pIf you are in business, you are in the business of behaviour - and unless a business influences behaviour, it will not succeed. pIn the last 50 years we have learnt more about how we behave than over the previous 5,000. This book shows how behavioural science has revolutionised our understanding of how people really think or don't - and how we can use those insights in our businesses to influence behaviour and gain competitive advantage. pRichard Chataway works for the BVA Nudge Unit, a global consultancy specialising in behavioural change, and has experience in everything from getting people to join the armed forces, drink spirits rather than wine, and buy flatpack furniture - to developing the world's most successful stop-smoking mobile app. pIntroducing the leading thinkers and practitioners from this new field and sharing dozens of real-world examples, Richard guides readers through the hidden influences, biases and fallacies that influence the behaviour of customers, employees, a