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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.
This is a lovely little book that, sadly, not every reader will see the point of. If somebody’s anecdotal account of a presumed alien encounter is obviously a misperception of a mundane occurrence, or else too vague – or too far-fetched – to be taken seriously, then it’s all too easy to dismiss it as worthless. But that’s missing the point. The fact that so many incidents are reported in these terms makes the witnesses’ testimony worthy of serious study – to teach us, not about extraterrestrial civilisations, but about our own culture.
That was the core message of David Clarke’s excellent How UFOs Conquered the World published a couple of years ago. Now Clarke is back with another take on the same basic theme. His day job is Reader and Principal Lecturer in Journalism at Sheffield Hallam University, but for the last ten years he’s also acted as consultant for the National Archives project to release all of Britain’s official Ministry of Defence (MoD) files on UFOs. Throughout the Cold…
There's an engaging mix of powerful thriller and science fiction in this impressive novel. After the Earth has been rendered uninhabitable, human life is limited to vast space station. Our central character, Jack, has a symbiotic artificial intelligence, Hugo Fist, designed to destroy other AIs in a mysterious collective that is said to have committed an atrocity - but with a kick in the tail that because of an unbreakable contract, Fist will take over Jack's body in a few weeks' time.
Al Robertson packs remarkable technology concepts into the cyber side of this story, from AI corporations that act as a pantheon of gods to the 'puppet' that is Fist (he usually come across as a virtual cross between Mr Punch and an evil ventriloquist's dummy). Robertson does all the cyber stuff so well that it's easy to miss that this is, in effect, a myth in electronic clothing - you could substitute the myths of 'real' Greek gods and magic for what happens here. Alt…
This is a tasty little volume, packed with kitchen-based science. I must admit, when I saw that the author was the One Show's science expert and Marty Jopson's author photo has that 'Hey, I'm a mad scientist, kids!' look, my heart fell - I was sure the book would be the written equivalent of a 'Wow, look, aren't I clever, I can make this go bang!' science show - but, in fact, it's packed full of (appropriately) meaty scientific content.
I was really pleased that Jopson didn't stick purely to the chemistry of cooking, but launched with the working of some familiar kitchen gadgets - there was genuinely fascinating reading to be had about apparently humdrum equipment in the form of the physics and materials science of a knife and chopping board. And Jopson took us into industrial kitchens too, to reveal, for example, the remarkable process required to make puffed wheat.
Inevitably, the chemistry of cooking - how, for example, proteins denature and em…