Praise for NO SMALL CHANGE "No Small Change is a must-read for anyone with an interest in how behavioural economics, communication and technology can help shape a positive financial future for everyone." —Jayne-Anne Gadhia, CEO, Virgin Money "If you're looking for an insightful, challenging and highly readable practitioner perspective on financial services marketing, look no further." —Dr Leslie de Chernatony, Honorary Professor of Brand Marketing, Aston Business School "This book illuminates the path to customer-first thinking for FS marketers and the organisations that they seek to enlighten." —Mark Evans, Marketing Director, Direct Line Group "Read this book to find out how to transform your company into a truly customer- led, marketing-focused organisation. You never know, it might just give you a revenue lift too." —Chris Skinner, Digital Banking expert; Author of Value Web, Digital Bank and best-seller Digital Human "This engaging and important book about the new world of financial service marketing deserves a much wider readership among all those interested in finance, as well as marketing in general." —Adrian Furnham, Professor of Psychology, Norwegian School of Business; Author of The Psychology of Money "With financial marketers being challenged by the intersection of a quickly changing ecosystem and new marketing technologies that leverage digital tools, there has never been a better time for this book." —Jim Marous, Publisher, The Financial Brand "No Small Change makes an entertaining job of exploring the unexpected affinity between the academic discipline of behavioural economics, and the rather less elevated craft of direct marketing." —Rory Sutherland, Vice Chairman, Ogilvy Group "The historical financial services system excluded many and preyed on others, while profits soared. No Small Change describes a world where digital experiences are creating radical shifts in this imbalance." —Brett King, Founder, Moven; Author of Bank 4.0