Pete Dyson joined Ogilvy’s Behavioural Science Practice in 2013 and in 2020 he was seconded to the UK Department for Transport as Principal Behavioural Scientist, tasked with the COVID-19 response, sustainable behaviour change and internal capability building. This book has been written in a personal capacity. Pete is also a semi-professional Ironman triathlete and in 2021 broke the record for the fastest non-stop cycle from Lands End to London. Next time he’ll take the train.
