Table of Contents

Part 1: The Expected 1. Just Ask 2. Ask Using The Right Words 3. Ask Using The Right Images 4. Ask At The Right Time Part 2: The Unexpected 6. Ask – But Have A Default Option 7. Ask For a Commitment (In The Future) 8. Ask in the Right Order 9. Ask Kinetically Part 3: The Contradictions 10. Add Options 11. Take Away Options 12. Ask Using the Right Authority 13. Ask Using the Right Fake Authority Part 4: The Conversations 14. Let the Feedback Ask the Question 15. Ask Nothing – Other Than to Go Public 16. Ask for it Back Part 5: The Swerves 17. Ask a Different Question 18. Don’t Ask (Tell) 19. Make the Question Irrelevant

About the Author

Oliver Payne started out in digital marketing in the mid-90's - a few short years after Tim Burners-Lee invented the internet as we know it. He went on to spend over a decade at Saatchi & Saatchi and Ogilvy - two of the biggest agency networks on the planet - creating adverts and innovative communications for some of the world's biggest companies, winning many of the advertising industry’s awards, and judging on award shows. At Ogilvy he served as a Partner, and Board member. Frustrated with established marketing practices he decided to set up his own agency - The Hunting Dynasty - to create behavioural communications that use our hidden quirks and apparent irrationalities.

Reviews

"We assume big problems need big solutions and the bigger the problem, the more you will need to ask of people. Yet, what Oliver Payne shows, is how intelligent small changes that often ask little or nothing of people can be hugely effective even in the face of a global problem. This creative engagement with human understanding will change your mind and might just save the planet" – Nick Southgate, Institute of Practitioners in Advertising, Behavioural Economics Consultant
"The most passionate and articulate hymn to sustainability since ‘An inconvenient Truth’" – Mark Wnek, Advertising Professional and green entrepreneur"Oliver Payne’s book is an eminently accessible guide to understanding people's behaviour and what you can do to influence them to change it. Along the way you will discover that what people say they think can’t be separated from how they think, why context is crucial and that experimentation beats asking. Beyond its importance to the topic of sustainability, whatever the concept or product, you will sell it more effectively once you have read this book" – Philip Graves, author of Consumer.ology
"What strikes me most about Inspiring Sustainable Behaviour is how Oliver Payne masterfully brings together insights from a wide range of psychological research, weaving them into a coherent guide for communications for change. The book is both pragmatic and inspirational, shot through with powerful stories yet relevant to everyday practice" – Dan Lockton, Warwick Manufacturing Group, University of Warwick, and author of Design with Intent: 101 Patterns for Influencing Behaviour Through Design."Changing our own behaviour is hard enough. Changing other people's is more difficult still. But the task has been made worse by some spectacularly wrongheaded assumptions about human behaviour which have infected business and government decision-making; in particular the idea that people are hyper-rational, endlessly cogitating individuals who make optimal choices regardless of how and when those choices are presented. If you want to join the fight against this insane, mechanistic view of human nature, you will find Oliver's book an essential and often-used part of your armoury" – Rory Sutherland, Vice Chairman Ogilvy & Mather UK, author of The Wiki Man
"Nudging can be used for good or for evil. For far too long, the evil-doers have known about the tools for influencing behavior. Thanks to efforts like Oliver Payne's, that is all changing. Inspiring Sustainable Behaviour will help create more good in the world, while bringing more fun and happiness to those who lead the charge" – Dr John Balz, Marketing Strategist, former editor of Nudge blog associated with the New York Times bestseller Nudge: Improving Decisions About Health Wealth and Happiness