Irrational -

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

If you want people to choose a healthier option or a better product, make that option the default. Irrational

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

According to research, we often don't know what actually drives our decisions. Instead of admitting "I don't know," our brains create a plausible story to explain our actions—a phenomenon sometimes called the "inner Press Secretary". Instead, it allows us to design better environments

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

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

We cannot change human nature, but we can design for it. By accepting that we are irrational, we can stop trying to force rationality and start building systems that work with our natural tendencies.