​If your work depends on people taking action, you need to understand how they make decisions.

​This beginner-friendly introduction to behavioural science will give you:

• ​a clear understanding of how people make decisions;

• ​an introduction to the two systems of thinking;

• ​a practical framework for building stronger messages; and

• ​a small set of decision-making biases that you can apply immediately.

​Whether you are a campaigner, corporate relations specialist or communications professional, success often comes down to encouraging a specific behaviour or choice.

​You might need someone to agree to a meeting, support a cage-free policy, sign a petition or take part in a campaign. Understanding what shapes their decisions will help you create messages that make the desired action feel easier, safer and more natural.

​This is practical knowledge for anyone whose work involves moving people towards action.