# Highly Recommended《Bran-New + Hardcover Edition + The Powerful New Science of Human Change Behavior Strategy》Bob Nease - THE POWER OF FIFTY BITS : The New Science of Turning Good Intentions into Positive Results
This Washington Post & New York Times bestseller in hardcover edition is a bran-new book and nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM129.11 (Hardcover). Now here Only at RM32. ☞ Why do we sometimes fail to take steps that we know would help us? ☞ Why do we ignore obvious opportunities? For Examples: The fact that people make lousy decisions and behave badly is old news. We’re late changing the oil in our cars. We swear we won’t wait until the last minute to do our taxes or turn in our term papers. We buy treadmills and elliptical machines… the majority of which wind up as clothes racks for the outfits we wish we could squeeze into. None of this makes much sense; we know we should do better. But the question is no longer whether people are rational. We are not. The question is, now what? What practical solutions can marketers, human resource professionals, teachers, parents, and other real people use to improve behavior? The Power of Fifty Bits is definitively answering the above questions. Bob Nease, author of contends that we do these things because we vastly underutilize our brains. Each second we process ten million bits of information through our brain, he writes, but we are conscious of only about fifty bits of it. Think about how little that is. As humans have evolved, we have developed immense brainpower, yet still do not use very much of it. The Power of Fifty Bits explains in simple terms how our brains – and thus many of our behaviors – reflect the instinctual and automatic systems that served us so well long ago and faraway. More importantly, it will arm you with seven specific and proven strategies to improve behavior. Using accessible, entertaining, and relevant stories and examples, Author written The Power of Fifty Bits to be the world’s first “how to” field guide that you can use to powerfully advantage better behavior for you, your loved ones, your coworkers, and your clients. Nease writes that our minds are stifled by inattention and inertia and thus do not lead us to take action, even when we would like to or know we should. There is often a big disconnect between wanting some thing or some outcome and doing something about attaining it. To get things done, Nease writes, we must make it easier for our brain to pay attention to the action and take action. Even with the very best of intentions, people often fail to make wise choices for themselves—whether for their health, their finances, or their business decisions. Yet it doesn’t have to be that way—thanks to the science behind fifty bits design, a set of principles that helps close the gap between intentions and actual behaviors. Of the ten million bits of information our brains process each second, only fifty bits are devoted to conscious thought. Because our brains are wired to be inattentive, we often choose without thinking, acting against our own interests—what we truly want. As the former Chief Scientist of Express Scripts, a Fortune 25 healthcare company dedicated to making the use of prescription medications safer and more affordable, Bob Nease is an expert on applying behavioral sciences to health care. Now, he applies his knowledge to the wider world, providing important practical solutions marketers, human resources professionals, teachers, and even parents can use to improve the behavior of others around them, and get the positive results they want. Nease offers a set of powerful and effective strategies to change behavior, including: ● Require Choice—compel people to deliberately choose among options ● Lock in Good Intentions—allow people to make decisions today about choices they will face in the future ● Let It Ride—set the default to the desired option and let people opt out if they wish ● Get in the Flow—go to where peoples’ attention is likely to be naturally ● Reframe the Choices—set the framework people use to consider options and choices ● Piggyback It—connect the desired choice or behavior with something they already like or are engaged in ● Simplify . . . Wisely—make right choices frictionless and easy, make wrong choices more difficult ● And more. The Power of Fifty Bits is the first how-to guide that provides step-by-step instructions for helping customers, employees, co-workers, and clients get the results they truly want. The high concept of the book is that we as humans are wired for inertia, largely because we do almost everything on the auto-pilot of our subconscious. According to Nease, our conscious minds can process about 50 bits of information per second (hence the book’s title), but our subconscious can process 10,000,000 bits/second. While I have long known our conscious mind is feeble in comparison to our subconscious, this gave me a new context and appreciation for the power of my (and your) brains! The book makes these ideas make sense and gives examples on how to make them work. While not everything in this book was news to us, few treatments of some of the material come close to making it as practical as this does, and fewer make it more interesting. If you are a leader, coach, marketer or parent, you will find this book of great value. If you are personally interested in reaching your personal potential, it will provide you with food for thought, and ways to overcome your own inertia and make real progress towards your potential. ------------------------------------------------- From Bob Nease: In a few short years, we have been tipped, blinked, nudged, switched and swayed into admitting to ourselves and to others that we are more like Homer Simpson than we are like Mr. Spock. The question is no longer whether people are rational. We are not. The question is, now what? What practical solutions can marketers, human resource professionals, teachers, parents, and other real people use to improve behavior? I wrote The Power of Fifty Bits to definitively answer that question. 'Fifty bits' refers to a fundamental limitation with which our brains are saddled, the implications of which are just now being appreciated. Of the 10 million bits per second that our brains process, only 50 bits is devoted to conscious thought. This means that to a great extent, we are wired for inattention and inertia rather than attention and choice. As a result, we often experience a gap between what we want to do (were we to stop and think about it) and what we actually do. Understanding this intent/behavior gap is critical for developing effective behavior change strategies. If you assume that bad behavior stems from bad intentions, you'll pursue solutions aimed at changing underlying intentions (e.g., stronger incentives, more education, better persuasion). But when you realize that bad behavior instead comes from good intentions that lay dormant, you instead craft solutions to activate the good intentions that people already have. The Power of Fifty Bits explains in simple terms how our brains—and thus many of our behaviors—reflect the instinctual and automatic systems that served us so well long ago and far away. More importantly, it will arm you with seven specific and proven strategies to improve behavior. Using accessible, entertaining, and relevant stories and examples, I've written The Power of Fifty Bits to be the world's first 'how to' field guide that you can use to powerfully advantage better behavior for you, your loved ones, your coworkers, and your clients. It's a fun and effective approach that's changed my life, and I hope it will do the same for you. -------------------------------------------------- About the Author Bob Nease, PhD, served as the chief scientist of Express Scripts and is the author of more than seventy peer- reviewed papers. He was also an associate professor of internal medicine at Washington University in St. Louis and an assistant professor at the Geisel School of Medicine at Dartmouth College. He received the Henry Christian Award for Excellence in Research from the American Federation for Medical Research and the URAC’s Health Care Consumer Empowerment and Protection Award. He and his wife divide their time between Phoenix, Austin, and Italy.
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