BrainFuel

In this episode we welcome Advita Patel to the studio. Advita is the founder of Comms Rebel, a consultancy that helps organisations cultivate inclusive cultures through effective communication. She is also an experienced confidence coach and the co-founder of A Leader Like Me and Comms Edged Rebels. Vita shares her journey and discusses her book, "How to Build a Culture of Inclusivity," which focuses on building a culture of inclusivity through effective internal communication for diversity, equity, and inclusion. But that's not all! Advita is also organizing a remarkable event called InnerRebel 2023, an inclusive Manchester-based event dedicated to doing things differently in the world of work. Advita's frustration with attending events that lacked diversity and different perspectives led her to create the Underrepresented Speaker List, which features over 180 names of individuals from diverse backgrounds and experiences. InnerRebel 2023 aims to showcase what a great inclusive event looks like, featuring high-energy speakers and topics that challenge the status quo. The event boasts an impressive line-up of keynotes, including Thomas Erickson, the author of "Surrounded by Idiots," a book on human behaviuor and communication; Sam McAllister, the ex-Newsnight producer known for bringing controversial figures to TV; and Nisha Katona, the founder of Mowgli restaurants, who will share her inspiring journey of humanizing leadership. Alongside these keynote sessions, the will be there running a workshop on behavioural science in marketing! Advita is kindly offering listeners to the show a 20% discount 💪🏿💪🏿🔥🔥 Unleash Your Inner Rebel 2023 takes place on Wednesday 14th June 2023 in Manchester. Check out the agenda at https://www.commsrebel.com/events/unleash-your-inner-rebel Use coupon code: RebelRebel20  Come say hi!   

It's one thing for you to love behavioural science. To read the books , get some training and get going - but you need to take your team and stakeholders with you. This weeks episode explains how to do that. The idea is based on a decades experience selling in to public health as the lone marketer in the team and selling in to the corporate comms team. A double whammy of selling in - selling up and pushing the vision.  See what you think! Let us know! If it peaks your interest the final one-day Bootcamp training until the Autumn is on June 7th 2023. Come see what you're missing!    

Today's episode explains what behavioural science is in 3 fun ways. Listen in to understand behavioural science from different perspectives. This is the question many people want to ask but don't because you feel like you should know. Enjoy!  

  This episode is an interview Nancy Harut author of Using Behavioral Science in Marketing and co-founder and chief creative officer at marketing agency HBT.  Quote from Nancy “all of us really are our choice architects, when you think about it, there really is no neutral way to present information, you know, how information is presented, influences how people decide about it. And that's, that's essentially the core of choice architecture, how you present, you know, options or choices, determines or influences, see decisions people make about them.”   Three Aha Moments Nancy highlights how behavioural science tells us people use shortcuts top make decisions and they will follow automatic, instinctive reflective responses. As marketers we need to add this understanding into our strategies and creative executions.  To do this (esp if you have no market research) ask why your audience may not want to do what you need them to do. What will they lose of they don’t do it? What is stopping them. Then look to see which of the behavioural science strategies can help you reframe or overcome this barrier. For example if you need to build trust and people don’t know you then the authority bias is a good start. (Nancy includes 25 principles in her book).  We are all choice architects.  Whether you like it or not how you frame and the words you choose influence people so you may as well be sure you are influencing them positively in the right way.    Nancy’s Book Influence by Robert B Cialdini Link to Nancy’s own book – MUST READ   Using Behavioral Science in Marketing by Nancy Harhut   Chapters 4:19 The importance of behavioural science in marketing. The barriers and levers in a creative brief. The best arguments to overcome barriers to do something.   6:25 Three reasons why someone may not want to buy a product.   8:15 The importance of market research and customer testimonials.     11:05 Loss aversion and the endowment effect. The biggest mistake in health.     13:27 Nancy shares one of her favourite client case studies. What is Choice Architecture and how does it work?   15:15 How to get a triple digit increase in meeting attendance. What is choice architecture in messaging, and why it matters.   18:36 One book that changed Nancy's life   Bootcamp News The next Behaviour Change Marketing Bootcamp is on the 7th June 2023. The Early bird ends 1st May.

