Download The Brainy Business Podcast Episode 37 - Be Foundations Nudges Understanding Mapping mp3

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Last week, I kicked off the different types of nudges and how they apply to choice architecture with incentives. The word NUDGES is an acronym for the categories of nudging, and we are breaking those down episode by episode over six weeks to showcase different aspects of choice architecture and nudging.

Now that we tackled incentives last week, we will jump into understanding mapping – both what in the world that means...and how to use it to your best advantage in your business. In this behavioral economics podcast, I share how nudges and my 5 Steps for Mapping can be used in your business to encourage the buying process.




MeBeSafe - What is Nudging and how can it be used?
Nudging can affect your decisions - even if you are not aware of it. But how does it work and how can it make the world a better place? Get a crash course here. MeBeSafe is an EU-financed project aiming to make traffic safer by soft measures. The project has developed 8 measures that have been tested and evaluated in reality. Read more at:

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Green Nudges | Robert Böhm | TEDxRWTHAachen
In his talk, Robert Böhm explains how so-called "green nudges" can help to improve human behaviour towards climate and environmental protection, without changing economic incentives or using any form of coercion. Moreover, he provides an insight into some of his research and the astonishing results. Robert Böhm is Assistant Professor of Decision Analysis at the School of Business and Economics, RWTH Aachen University. As a behavioral scientist with an interdisciplinary and transdisciplinary perspective, he integrates methods and theories from psychology, economics, biology, and related areas into his research, focusing on intergroup conflicts, health and environmental behavior. Let him inspire you to a deeper understanding of how people make decisions and how you can improve your one decision-making. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at

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Nudge behavior for a more inclusive world | Tinna Nielsen | TEDxAarhus
Anthropologist and Global Change Maker Tinna Nielsen shares 11 ways you can outsmart your brain and be a better leader. Tinna C. Nielsen is an anthropologist and Global Change Maker, pioneering innovative approaches for practitioners to accelerate inclusiveness, equality, and gender parity in their sphere of influence. She is founder of the non-profit change-organisation Move the Elephant for Inclusiveness, Co-Founder of the non-profit Global Inclusion Nudges Initiative, and Co-Author of the Annual Inclusion Nudges Guidebook. Furthermore she is former Global Head of Inclusion & Diversity in a multinational corporation. Tinna is also World Economic Forum Young Global Leader 2015-21 and co-chair of the Global Future Council for Behavioural Science. Tinna is a strategic partner for inclusiveness and gender parity at the United Nations, and she is partnering with organisations, practitioners, and social entrepreneurs worldwide. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at

