Ripple
The big effects of small behaviour changes in business
Jez Groom and April Vellacott
Contents
Small nudges with seismic ripple effects
The evolution of behavioural science
From pink walls to pig abattoirs: what you will learn
How should you read this book?
Chapter 1: Year of the Rabbit, London
“Why should I care about behavioural science?”
Bringing the experiments to life
Do it yourself: a toolkit for bringing behavioural science to life
#2 Bring your proof point to life
#3 Minimise deception to avoid losing trust
Chapter 2: Babies of the Borough, Greenwich, London
Creativity thrives when worlds collide
The London Riots and Babies of the Borough
A reduction in antisocial behaviour and crimes
Do it yourself: a toolkit for encouraging serendipitous collisions
#4 Step out of the echo chamber
#5 Collaborate with people who aren’t like you
#6 It’s risky, but try the crazy idea
What next for Babies of the Borough?
Chapter 3: Reducing Pickpocketing by PutPocketing, England
‘Do to think’, rather than ‘think to do’
Unintended consequences on behaviour
The opposite of pickpocketing: PutPocketing
Justifying the idea in behavioural terms
Testing a prototype for PutPockets in the real world
Do it yourself: a toolkit for bringing behavioural science ideas to fruition
#7 Store ideas and inspiration in your bottom drawer
#8 Simplify before you justify
#9 Run an experiment before involving external stakeholders
Chapter 4: Selling SIM Cards, South Africa
How do we get people to pick up more SIM cards?
A workshop to tackle the problem using behavioural science
The MINDSPACE framework
Identifying the strongest ideas
A simple change which increased SIM sales by 16%
Do it yourself: a toolkit for running a workshop to solve behavioural problems
#10 The primacy effect: start the workshop on the right foot
#11 Ambiguity aversion: give people structure for the day
#12 The recency effect: end the workshop with a positive conclusion
Chapter 5: Still or Sparkling, Paris and London
P-hacking versus growth hacking
One shot to showcase behavioural science
A quiz to reveal universal psychological biases
Increasing sparkling water sales with behavioural science
A growth hacking mindset: augmenting interventions on the fly
Do it yourself: a toolkit for convincing behavioural science naysayers, growth hacking interventions and nailing presentations
#13 Experience behavioural