This episode explores 'Beat the Street' a behaviour change game that gets people up and moving, connecting and has a little bit of competition thrown in to help motivate people to keep playing. Katherine Knight former Head of Communications for women’s football at the FA and now Director of Intelligent Health shares how this behaviour change game is helping reduce health inequalities whilst also encouraging people to have fun. Beat the Street has been run in 150+ towns across England and also internationally. Three Aha Moments 1) Beat the Street works because the focus is on small, everyday changes people can do for themselves. It celebrates and rewards these changes. 2) Beat the Street is a public health consultant’s dream behaviour change intervention because it tackles multiple determinants of health inequalities including moving more and connecting with towns and countryside and it focuses on the most vulnerable and it provides the data! 3) Beat the Street works because it is driven by engagement & behavioural science, the start focuses on bringing people together to plan together to ensure they get it right for their town.   Quote from Katherine “We're not trying to make them play football or stop lacrosse, we're trying to get them to make those small changes in their environment and own them and feel like and be able to celebrate the fact that change they've done rather than it's been done to them.”   The book that changed Katherine's life • Utopia for realists: and how we can get there by Roger Bregman Links • Beat the Street https://www.intelligenthealth.co.uk/programmes/beat-the-street/   Chapters 2:26 The importance of understanding the audience.4:28 What is Beat the Street? -.9:02 How do you make people feel safer in their town?13:23 How do you engage with communities to get a project started?16:22 What’s next for Beat the Street?18:48 One book that has changed Catherine’s life.21:30 What’s coming up at the Bootcamp.   🧠The June Behaviour Change Marketing Bootcamp half price early-bird finishes on the 1st May 2023. Click here to grab one of the few spots left.

Today's episode is for busy communicators and changemakers who have very little time to scope a project and get to know their audience. You may be firefighting incoming requests, or were simply brought in too late to do the level of audience understanding you would like to. But playing this simple game can really help. The Who Am I Game Answer all questions as though you are the person. Have fun with it. Step into their shoes. Who am I - step inside of their skin.  Where am I when I perform the behaviour change When do I do it? Why do I do it?  What must I overcome to get it? Think of a dragon...who or what is your audience's dragon? What barrier stands in their way? Remember this is about understanding where you fit in their life and having a go at understanding their motivator not your product benefits. This episode also includes a quick tip: stop talking about behavioural science with your stakeholders. If you are having trouble getting buy-in use the words decisions. I need to understand the decisions people need to influence. Then explore those decisions in the Who Am I? game.     To delve deep into behaviour change join likeminded souls at the June Bootcamp. This will be last one until October 2023. The early bird is tweeting away - its a whooping 50% saving. Don't miss out!    

This episode welcomes Melina Palmer to talk about her new book "What your employees need and can't tell you". She has also published "What your customer wants and can't tell you." Melina is an applied behavioural economist with a passion for helping people use behavioural economics aka behavioural science. In the episode we explore the difference between behavioural economics and behavioural science and Melina explains in a fun, engaging way how change is like riding an elephant and what to do when you smell cookies. Melina runs the global consultancy The Brainy Business, teaches  behavioural economics and hosts the incredible podcast The Brainy Business. Timestamps 6:25 What is the difference between behavioural economics and behavioural science? 10:10 Change doesn't have to be bad 12:05 How to brace for change at work 14:51 Why reducing the cognitive load is so important 19:17 Deadlines deadlines deadlines 21:34 It's not about the cookies 24:00 How to use behavioural economics to get people to buy in to your idea Quote from Melina  "So in your brain, you have that logical conscious writer that has a plan, you know, where you're supposed to go, what you want to do the best way to get there, you're set, however, you are at the mercy of the elephant, which if it wants to, like run in another direction, or just sit down and not do anything, you can't push or pull or logic it to do what you want it to do." Melina Palmer Three aha moments🧠 One: Cognitive load is everything. Why do we keep on pushing out more and more information on people during stress times? Melina explains the importance of cognitive load and the importance of not tipping into it when you are leading change management. Two: It's not the change - it's how you communicate it. Melina shares a fantastic example of cookies to illustrate how the way the change is presented is the as - if not more - important that the change itself. (or cookie!) Three: We are all elephant riders trying to calm our brains! A lovely way to understand system 1 and system 2. Where is your elephant taking you...?   The book that changed Melina's life A more beautiful question.  The power of inquiry to spark breakthrough ideas by Warren Berger   Useful links Free chapter:  ➡️ https://thebrainybusiness.com/ruth - use this link to get the first chapter of What your employees need but can't tell you free plus you will find all of Melina's podcast episodes here. They are all worth a listen!   Don't forget the next Behaviour Change Marketing  Bootcamp is on the 7th June 2023 and it's currently half price via the Earlybird!  https://www.socialinsightmarketing.co.uk/bootcamp          

