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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.
It would be easy to think 'Surely we don't need another book on quantum physics.' There are loads of them. Anyone should be happy with The Quantum Age on applications and the basics, Cracking Quantum Physics for an illustrated introduction or In Search of Schrödinger's Cat for classic history of science coverage. Don't be fooled, though - because in Beyond Weird, Philip Ball has done something rare in my experience until Quantum Sense and Nonsense came along. It makes an attempt not to describe quantum physics, but to explain why it is the way it is.
Historically this has rarely happened. It's true that physicists have come up with various interpretations of quantum physics, but these are designed as technical mechanisms to bridge the gap between theory and the world as we see it, rather than explanations that would make sense to the ordinary reader.
Ball does not ignore the interpretations, though he clearly isn't happy with any of them. He seems to come clo…
It's rare that I'd use the term 'tour de force' when describing a popular science book, but it sprang to mind when I read Conjuring the Universe. It's not that the book's without flaws, but it does something truly original in a delightful way. What's more, the very British Peter Atkins hasn't fallen into the trap that particularly seems to influence US scientists when writing science books for the public of assuming that more is better. Instead of being an unwieldy brick of a book, this is a compact 168 pages that delivers splendidly on the question of where the natural laws came from.
The most obvious comparison is Richard Feynman's (equally compact) The Character of Physical Law - but despite being a great fan of Feynman's, this is the better book. Atkins begins by envisaging a universe emerging from absolutely nothing. While admitting he can't explain how that happened, his newly created universe still bears many resemblances to nothing a…
As a starting point in assessing this book it's essential to know the cultural background of Ladybird books in the UK. These were a series of cheap, highly illustrated, very thin hardbacks for children, ranging from storybooks to educational non-fiction. They had become very old-fashioned, until new owners Penguin brought back the format with a series of ironic humorous books for adults, inspired by the idea created by the artist Miriam Elia. Now, the 'Ladybird Expert' series are taking on serious non-fiction topics for an adult audience.
Marcus Chown does a remarkable job at packing in information on the big bang, given only around 25 sides of small format paper to work with. He gives us the concepts, plenty about the cosmic microwave background, plus the likes of dark energy, dark matter, inflation and the multiverse. To be honest, the illustrations were largely pointless, apart from maintaining the format, and it might have been better to have had more text - but I felt …