The “nudge” revolution has changed public policy. Despite its success, many critics worry about its effectiveness, ethics, and legitimacy. Behavioural public policy needs to be based on a more mature dialogue between citizens and the state. Time is now pressing as societies suffer from intractable global problems, such as climate change, which require an empowered citizenry to work in partnership with policy-makers. To address these challenges, this book proposes a radical modification of behavioural public policy called nudge+. Unlike nudge, which tells citizens how to act, nudge+ invites people to think about nudge and decide if it works best for them. It also encourages policy-makers to think more carefully before prescribing behavioural insights, producing our mantra: Think, before you nudge. The book outlines merits of a reflective approach that celebrates agency. It explains how nudge+ encourages people to re-evaluate their beliefs and craft life choices. It invites practitioners to join researchers in this new age of behavioural science in which citizens are at the heart of public policy.