Shikake: The Japanese Art of Shaping Behavior through Design

By Naohiro Matsumura

‘Whether you work in marketing, product design, or merely want to delight and inspire your customers and colleagues, Matsumura’s powerful, inclusive method will show you how to create sustainable behavioral change.’

– Nir Eyal, best-selling author of Hooked and Indistractable

An entirely fresh way of thinking, living and connecting with others.

The field of ‘shikakeology’ (pronounced shē-kä-kā-ology), as Osaka University professor of economics Naohiro Matsumura defines it, is the study of ‘shikakes’: things that influence our behaviour, not through direct requests or demands but rather through mindful, pleasant designs that invite action. It is a field that has the potential to shape our personal habits, boost professional success and even tackle social issues such as public health and civic engagement.

Shikakes are often simple: a small hollow pipe placed at eye level to direct attention; a urinal with a bullseye to direct another sort of attention; a piano staircase to encourage exercise; a miniature Shinto gate placed on the floor in a high-traffic hallway to discourage littering. Yet this simplicity can be extremely powerful, engaging our curiosity in ways that directly stated guidelines, or brute-force application of willpower, never will.

Dr Matsumura has devoted his career to the pursuit of shikake solutions for all sorts of problems in the public sphere. In this book, he does much more than simply show readers charming examples of existing shikakes: he gives us specific, concrete tools to invent our own shikakes to forge creative solutions to almost any problems we face.