Why Simplicity Can Be Strength in a Complex World
A decade is a long time in behavioral science. Since the Behavioural Insights Team was established in the U.K. government in 2010, I’ve seen new units, debates, and techniques spread across the globe at breakneck speed. The field is much broader and stronger now than it was when we began, thanks to skill, effort, and painful reckonings. So when, late last year, I turned to revisit and update the EAST framework, I felt a bit apprehensive. