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Secret Sauce by Harry Mills

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14.

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Social Proof

Everyone Is Doing It

Following the crowd

In early 2009, Britain’s tax collectors approached the consulting company Influence at Work, a company headed by three of the world’s heavyweights from the world of persuasion science, Steve Martin, Naoh Goldstein and Robert Cialdini, with a multi-billion pound headache.

Over the years Britain’s tax officials had tried a number of tactics to increase collection rates. Most threatened late payers with interest charges, late fees and legal action. While these tactics had some impact, the problem of late payers remained huge. Lots of British citizens weren’t submitting their tax returns or ...

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