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Big Think Interview With Richard Thaler | Big Think
Big Think Interview With Richard Thaler New videos DAILY: Join Big Think Edge for exclusive videos: ---------------------------------------------------------------------------------- A conversation with the author and behavioral finance theorist. ---------------------------------------------------------------------------------- RICHARD THALER: Richard H. Thaler is an American economist. He is perhaps best known as a theorist in behavioral finance, and for his collaboration with Daniel Kahneman and others in further defining that field. He currently teaches at the University of Chicago Booth School of Business, and is an associate at the National Bureau of Economic Research, and has organized a series of behavioral finance seminars along with Robert Shiller, another behavioral finance expert at the Yale School of Management. Previously he taught at Cornell University and the MIT Sloan School of Management Thaler has written a number of books intended for a lay reader on the subject of behavioral finance, including "Quasi-rational Economics" and "The Winner's Curse," the latter of which contains many of his Anomalies columns revised and adapted for a popular audience. Most recently Thaler is coauthor, with Cass R. Sunstein, of "Nudge: Improving Decisions About Health, Wealth, and Happiness" (Yale University Press, 2008). ---------------------------------------------------------------------------------- TRANSCRIPT: Question: What is a “nudge”? Richard Thaler: Let me give you an illustration of a nudge. It’s funny, it’s one paragraph in our book, but it’s by far the most famous example from the book. It turns out some genius who, an economist in fact, allegedly at least, an economist who works for the Amsterdam International Airport Schipol, got the brilliant idea to etch the image of a housefly in the urinals in the men’s bathrooms at the airport. This image of a housefly, it looks extremely realistic. You can see a picture of it on our website It’s located just near the drain. It turns out, that men, when they’re taking care of their business, they’re not fully attending to the task at hand, but, I’m sure there’s an evolutionary explanation for this, if you give them a target, they will aim. According to the people who run the airport, spillage has been reduced by 80%. That housefly has become my favorite illustration of a nudge. So, what’s a nudge? A nudge is some small feature of the environment that attracts our attention and alters our behavior. Question: What is the difference between a nudge and a push? Richard Thaler: It comes down to values. When should we nudge and when should we shove, I think, it’s a political judgment. Obviously in some situations we need shoves, we need laws. Fraud is against the law, murder is against the law, drunk-driving is against the law. We don’t need just nudges. On the other hand, sometimes we can combine the two. So for example, in some states if you’ve been convicted of DWI, Driving While Intoxicated, after you serve your sentence and you get your license back, you also have to equip your car with some device that requires you to pass some sobriety test before you turn the car on. I think that’s probably a good rule. So we can push the two but. Where we’re going to go on various public policy issues will be a political decision, where of course, people will differ. Question: How can we identify and allocate risk better? Richard Thaler: I think the people who’ve been the most overconfident in our business in the last decade have been the people that called themselves risk managers. And the reason is they failed to learned the primary lesson we should have learned from when Long Term Capital Management went belly up ten years ago. That is, investments that seem uncorrelated can be correlated simply because we’re interested in it. LTCM lost money when Russia defaulted on a certain class of bonds, and then they had other investments like on the spread between two different kinds of shares of Royal Dutch Shell Oil Company. Now that seems completely unrelated to Russian bonds. But they were related because other hedge funds saw similar discrepancies and they were all making similar bets. So the world is much more correlated than we give credit to. And so we see more of what Nassim Taleb calls “black swan events”-- rare events happen more often than they should because the world is more correlated. I think one lesson we have to learn is that there’s a lot more risk than we’re giving credit to, a lot more what economist calls systematic risk... Read the full transcript at

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BX2016 'Moving Beyond Nudging' Plenary
3:40 PM - 4:40 PM, Tuesday, June 7th, 2016. Harvard Business School. 'Moving Beyond Nudging' Moderated by Iris Bohnet from Harvard Kennedy School, Discussion Featuring Rachel Glennerster from J-PAL, David Laibson from Harvard University, and Eldar Shafir from Princeton University.

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Nudging in Government - Behavioural Exchange 2014
Nudging in Government from Behavioural Exchange 2014, a world-first conference on the application of behavioural insights and 'nudges' in government and business. Featuring Chief Executive of the UK's Behavioural Insight's Team Dr David Halpern and Senior Advisor to the White House Office of Science and Technology Policy Dr Maya Shankar. For more information, visit

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Achieving Hyper Performance, Agnis Stibe | The Brainy Business podcast ep 209 | Behavioral Economics
Today I am very excited to introduce you to Agnis Stibe, a 4x TEDx speaker, MIT alum, YouTube creator, globally recognized corporate consultant, and scientific advisor. He is the Artificial Intelligence Program Director and Professor of Transformation at EM Normandie Business School, and the creator of the STIBE Method, which we will of course talk about in today's episode. He is also the Adjunct Professor of Human-City Interaction at the University of Oulu, Paris Lead of Silicon Valley founded Transformative Technology community. While at the renowned Massachusetts Institute of Technology, he established research on persuasive cities for sustainable wellbeing. We talk about his research, how social proof can change behavior when it is made more visible, the importance of testing, why you need to try different approaches for any concept, and so much more. Listen in! GET YOUR FREE DOWNLOAD AND COMPLETE SHOW NOTES AT: CHECK OUT MY INC.COM COLUMN LET'S CONNECT ON: Facebook: Instagram: Twitter: LinkedIn:

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Studying Economic Behavior in Unusual Places with Richard Thaler
Richard Thaler is renowned for his extremely influential contributions to the emerging field of behavioral economics over the last three decades. He has made it his habit to look for data in unusual places. Here he draws on the behavior of New York City taxi cab drivers, game show participants, and National Football League teams to see what can be learned about human behavior. Thaler is Professor of Behavioral Science and Economics, and Director of the Center for Decision Research, Graduate School of Business, University of Chicago. Series: "UC Berkeley Graduate Council Lectures" [1/2011] [Public Affairs] [Business] [Show ID: 20380]

