Dick Stroud

This book review looks at “The last mile: creating social and economic value from behavioral insights” by Dilip Soman. The book argues that organisations and governments should give more attention to the end of the value creation process. It doesn’t have new theories but instructs on how to apply existing behavioural science. The book is divided into three sections: how consumers make choices; how to understand consumer behaviour in the ‘last mile’; and translating that knowledge into tangible actions. The writing is accessible and humorous, and makes use of real world examples. The reviewer criticises the focus on examples from governments and a weaker final chapter on how organisations can benefit from the book’s ideas. Despite these shortcomings the book is still excellent.

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