The broken windows theory suggests that one broken window can cause a neighbourhood to descend into disrepair. But is it true? Today, with the award-winning professor Leidy Klotz, we investigate the broken windows theory and explain how environments shape our behaviour. --- Become an FSB member: https://get.fsb.org.uk/nudge/ Leidy’s book Subtract: https://amzn.to/4df4duk Leidy’s latest book In a Good Place: https://amzn.to/4tzjCvE Join 11,934 readers of the Nudge Newsletter: https://www.nudgepod...
Jun 15, 2026•24 min
Octopus Energy went from £0 in revenue to £12 billion in 10 years. Today, on Nudge, I chat with their first employee Pete Miller, who explains how they used nudges to grow. Hear why they: 1) Encourage customers to spin a wheel to reward metre readings. 2) Give away free electricity at 4pm. 3) Play you the number one song from the year you turned 14. 4) And gave away 40,000 electric blankets during an energy crisis. --- Become an FSB member: https://get.fsb.org.uk/nudge/ Unlock the Nudge Vaults: ...
Jun 08, 2026•41 min
The Enhanced Games, hosted in Las Vegas last Saturday, made a bold claim. With the use of performance-enhancing drugs, enhanced athletes would break not just personal records but world records. And the end goal? To sell those same drugs to the masses. It’s arguably the biggest marketing stunt of the year so far, and today on Nudge I reveal the psychology behind it. Did the Enhanced Games succeed? Listen to find out. --- Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Subscribe to my...
Jun 01, 2026•28 min
In this episode, I chat to Pete Miller, part of the co-founding team at Octopus Energy, who helped design one of the most recognisable new logos in Britain. Hear how Octopus used two proven psychological principles to build a logo people remember (and why those same principles are being ignored by most of the industry). You'll learn: - Why a distinct logo made one beer taste 5% better - How a 1933 German study explains why Octopus stands out - Why brands from McDonald's to KFC give their logos h...
May 25, 2026•24 min
In Singapore, a group of runners charge 50p per kilometre to run on strangers' Strava accounts. That's how far people will go to look fit online. This episode explains the psychology behind why being watched changes everything. --- Owain’s book: https://amzn.to/4smVtrP Owain’s company CogCo: https://cogco.co/ Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Join 11,626 readers of my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedi...
May 18, 2026•22 min
Professor Richard Wiseman searched for the world’s funniest joke. He found it. But it wasn’t what he expected. --- Richard’s book Quirkology: https://amzn.to/4shYOJ6 Richard’s book 59 Seconds: https://amzn.to/3Pf9pWI Richard’s SubStack: https://richardwiseman.substack.com/ Join 11,934 readers of the Nudge Newsletter: https://www.nudgepodcast.com/mailing-list Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ --- Today’s sour...
May 11, 2026•24 min
Three thousand years ago, Odysseus tied himself to a mast to resist the Sirens. He didn't trust his willpower, so he removed the choice entirely. Today, Owain Service, co-founder of the Behavioural Insights Team and CEO at CogCo, calls that a commitment device. And modern evidence shows it works for everything from saving money to staying married. --- Owain’s book: https://amzn.to/4smVtrP Owain’s company CogCo: https://cogco.co/ Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Join...
May 04, 2026•25 min
Warning, you’ll hear a lie in this episode. You won’t be told it's a lie. And 29% of those who listen probably won’t spot the lie. But if you listen till the end, you’ll learn the proven tips to spot lies like these. Today on Nudge, Professor Richard Wiseman explains: 1) How to spot a liar 2) What makes someone lucky 3) If we’re really separated by six connections 4) And why enlarged pupils made men buy books --- Richard’s book Quirkology: https://amzn.to/4shYOJ6 Richard’s book 59 Seconds: https...
Apr 27, 2026•31 min
There's a pill on Amazon called Fukitol. It contains nothing. And yet people buy it, swear by it, and give it five stars. Today, Nir Eyal explains the remarkable science behind why placebos work. --- Listen to the bonus episode: https://nudge.kit.com/40414a1b44 Nir’s book Beyond Belief: geni.us/beyondbelief Nir’s free belief change guide: nirandfar.com/belief-change Join 11,934 readers of the Nudge Newsletter: https://www.nudgepodcast.com/mailing-list Unlock the Nudge Vaults: https://www.nudgepo...
Apr 20, 2026•30 min
Professor Richard Wiseman wanted to discover the world’s #1 chat-up line. But in doing so, he discovered several secrets behind human psychology. On today’s Nudge he covers: 1) Why councils shouldn’t pay people to sweep litter 2) How a saleswoman doubled her likeability 3) The picture Richard uses to never lose his wallet 4) And the #1 chat-up line --- Richard’s book Quirkology: https://amzn.to/4shYOJ6 Richard’s book 59 Seconds: https://amzn.to/3Pf9pWI Richard’s SubStack: https://richardwiseman....
