James West

Senior Consultant

Who is James?

This is a very famous question in cross cultural psychology. If James was from Japan, he might say he's Toyota’s 'James.' If he was from a tribal society, he might say he's John’s son, or Liz’s brother. But because he's from a Western culture, James will naturally orient himself internally and not to hisenvironment, work or relationships.

James is a social psychologist with over 20 years’ experience on large scale projects in the Europe and the Middle East. For the last 10 years, he has specialised in behavioural economics applying ‘nudges’ in a wide variety of industries, including banking, healthcare and farming.

What is James passionate about in his work?

In 2005, he was the Director of training for the largest project in the NHS.  “No one shall have to wait more than 4 hours in Accident and Emergency until they are seen by a Doctor.”  Years later, he discovered that to hit this target hospitals were making patients leave and sign in again, putting patients on trolleys and calling them beds, and using a host of other tricks to game the system. They aren’t bad people; it was us who introduced this perverse incentive and the nurses and administrators were simply reacting to it. James is passionate about understanding the psychology and culture of organisations and then organising projects so things like this never happen again.

What is James passionate about outside of work?

James was fortunate enough to work in the HR Department of Britain’s largest book chain, where he developed the handy habit of reading widely and often. He mostly reads novels these days and is often found trying to convince anyone that will listen that Madeline Miller’s ‘Circe’ is the best book of the last 5 years. And just to date this profile, RIP Cormac McCarthy, the greatest American novelist of the last 50 years!  

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