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Table of Contents

Introduction: How to change the world

Popular folk theories: Why it's necessary to slay our assumptions
Method: Establish a brains trust

The social immune system: Why tell, sell and threaten rarely work

Ingredient 1: First, start a buzz
How nothing happens without conversation
Method: How to start a buzz

Ingredient 2: Offer hope
How frustration motivates change
Method: Sketch a hopeful future

Ingredient 3: Create an enabling environment
It's the system, stupid
Method: Making a theory of change

Ingredient 4: Design a sticky solution
How reinvention drives change
Method: Testing for stickiness

Ingredient 5: Expanding the comfort zone
How to help people reduce their fears
Method: Making a theory of action

Ingredient 6: Find the right inviter
Some people we just can't say `no' to
Method: Creating an invitation

Bringing it all together: The uses of theory

Further reading
References and Notes

About the Author

Les Robinson was a social marketer who wondered why his campaigns sometimes fizzled and decided to find out why. In his early years he lent communication finesse to citizen campaigns against sand mining, freeways, landfills and Sydney's only waste incinerator (now closed), which sparked his interest in social change. He is now Australia's most experienced and knowledgeable change facilitator, consultant to government agencies and councils - training, facilitating and advising practitioners on behaviour change programmes in areas including health, sustainability, road safety and emergency management. He runs his own business, Enabling Change; see

Links to workshops, the LinkedIn Group, the blog, and various resources, are on Les's Changeology page.


'A beguilingly simple framework for effective social change illustrated with loads of helpful and inspiring examples. Thought provoking at every turn, I finished the book buzzing with new ideas to try out in my own work.'

-- Nigel Topping, Chief Innovation Officer, Carbon Disclosure Project

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