# Introducing: Nudge Unit  ## Episode metadata - Episode title: Introducing: Nudge Unit - Show: Nudge - Owner / Host: Phill Agnew - Episode publish date: 2025-02-07 - Episode AI description: Dive into the world of behavioral science and discover how it can revolutionize business practices. Learn about an innovative initiative led by the UK's behavioral insights team. The discussion also unveils a new course aimed at helping professionals master these concepts to tackle operational challenges more effectively. This blend of science and practicality promises to enhance decision-making and drive transformation. - Mentioned books: [Inside the nudge unit](https://share.snipd.com/book/1dba3519-5fc2-4f1c-84bb-907cf12c2776) by [David Halpern](https://share.snipd.com/person/4abada90-6d07-4682-9a33-f64906835591), [Nudge](https://share.snipd.com/book/7db30fb5-949d-470b-b712-9db829861f57) by [Cass R. Sunstein](https://share.snipd.com/person/e13150d0-6814-4982-9df2-45bb262303e5), [Richard H. Thaler](https://share.snipd.com/person/bf6130a4-3c3b-49c9-8045-f4a643e99ea3), [The choice factory](https://share.snipd.com/book/313dbbd1-b131-46ce-b9bb-d67ab160afe0) by [Richard Shotton](https://share.snipd.com/person/fd223d23-a31d-4228-8240-9575267a1db8) - Duration: 11:20 - Episode URL: [Open in Snipd](https://share.snipd.com/episode/922219e6-b13a-4291-a728-b546d4b09969) - Show URL: [Open in Snipd](https://share.snipd.com/show/368e312d-6ad3-475a-91a9-12d5e97283fb) - Export date: 2026-02-11T20:06:35 ## Snips ### [David Halpern's Inside the Nudge Unit](https://share.snipd.com/snip/5b09166d-0fb5-4236-b4e5-02c2f6213078) 🎧 00:21 - 00:31 (00:09) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/235eee5a-8d1f-46a3-bb18-f1644b1cc572" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Before starting his podcast, Phill Agnew immersed himself in behavioral science literature. - Many books impacted him, but David Halpern's *Inside the Nudge Unit* stood out. - The book details Halpern's experience establishing and expanding the UK's behavioral insights team. - This team, formed in 2010 within the UK government, sought to enhance government efficiency using behavioral science in public policy. #### 💬 Quote > But one book stood out in my memory. David Halpern's book Inside the Nudge Unit documents his experience building and growing the UK's behavioural insights team. > — Phill Agnew Phill Agnew on a book that stood out. #### 📚 Transcript **Phil Agnew:** my own biases and inspired the name of the show. But one book stood out in my memory. David Halpern's book Inside the Nudge Unit documents --- ### [BIT Success Stories](https://share.snipd.com/snip/a78ae4ac-c130-42ef-bf01-54d1a325384c) 🎧 00:46 - 01:31 (00:45) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/4b5858c0-65f4-498a-b7be-3c699562bdc8" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - The Behavioural Insights Team (BIT) used social norm messaging on tax reminders, leading to an extra £1.6 million collected in 23 days. - They also doubled court fine payment rates with personalized texts and increased insulation installations five-fold by combining them with loft cleaning. #### 💬 Quote > This tiny nudge resulted in an additional 1.6 million collected in 23 days. The team improved the collection of court fines as well. They sent a timely personalised text to individuals with fines and that doubled the payment rate. [And] they drove a five-fold increase in insulation installations by combining the installation with a low-cost loft cleaning service. > — Phil Agnew Phil Agnew on the successes of the Behavioural Insights Team #### 📚 Transcript **Phil Agnew:** The team succeeded. Halpern's team worked with HMRC to test social norm messages on late taxpayer reminders. The new messages said things like, most people like you have paid their taxes by now. This tiny nudge resulted in an additional 1.6 million collected in 23 days. The team improved the collection of court fines as well. They sent a timely personalised text to individuals with fines and that doubled the payment rate. It saved the UK court service 30 million annually in the enforcement actions that they would typically have to do to remind these people to pay. And they drove a five-fold increase in insulation installations by combining the installation with a low-cost loft cleaning service. --- ### [Nudge Unit Concept](https://share.snipd.com/snip/d1fcccbe-d53c-4271-9582-a4139b84f7d2) 🎧 02:19 - 02:38 (00:18) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/b7977708-61de-4b21-9bea-fc845442de87" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - A "nudge unit" applies behavioral science principles to solve problems with low-cost initiatives that yield significant results. - These units are common in public policy, but Phil Agnew aims to adapt this approach for businesses. #### 💬 Quote > A nudge unit is a group of expert behavioural science practitioners applying science-backed principles to solve policy problems. The initiatives are low impact, low costs, but can have asymmetric outputs. > — Phil Agnew Phil Agnew explaining the concept of a nudge unit #### 📚 Transcript **Phil Agnew:** team became widely known as the nudge unit. And this concept of a nudge unit is something I've been fascinated about for years. A nudge unit is a group of expert behavioural