The Behaviour Business. Richard Chataway

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      The Behaviour Business

      How to apply behavioural science for business success

      Richard Chataway

      Foreword by Rory Sutherland, TED talk superstar and vice-chairman of Ogilvy Group UK

      Contents

       About the Author

       Preface

       What this book is about

       Who this book is for

       How this book is structured

       Foreword by Rory Sutherland

       Introduction

       Part One: How to Create a Behavioural Business

       Chapter 1: Undoing Economics – A New Way of Thinking

       Undoing economics

       Why is behavioural science important for business?

       Two systems of thinking – designing for Homer

       How behavioural science changes how we think about business decision-making

       Chapter 2: Nudging For Good – How Governments Use Behavioural Science

       How to change an irrational behaviour: smoking

       Nudging for good

       Behavioural government

       Nudging through technology: My QuitBuddy

       Chapter 3: Test-Tube Behaviours – How to Deliver Marginal Gains Using Behavioural Science

       ‘Sciencing the shit’ out of problems

       Learning from failure

       Applying a growth mindset to business challenges

       The value of testing

       Chapter 4: How to Create a Behavioural Business

       What to Do Now

       Part Two: Delivering in Digital with Behavioural Science

       Chapter 5: How Digital Got its FANGs – the Behavioural Science of Digital Business

       ‘Making it easy’ in digital

       Making search easy: Google

       Using data to leverage social proof: Netflix

       Creating addictive products: Amazon

       Chapter 6: Digital and the Growth Mindset – the Lean Approach to Using Behavioural Science

       Testing using behavioural data

       How Facebook embeds test-tube behaviours

       Applying this approach

       Chapter 7: The Dark (and Light) Side of Digital – a Warning About Ethically Influencing Behaviour

       Are you using data ethically – and legally?

       Are the outcomes of the behaviour positive or negative?

       What are the implications of creating an addictive product or service?

       Chapter 8: Behavioural Science in Digital

       What to Do Now

       Part Three: How Behavioural Science Helps Us Better Understand AI, Robots – and People

       Chapter 9: Humans Versus Machines – How Behavioural Science Creates Better Products and Services for Humans, and Robots

       Monkeys, cucumbers, and grapes

       Irrational human behaviour or ‘bugs’?

       The AI gold rush

       Humans versus algorithms

       The limits of AI – a question of trust

       Chapter 10: Predicting Behaviour and Eliminating Noise – Behavioural Science and Automation

       Prediction machines

       Better predictions with behavioural science

       Removing ‘noise’

       The dangers of inconsistency

       Technology, behaviour and data

       Chapter 11: Artificial Irrationality – How Behavioural Science Helps Businesses Ethically Use AI and Automation

       The importance of distinguishing between human and robot

       The ethics of AI and automation

       Businesses must take the ethical AI lead