Octopus Energy went from £0 in revenue to £12 billion in 10 years. Today, on Nudge, I chat with their first employee Pete Miller, who explains how they used nudges to grow. Hear why they: 1) Encourage customers to spin a wheel to reward metre readings. 2) Give away free electricity at 4pm. 3) Play you the number one song from the year you turned 14. 4) And gave away 40,000 electric blankets during an energy crisis.---Become an FSB member: https://get.fsb.org.uk/nudge/ Unlock the Nudge Vaults: https://www.nudgepodcast.com/vaultsSubscribe to my newsletter: https://www.nudgepodcast.com/mailing-list Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew/ ---Today’s sources: Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero as a special price: The true value of free products. Marketing Science, 26(6), 742–757.Shen, L., Fishbach, A., & Hsee, C. K. (2015). The motivating-uncertainty effect: Uncertainty increases resource investment in the process of reward pursuit. Journal of Consumer Research, 41(5), 1301–1315Skinner, B. F. (1938). The behavior of organisms: An experimental analysis. Appleton-Century-Crofts.