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Creative thinking - how to get out of the box and generate ideas: Giovanni Corazza at TEDxRoma
This video is filmed and edited by Università Telematica Internazionale UNINETTUNO Corazza is a full-time professor at the Alma Mater Studiorum at the University of Bologna, a member of the Executive Council, and the founder of the Marconi Institute of Creativity. He teaches science and the applications of creative thinking. Why/Which/How/Where/What/When/Experiment. A quick jump out of the box is more insight ful than a lifetime of standard thinking. In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)

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Richard Thaler - Nudge: An Overview
University of Chicago Graduate School of Business Professor Richard Thaler gives an overview of his new book: "Nudge: Improving Decisions About Health, Wealth, and Happiness." He explains what nudges are and gives a few examples of how they can be useful. Read more: ➡ Subscribe: About #UChicago: Since its founding in 1890, the University of Chicago has been a destination for rigorous inquiry and field-defining research. This transformative academic experience empowers students and scholars to challenge conventional thinking in pursuit of original ideas. #UChicago on the Web: Home: News: Facebook: Twitter: Instagram: University of Chicago on YouTube: *** ACCESSIBILITY: If you experience any technical difficulties with this video or would like to make an accessibility-related request, please email [email protected]

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Cass Sunstein on Nudge Theory
Introducing RSA Spotlights – taking you straight to the heart of the event, highlighting our favourite moments and key talking points. In this excerpt from the event, 'Why Nudge?', renowned public thinker Cass Sunstein defends his groundbreaking nudge theory. Watch the full replay here: Follow the RSA on Twitter: Like the RSA on Facebook:

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The paradox of choice | Barry Schwartz Psychologist Barry Schwartz takes aim at a central tenet of western societies: freedom of choice. In Schwartz's estimation, choice has made us not freer but more paralyzed, not happier but more dissatisfied. TEDTalks is a daily video podcast of the best talks and performances from the TED Conference, where the world's leading thinkers and doers are invited to give the talk of their lives in 18 minutes -- including speakers such as Jill Bolte Taylor, Sir Ken Robinson, Hans Rosling, Al Gore and Arthur Benjamin. TED stands for Technology, Entertainment, and Design, and TEDTalks cover these topics as well as science, business, politics and the arts. Watch the Top 10 TEDTalks on, at

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David Halpern on Nudge Theory
Renowned behavioural scientist and No 10 'nudge' guru David Halpern discusses how minor tweaks can have a huge effect in the world of decision-making. Watch the full replay: RSA Spotlights – taking you straight to the heart of the event, highlighting our favourite moments and key talking points. In this excerpt from the event 'How Small Changes Can Make a Big Difference', behavioural scientist Dr David Halpern explains the benefits and gives tips on how to apply behavioural economics to one's own life. Follow the RSA on Twitter: Like the RSA on Facebook: Listen to RSA podcasts: See RSA Events behind the scenes:

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Developing the CEO Within You
An interview with Joseph L. Bower, Professor, Harvard Business School. To become an effective CEO, work for companies committed to leadership development, and take responsibility for your own development on the job.

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Nudging Better Consumer Decisions: Provide Useful Information (Not More Information)
Professor Rick Larrick presents “Nudging Better Consumer Decisions: Provide Useful Information (Not More Information).” In recent years, the new field of behavioral economics has used psychology to identify strategies (or “nudges”) that can help people make better decisions for themselves and for society. This talk will review research on a few simple strategies for providing clear information to consumers and employees. We argue that the best way to help decision makers is not to simply give them information (picture the long credit card disclosure statements you periodically receive), but to make that information usable. Our main focus has been on energy use. Every time consumers buy a new automobile in the U.S., they see a window sticker on every vehicle describing the car’s fuel economy, expressed as miles per gallon (MPG). What information would you put on an energy label to help consumers make better decisions about energy use (and the environment)? We propose four principles for providing better information (which abbreviate to CORE): - Do the CALCULATIONS for consumers - Translate information to personal OBJECTIVES (e.g., costs, environmental impact) - Provide RELATIVE comparisons (e.g., other products, daily goals) - “EXPAND” important outcomes (e.g., costs over time) For further reading, see Professor Larrick’s article “Designing Better Energy Metrics For Consumers” (

