The biggest misconception about behavioural science?

That it’s discretionary.

I’ve heard it over the years - people telling me they couldn’t get funding for our project because it was deemed a discretionary expense.

That’s my fault.

I should have been more explicit.

Because what can be more essential than correctly influencing behaviour? 

If you look at the inefficiencies in any organisation, the reasons for frustration and burnout, there’s one...