The first step in creating services that work with human nature, not against it is to understand how real people think, make decisions and what drives behavior.
This book is a mini-encyclopedia on behavioral science. You will find in it all the major findings on how real people think and behave. Everything is explained in depth and the language is very accessible.
Looking for the next Behavioural Science must-read?
In his compelling book, It Makes (No) Sense (with an intro by the Chief Juicer!), Nick Naumof provides readers with a "4D model" of human decision-making to create interventions that lead to consistent behavioural change.