دانلود کتاب The Power of Fifty Bits: The New Science of Turning Good Intentions into Positive Results

Even with the very best of intentions, people often fail to make wise choices for themselves—whether for their health, their finances, or their business decisions. Yet it doesn't have to be that way—thanks to the science behind fifty bits design, a set of principles that helps close the gap between intentions and actual behaviors.Of the ten million bits of information our brains process each second, only fifty bits are devoted to conscious thought. This means that humans are wired for inattention and inertia, so we often choose without thinking and act against our own interests. Understanding this is the key to any behavior change, from increasing charitable donations to reducing unintended pregnancies.As the former chief scientist of Express Scripts, a Fortune 25 health care company, Bob Nease is an expert on applying behavioral sciences to the health care industry. He realized that providing financial incentives and tools—an approach that assumes patients will act rationally—was not having the outcome that he expected. Instead, he had to reengineer patients' environments in order for their natural inclinations to lead them to the best decisions. In a nod to the brain's fundamental cognitive limitation, he called this approach "fifty bits design," and now he applies his knowledge to the wider world, offering important, practical solutions that marketers, human resources professionals, teachers, and even parents can use to improve the behavior of others around them and get the positive results they want.