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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.
One of my favourite illustrations from a science title was in Fred Hoyle's book on his quasi-steady state theory. It shows a large flock of geese all following each other, which he likened to the state of theoretical physics. In the very readable Lost in Math, physicist Sabine Hossenfelder exposes the way that in certain areas of physics, this is all too realistic a picture. (Hossenfelder gives Hoyle's cosmological theory short shrift, incidentally, though, to be fair, it wasn't given anywhere near as many opportunities to be patched up to match observations as the current version of big bang with inflation.)
Lost in Math is a very powerful analysis of what has gone wrong in the way that some aspects of physics are undertaken. Until the twentieth century, scientists made observations and experiments and theoreticians looked for theories which explained them, which could then be tested against further experiments and observations. Now, particularly in particle physics, it…
I had to really restrain myself from adopting the approach taken by The Register in referring to Yahoo! by putting an exclamation mark after every word in the text when faced with reviewing Gravity! One thing to be said about the punctuation, though, is it makes it easier to search for amongst a whole lot of books on gravity and gravitational waves (the subtitle is 'the quest for gravitational waves') since their discovery in 2015.
Despite the subtitle, Pierre Binétruy gives us far more - in fact, gravitational waves don't come into it until page 160, which makes it really more of a book about gravity with a bit on gravitational waves tacked on than a true exploration of the quest.
However, those early pages aren't wasted - Binétruy gives us plenty of detail on all kinds of background, for example plunging in to tell us about element synthesis, something you wouldn't expect in a book on gravitational waves. I also really liked a little section on experiments you can…
A quick flag on this one: it's a management/business book, and the four star rating is with that in mind. Brain Based Enterprises does contain a surprising amount of science, considering this, which is why it's here, but don't expect it to be like a four star pure science book.
This is an eclectic attack on the status quo of our ideas about business. Peter Cook suggest that much of current business simply isn't oriented to the realities of a modern, technological world, and that we need to handle things very differently in a knowledge-based economy.
The book is divided into three sections. For me, the most interesting was the first 'brainy people' part, as my own business doesn't have teams and such - but for those who do there are also 'brainy teams' and 'brainy enterprises' sections. Cook stirs together a heady mix of science - from psychology to economics - music (a passion of his and a significant part of the way he works) and business the…