Apr 13, 2026•28 min
I get a lot of questions about pricing. Should I start with our most expensive item first? Should I use precise prices instead of rounded ones when negotiating? Should I name competitors when comparing prices? Today, with pricing expert Dr Markus Husemann-Kopetzky we work through eight different psychological pricing tips in just 24 minutes. --- Listen to the bonus episode: https://nudge.kit.com/a737588e58 Markus’ book: https://amzn.to/46Hetcg Unlock the Nudge Vaults: https://www.nudgepodcast.co...
Apr 06, 2026•24 min
Most restaurants have a major problem. Paying the bill. Give the bill too early, and the customer feels rushed. Too late, and they feel ignored. To solve this problem (and many more), Will Guidara turned to behavioural science. And his solution helped his restaurant become the world’s best. --- Listen to the bonus episode: https://nudge.kit.com/aeea58886f Will’s book Unreasonable Hospitality: https://amzn.to/4tPrMl8 Will’s new book The Field Guide: https://amzn.to/3Orq1u0 Will’s newslett...
Mar 30, 2026•29 min
In 2015, the media became obsessed with one man’s attempts to grow tea in the Scottish Highlands. The BBC profiled him on the One Show. Radio reporters flocked to interview him. Even the Chinese national news agency reported his work. Tam O’Braan (as he was then known) was the first to ever sell Scottish tea, and the press went wild. Fornum and Mason bought his leaves. The Dorchester created a new Scottish tea-tasting menu. Barack Obama reportedly tried his tea, and the Queen loved it. Tam’s bus...
Mar 23, 2026•36 min
Will Guidara is the co-founder and restaurateur behind the world’s best restaurant. But Will’s not a standard restaurateur. He didn’t just focus on creating the best food. He used psychology and behavioural science to build the best experience. Listen to learn how his restaurant became #1 by using anchoring, reciprocity and many more psych principles. --- Listen to the bonus episode: https://nudge.kit.com/aeea58886f Will’s book Unreasonable Hospitality: https://amzn.to/4tPrMl8 Will’s new book Th...
Mar 16, 2026•35 min
Do nine-ending prices really work? Will £9.99 sell more than £10.00? Can it be used for high-quality products? What about hedonic products? Can it be used on speed limits? For years this debate has raged on. But today on Nudge, I speak with pricing expert Dr Markus Husemann-Kopetzky to settle the argument. --- Markus’ book: https://amzn.to/46Hetcg Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Join 10,534 readers of my newsletter: https://www.nudgepodcast.com/mailing-list Connect o...
Mar 09, 2026•26 min
Today on Nudge, Professor Katie Slocombe shares how chimpanzees handle power, build alliances, and jostle for status in their troop. It’s the first time on Nudge that we’ve looked at the primate roots of leadership and influence, with plenty of insight into how we humans behave at work (and everywhere else). Don’t miss it. --- Subscribe to the Nudge Newsletter (and get a surprise gift): https://nudge.kit.com/subscribe Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Watch Nudge on Y...
Mar 02, 2026•30 min
16 years ago a chain of Chinese restaurants wanted to increase sales without changing the price. They didn’t change the product. The service. The chef. The food. Instead, they changed two words on their menu and increased sales by 18%. The restaurants used the advice of today’s guest on Nudge, Robert Cialdini. Today, Cialdini explains the social proof principle, sharing how changing just two words could increase your sales. --- Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Ci...
Feb 23, 2026•24 min
I watched Home Alone and suddenly started hearing the theme tune everywhere. I thought I was going insane. But Tom Bowden-Green and Luan Wise explained that I actually fell for a fairly well-known bias. A bias you’ve almost certainly experienced as well. --- Come to Uplift Live: https://uplift-live.com/ (Use code NUDGE to get £50 off) Tom and Luan’s book: https://amzn.to/49aZnh3 Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Join 10,428 readers of my newsletter: https://www.nudgepo...
Feb 16, 2026•27 min
HelloFresh is one of the fastest-growing companies of the past 20 years. And it’s down to one, relatively simple behavioural science tactic. --- Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at gwi.com/spark Read Mehdi’s book: https://amzn.to/48ORuO2 Here's Medhi's website: https://tinyurl.com/ymnu6jty Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Watch Nudge on Y...
Feb 09, 2026•26 min
Most of us are completely oblivious to the cognitive biases that dictate how we live our lives. Today, with Tom Bowden-Green and Luan Wise, we cover seven cognitive biases that all of us fall for. --- Tom and Luan’s book: https://amzn.to/49aZnh3 Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at gwi.com/spark Join 10,428 readers of my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ --- To...
