scientists working for Cowry Consulting – which helps major brands apply… Read more »

Read More…

From Decision Ireland:

From Tesco to Fidelity, three ways in which companies are harnessing the power of behavioural science for business. By Jez Groom and April Vellacott If you heard that there was a simple way to double your assets under management, would you try it? What if there was a secret recipe for re-designing your communications to… Read more »

Read More…

From Marketing Week:

From selling sim cards in South Africa to sparkling water in Paris, Ripple provides real-world examples of how how small behaviour changes can have wide-reaching effects in the real world. By applying behavioural science in your working life you can have positive ripple effects on the world around you, say Groom and Vellacott, who use… Read more »

Read More…


About the authors
Glossary of concepts in Ripple

1. Year of the Rabbit, London
2. Babies of the Borough, Greenwich, London
3. Reducing Pickpocketing by PutPocketing, England
4. Selling SIM Cards, South Africa
5. Still or Sparkling, Paris and London
6. Clothes Washing Habits, Thailand
7. Tackling Obesity, Mexico
8. From Initial Pilot to Business Growth, Scotland
9. Reducing Criminal Reoffending, UK
10. Saving More Money, UK
11. Designing Ethical Nudges, Scotland
12. Transforming a Customer Value Proposition, UK
13. Ink Stamps and Clean Hands, Chile
14. Preventing Falls with Pink Walls, London
Your toolkit for using behavioural science in business


Published: 31/03/2020
Pages: 226
Formats: paperback - ISBN 9780857197535
ebook - ISBN 9780857197542
audio - ISBN 0000000000030
Media enquiries

If you’d like to get in touch with the author for interview or comment, or you’d like a review copy of this book, please contact us at or call +44 (0)1730 233870.


For information on available rights, please contact

Bulk purchases

We offer discounts for bulk purchases. Please contact for a quote.