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When someone says "I'll be honest" or “I don’t want to be mean…” before criticising a product, they're actually increasing others’ desire to buy it.

By using dispreferred markers like these, the reviewer is softening what they are about to say, and increasing how likeable they seem as a result.

It’s a social risk to be negative, so proclaiming their willingness to say it anyway enhances their credibility.

But what does it do to the product...

Years ago I switched to a left-handed mouse. 

It occurred to me that using my right hand was inefficient: I'd have to stop writing or typing, move my hand to the mouse, click what I needed, and then return to the keyboard or pen. Meanwhile, my left hand sat idle.

We often do things because they seem natural or conventional. But in doing so, we miss other resources, opportunities, and answers.

This principle applies to understanding customer behaviour too. 

The prevailing...

Painted walls can be cleaned pretty easily. A few squirts of “Spray and Wipe” and unsightly marks can be erased.

Walls with exposed brick are a different matter. Blemishes seep into the brickwork’s pores and crevices, making them impossible to expunge.

When it comes to communications, a painted wall approach is often the default.

Our presentations, websites and emails look uniform. Our writing is professional.

But as safe as this approach feels, it’s also...

Should you use emojis in business communications?

Yes, but only in a specific way . 

In this clip I explain new research on why emojis increase persuasion but only if you use them correctly.

This is a sample from Just Do This, my program that tells business owners exactly how to use behavioural science to get better results.

You get over 70 instructional videos, templates, scripts, a podcast and time every month with me. 

When it comes to behaviour, why guess when you can...

I’m sure you know all about scarcity – the principle that people are more likely to act when time or stock is limited.

That's the first behavioural technique editing software VEED have used in this screen:

They’ve included a countdown to create a sense of urgency to sign up.

Because…and here’s the important second bit…if I don’t, my video will be deleted!

And that’s the second psychological principle they’ve used here: Loss...

I still remember the story my year 10 legal studies teacher told of two young thieves running away from the police in pursuit.

One was armed with a gun, and when cornered, his colleague gave the following instruction:

“Give it to him, Joe”.

The case hinged on the intonation of that sentence.

“Give it to him Joe” could mean “surrender the gun to the officer, Joe”.

Or it could mean, “shoot him, Joe”.

It sticks in my memory because life is...

After Stonehenge, the Roman Baths in Bath is the UK’s second most popular tourist attraction. Making a wish was big business for the Baths, with visitors throwing more than $170,000 worth of coins into the pool annually.

When coins were banned, that all changed.

From March 2022, visitors have instead been asked to make a contactless payment or put money in a cash box.

But most chose not to. Only $4,500 was donated last year.

Now, there are clear reasons why banning coins was...

Attempting to fill my van’s water tanks while driving through outback South Australia, I discovered my hose attachment was too small for the tap. 

I made my way to the local shop and started rifling through their hose fittings selection. A fellow traveller passed me in the aisle, paused, and asked me what I was looking for. I explained the situation, showing him the attachment I had brought with me.

“May I?”, he asked, taking the hose attachment from me.

He then...

At the height of the pandemic, when virtual conferences were a new thing, world leading ad agency Ogilvy invited me to speak at Nudgestock.

Nudgestock is their annual festival which brings people with an interest in behavioural science together.

So, of course, I took the opportunity to eat a sticky date pudding in front of a global audience.

Um, what?

Was it the first time a speaker had eaten live on stage?

Probably.

But I was making a point.

And it was about the fragmentation of...

There’s a zebra crossing that runs between my two local supermarkets.

To use it, people have to go out of their way about 10 metres.

Instead, a majority run the gauntlet, crossing the busy and chaotic road at a more convenient point.

People on walking frames. People with shopping bags. People with pets and children. Me.

We’re willing to sacrifice safety for convenience. 

What’s the trade you are asking people to make?

  When it comes to your processes...