The Power of Fifty Bits: The New Science of Turning Good Intentions into Positive Results Practical Behavioral Science for Better Choices and Changed Behavior

About this book

Going beyond the bestsellers Predictably Irrational and Thinking Fast and Slow this is the first "how to" guide on choice architecture that shows you how to help customers employees coworkers and clients make better choices to get what they truly want. Of the ten million bits of information our brains process each second only fifty bits are devoted to conscious thought. Because our brains are wired to be inattentive we often fall prey to cognitive biases and choose without thinking acting against our own interestswhat we truly want. As the former Chief Scientist of Express Scripts a Fortune 25 healthcare company dedicated to making the use of prescription medications safer and more affordable Bob Nease is an expert on applying behavioral sciences to health care. Now he applies his knowledge to the wider world providing important practical solutions for behavior change that marketers human resources professionals teachers and even parents can use to improve the actions of others around them and get the positive results they want. Nease offers a set of powerful and effective strategies to change behavior including: Require Choicecompel people to deliberately choose among options Lock in Good Intentionsallow people to make decisions today about choices they will face in the future Let It Rideset the default to the desired option and let people opt out if they wish Get in the Flowgo to where peoples attention is likely to be naturally Reframe the Choicesset the framework people use to consider options and choices Piggyback Itconnect the desired choice or behavior with something they already like or are engaged in Simplify . . . Wiselymake right choices frictionless and easy make wrong choices more difficult And more.