science practitioners applying science-backed principles to solve policy problems. --- ### [Join the Nudge Unit Course](https://share.snipd.com/snip/5061937c-d71e-4773-bc14-66535239a49e) 🎧 02:54 - 03:42 (00:48) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/96725f39-3b53-48e8-8871-8c779a329046" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Join Phil Agnew's Nudge Unit, a three-week course applying behavioral science to business using the EAST framework. - The course promises tangible improvements and offers a full refund if no results are seen. #### 💬 Quote > My Nudge Unit is a three-week course [...] Students will learn how to apply behavioural science to their business following the Trusted East Framework. [...] By the time the three weeks are up, students will have [...] some tangible improvements to their work. > — Phil Agnew Phil Agnew promoting his Nudge Unit course #### 📚 Transcript **Phil Agnew:** A nudge unit that teaches business professionals behavioural science, helps them apply principles to their work, and then actually tests the results. So, is why I have built my own Nudge Unit. My Nudge Unit is a three-week course I'm hosting in March 2025. Students will learn how to apply behavioural science to their business following the Trusted East Framework. That's the framework developed by Halpern's team. The students will not only get theory, but they'll be encouraged to apply the techniques to their own business problems. By the time three weeks are up, students will have an in-depth understanding of behavioural science, the tools needed to apply the science to their business, and some tangible improvements to their work. --- ### [Nudge Unit Course Structure](https://share.snipd.com/snip/f2b0b686-3e27-45ed-856d-ea04724e9c4c) 🎧 03:53 - 04:28 (00:35) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/f0de6058-b281-4e3f-881c-4843ddd0e815" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - The course includes live lectures on behavioral science, application to business problems, and implementation with measurement. - It emphasizes turning theory into action and driving real ROI for businesses. #### 💬 Quote > The three weeks are split into three parts. The first week is about learning. [...] In the second week, we'll look at how to apply behavioural science to your business. And in the final week, we'll attempt to implement these behavioural science principles, measuring the effect they have and hopefully driving real ROI for your business. > — Phil Agnew Phil Agnew outlining the structure of the Nudge Unit course #### 📚 Transcript **Phil Agnew:** It's not just about passive learning, it's about turning theory into action. The three weeks are split into three parts. The first week is about learning. In five hours of live lectures, I'll teach the necessary components of behavioural science using the EAST framework. In the second week, we'll look at how to apply behavioural science to your business. We'll come up with bespoke solutions backed by the latest evidence in behavioural science. And in the final week, we'll attempt to implement these behavioural science principles, measuring the effect they have and hopefully driving real ROI for your business. --- ### [Limited Enrollment](https://share.snipd.com/snip/e2329653-537f-43fe-b639-6210d6987ae1) 🎧 06:19 - 06:48 (00:29) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/e4e8b6df-fae8-4143-a568-08d63178b8b9" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Due to the hands-on nature of the Nudge Unit course, enrollment is limited to 20 students. - This ensures personalized attention and a strong community feel. #### 💬 Quote > To make the course work, I need to limit the number of people I can let on. [...] That means for this cohort, I'm limiting access to just 20 students. 20 students is big enough for the unit to have a real community feel. > — Phil Agnew Phil Agnew explaining the limited enrollment policy #### 📚 Transcript **Phil Agnew:** Now unfortunately, this means I can't offer access to everyone. To make the course work, I need to limit the number of people I can let on. It'll be very hands-on and I can't work directly with everyone. The nudge unit simply won't work if there are too many people. That means for this cohort, I'm limiting access to just 20 students. Once those places sell out, the course will be closed to new applicants. 20 students is big enough for the unit to have a real community feel. --- ### [Nudge Unit Cohort](https://share.snipd.com/snip/03971c6b-348b-4d5a-a664-aeef16cc843f) 🎧 06:34 - 08:14 (01:39) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/6057eea6-317b-4cdb-91c8-0eadf9391f3a" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Phill Agnew's Nudge Unit cohort is limited to 20 students to maintain a community feel and allow for personalized instruction. - The course is open to various business professionals who have the autonomy to implement changes. - Junior marketers without decision-making power are discouraged from applying as the focus is on real-world application and testing. - The goal is for every student to see tangible improvements in their business metrics after applying behavioral science principles learned in the course. - The EAST framework taught can be used to address various behavioral challenges across different industries. #### 💬 Quote > The only real requirement is that students have the autonomy to make real changes within their business. This course focuses on applying and testing insights in real-world scenarios... > — Phill Agnew Phill Agnew on the requirements for joining the Nudge Unit. #### 📚 Transcript **Phil Agnew:** That means for this cohort, I'm limiting access to just 20 students. Once those places sell out, the course will be closed to new applicants. 