Science not Sorcery.

The future of Behavioural Science lies in the science not the sorcery.

In order for our field to scale within society, organisations and businesses, we need to stop perpetuating the use of mystery and magic as a metaphor for our work.

Enchantment. Bewitchment. Divination.

All bring with them associated themes of conjuring, prophecy and wizardry.

We're are not magicians. We cannot create magic.

We're not in the business of tips & tricks. We don't practice deception and distraction.

We don't have a magic circle with a set of secrets. We should always practice with transparency.

Being more predictable, systematic, robust and repeatable might not get you an Oscar, but it will most certainly earn you the trust of your sponsor or client with honesty and integrity.

For sure, our behaviour is sometimes somewhat counter intuitive but let's keep behavioural science in the real world and leave the sorcery to Magic Users and Elves in Dungeons and Dragons.