Today's episode is about our yearly survey Help I'm not a behavioural scientist get me out of here! For the third year we are asking what is working for you and what is not. We are pondering whether the term behavioural science is one of the blockers to adopting this work and proposing that maybe you do a lot of this work already but just don't know it. So this years survey is slightly different as we try to chunk down - what exactly is behavioural science - and which part do you actually need to know to get the best results for your project/campaign. Everyone that completes the survey before the end of March 2023 get sweets!  Check it out here: https://www.socialinsightmarketing.co.uk/help  

Our guest this week is Jennifer Clinehens, founder of behavioural science based customer experience consultancy Choice Hacking. Choice Hacking is a consultancy, book, podcast and TikTok sensation with millions of views. In this episode Jennifer explains how to use behavioural science to improve  our customer/patient's experience. Jennifer shares how customer journey mapping can be used to think beyond the nudge and elevate conversations around behavioural science in organisations. She also discusses how behavioural science can be used to strategically navigate the psychological biases that exist in customer journeys. Jen uses Netflix to demonstrate what she means and includes the cocktail party effect and peak end rule.   Quote from Jen  “you can't really have a culture where behavioural science is taken seriously without a culture where experimentation is also taken seriously.” Jen Clinehens No every moment punches at the same weight shouldn’t your marketing budget be doubling down on understanding them” How are people creating memories, the experiences they are creating.” Jen Clinehans   Three aha moments The Cocktail party effect is the bias that drives personalisation. It claims that our brains will focus in on the information that is most relevant to them. In other words it will zone in on cues such as your name. Netflix shows us the many opportunities to personalise when you plan across the whole customer experience. Have you ever been lured in to a show using this tactics. (I have!) Top 10 Because you watched Trending (herding bias also) When reviewing or reflecting on an experience people don’t average out the experience they will focus in on the peak and the end. Aka the Peak End rule. Know your peaks and invest accordingly.   The book that changed Jen’s life  Resonate: Present Visual Stories that Transform Audiences, Nancy Duarte   Useful links  Check out Jens episodes on the biases here  - https://www.choicehacking.com/podcast/  Check out Jens customer experience and other online courses here - https://choicehacking.academy/silo-all-courses/

This episode features an interview with Samuel Salzer about building habits. Samuel is a renowned expert on the topic, and he shares his insights on how to effectively change your habits. This episode is a must-listen for anyone who wants to learn more about building habits and how to make lasting change Quotes from Samuel: “The whole idea here is that even if we give people the right information, they might go from knowing something to having the intention to do something. But that's still not enough. People have the best intentions. Doesn't really change the world. What changed the world is what people do.” Samuel Salzer   “Get comfortable with getting uncomfortably specific” Samuel Salzer   Three Aha Moments (There are so many it was really hard to pull out three aha moments. Your Brainfuel newsletter has a greater breakdown so if you are not subscribed you’re missing out!) But if we had to choose our top three insights Habits make up almost 50% of our autopilot behaviour! Which makes changing habits especially difficult. Don’t take for granted your audience is aware of the habit you are asking them to change! Reward matters when you are forming a habit but not so much when it has shifted into your There is no neutral environment. We are always being influenced – intentionally or not. IKEA are a good example of intentional when we know it. Samuel shares a Google work project that increased water consumption 5 x and decreased biscuit consumption by 30%. Extra one for luck Social belonging is the key that can unlock the door to change. There are lots of ways to adopt social proof to increase the desire to belong. FOMO is alive and kicking. The book that changed Samuel’s life Mistakes Were Made (But Not by Me) Why we justify foolish beliefs, bad decisions and hurtful acts by Carol Tavris, Marsha Mercant et a   Useful links  Habit Weekly https://www.habitweekly.com/ & Behavior Design Podcast  More on the popcorn study here it’s a blog from Cornell University who ran the study – the claim is that when people have greater portion sizes they overeat. Samuel uses it as an example to explain why – habit of eating popcorn meant people just kept on going – on autopilot despite it being stale. The participants claimed they had eaten a smaller amount. They were unaware. Chapters [00:55] - The King of Habits Samual Salzer [02:52] - Samuel Salzer working at improve [06:48] - Understanding Habits [08:00] - Components of Habit [11:00] - The Role of reward [13:00] - System 1 and System 2 [15:13] - Engaging with Long-Term Behavioral changes [15:26] - Breaking down into steps [19:11] - Duolingo Failing users [20:30] - Easy or Rewarding [26:09] - Understanding Motivation [31:11] - The goal is not to motivate people [32:20] - Autonomy Buy-In [33:36] - Creating Intervention [35:22] - Changing minds with Canvasing [36:59] - Accessible Science [39:26] - Dive into the driving forces of behaviors [42:30] - Habitual Coach Professionals [45:20] - The One Book