I'm Afraid Debbie from Marketing Has Left for the Day

Using behavioural design and an accessible four-step method, he shows how people can be persuaded to do one thing instead of another and thereby achieve success.

By examining an array of examples drawn from business, government, various public groups and institutions he demonstrates how the rules can be learned and applied in different contexts.

Author

Morten Münster is an adviser in behavioural design. Among his clients are Adidas, Hyper Island, Danske Bank, NATO, Leo Pharma and several public institutions. He writes regularly about management and strategy in financial newspapers.