Still or Sparkling, Paris and London
In this chapter we showed how it's hard for people to understand how behavioural science can help their business if you only use an abstract theoretical example. They need to relate to it, as experience is believing.
You can see this case study brought to life by Jez at the second year of Nudgestock (skip to 8 min 45 secs):
If you are a subscriber to the Wall Street Journal, you can read more about how restaurants have been using behavioural science to drive designer water sales by leaving bottles on the table.
https://www.wsj.com/articles/SB1015543613337351367
The Pratfall Effect
When getting people on board, it’s important that you yourself are believable – for example, you could craft a bit of fumbling into your presentation to help with this. By making others aware that they can make errors in their judgement and decision making and that this psychological bias is a crucial stage on the journey to understanding the potential applications of behavioural science, will help get the team on board.
Here is Adam Ferrier's talk at Nudgestock 3 where he shares his thoughts on the 'Pratfall Effect' and the importance of imperfections and authenticity.
Growth Hacking
Photo by The Creative Exchange on Unsplash
In addition to this, a growth hacking mindset can be beneficial when applying behavioural science in a business context. And this was applied in the quest to get more customers to drink a well-known sparkling water in Paris restaurants.
This iterative test and learn approach is paramount. In business you don’t need to be right – you just need to be right enough and sometimes all you need is to be less wrong than your competitors. The key is to adapt and iterate throughout the experiment.
To learn more about the principles underlying growth hacking, and how companies like Airbnb and Dropbox have used growth hacking techniques, check out this comprehensive resource:
https://www.crazyegg.com/blog/growth-hacking/
For those who prefer to watch than read, here's a video:
Want to delve deeper? For further reading, here's a list of books to begin with:
https://www.entrepreneur.com/article/318685
