Like many of you, we’ve embraced the extra time lockdown has bought to learn new skills. And we’ve chosen to brush up on behavioural science, one page at a time.
This pandemic is going to change the fabric of our society and the way people react and interact with businesses. The switch has been flicked on the global economy overnight and is the most extraordinary times we’ve seen in our generation and most of our lifetimes. Not all businesses will come out of this, and absolutely none will come out the same.
Those businesses that succeed will be those who are customer focused, invest in understanding the ‘new’ customer, and shape their products and services meet the evolving needs of our customers and society. This is why we’ve focused our lockdown learning on refreshing our behavioural science knowledge.
These three books are integral to self-growth, by understanding the fundamentals of how your mind works you will be able to improve relationships and decision making. But also will arm you with knowledge to better understand your customers, build relevant products and experiences to grow your business and beat the competition.
So, here’s the list of behavioural science books we recommend diving into. All these books come with vast reference lists, so they are just a doorway into the large (and growing) literature about what really drives human behaviour.
Nothing less than fascinating. The book is well written with an easy to follow storytelling style. Kahneman takes us on a tour of our mind and how the two systems work. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. Covering not only our minds capabilities, but also its faults.
Understanding the profound effect cognitive bias has on all decisions, and how this shapes the way we react is imperative to understanding how to influence coworkers, management and customers.
Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard H. Thaler and Cass R. Sunstein
From the winner of the 2017 Nobel Prize in Economics, Richard H. Thaler, and Cass R. Sunstein: a revelatory look at how we make decisions.
Humans are not perfect, what, really!?! And none of us make perfect decisions. Nudge is about how we make these choices and how we can make better ones. By knowing how people think, we can use sensible ‘choice architecture’ to nudge people toward the best decisions for ourselves, our families, and our society, without restricting our freedom of choice.
Edited by two of the most accomplished behavioural scientists, Daniel Kahneman and the late Amos Tversky. This books is one for the scholars, exploring multiple view points on the scientific approach to decision making.
Taking a deep dive into the process of mental accounting, in which people organise the outcomes of transactions, explaining some anomalies of consumer behaviour. Essential to understanding how we judge perceived value versus cost, and the relationships between decision values and experience values.
Written by Tracey Reed