Every organization-regardless of industry-shares a common quest: they are all in the business of changing human behavior in some way. For-profit companies try to convince consumers who currently buy a competitor's product to switch to theirs; while governments try to convince citizens to pay their taxes on time or renew their driver's license online. Yet, the author argues, if you think about what people actually do in organizations from day to day, the bulk of their efforts are spent on 'first-mile problems'. These include efforts devoted to thinking through the competitive landscape and coming up with new products and services. Very little attention is paid to the 'last mile'-the part where the consumer actually walks into your establishment or begins a dialogue with your staff, and then makes a decision to switch to embrace your product (or not). The solution to this 'last-mile problem', he shows, isn't so much about creating awareness about your offering as it is about facilitating action. Throughout the article, he provides guidance on how to successfully embed the science of behavioural insights into the DNA of both government and for-profit organizations.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-ROT273

発行日：2015/9/1

登録日：2015/9/28