Nudgestock 2 - Reviewing the Day in Deal


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Nudgestock 2 - Reviewing the Day in Deal

  2. 2. Videos available here Cdr.SteveTathamPh.D.RN(rtd.)
  3. 3. Inspiring Theory
  4. 4. Full video available PROF. ARMAND LEROI Professor of Evolutionary Developmental Biology at Imperial College London Who Drives Fashion? The New Science of Cultural Evolution Evolutionary modelling shows that our culture experiences changes very similar to the process of genetic evolution. Artists, marketeers and consumers all exert forces to varying degrees. Did you know? Musical evolution can be replicated with software called DarwinTunes and statistical analysis reveals revolutions in pop music occurred in 1964, 1981 and 1991, but they were caused by very different forces. Call to action! Business needs to sharpen its data skills in order to reveal the evolutionary patterns in our cultural fashions. Will Rock’n’Roll ever die? I don’t know – but perhaps we can find out why it’s so hard to kill. Article: Evolution of music by public choice Book: How Music Works, David Bryne Website:
  5. 5. Full video available DR. GEORGE COOPER Author of Money Blood & Revolution and The Origin of Financial Crises Captain Kirk and the ‘Science’ of Economics Economics is in scientific crisis, as defined by Thomas Kuhn, the discipline is divided into multiple, incompatible schools of thought. As such people have become tribal, following one school of thought and ignoring the arguments of the others. Did you know? Thorstein Veblen coined the term “conspicuous consumption”, now known as the economics of bling. Signalling theory explains why people buy luxury goods and behaviour departs from the neoclassical assumptions. Call to action! We should understand people as competitors, driven to increase their relative social position, rather than as optimisers guided purely by maximising value.Book: Money Blood & Revolution Website:
  6. 6. Full video available DR. DAN LOCKTON Senior Associate at Helen Hamlyn Centre for Design, Royal College of Art Designing with people in behaviour change Many approaches to behaviour change largely model humans as defective—bad at making decisions and in need of intervention. Yet most people, surprisingly, actually manage to get by. More often, design lets them down and produces barriers to behaviour. Did you know? Dan has produced a ‘Design with Intent’ toolkit, available at, it takes insights from multiple disciplines, such as cognitive psychology, behavioural economics and gamification. Call to action! We need to frame behaviour change as being about helping people solve their problems better, rather than seeing people as ‘the problem’ in the first place. Design should be about ‘paving the cowpath’, making it easy for people to do what they want to do and are already doing. Interview: InDecision Blog Website:
  7. 7. Full video available DAVID BODANIS Futurist, speaker and popular science author Why the Ten Commandments Work So Well The Ten Commandments have proven to be enduring rules for living because they lie in a ‘sweet spot’ of human experience that makes them possible to adhere to, they apply across all different cultures and they are guidelines but not prescriptive. Did you know? The tablets upon which the Ten Commandments were written would actually have been very tiny; some records say there were only eight commandments, others twelve; and it is likely that Moses did not even have a beard. Call to action! People respond better to more general guidelines than to harsh and detailed laws and they seek reassurance and security above all else. This is what makes the Ten Commandments so effective. Book: The Ten Commandments Biography: Wikipedia
  8. 8. The Magic of Behavioural Design
  9. 9. Full video available JEZ GROOM Chief Choice Architect at #ogilvychange A Little More Intervention It’s thought that 95% of decisions are made sub-consciously, we mistakenly apply a similar imbalance to behaviour change; 95% conversation and 5% intervention. Let’s redress it. Did you know? #ogilvychange trained News UK call centre agents with nudge techniques, they applied these to over 4,000 hours of calls and found their success rate improved 210%, with a t-test delivering a P value of 0.0002 there’s a probability of just 1 in 5000 this happened by chance. Call to action! We need more inventions to validate and drive the theories to a better place. Intellectual rigour is the tool of our trade, it’s crucial to show the world what’s really possible. Website: Slideshare: #OC Case Studies
  10. 10. Full video available ROBERT TESZKA PhD Candidate at Goldsmiths, Member of the Magic Circle Now You See It, Now You Don't: Cognitive Psychology and Magic Magicians have the uncanny ability to manipulate how people perceive the world. The study of attention and awareness reveals the efficiencies in the human brain. If we can understand why something fails, you can understand how it works. Did you know? Magicians are perceptual experts. The best magic tricks actually work for 99% of people, even when they know how it’s done. Advertising doesn’t come close to this success rate. Call to action! Understand your audience’s attention, because where they look is not necessarily where they’re paying attention. Eye tracking of magic tricks shows gaze is more complex.Website: Goldsmiths Twitter: @RobTeszka
