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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 very important little book ('little' isn't derogatory - it's just quite short and in a small format) - it gets to the heart of the problem with applying artificial intelligence techniques to large amounts of data and thinking that somehow this will result in wisdom.
Gary Smith as an economics professor who teaches statistics, understands numbers and, despite being a self-confessed computer addict, is well aware of the limitations of computer algorithms and big data. What he makes clear here is that we forget at our peril that computers do not understand the data that they process, and as a result are very susceptible to GIGO - garbage in, garbage out. Yet we are increasingly dependent on computer-made decisions coming out of black box algorithms which mine vast quantities of data to find correlations and use these to make predictions. What's wrong with this? We don't know how the algorithms are making their predictions - and the algorithms don't kn…
A new Marcus Chown book is always a treat - and this is like a box of chocolates: a collection of bite-sized delights as Chown presents us with 50 science facts that are strange and wonderful.
The title is a quote from William Blake's Auguries of Innocence: 'To see a World in a Grain of Sand, / And a Heaven in a Wild Flower, / Hold Infinity in the palm of your hand, / And Eternity in an hour.' It would seem particularly appropriate if this book were read on a mobile phone (so it would be literally in the palm), which could well be true for ebook users, as the short essays make excellent reading for a commute, or at bedtime. I found them distinctly moreish - making it difficult to put the book down as I read just one more. And perhaps another. Oh, and that next one looks really interesting...
Each of the 50 pieces has a title and a short introductory heading, which mostly give a feel for the topic. The very first of these, however, briefly baffled me: 'You are a third mus…
Occasionally you read a book and think 'I wish I'd thought of that.' This was my immediate reaction to Ryan North's How to Invent Everything. The central conceit manages to be both funny and inspiring as a framework for writing an 'everything you ever wanted to know about everything (and particularly science)' book.
What How to Invent Everything claims to be is a manual for users of a time machine (from some point in the future). Specifically it's a manual for dealing with the situation of the time machine going wrong and stranding the user in the past. At first it appears that it's going to tell you how to fix the broken time machine - but then admits this is impossible. Since you're stuck in the past, you might as well make the best of your surroundings, so the aim of the rest of the book is to give you the knowledge you need to build your own civilisation from scratch.
We start with a fun flow chart for working out just how far back in time you are…