20 students is big enough for the unit to have a real community feel. You'll have access to our community forum, you'll be able to share updates with your peers and you'll be able to ask the group for feedback. But it's also small enough to feel relevant and bespoke. I've been on cohort courses with hundreds of students and you very quickly feel forgotten. That is not what Nudge Unit is about. That said, this course is open to all sorts of business professionals. You could be a business leader looking to increase employee engagement. You could be a digital marketer looking to improve your ads. You could be an events manager attempting to improve sign-up rates or perhaps you're a brand manager who needs to grow sales. The only real requirement is that students have the autonomy to make real changes within their business. This course focuses on applying and testing insights in real-world scenarios, so it's necessary that you have the ability, or at least the buy-in, to apply and test these ideas yourself. That means junior marketers without the autonomy to make changes, well, you shouldn't sign up. We will be making tangible business changes and if you can't do that, then this course is not for you. The goal is for every student to see a notable improvement in their business. That could be higher open rates for emails, it could be fewer customer service calls, it could be more repeat customers, less churn, better reviews, or any other challenge your business faces. The beauty of the EAST framework is that it can be used to tackle any behavioural change challenge in any industry. --- ### [Target Audience](https://share.snipd.com/snip/d09eef51-2821-47ad-8075-352810cb2396) 🎧 06:59 - 07:42 (00:43) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/80e3fb02-712f-42e7-8507-6bce5b0090e6" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - The Nudge Unit course is open to various business professionals who can implement changes. - Junior marketers without autonomy shouldn't sign up, as the course requires practical application. #### 💬 Quote > This course is open to all sorts of business professionals. [...] The only real requirement is that students have the autonomy to make real changes within their business. > — Phil Agnew Phil Agnew defining the target audience for the Nudge Unit #### 📚 Transcript **Phil Agnew:** I've been on cohort courses with hundreds of students and you very quickly feel forgotten. That is not what Nudge Unit is about. That said, this course is open to all sorts of business professionals. You could be a business leader looking to increase employee engagement. You could be a digital marketer looking to improve your ads. You could be an events manager attempting to improve sign-up rates or perhaps you're a brand manager who needs to grow sales. The only real requirement is that students have the autonomy to make real changes within their business. This course focuses on applying and testing insights in real-world scenarios, so it's necessary that you have the ability, or at least the buy-in, to apply and test these ideas yourself. --- ### [Podcast Schedule Change](https://share.snipd.com/snip/41a1b041-7cc2-4249-91b6-5188e004dc4b) 🎧 10:05 - 10:45 (00:39) <iframe src="https://share.snipd.com/embed/obsidian-player/snip/a0c98fbf-cbcd-47a5-94f0-3f383d7aee43" width="100%" height="100" style="border: none; border-radius: 12px;" sandbox="allow-scripts allow-same-origin allow-forms allow-popups allow-clipboard-write" ></iframe> - Phil Agnew will pause Friday podcast episodes to focus on the Nudge Unit course. - He prioritizes quality over quantity, recognizing the extensive effort involved in creating each episode. #### 💬 Quote > [...] because of [the Nudge Unit] I will stop publishing the Friday episodes. [...] My episodes, they take a long time to put together. [...] It's a week-long project per episode and two episodes per week just isn't possible without sacrificing quality [...] > — Phil Agnew Phil Agnew announcing changes to the podcast schedule #### 📚 Transcript **Phil Agnew:** I will be spending most of the next two months on it and because of that I will stop publishing the Friday episodes. I started this year with the goal of publishing twice per week but I'm actually already concerned with the quality of those additional episodes. My episodes, they take a long time to put together. They involve hours of reading, researching, script writing and editing. It's a week-long project per episode and two episodes per week just isn't possible without sacrificing quality, especially while I'm running a Nudge Unit cohort. So for now, it'll only be one episode per week. I want to provide you with the best possible podcast and if that means reducing the number of episodes, then I'm happy with that. --- Created with [Snipd](https://www.snipd.com) | Highlight & Take Notes from Podcasts