  11. 11. Full video available PAUL CRAVEN Behavioural Coach, Salomon Partners The Magic of Behavioural Economics System 1 thinking is fast, it’s a stunningly efficient way of making decisions. However, magic reveals the peculiarities and pitfalls we all experience, they’re very predictable and often cannot be overcome even when we understand the trick being played. Did you know? Pick pocketing signs actually raise the instances of pickpocketing. They give the criminals the pointers they need because people react by checking (and showing) where their valuables are located. Call to action! Always challenge your assumptions, the world is more complicated than your mind gives credit. Website: Speaking engagements Twitter: @mag11c
  12. 12. Full video available ED GARDINER The Behavioural Design Lab, Warwick Business School A recipe for making good ideas happen Understanding how we tick is half the challenge, applying these insights in the real world is the real issue. We can now turn cutting edge science into real world products and interventions. Did you know? The Design Council have created a ‘double diamond’ to create behaviour changing interventions. They use experiments not to show what does and doesn’t work, but to improve their ideas. Call to action! We need to help people help themselves, this is the path to make lasting change. Behavioural science is a catalyst for making good ideas happen. Website: Article: Changing behaviour by design
  13. 13. Get Real! Putting Theory into Practice Cdr. Steve Tatham Ph.D. RN (rtd.)
  14. 14. Full video available KELLY PETERS CEO & Managing Partner at Beworks, Toronto Corporate Sedition: Challenging the Status Quo The tools we have to understand people just aren’t good enough. Issues of self-presentation and preservation continue to limit our understanding. Did you know? A car insurance company tested the effect of applicants signing the policy at the start rather than the end of the document. Prof Nena Mazar tested this on 30,000 policies and found that signing at the start increased annual mileage estimations by 10%. People were nudged towards greater honesty. Call to action! Scientists don’t need to be business leaders but business leaders need to be scientific. It’s time to retire the old marketing adage that says ‘for every dollar spent, 50% is wasted; we just don’t know which half’ with scientifically-grounded innovation and experimentation. Website: Twitter: @KellyBEworks
  15. 15. Full video available Cdr. STEVE TATHAM Ph.D. RN (rtd.) Senior Associate Complexas Behavioural Conflict – Why Understanding People and their Motivations will prove decisive in future conflict Despite a long and enduring presence, the British forces didn’t understand the people of Afghanistan. More often than not, the local people do behave completely rationally, just not viewed from a Western perspective. Did you know? The British Forces changed their lexicon; from suppress/destroy/isolate to reassure/influence/build. Branded billboards advocating attitudinal change were found to be ineffective. Call to action! Far too much attention is given to informational and attitude communications. The world at large, just as the British Forces, need to recognise that behaviours form attitudes. Not the other way around. Website: Article: Book review
  16. 16. Full video available DR. JULES GODDARD Fellow of London Business School The Fatal Bias: Why Overall Cost Leadership is a Losing Strategy Too many executives spend too much time seeking cost efficiencies at the expense of their real job which is to develop unique customer strategies. Did you know? A wide-ranging study by Deloitte was unable to find a single company that attributed cost- leadership as the source of their success. Research shows that pursuing ‘best practise’ is a losing trajectory, achieving ‘unique practice’ is the competitive advantage. Call to action! The art of strategy is to stay one step ahead of the need to be efficient. Article: The Fatal Bias Book: Uncommon Sense, Common Nonsense
  17. 17. Full video available RORY SUTHERLAND Vice-Chairman of the Ogilvy Group UK Pier Review Nudgestock 2 is a departure from the norm; built to push the boundaries of academia and bring together divergent interests under one roof (at the seaside). Did you know? The invention of stripy toothpaste (red, white, blue) reveals the intricacies of social cognition; we need understand the world through a series of mental shortcuts (heuristics). In this case, blue meaning fresh is more convincing than white meaning everything. Call to action! We all know a lot individually, but could know a lot more collectively so continue to share and question what you see everyday. Dare to be trivial. Let’s make Deal to behavioural science what Palermo is to organised crime. Website: Twitter: @rorysutherland
  18. 18. TO READ AT YOUR LEISURE… FROM THE SPEAKERS HOT OFF THE PRESSES Warning: You are About to Be Nudged George Lowenstein et al. 2014 SSRN
  19. 19. Thanks! Until next year…