Table of Contents

Part 1: Which Behaviour to Change?1. The Dark Arts: An advertising and influence overview2. Definition: Defining the behaviour you want to change3. Thoughts, Feelings, Actions: Using action to change behaviour4. Action Spurs: Sometimes we need a little kickPart 2: Motivation Action Spurs5. Reframing: It’s not what you say, it’s how you say it.6. Evocation: Can you feel it? 7. Collectivism: Everyone else is doing it8. Ownership: What do you think?
9. Play: The world is a game10. Utility:  No more empty promises
11. Modeling: Monkey see. Monkey do.Part 3: Ease Action Spurs12. Skill Up: How to stop “I don’t know how” 13. Eliminate Complexity: Knock down hurdles14. Commitment: How a small request leads to a bigger agreement Part 4: How to be Good15. Use your powers for good

About the Author

Adam Ferrier is Chief Strategy Officer/Owner of independent advertising agency, CumminsRoss. Prior to this Adam founded and sold Naked Communications, one of Australia's most influential agencies. He's also a registered psychologist and one of Australia's most respected and successful advertisers.