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Nikole Wintermeier

Nikole is a content copywriter at Crobox in Amsterdam.

image of cigarettes

It’s summer in the UK. Two cigarette disposal bins are erected on a littered street. One bin is marked Ronaldo, the other, Messi. 

The bins encouraged smokers to vote for the best football player with their cigarette butts. After twelve weeks, cigarette litter dropped by 46%. In the United States, a similar experiment reduced cigarette litter by 74% in six months. 

Instead of yelling at smokers to “clean up your butts,” the bins implied the desired behavior in an easy and fun way. 

That’s a nudge.

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Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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