Please note: This is a companion version & not the original book. Sample Book Insights:#1 The draw of what others are doing is so powerful that it can even influence organisms without a brain cortex. The phenomenon of social proof is not new, and it is used by governments to increase revenue collection.#2 The UK tax letter example shows how social proof can be used to influence people to do something they might not normally do. By highlighting that most people pay taxes on time, it aligns with a desire to affiliate with others, which in this case helps motivate people to pay their taxes on time.#3 People are not that good at recognizing what will influence their future behavior. They are also not that good at recognizing what persuaded them after the fact. Thus, they will provide inaccurate answers when asked why they did something.#4 The Small Big is about highlighting desirable behaviors that are both frequently adopted and desirable. This can be done by focusing your audience’s attention on behaviors that are both prevalent and desired.