Irrational File

We like to think of ourselves as rational beings. We weigh pros and cons, calculate risks, and act in our own best interest. But as behavioral science has shown us time and time again, . In fact, we are predictably irrational .

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

Should I focus on a specific type of (e.g., fear, bias, technology)? We like to think of ourselves as rational beings

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If a behavior is desirable, make it effortless to perform. The Bottom Line . In fact