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

How to Use Behavioral Design to Create Change in the Real WorldIn this ground-breaking book, author Morten Münster presents a set of rules that individuals and companies can follow to bring about necessary change.Using behavioral 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.