The Behaviour Business
How to apply behavioural science for business success
By Richard Chataway
Jacket text
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 has experience in everything from getting people to join the armed forces, drink spirits rather than wine, and buy flatpack furniture – to developing the world’s most successful stop-smoking mobile app.
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.
About the author
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.
He has advised clients including Lloyds Banking Group, Google, Atos, IKEA and Unilever – and conducted training for call-centre personnel, marketing directors, sales teams, creatives, and everything in between.
Richard is a frequent conference speaker and board member of the Association for Business Psychology, the industry body that is the home and voice of business psychology in the UK.
Reviews
To make decisions while effectively ignoring psychological or perceptual factors is disastrous for business decision-making. It will take time to redress the balance – but thanks to books like this it is starting to happen.
Brilliantly inspiring – with his warm, witty approach Richard Chataway shows practical ways for businesses to go from hearing about behavioural science to actually profiting from it.
A breath of fresh air – a brilliant behavioural science book that focusses on the practical application of the topic rather than the abstract theories. Drawing on a wide-ranging set of applications, from launching the world’s most successful quit smoking app to refining call centre scripts – there’s plenty to interest anyone interested in the business application of behavioural science.
The better you are at understanding and influencing behaviour, the better you’ll be at business. This book is a must read for anyone who has a business / cause / brand to grow. Richard has put his advanced understanding of human behaviour into practice in how he has structured this book. It’s engaging, easy to read, has many applied examples and strong theoretical underpinnings. Read it now before you miss out.
Richard Chataway’s fine book attests to the power and profit of behavioural science in business. Displaying a firm grasp of the literature and sensitive to its thorny issues, on offer are effective behavioural solutions for all business types and sizes – practical and low-cost applications, honed over many years by a foremost practitioner of behavioural science. A great read and a business game changer.
If you buy one business book this year, make this the one. A handbook on how to apply behavioural science the right way for your business. Provides a powerful exploration of behavioural science and how it applies to the future of your business – the perfect guide for anyone who is looking to up their game in 2020 and beyond.
Media coverage
From Branding Strategy Insider:
If you want to understand how valuable behavioral science is to a digital business – there’s your answer. Creating a product people want might make you a few million dollars. But creating one that people can’t live without – that could make you 59 times richer. Combine this with other behavioral insights, and the implications… Read more »
From The Human Risk Podcast:
On this episode, I speka with Richard Chataway who is a Behavioural Science practitioner that has recently published a book called “The Behaviour Business”. In it, he explores how businesses can use Behavioural Science to help them meet their business objectives more effectively. As he says “if you’re in business, you are in the business… Read more »
From Branding Strategy Insider:
If you are in business, you are in the business of behavior – and unless a business influences behavior, it will not succeed. In the last 50 years we have learned more about how we behave than over the previous 5,000. This book shows how behavioral science has revolutionized our understanding of how people really… Read more »
From Branding Strategy Insider:
The supermarket brand Aldi knows this well. Their (much cheaper) own-label brands (pictured above) closely replicate the logos, colors and semiotics of better known, established brands to make our in-store decisions as cognitively easy as possible. If it looks like a packet of Walkers crisps, it must taste like it, right? In other words, brands… Read more »
From Branding Strategy Insider:
“And what we find with a lot of customers is that they get feedback from people saying: ‘I love the format, I really enjoyed reading it’. There’s a tendency in B2B historically that people think when you put on a suit, it’s all serious, and suddenly you stop being human and you become a machine.… Read more »
From Nudge Podcast:
What simple tricks make call centers more effective? How do Amazon, Google and Netflix increase product usage? And what can private organizations learn from governments when it comes to behavior science? In this episode Richard Chataway, Vice president of BVA Nudge Unit UK and author of Behavior Business, explains how the world’s leading governments and… Read more »
From Behavioraleconomics.com:
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… Read more »
From It's All Just a Bunch of BS Podcast:
Over his career Richard has successfully addressed behavioural challenges as varied as getting people to stop smoking, join the armed forces, drink spirits rather than wine, turn up to school, pay for university tuition, submit their taxes, buy flatpack furniture, and take public transport – to name a few.
From The Behaviour Business Podcast:
The podcast features extracts from interviews with over 20 different experts, to get the latest and best insights on the amazing work they’re doing applying behavioural science around the world. You’ll get to hear from people who are experts in fields as diverse as marketing and advertising, technology, AI and data, recruitment and management, and… Read more »
| Published: | 18/02/2020 |
|---|---|
| Pages: | 244 |
| Formats: | paperback - ISBN 9780857197344 ebook - ISBN 9780857197351 audio - ISBN 0000000000031 |
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 pr@harriman-house.com or call +44 (0)1730 233870.
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