The Management Centre
Call us: +44 (0)20 7978 1516
For Learning & Development:
For Consultancy:

Change for Good – using behavioural economics for a better world

Click to download your FREE decision science framework 

Decision science download

Change for Good for MSF

Buy the book online from Amazon UK by clicking the button below. If you’re outside the UK, order from your regional Amazon store to save money on postage costs. It’s currently available across Europe and on in the USA and in Canada. 

Creating radical change

This breakthrough book explores for the first time how changes in our understanding of how the brain works when making decisions can be used for social good. It shows how techniques now common in business have the potential for creating positive radical change.

Written by two leading global experts in psychology, marketing and fundraising it builds on the work of Nobel prize winners Daniel Kahneman and Richard Thaler. It details how anyone involved in advocacy, campaigning social policy, social care, poverty reduction, health promotion and fundraising – essentially anyone involved in making change for good – can help individuals to make positive changes in their lives.

100% 5* reviews on Amazon:

Behavioural economics quiz

Global launch – Sign up for details

The book was formally launched on June 1st in London. But there are series of launches and associated training events around the world until December 2018. At each venue you’ll be able to hear one of the authors present on the key ideas and how you can apply them to your work.

For details, or to find out how you can host a launch event with associated seminar, contact Clare Segal, =mc director on

Hover over the map to view launch dates and locations:


What’s it all about?

This free download explains the basics of behavioural economics and what you can expect from the book, along with the 10 key persuasion principles. For further detail, read the book!
free download

About the authors

Bernard Ross behavioural economics

Bernard Ross, =mc Director, is an award-winning management consultant and author who has developed strategy and fundraising campaigns for many of the world’s largest INGOs including the International Red Cross and Red Crescent, Amnesty International, Medecins Sans Frontieres and UNHCR

Omar Mahmoud is the Chief of Market Knowledge at the international development agency UNICEF and was previously a senior marketing professional at P&G working on some of the world’s largest brands including Pringles, Pampers and Ariel.

  • “An outstanding book at the leading edge of a topic of critical relevance for how social purpose organisations can increase their impact.”

    – Michael Adamson, Chief Executive, British Red Cross

  • “This book not only makes you think but also makes you act. It’s full of examples and practical ways to drive positive change.”

    – Mohamed Samir, P&G President, Organization Design

  • “Every fundraising or communications professional will benefit from this breakthrough thinking.”

    – Harvey McKinnon, President, HMA Canada; author and documentary film producer

  • “For more than a decade governments and commercial organisations have used behavioural economics to change the way we behave and spend our money. This book puts these powerful tools in the hands of those who can use them for good and not merely for gain.”

    – Mike Colling, Founder and Chief Executive, MC&G: The Growth Agency

  • “A well-researched and insightful book that makes a significant contribution to the body of learning we have on how people make decisions.”

    – Isabella Navarro Grueter, Vice President for Whole-person Education, UDEM University, Monterrey, Mexico

Print Friendly, PDF & Email

What can we help you with?

Need a quick answer to a specific challenge? Not sure what you're looking for or haven't time to search? Send me a message and we'll get back to you as soon as possible with an answer.

Or if you'd prefer to speak to someone, call 020 7978 1516.


Yvette Gyles, Director

Ask Us a Question

Ask us a question

    Your data is safe with =mc, you can unsubscribe at any time and we never send third party messages. Read our privacy policy
  • This field is for validation purposes and should be left unchanged.

Before you go away…

Save time – let us send you the latest management and leadership thinking for the third sector by email. Tips, tools, training and events exclusively for you from =mc.
Holler Box


I want to stay ahead of the curve!

Sign up to receive the latest management and leadership thinking for the third sector. Tips, tools, training and events exclusively for you from =mc.
Holler Box