Irrational

Instead of expecting large behavioral shifts, focus on small, manageable changes that build momentum.

This post was inspired by 10 years of applying behavioral science at Irrational Labs .

Should I focus on a specific type of (e.g., fear, bias, technology)? Irrational

Predictably Irrational: Why We Make Bad Decisions (And How to Fix Them)

Understanding that humans are irrational doesn't mean we are doomed to make poor choices. Instead, it allows us to design better environments. Instead of expecting large behavioral shifts, focus on

What we say we will do (e.g., "I will save more money") often differs wildly from what we actually do, because context dictates behavior. How to Leverage Irrationality for Good

If a behavior is desirable, make it effortless to perform. The Bottom Line Predictably Irrational: Why We Make Bad Decisions (And

We rarely change the pre-selected option. "The default made me do it" is a common, yet unrecognized, reason for our choices.