The small BIG

July 7, 2014
Martin, Goldstein, and Cialdini, leading thinkers from the field of persuasion science, reveal that when it comes to influencing others to change their behavior, the smallest changes often prompt the biggest differences—what they call a “small big.” Seeking to show businesses how to “influence and persuade others in effective and ethical ways,” the authors identify more than 50 minor changes (presented as case studies) that can be put into practice immediately. They also discuss findings from the fields of neuroscience, cognitive psychology, social psychology, and behavioral economics, which are highlighted in short chapters that show how to apply these ideas in different contexts. Chapters center on wide-ranging and useful topics such as name-changing, successful decision making, reducing people’s tendency to procrastinate, showing appreciation, and negotiating with business partners via email. It will be easy for readers to search through this well-organized book for ideas most relevant to their needs. While it’s impossible to know how well these ideas will play out in the real world, they certainly seem innovative on the page.

July 1, 2014
In their previous work, the authors have taken research from the fields of neuroscience, cognitive psychology, social psychology, and behavioral economics to evaluate how influence, persuasion, and behavioral change take place. Here they put into practical use more than 50 new insights drawn from their research that will enable businesses and individuals to bring about more effective and efficient positive behavioral changes in their customers and themselves. These are small, low-cost changes that can have a big effect on the bottom line. Examples include reducing no-shows to appointments by making two small adjustments during scheduling, small alterations to e-mails that get outsized attention, different approaches to meetings to make them more productive, and costless shifts in language that can motivate yourself and others to complete goals. While traditional approaches to influence others are becoming increasingly ineffective, the authors employ scientific methods that focus on only the smallest adjustments that can have the largest impact potential. The book is organized into 52 short chapters that each average no more than 10 minutes to read.(Reprinted with permission of Booklist, copyright 2014, American Library Association.)