1. WHO’S SPEAKING?
FESTIVAL OF BEHAVIOURAL SCIENCE

3. Inspiring
Theory
The morning session is intended to inspire
the audience with theory drawn from the
behavioural and evolutionary sciences;
latest research, unconventional
perspectives and useful resources are all
important here.
20 minute presentations

4. ARMAND LEROI Professor of Evolutionary Developmental
Biology at Imperial College London
Who Drives Fashion? The New Science of Cultural
Evolution
In modern societies culture evolves at a relentless pace.
But how, exactly, does it change? Is change directional
or cyclical? Gradual or revolutionary? Towards ever
increasing diversity or bland homogeneity? And who’s in
the driver’s seat? Artists? Marketeers? Consumers? All
of them? We all think that we know the answers to
these questions. I will argue that we really don’t and,
that to answer them we need numbers – lots of them –
plugged into a new science of cultural change based on
evolutionary theory. To illustrate its principles, I’ll
explore the evolution of pop music. Will Rock’n’Roll
never die? I don’t know – but perhaps we can find out
why it’s so hard to kill.

5. GEORGE COOPER Author of Money Blood & Revolution and
The Origin of Financial Crises
Captain Kirk and the ‘Science’ of Economics
[The ‘Science’ of economics has disgraced itself. It failed
to warn of the global financial crisis. Worse still it has
failed to learn from the crisis.
The philosopher Thomas Kuhn showed us how to fix a
broken science like economics. The answer is shockingly
simple. Charles Darwin and the Doctor of King Charles I
can show us how to turn economics into a real science. ]
Humans not as maximisers but as competitors
William Harvey – the science of economics is in crisis
A paradigm shift in economics – incremental and logical
improvements, we need to make a leap.
We need a model that combines the best of Smith,
Marx, Keynes and more.

6. DR DAN LOCKTON Senior Associate at Helen Hamlyn Centre for
Design, Royal College of Art
Who is Dan? : Dr Dan Lockton is a designer/researcher specialising in understanding and influencing
people’s interaction behaviour with the complex systems of everyday life, through the people-centred
design of products, services and environments. He created the Design with Intent toolkit, a
multidisciplinary pattern library for this emerging field.
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. They satisfice, and go on experience,
and follow their own heuristics to solve the problems of everyday life, and
are mostly OK.
Perhaps 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. If we’re hoping to influence behaviour, whether for social,
environmental or commercial benefit, we need to understand the nuances of
everyday life, in context, and we need to design with people rather than for
them.
We have a wide range of design techniques and examples that draw on
findings from behavioural science (and other disciplines), but without insights
from research with people, we risk missing opportunities. The best design is
design with people, and the best behaviour change comes from people being
part of the process.

7. DAVID BODANIS Futurist, speaker and popular science author
David Bodanis is a recovering academic, who taught the 'Intellectual Tool-Kit' course at Oxford University for
a number of years. A veteran of Shell Scenarios, his book 'E=mc2' has sold over a million copies. Bloomsbury
publishes his 'History of the Ten Commandments' next year.]
"Take Two Tablets and Phone Me in 3,000 Years" - Why the
Ten Commandments Work So Well
1 - They're flexible; interpreted in wildly different ways across time.
- I.e., fixed message don't work. Real world interventions need to be
re-purposed by participants.
2 - They're not too abstract, yet not too detailed.
-That's crucial for brands. Just Do It works for Nike - but wouldn't
help a local office supply brand. Why?
3 - They don't ask anything impossible... nor do they ask for what's too
easy. Their genius? They've found the sweet spot, right in-between.
Find that - get the right scale for the ask at hand - and that's how to
change behaviour.

8. The Magic of
Behavioural Design
The afternoon session is all about practical application. Complex
theory and frameworks are a dime a dozen, but real-world case
studies and conclusions for how to create behaviour changing
interventions are few and far between.
Speeches in this section should include:
• Case studies: highlight the psychology that made your case study
brilliant.
• Practical advice: for creating behaviour changing interventions
• Watch-outs: obvious pitfalls and what you wish you’d known before
you started
• References/sources: so people can take and apply what they’ve
learned
15 minute presentations

9. JEZ GROOM Chief Choice Architect at
#ogilvychange
Who is Jez ? : Jez is the Co-Founder of #ogilvychange and the
Group Chief Strategy Officer of Ogilvy & Mather UK. In just 2
years, he has helped build the #ogilvychange Practice to one of
the most prominent in the world, working with clients such as
Unilever, DIAGEO, The Times, British Airways, British Telecom.
A Little More Intervention
[INSERT 100 WORD SUMMARY OF TALK]

10. PAUL CRAVEN Behavioural Coach Salomon Partners
Who is Paul? After 27 years in the financial markets, Paul now coaches investors on how to develop
investment skill. As a member of The Magic Circle he fully appreciates how the mind can play tricks.
The Magic of Behavioural Economics
In the overlap between Paul’s two favourite passions,
Behavioural Economics and Magic, lies the Human Mind.
Who better to give you a tour of some of its mysteries
and quirks than a member of The Magic Circle? And how
can we use this stuff to develop our business skills?
Paul is a member of #ogilvychange’s ‘Panel of Experts.’

