Inside the Nudge Unit

Inside the Nudge Unit

How small changes can make a big difference

David Halpern

The team’s objectives read like a mission impossible: to transform the approach of at least two major departments; to inject a new and more realistic understanding of human behaviour across UK government; and to deliver at least a tenfold return on its cost. If it failed, it was to be shut down on its second anniversary –leaving enough time for voters to forget the whole embarrassing episode before the next election.

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