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Inside the Nudge Unit: how small changes can make a big difference
Speaker(s): Dr David Halpern Chair: Dr Barbara Fasolo Recorded on 15 September 2015 It all started as a cautious experiment. In 2010, David Cameron set up the Behavioural Insights Team (BIT or ‘Nudge Unit’) at 10 Downing Street. Plans were greeted with wry amusement from the media and deep scepticism from the corridors of Whitehall. Not many believed it would last, yet within 18 months, the team was producing results which changed the minds of critics inside and outside the government. Headed up by behavioural scientist Dr David Halpern, the aim was to be the world’s first government institution to use behavioural economics to examine and influence human behaviour; to essentially ‘nudge’ us into making better decisions for ourselves by applying psychology to policy. In this lecture David will talk about his new book, Inside the Nudge Unit – How Small Changes can make a Big Difference. David Halpern is CEO of The Behavioural Insights Team (BIT), which was set up by 10 Downing Street in 2010. He is also the UK’s national adviser on What Works. Prior to this, Halpern was the Founding Director of the Institute for Government, Chief Analyst in Tony Blair’s Strategy Unit, and Director of Blair's social exclusion task force. Halpern has held posts at Cambridge, Harvard and Nuffield College, Oxford. Dr Barbara Fasolo is Associate Professor of Behavioural Science at LSE. She currently serves as Head of the Behavioural Research Lab, Director of the Executive Master in Behavioural Science, and on the Department of Health Behavioural Insights Expert Advisory Panel. The Department of Management (@LSEManagement) is a globally diverse academic community at the heart of the LSE, taking a unique interdisciplinary, academically in-depth approach to the study of management and organisations.

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David Halpern: Nudging the Citizen
When David Halpern first brought the idea of behavioural economics before the British government he was greeted by immense skepticism and nervousness. Now he is being sought out by governments across the globe. The practice is called "nudging," the idea that people can be convinced to make the right decisions by making minor cost effective changes to how choices are presented to them. David Halpern sits down with Steve Paikin to discuss how his "nudge unit" has become a resource many governments of the world crave.

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A Brief History of Nudge ㅡ Learn the power of nudge to win at behavioral change
Learn the power of nudge to win at behavioral change !

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How great leaders inspire action | Simon Sinek
Visit to get our entire library of TED Talks, transcripts, translations, personalized talk recommendations and more. Simon Sinek presents a simple but powerful model for how leaders inspire action, starting with a golden circle and the question "Why?" His examples include Apple, Martin Luther King, and the Wright brothers -- and as a counterpoint Tivo, which (until a recent court victory that tripled its stock price) appeared to be struggling. The TED Talks channel features the best talks and performances from the TED Conference, where the world's leading thinkers and doers give the talk of their lives in 18 minutes (or less). Look for talks on Technology, Entertainment and Design -- plus science, business, global issues, the arts and more. You're welcome to link to or embed these videos, forward them to others and share these ideas with people you know. Follow TED on Twitter: Like TED on Facebook: Subscribe to our channel: TED's videos may be used for non-commercial purposes under a Creative Commons License, Attribution–Non Commercial–No Derivatives (or the CC BY – NC – ND 4.0 International) and in accordance with our TED Talks Usage Policy ( For more information on using TED for commercial purposes (e.g. employee learning, in a film or online course), please submit a Media Request at

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Predictabily Irrational | Dan Ariely | Talks at Google
Professor Dan Ariely visits Google's Mountain View, CA headquarters to discuss his book "Predictably Irrational: The Hidden Forces That Shape Our Decisions." This event took place on July 1, 2008, as part of the [email protected] series. In a series of illuminating, often surprising experiments, MIT behavioral economist Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. Blending everyday experience with groundbreaking research, Ariely explains how expectations, emotions, social norms, and other invisible, seemingly illogical forces skew our reasoning abilities. Not only do we make astonishingly simple mistakes every day, but we make the same types of mistakes, Ariely discovers. We consistently overpay, underestimate, and procrastinate. We fail to understand the profound effects of our emotions on what we want, and we overvalue what we already own. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational. Dan Ariely is the Alfred P. Sloan Professor of Behavioral Economics at MIT, where he holds a joint appointment between MIT's Media Laboratory and the Sloan School of Management. He is also a researcher at the Federal Reserve Bank of Boston and a visiting professor at Duke University. Ariely wrote this book while he was a fellow at the Institute for Advance Study at Princeton.

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