The popular science and science fiction book review site
Subscribe to this blog
Follow by Email
Search This Blog
Yes! 50 Secrets from the Science of Persuasion – Noah J. Goldstein, Steve J. Martin, Robert B. Cialdini ****
This is a rarity I’ve only seen once before (Your Money and Your Brain) – a business/popular science crossover. It contains fifty examples of ways to persuade
your customers, co-workers or others to change their behaviour, but instead of being a typical business book, driven from experience, this is driven from experiment.
It starts with the classic example of the use of our need to conform to what others do, looking at the little sign in a hotel that requests you re-use towels to save the environment. The sign is changed to say that most guests re-use towels to save the environment, resulting in significantly more re-use. The book goes on to catalogue the many ways that we can influence others, often with very subtle changes of approach. The way, for instance that adding ‘even a penny will help’ will increase giving to charity – recognizing that we don’t like to make large commitments, and that once we’ve overcome reluctance to act at all, we will go significantly further than you might expect. (It’s just a shame this message isn’t properly understood by those charities who say ‘just give £2′ but then consistently pester you for more to the extent you never give to them again don’t have the same idea.)
There are two reasons that the book doesn’t make a full five stars. Firstly, the examples rather tail off. You get the ideas they set out to have 50 secrets first, then tried to fill the slots. They didn’t have enough great material, so padded it with ‘persuasionish’ stuff – so some of the ‘secrets’ feel a little flimsy. The other issue is that this is a business book that does science, rather than a science book covering business. There is rarely enough detail of the studies to know about how they really worked, and it’s rarely stated (for instance) how large the study was, or whether it was duplicated, which may mean that a fair number of the results lack true scientific validity.
However, these are relatively small issues in a book that manages to combine some very practical and effective lessons for business with some real insights into how people behave. If the writers were setting out to persuade me they knew their stuff and really could make a difference, they’ve succeeded.
I was a little doubtful when I first saw this book. Although it has the intriguing tagline 'The greatest codes ever invented and how to crack them' the combination of a small format hardback and gratuitous illustrations made me suspect it would be a lightweight, minimal content, Janet and John approach to codes and ciphers. Thankfully, in reality Mark Frary manages to pack a remarkable amount of content into De/Cipher's slim form.
Not only do we get some history on and instructions to use a whole range of ciphers, there are engaging little articles on historical codebreakers and useful guidance on techniques to break the simpler ciphers. The broadly historical structure takes the reader through basic alphabetic manipulation, keys, electronic cryptography, one time pads and so on, all the way up to modern public key encryption and a short section on quantum cryptography.
We even get articles on some of the best known unsolved ciphers, such as the Dorabella and the Voynich ma…
Paul McAuley won the Philip K. Dick Award for his first novel and has gone on to win the Arthur C. Clarke, British Fantasy, Sidewise and John W. Campbell Awards. He gave up his position as a research biologist to write full-time. He lives in London. His latest novel is Austral.
Why science fiction? For one thing, I fell in love with science fiction at an early age, and haven’t yet fallen out of love with it (although I have flirted with other genres). For another, we’re living in an increasingly science-fictional present. Every day brings headlines that could have been ripped from a science-fiction story. Giant robot battle: Who knew a duel between chainsaw-armed mech suits could be so boring? for instance. Or, Roy Orbison hologram to embark on UK tour in 2018. And looming above all this, like Hokusai’s famous wave, are the ongoing changes caused by global warming and climate change, which is just one consequence of human activity having become the dominant force of change on the planet…
In the recently published The Little Book of Black Holes we saw what I thought was pretty much impossible - a good, next level, general audience science title, spanning the gap between a typical popular science book and an introductory textbook, but very much in the style of popular science. Cosmology for the Curious does something similar, but coming from the other direction. This is an introductory textbook, intended for first year physics students, with familiar textbook features like questions to answer at the end of each chapter. Yet by incorporating some history and context, plus taking a more relaxed style in the writing, it's certainly more approachable than a typical textbook.
The first main section, The Big Bang and the Observable Universe not only covers basic big bang cosmology but fills in the basics of special and general relativity, Hubble's law, dark matter, dark energy and more. We then move onto the more speculative (this is cosmology, after all) aspects, brin…