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Ripple : The big effects of small behaviour changes in business

By Jez Groom & April Vellacott

How do you get people who work in pig abattoirs to wash their hands? How does painting the walls of a canteen pink make construction workers behave more safely? And how can baby faces spray painted onto shop shutters reduce anti-social behaviour?

Ripple is about how small behaviour changes can have wide-reaching effects in the real world. By applying behavioural science in your working life, you can have positive ripple effects on the world around you.

While nudging is now commonplace in politics, most of our daily interactions with companies, products, and services have not yet been transformed with behavioural science. Doing so is often a messy process but, armed with this book, you’ll have the practical toolkit to get started.

Through storytelling and practical tips, Ripple takes you on a journey across the globe which will leave you inspired to start applying behavioural science to improve the world around you.

Professional Reviews

"A must-read for anyone who wants to use nudge in business."


Jules Goddard, London Business School

"Ripple is a game changer for business. A truly practical and ethical toolkit to applying behavioural science that genuinely works”

Al Rhind, Head of Workplace & Customer Propositions at Aegon



"Ripple contains so many insights that inspire positive cultural change for our colleagues and has transformed how we interact with customers"


Gill McLaughlin, Head of Customer Management at Standard Life Assurance, part of Phoenix Group

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