11. ED GARDINER Head of the Behavioural Design Lab
Who is Ed Gardiner?
Ed leads the Behavioural Design Lab, a partnership between
Warwick Business School and the Design Council. He’s a
behavioural scientist, former advertising man and aspiring
designer on a social mission.
A recipe for making good ideas happen
Understanding how we tick is half the challenge,
applying these insights in the real world is potentially an
even greater one. This is where behavioural design can
help close the gap between research and practice. Ed
will present a recipe for how organisations can make
good ideas happen, turning a spark into radical new
products, services and places that change behaviour
and improve lives.

12. ROBERT TESZKA PhD Candidate at Goldsmiths University
Who is Rob Teszka? : Rob's research uses the techniques of conjurors to understand how people perceive
their environment, make decisions, and interact with each other. He is a cognitive psychologist at
Goldsmith's University and a 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, and this is something worth
understanding. The techniques of misdirection provide a
useful framework for understanding attention and its
link to eye movements, and magic in general is a
valuable tool for designing research.

13. Get Real!
Putting Theory into Practice
The afternoon session is all about practical application. Complex
theory and frameworks are a dime a dozen, but real-world case
studies and conclusions for how to create behaviour changing
interventions are few and far between.
Speeches in this section should include:
• Case studies: highlight the psychology that made your case study
brilliant.
• Practical advice: for creating behaviour changing interventions
• Watch-outs: obvious pitfalls and what you wish you’d known
before you started
• References/sources: so people can take and apply what they’ve
learned
15 minute presentations

14. KELLY PETERS CEO & Managing Partner AT BEworks
Who is Kelly Peters? : Kelly Peters is Chief Executive Officer and
Managing Partner at BEworks, a behavioral economics firm, she co-
founded with Dan Ariely and a team of academics and business leaders.
Kelly has been living and breathing the transformation of business
strategies and processes with behavioral economics since 2008.
Corporate Sedition: Challenging the Status Quo
Scientists don't need to be business leaders, but business leaders ought 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. ” Behavioral Economics
introduces not one, not two, but three forms of innovation: the insights of the
psychology of judgment and decision-making, the tactics of choice
architecture, and the empirical framework of experimentation. This talk will
be about how BEworks is transforming business strategy using BE with a look
at the kinds of projects, companies, and solutions.

15. CRAIG SULLIVAN Consultant, Optimiser of Everything
Why most AB tests are Bullshit
In this talk, Craig draws on over 10 years of experience
optimising, split testing and squeezing latent value out
of products for the likes of John Lewis, Google, Lego,
Autoglass, PWC, Spareroom, Spotify and many
more. After 40M tests on visitors, Craig has observed or
made every cockup in the book when it comes to large
scale web experiments. Using honest and truthful
insights from his work - he'll show you the huge
mistakes being made by companies, the cost to them in
competitive edge and what culture, tools and
methodologies you need to succeed."

16. ANDREW MACKAY Founding Partner AT Complexas
Andrew Mackay. Commander of the British forces in Afghanistan and the Helmand Task Force, author of
Behavioural Conflict. Wrote the book Behavioural Conflict in order to reflect on those conflicts. Now runs his
own specialist advisory and development company focused on Africa to put some of those ideas into
commercial practise.
Behavioural Conflict – Why Understanding People and
their Motivations will prove decisive in future conflict
If there is one single lesson that has been learnt from
the wars in Iraq and Afghanistan it is that we have not
understood people; people we have fought amongst;
people we have fought against; people we have fought
alongside. Very often we have looked at people’s
behaviours through the lens of our own cultures and
history; a culture and history very different from ‘theirs’.
Because of that we have been confused and puzzled by
‘their’ behaviours, often describing ‘their’ actions as
irrational.

17. DR. JULES GODDARD Fellow of London Business School
Who is Jules?
Fellow of London Business School; Formerly Gresham Professor
of Commerce; Author of “Uncommon Sense, Common
Nonsense: Why some organisations consistently outperform
others” (Profile Books, 2012); Winner of CMI Award for “Best
Management Article of the Year” (2013); Winner of the EFMD
Award for Excellence (2013) for his “Leading Edge” Programme
for Danone Executives.
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. If costs are
genuinely an issue, then the market is signalling an
absence of strategy, for which the solution is not greater
economies but deeper and rarer insights into consumer
behaviour.

18. RORY SUTHERLAND Vice-Chairman of the Ogilvy Group
UK
Who is Rory? : Rory is the Vice-Chairman of the Ogilvy Group UK
and one of the world leading proponents on Behavioural
Economics. Rory lead the Institute of Practitioners in Advertising
through his presidency on Behavioural Psychology and the potential
impact in advertising and is #ogilvychange’s Thought Leader.
Pier Review
In his charming and charismatic style Rory will take us
from where Behavioural Economics has come, where he
thinks it’s heading next and what are the key learnings
he’s found since applying the Psychologies in advertising
and communications so far.

19. Thanks!