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The Power of Fifty Bits

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The Power of Fifty Bits

The New Science of Turning Good Intentions into Positive Results

HarperBusiness,

15 min read
10 take-aways
Audio & text

What's inside?

Follow seven simple strategies to exert your influence over people’s attention and behavior.


Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

In this entertaining presentation, behavioral scientist Bob Nease describes six basic strategies plus one “overarching über strategy” for influencing your customers’ behavior. The human brain processes “10 million bits of information” each second, but the deliberate, decision making part of the brain runs at only 50 bits per second. As a result, people’s brains are wired for inattention and inertia. Understanding how to address these twin cognitive challenges changes everything. Nease offers seven strategies for capturing your customers’ focus, explains how to apply his methods and tells you why they work. His prose is accessible, but you can see his academic rigor in the endnotes, which detail his research and resources. getAbstract recommends Nease’s insights and pragmatic tactics to managers, salespeople, marketers, and HR and IT professionals.

Summary

The “Fifty Bits” Brain

Scientists estimate that the brain processes “10 million bits of information” per second, but the bandwidth devoted to conscious decision making is only 50 bits per second. This emphasis on quick, automatic behaviors rather than slow, deliberate choice reflects behavior that was adaptive to the environment in which the human brain grew up. The brain evolved to solve survival problems, not modern dilemmas.

While the industrial revolution improved lives, it also created new problems that the brain is still addressing with out-of-date criteria. For example, some people are inordinately afraid of snakes, but snakebites account for only seven deaths a year in the US. In comparison, each year in America alone, bicycles are involved in 600 fatalities, and 600,000 people die of heart disease. Yet few people express horror when they see a bike, and most ignore the threat of saturated fats.

The “Intent / Behavior Gap”

The “50 bits” bandwidth limit means that people are wired for inattention and inertia. They point their scarce 50 bits of attention on issues that are either pressing or pleasurable, letting everything else slide. As a result...

About the Author

Bob Nease, PhD, an expert on applying behavioral science to health care, retired as chief scientist for Express Scripts, a Fortune 25 health care company. He was an associate professor of internal medicine at Washington University in St. Louis and an assistant professor of community and family medicine at Dartmouth Medical School. He has written more than 70 peer-reviewed papers, as well as for Fortune and Huffington Post, and is a regular contributor to FastCompany.


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