The small BIG

The Small BIG by Steve J. Martin, Noah J. Goldstein, and Robert B. Cialdini shows how tiny, well-targeted changes in wording, timing, defaults, and presentation can produce outsized gains in persuasion and compliance. Drawing on randomized field experiments and real-world examples, the authors reveal simple, evidence-based tactics that boost influence without force or manipulation, such as leveraging social norms, making requests specific and easy to act on, and framing choices to highlight desired behavior. Practical and concise, the book translates behavioral science into actionable micro-adjustments that managers, marketers, fundraisers, and anyone who wants to change minds can apply immediately.