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I forgot to add a teaspoon of baking powder to a cake once.

What a mistake.

The cake failed to rise and had to be thrown out.

It’s remarkable that missing one tiny ingredient can make a huge difference to the outcome.

For over 15 years I was working in corporate roles without the ingredient I didn’t realise I needed. 

Behavioural science.

All those years, me and those around me were wasting time on initiatives that fell flat.

Because we didn’t properly understand human behaviour. 

We ...