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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.
In the recently published The Little Book of Black Holes we saw what I thought was pretty much impossible - a good, next level, general audience science title, spanning the gap between a typical popular science book and an introductory textbook, but very much in the style of popular science. Cosmology for the Curious does something similar, but coming from the other direction. This is an introductory textbook, intended for first year physics students, with familiar textbook features like questions to answer at the end of each chapter. Yet by incorporating some history and context, plus taking a more relaxed style in the writing, it's certainly more approachable than a typical textbook.
The first main section, The Big Bang and the Observable Universe not only covers basic big bang cosmology but fills in the basics of special and general relativity, Hubble's law, dark matter, dark energy and more. We then move onto the more speculative (this is cosmology, after all) aspects, brin…
When I reviewed James Binney’s Astrophysics: A Very Short Introduction earlier this year, I observed that the very word ‘astrophysics’ in a book’s title is liable to deter many readers from buying it. As a former astrophysicist myself, I’ve never really understood why it’s considered such a scary word, but that’s the way it is. So I was pleasantly surprised to learn, from Wikipedia, that this new book by Neil deGrasse Tyson ‘topped The New York Times non-fiction bestseller list for four weeks in the middle of 2017’.
Like James Binney, Tyson is a professional astrophysicist with a string of research papers to his name – but he’s also one of America’s top science popularisers, and that’s the hat he’s wearing in this book. While Binney addresses an already-physics-literate audience, Tyson sets his sights on a much wider readership. It’s actually very brave – and honest – of him to give physics such prominent billing; the book could easily have been given a more reader-friendly title such …
I've been itching to start reading this book for some time, as the premise was so intriguing - to inform the reader about computer science and algorithms using stories as analogies to understand the process.
This is exactly what Martin Erwig does, starting (as the cover suggests) with Hansel and Gretel, and then bringing in Sherlock Holmes (and particularly The Hound of the Baskervilles), Indiana Jones, the song 'Over the Rainbow' (more on that in a moment), Groundhog Day, Back to the Future and Harry Potter.
The idea is to show how some aspect of the story - in the case of Hansel and Gretel, laying a trail of stones/breadcrumbs, then attempting to follow them home - can be seen as a kind of algorithm or computation and gradually adding in computing standards, such as searching, queues and lists, loops, recursion and more.
This really would have been a brilliant book if Erwig had got himself a co-author who knew how to write for the public, but sadly the style is mostly heavy…