The Futures Company

© Jake Goretzki

Jake Goretzki adds:

Reading recently about this ‘Nudge‘ business, I couldn’t but help thinking about how shrewdly it was branded – certainly in the same league as Tipping Point, Make it Stick, or The Wisdom of Crowds. In fact, as they flock together they almost seem to constitute a whole new publishing equation: Punchy Title + Panacea = Bestseller. Where did Charles Tilly go wrong with Why? That said, I’m still scratching around to identify examples of ‘Nudging’ in action, and I seem not to be alone in this. The one mentioned in most of the reviews is the effect of making organ donation ‘opt out’ rather than ‘opt in’ – more a thwack than a nudge, I would have thought.