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The Voltage Effect

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The Voltage Effect

By: John A List
Narrated by: Will Damron
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About this listen

Brought to you by Penguin.

Why do some ideas make it big while others fail to take off? According to award-winning behavioural economist John List, the answer comes down to a single question: Can the idea scale?

Countless enterprises fall apart the moment they scale; their positive results fizzle, they lose valuable time and money, and the great electric charge of potential that drove them early on disappears. In short, they suffer a voltage drop. Yet success and failure are not about luck - in fact, there is a rhyme and reason as to why some ideas fail and why some make it big. Certain ideas are predictably scalable, while others are predictably destined for disaster.

In The Voltage Effect, University of Chicago economist John A. List explains how to identify the ideas that will be successful when scaled, and how to avoid those that won't. Drawing on his own original research, as well as fascinating examples from the realms of business, government, education, and public health, he details the five signature elements that cause voltage drops, and unpacks the four proven techniques for increasing positive results - or voltage gains - and scaling great ideas to their fullest potential.

By understanding the science of scaling, we can drive change in our schools, workplaces, communities, and society at large. Because a better world can only be built at scale.


'By far the best book I've ever read on the how and why of scaling. If you care about changing the world, or just want to make better decisions in your own life, The Voltage Effect is for you.' Angela Duckworth, CEO of Character Lab and New York Times bestselling author of Grit

'One of the best economics books I have ever read - and an instant classic in behavioral economics.' Cass R. Sunstein, Robert Walmsley University Professor, Harvard University, and New York Times bestselling co-author of Nudge

'Thought-provoking and engaging. A must-read.' Daron Acemoglu, Institute Professor at MIT and co-author of Why Nations Fail and The Narrow Corridor.


© John A List 2022 (P) Penguin Audio 2022

 Business Development Business Development & Entrepreneurship Consumer Behavior & Market Research Economics Forecasting & Strategic Planning Management & Leadership Marketing & Sales Organisational Behavior Workplace & Organisational Behavior Business Marketing Management

Critic reviews

Brilliant, practical, and grounded in the very latest research, this is by far the best book I've ever read on the how and why of scaling. If you care about changing the world, or just want to make better decisions in your own life, The Voltage Effect is for you.
How many books are funny and wise, practical and profound? John List is a scientist, but he's also a magician, and he's changing the world. The Voltage Effect shows how. This is one of the best economics books I have ever read - and an instant classic in behavioral economics.
The Voltage Effect is the toolkit for the ambitious. Packed with proven principles and pro tips made real through inside stories ranging from Silicon Valley to African NGOs to university fund-raising, List fills the gap between startup books and management books to show how any idea can achieve its full potential.
Ideas from the ivory tower or Davos fail often and fail badly because they do not recognize the deeply political and historical nature of the problems they are trying to deal with and the social realities in which these problems are embedded. This thought-provoking and engaging book proposes an original framework for thinking about how good policy proposals can be applied at a scale large enough to do social good, and for avoiding predictable mistakes that prevent such scaling. A must-read.
All stars
Most relevant
Im a fan of John List and his world perspective. I loved the book, it was insightful and entertaining. Will probably listen to it once more in a couple of weeks to let the knowledge sink in.

Another great book by John List

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So the concept of scaling is an interesting angle for this book. The “five essentials” are very narrow, definitely written from the perspective of an academic with very little hands on business experience. There’s a constant tone of ego / arrogance … with the sentiment that everyone is dumb, and the brilliant academics with their surveys role up and shed light on the ignorance of people, when in fact most of the examples are only on the fringes of changes. But all that said, there are a few takeaway ideas. I’m honestly disappoint by this book, so much promise, with so little value delivered.

Some interesting concepts. Patronising / egotistical style. Narrow perspective.

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If this is a business book, it’s audience is the unicorns - and wannabes.
The theory is great but do the math, few startups make it past five years, those that do have often pivoted at least once, so “scale” is a dream… or a nightmare.
Either way, there’s been a lot of hype around this book, which is why I bought it. You don’t have to.
Search coursera, YouTube or TWIST for more salient guidance, and free!

For the 1%

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