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.
Books on Einstein and his work are not exactly thin on the ground. There's even been more than one book before with a title centring on Einstein's mistake or mistakes. So to make a new title worthwhile it has do something different - and David Bodanis certainly achieves this with Einstein's Greatest Mistake. If I'm honest, the book isn't the greatest on the science or the history - but what it does superbly is tell a story. The question we have to answer is why that justifies considering this to be a good book. I would compare Einstein's Greatest Mistake with the movie Lincoln - it is, in effect, a biopic in book form with all the glory and flaws that can bring. Compared with a good biography, a biopic will distort the truth and emphasise parts of the story that aren't significant because they make for a good screen scene. But I would much rather someone watched the movie than never found out anything about Lincoln - and similarly I'd much rather someon…
Tom Cabot is a London-based book editor and designer with a background in experimental psychology, natural science and graphic design. He founded the London-based packaging company, Ketchup, and has produced and illustrated many books for the British Film Institute, Penguin and the Royal Institute of British Architects. Tom has held a lifelong passion to explain science graphically and inclusively ... ever since being blown away by Ray and Charles Eames’ Powers of Ten at an early age. His first book is Eureka, an infographic guide to science.
Why infographics? For me infographics provided a way to present heavy-lifting science in an alluring and playful, but ultimately illuminating, way. And I love visualising data and making it as attractive as the ideas are. The novelty of the presentation hopefully gets the reader to look afresh. I love the idea of luring in readers who might normally be put off by drier, more monotone science – people who left science behind at 16. I wanted the boo…
Scientists sometimes tell us we're in a post-philosophy world. For example, Stephen Hawking and Leonard Mlodinow in The Grand Design bluntly say that that philosophy is 'dead' - no longer required, as science can do its job far better. However, other scientists recognise the benefits of philosophy, particularly when it is applied to their own discipline. One such is Eric Scerri, probably the world's greatest expert on the periodic table, who in this challenging book sets out to modify the philosophical models of scientific progress.
I ought to say straight away that A Tale of Seven Scientists sits somewhere on the cusp between popular science and a heavy duty academic title. For reasons that will become clear, I could only give it three stars if rating it as popular science, but it deserves more if we don't worry too much about it being widely accessible.
One minor problem with accessibility is that I've never read a book that took so long to get started. First t…