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Ripple: The big effects of small behaviour changes in business
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.
www.ripple-book.com
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.
www.ripple-book.com
226 pages, Paperback
Published March 31, 2020
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169 people want to read
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Displaying 1 - 8 of 8 reviews
July 8, 2021
Well written and food for thought, showing real life examples and a method to follow. (Read for work and it served its purpose of getting me to think differently about behaviour change.)
February 17, 2021
Using a framework of some of the tests, experiments and work in the real world of behavioural science that Jez & April have been involved with, the book introduces the reader to the major terminology used in a very user- friendly way with a glossary at the start and the biases, heuristics, theories and effects gently worked into each story.
"We stay in a stranger's house booked on Airbnb and we're more than comfortable climbing into a random Toyota Prius hailed using Uber"
The introduction humorously reminds us of the power of the seller feedback and the network of trust that has changed the way we live to introduce social proof as our first exposure to a small nudge or 'ripple' and a short history of the evolution of behavioural science. Groom and Vellacott have put this book together as a reply to those thinking "what next after Nudge?" and giving the reader a practical toolkit to put behavioural science into practice in your business.
The chatty style of the book makes pleasurable reading, a reference to the great way Jez and April collaborated to bring this book together. We are taken through fourteen tales of the different ways in which behavioural science has been used each opening with learnings in the subject, from experiments in the Ogilvy canteen with Rory Sutherland in the early days of the Ogilvy Change team, the now classic case of Babies of the Borough with Tara Austin, international projects and a chapter including climbing the 'proofing ladder'.
"#1 Get a local proof point
#2 Bring your proof point to life
#3 Minimise deception to avoid losing trust"
Each case history is concluded with three rules/practices which collect together to make forty rule toolkit "for applying behavioural science to your world." I particularly liked the online back-up material linked to the website of the book which really adds another dimension to the book.
It is littered with names from Jez's time in Ogilvy and his subsequent launch of Cowry Consulting and concludes with an over to you section; the reminders of the need for ideas, of talking to people and building a team to devise and execute creative nudge ideas and to concentrate on particular context approaches rather than replicating principles.
"So far Jez has never failed to get results for businesses using this way of thinking.
Ripple is an immensely practical book, one to refer to regularly, use to learn and to put approaches into real life situations but also a great read regardless of whether you are someone planning on putting behavioural science techniques into practice in your field of expertise.
"We stay in a stranger's house booked on Airbnb and we're more than comfortable climbing into a random Toyota Prius hailed using Uber"
The introduction humorously reminds us of the power of the seller feedback and the network of trust that has changed the way we live to introduce social proof as our first exposure to a small nudge or 'ripple' and a short history of the evolution of behavioural science. Groom and Vellacott have put this book together as a reply to those thinking "what next after Nudge?" and giving the reader a practical toolkit to put behavioural science into practice in your business.
The chatty style of the book makes pleasurable reading, a reference to the great way Jez and April collaborated to bring this book together. We are taken through fourteen tales of the different ways in which behavioural science has been used each opening with learnings in the subject, from experiments in the Ogilvy canteen with Rory Sutherland in the early days of the Ogilvy Change team, the now classic case of Babies of the Borough with Tara Austin, international projects and a chapter including climbing the 'proofing ladder'.
"#1 Get a local proof point
#2 Bring your proof point to life
#3 Minimise deception to avoid losing trust"
Each case history is concluded with three rules/practices which collect together to make forty rule toolkit "for applying behavioural science to your world." I particularly liked the online back-up material linked to the website of the book which really adds another dimension to the book.
It is littered with names from Jez's time in Ogilvy and his subsequent launch of Cowry Consulting and concludes with an over to you section; the reminders of the need for ideas, of talking to people and building a team to devise and execute creative nudge ideas and to concentrate on particular context approaches rather than replicating principles.
"So far Jez has never failed to get results for businesses using this way of thinking.
Ripple is an immensely practical book, one to refer to regularly, use to learn and to put approaches into real life situations but also a great read regardless of whether you are someone planning on putting behavioural science techniques into practice in your field of expertise.
November 16, 2020
Enjoyed this book on behavior economics. Easy to read. Best thing about this book is it highlights case studies of actual execution of behavior science through 7- 8 global case studies
- How baby images helped reduce crimes in London
- How hand washing habbit was established in Chile
- How BS interventions helped tackle obesity in Mexico?
- How pink walls led to safety at construction site in London
The book also provides cues on how to go about implementing it in our own organization and how convincing others and explaining them this shared Behavior science vocabulary is crucial for success.
- How baby images helped reduce crimes in London
- How hand washing habbit was established in Chile
- How BS interventions helped tackle obesity in Mexico?
- How pink walls led to safety at construction site in London
The book also provides cues on how to go about implementing it in our own organization and how convincing others and explaining them this shared Behavior science vocabulary is crucial for success.
May 4, 2024
A great layman’s guide to behavioural science and more importantly, how it’s integrated into the private sector. Really straight forward and easy read with a lot of interesting examples of not only the subjects use to solve real world problems (getting pig abattoir workers to wash their hands more using hand stamps for example) but how Jez and team built the practice at Ogilvy and Cowry. Some amazing insights but overall maybe a little to short and summarized for my likings but some will find this perfect.
April 21, 2020
Extremely interesting (and accessible) read on how behavioural science can be brought in to effect changes in behaviour in business, society etc. This book has actively encouraged me to attempt applications of behavioural science in my workplace using the 39 tips and the PROOFING method. I am particularly interested in the the primacy and recency effect as these are useful tools to frame language used at work.
July 15, 2022
"it could be beneficial to move our focus away from trying to replicate isolated behavioural science principles and instead concentrate on applying any combination of nudges which might work in a particular context. After all, what's the point of understanding how humans behave if it doesn't help us to improve things in the real world?"
January 1, 2024
What a load of BS.
Behavioural Science, that is.
A brisk romp through Jez’s CV, strung together by a collection of examples demonstrating the power of behavioural science in supporting and rationalising creative problem solving.
Complete with practical lessons and steps around how to embed BS into an organisation gleaned from hard won experience.
It’s an easy read, although having 39 steps across 14 chapters does leave me with a slight sense of cognitive overload.
Behavioural Science, that is.
A brisk romp through Jez’s CV, strung together by a collection of examples demonstrating the power of behavioural science in supporting and rationalising creative problem solving.
Complete with practical lessons and steps around how to embed BS into an organisation gleaned from hard won experience.
It’s an easy read, although having 39 steps across 14 chapters does leave me with a slight sense of cognitive overload.
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December 26, 2022Some interesting examples but after a while it all felt a bit repetitive.
Displaying 1 - 8 of 8 reviews