How to enable groups, communities and societies to do things they’ve never done before

By Les Robinson

Paperback, 272 pages £14.95
Published: 18th October 2012
ISBN: 9780857840615
Format: 234mm x 156mm


AI Sheets: Changeology_AI.pdf

Changeology is about influencing the behaviour of human beings for the better. The book is relevant to change projects both large and small, and in almost any area of activity, but with an emphasis on key topics such as climate change, poverty, obesity, AIDS, tobacco and drug use. It is aimed at a worldwide audience of professionals and individuals who are acting to make change in their corporations, cities and neighbourhoods, as well as in their own lives.

The pressing issues of today clamour for solutions, yet to a surprising degree past and present efforts to effect social change have been based on little more than hunches. This book dispels many of the myths that prevent social change projects from succeeding, and replaces them with the best of what we know from social and motivational psychology and lessons from projects that have worked.

Changeology simplifies a vast body of theory and practice into six principles: buzz, hope, enabling environments, sticky solutions, ‘can do’ and the right inviter. These are explained with fascinating real-life stories and a look at the hard evidence. The book is written in an easy, accessible style, with plenty of anecdotes and stories.

Links to workshops, the LinkedIn Group, the blog, and various resources, are on the author, Les Robinson's, Changeology page.


Introduction: How to change the world

Popular folk theories: Why it’s necessary to slay our assumptions
Method: Establish a brains trust

The social immune system: Why tell, sell and threaten rarely work

Ingredient 1: First, start a buzz
How nothing happens without conversation
Method: How to start a buzz

Ingredient 2: Offer hope
How frustration motivates change
Method: Sketch a hopeful future

Ingredient 3: Create an enabling environment
It’s the system, stupid
Method: Making a theory of change

Ingredient 4: Design a sticky solution
How reinvention drives change
Method: Testing for stickiness

Ingredient 5: Expanding the comfort zone
How to help people reduce their fears
Method: Making a theory of action

Ingredient 6: Find the right inviter
Some people we just can’t say ‘no’ to
Method: Creating an invitation

Bringing it all together: The uses of theory

Further reading
References and Notes

'A beguilingly simple framework for effective social change illustrated with loads of helpful and inspiring examples.  Thought provoking at every turn, I finished the book buzzing with new ideas to try out in my own work.'

- Nigel Topping, Chief Innovation Officer, Carbon Disclosure Project

Les Robinson was a social marketer who wondered why his campaigns sometimes fizzled and decided to find out why. In his early years he lent communication finesse to citizen campaigns against sand mining, freeways, landfills and Sydney’s only waste incinerator (now closed), which sparked his interest in social change. He is now Australia’s most experienced and knowledgeable change facilitator, consultant to government agencies and councils – training, facilitating and advising practitioners on behaviour change programmes in areas including health, sustainability, road safety and emergency management. He runs his own business, Enabling Change; see

Links to workshops, the LinkedIn Group, the blog, and various resources, are on Les's Changeology page.

Publication Details:

Binding: Paperback, 272 pages
ISBN: 9780857840615
Format: 234mm x 156mm

BISAC Code:  BUS043000, BUS058000, BUS058010
Imprint: Green Books

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