Feb 02, 2026•24 min
“Say you’ve calculated your price and it comes out at £120,121. Most would round it down to £120,000. That’s completely wrong.” That’s what Robert Cialdini told me on the latest episode of Nudge. He also explained why the Prime energy drink first succeeded and then flopped. How Disney kept us hooked on classic movies. And how he applies the authority bias to sell his own products. --- Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at gwi.com/spark Read C...
Jan 26, 2026•27 min
This study analysed 6,700 websites in an unprecedented A/B test. The results proved something that Dr Robert Cialdini had been preaching for years. Today, on Nudge, Robert Cialdini joins me again, covering another of his seven principles of persuasion. And I share a marketing lesson that (I think) every business needs to know. --- Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults See Agent Spark in action at gwi.com/spark Read Cialdini’s bestseller Influence: https://amzn.to/4prHb7Y R...
Jan 19, 2026•27 min
KFC keeps its recipe secret. It’s stored in a vault in an unknown location. Only two KFC executives know the ingredients. Neither are allowed to fly on the same plane. But this secrecy is illogical. The recipe isn’t important. Today on Nudge, Richard Shotton explains how the secrecy makes customers more loyal. He shares his favourite ad of all time, and we run one of his experiments on you. --- Read Richard’s book: https://a.co/d/fEW7amQ Sign up for my newsletter: https://www.nudgepodcast.com/ma...
Jan 12, 2026•24 min
In 1963, the Milgram experiments revealed something unsettling. Most people kept administering what they believed were painful electric shocks, not because they wanted to, but because they couldn’t bring themselves to say no. In this episode, my guest shares why we agree to extra projects, unpaid favours and unreasonable requests even when we know we shouldn’t. I’m joined by behavioural scientist and physician Dr Sunita Sah of Cornell University. She studies how social pressure and conflict-of-i...
Jan 05, 2026•31 min
In today’s special end-of-year episode, you’ll hear the best insights from Nudge in 2025. Hear from Prof. Gerd Gigerenzer, Richard Shotton, Bas Wouters, Philip Graves, Prof. Matt Johnson and a Behavioural Insights Team director. ---- Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/ ---- ...
Dec 29, 2025•29 min
How would you encourage Australians to drive slower? That’s what today’s guest on Nudge, Adam Ferrier, had to do. Being an applied behavioural scientist, he tackled this challenge in a novel way. Listen to hear about his interesting campaign, how Jaws killed surfing and the secret behind Derren Brown’s “hypnosis” trick. --- Watch the bonus episode: https://nudge.kit.com/66dcb18641 Adam’s agency: https://thinkerbell.com/ Adam’s books: https://amzn.to/431eYfD Sign up for my newsletter: https://www...
Dec 22, 2025•21 min
Seriously. Don’t listen to this episode. Whatever you do. Don’t. Press. Play. (Warning: this episode contains explicit language.) --- Adam’s agency: https://thinkerbell.com/ Adam’s books: https://www.amazon.co.uk/stores/author/B07K5R1MTX Sign up for my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/ Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/ --- Today’s sources Driscoll, R., Davis, K. E., & Lipet...
Dec 15, 2025•20 min
2 out of 3 internet users in the USA pay for Prime. Yet, most of them are irrationally loyal. They feel like the subscription provides more cost savings than reality. Today, on Nudge, Richard Shotton and I explore the behavioural science behind Amazon Prime. We look at the sunk-cost fallacy and pennies-a-day effect to explain why so many are irrationally loyal to Amazon Prime. --- Subscribe to the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Richard’s book: https://a.co/d/fEW7amQ Sign ...
Dec 08, 2025•21 min
His book Influence sold 5 million times. He’s known as the Godfather of Influence. He’s arguably the best-known behavioural science practitioner. And he’s finally (after years of pestering) joining me on Nudge. Ladies and gentlemen, today I present: Robert Cialdini and the persuasion principles that EVERYONE should memorise. --- Cialdini’s Influence Unleashed Event: https://cialdini.com/decevent Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Cialdini’s bestseller Influence: ht...
Dec 01, 2025•28 min
It’s the most popular cocktail in America. But prior to 2015, almost nobody had heard of it. So, how did Aperol Spritz become the world’s drink of choice? By leveraging a well-known behavioural bias in a totally unique way. Join Richard Shotton as he explains why suddenly everyone started drinking Aperol Spritz. --- Check out the Nudge Vaults: https://www.nudgepodcast.com/vaults Read Hacking The Human Mind: https://a.co/d/fEW7amQ Sign up for my newsletter: https://www.nudgepodcast.com/mailing-li...
Nov 24, 2025•24 min
