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Reviewed by Justin Du for Readers' Favorite
As a renowned behavioral strategist and marketing expert, Roger Hurni writes in his book Outthink. Outperform. that information alone cannot change behavior. Instead, customer behavior must be carefully designed and guided. The book’s framework is based on the three elements of Dr. Fogg’s behavior model—Motivation, Ability, and Prompt—but it also includes numerous examples from Hurni’s experience, business case studies, and his thoughtful insights. Using this framework, Hurni explains in detail how companies can design products, services, and user experiences based on consumer psychology and behavior. His practical tools and processes ultimately help companies evolve into behavior-centric organizations. This book is particularly well-suited for corporate decision-makers, marketing and sales professionals, store operators, software developers, and anyone involved in user experience design.
As a self-published author, I’m developing a mobile app to complement one of my books. I came across the line “The sale is simply the opportunity to forge that relationship” in Hurni’s book, which inspired me to add a member referral system to my app. Hurni also helped me correct misconceptions that users move step by step through a funnel, and that design is a kind of manipulation. Furthermore, I now believe that businesses can design paths that make it easier for customers to fulfill their motivations only by analyzing them. This has completely transformed my perspective on app development and promotion. Hurni’s book is filled with stories and case studies; it’s rigorous yet humorous, making it an easy read that still prompted a lot of reflection. I’ll be recommending Roger Hurni’s Outthink. Outperform. to all my user experience manager, developer, and marketer friends.
