What will I learn about: how behavioral science and 'nudge theory' use subtle changes, like leveraging social norms, to help you overcome everyday distractions and achieve massive results?

Discover how behavioral science and 'nudge theory' use subtle changes, like leveraging social norms, to help you overcome everyday distractions and achieve massive results.

What will I learn about: why pursuing experiences, generosity, and social connections instead of material wealth sets a foundation for goals that genuinely improve your well-being?

Understand why pursuing experiences, generosity, and social connections instead of material wealth sets a foundation for goals that genuinely improve your well-being.

What will I learn about: Learn why focusing your energy on a single, unambiguous target with a strict deadline dramatically increases your chances of success compared to juggling multiple objectives?

Learn why focusing your energy on a single, unambiguous target with a strict deadline dramatically increases your chances of success compared to juggling multiple objectives.

What will I learn about: the power of habit by stripping away complex rules, eliminating triggers for negative behaviors, and tying new positive actions to your existing daily routines?

Master the power of habit by stripping away complex rules, eliminating triggers for negative behaviors, and tying new positive actions to your existing daily routines.

What will I learn about: how publicly committing to your plans and appointing a referee harnesses your natural desire to meet social expectations, keeping you on track when motivation wanes?

Find out how publicly committing to your plans and appointing a referee harnesses your natural desire to meet social expectations, keeping you on track when motivation wanes.

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Think Small

The Surprisingly Simple Way to Reach Big Goals

Owain Service and Rory Gallagher

★ 4.3 / 5(122 ratings)

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Career & Success

If You're Curious About These Questions...

You should listen to this audiobook

💡Did you know that the most effective way to reach a massive life goal isn’t to think big, but to do the exact opposite?
💡Have you ever wondered why even our best intentions often fail, and how behavioral science can help us finally stay on track?
💡What if you could master a simple seven-step framework to bridge the gap between setting an ambitious goal and actually achieving it?

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Key Takeaways from Think Small

✓Discover how behavioral science and 'nudge theory' use subtle changes, like leveraging social norms, to help you overcome everyday distractions and achieve massive results.
✓Understand why pursuing experiences, generosity, and social connections instead of material wealth sets a foundation for goals that genuinely improve your well-being.
✓Learn why focusing your energy on a single, unambiguous target with a strict deadline dramatically increases your chances of success compared to juggling multiple objectives.
✓Master the power of habit by stripping away complex rules, eliminating triggers for negative behaviors, and tying new positive actions to your existing daily routines.
✓Find out how publicly committing to your plans and appointing a referee harnesses your natural desire to meet social expectations, keeping you on track when motivation wanes.

Learning Tools

Reinforce what you learned from Think Small

Mind Map

Think Small

Core Philosophy+

Step 1: Choose the Right Goal+

Step 2: Simplify Rules & Build Habits+

Step 3: Public Commitment+

Step 4: Effective Incentives+

Step 5: Social Support+

Step 6: Actionable Feedback+

Step 7: Practice & Experimentation+

Actionable Advice+

Quiz — Test Your Understanding

Question 1 of 10

What is the core concept of 'nudge theory' as described in the book?

A. Making drastic, sweeping lifestyle changes to break old habits.
B. Using small, subtle encouragements to achieve big results.
C. Relying purely on sheer determination and willpower to overcome obstacles.
D. Forcing behavioral changes through strict financial penalties.

Question 2 of 10

According to research mentioned in the book, which of the following is most likely to improve a person's well-being and happiness?

A. Acquiring high-value material possessions.
B. Pursuing multiple different goals simultaneously to maximize output.
C. Spending money on experiences or gifts for others.
D. Achieving a high-status job title.

Question 3 of 10

Why do many people fail to stick to diets, according to behavioral researchers?

A. The rules of the diet are too complex.
B. They lack the financial resources to buy healthy food.
C. They do not publicly commit to their weight loss.
D. They set their target deadlines too far in the future.

Question 4 of 10

When choosing a 'commitment referee' to monitor your progress, who does the book suggest you should AVOID appointing?

A. A trusted coworker.
B. A tough, no-nonsense friend.
C. A professional mentor.
D. Your romantic partner.

Question 5 of 10

What did the famous study on blood donors reveal about the use of incentives?

A. Large financial rewards significantly increased blood donations.
B. Introducing a small cash reward actually reduced donation levels.
C. People only donated blood when threatened with a social penalty.
D. Non-financial rewards had no impact on donation rates.

Question 6 of 10

Which principle is highlighted as a highly effective, albeit counterintuitive, way to structure an incentive?

A. Rewarding yourself with a small treat every day you succeed.
B. Focusing entirely on the hope of gaining something valuable.
C. Putting something valuable at stake so you fear losing it.
D. Replacing your personal motivation entirely with a financial reward.

Question 7 of 10

What did the study involving a 'digital buddy' over Skype demonstrate about human behavior?

A. Virtual interactions make people feel more isolated and less motivated.
B. People exercise longer when they feel they are in the company of others.
C. Digital feedback is less effective than in-person coaching.
D. Working out alone is the most effective way to build stamina.

Question 8 of 10

How did the authors successfully reduce the overprescription of antibiotics by doctors?

A. By threatening to revoke the medical licenses of top prescribers.
B. By offering financial bonuses to clinics that prescribed fewer drugs.
C. By sending letters comparing their high prescription rates to the social norm.
D. By requiring all doctors to attend a mandatory retraining seminar.

Question 9 of 10

According to the study of children in spelling bees, which practice method was most likely to lead to success?

A. Playing fun, interactive word games.
B. Being quizzed casually by their parents.
C. Unexciting, slow, solitary study of words.
D. Competing in mock tournaments with peers.

Question 10 of 10

What is the book's actionable advice for turning an intention into an action?

A. State exactly when, how, and where you will do it.
B. Write the intention down 100 times to build subconscious memory.
C. Promise a large sum of money to a charity if you fail.
D. Tell at least five strangers about your intention.

Think Small — Full Chapter Overview

1Recommendation
2Behavioral science reveals that tiny shifts in how we think and act can truly create major transformations in our lives over time.
3The first step is to choose one goal that boosts your well-being, and to define clear targets and set firm deadlines.
4The second step is to set simple rules and harness the power of habit to stick to your plans.
5The third step is to announce your goal publicly and appoint a referee to assess your progress.
6In the fourth step, apply effective incentives to help drive you forward toward your goal.
7Humans are social creatures; in the fifth step, seek help and team up with others to achieve better results, faster, together.
8In the sixth step, obtain actionable feedback on your progress and compare it with those around you.
9In the seventh step, stay on course by practicing with focus and experimenting to discover what works.

Think Small Summary & Overview

Think Small (2017) shows how small changes in the way we think and act can help us achieve big goals. Harnessing insights from behavioral science, the author sets out a seven-step program to help you make and stick to plans for improving your well-being. Whether your aim is to lose weight or to get ahead at work, this framework will help you get there.

Who Should Listen to Think Small?

Students of behavioral science
Strivers seeking practical guidance for achieving major goals
Anyone who wants to improve their life

About the Author: Owain Service and Rory Gallagher

Owain Service is the managing director of the Behavioural Insights Team. This organization, created by the UK government, seeks to better the lives of citizens by applying behavioral science to policy-making and public services.

Rory Gallagher is managing director of the organization’s work in the Asia-Pacific region.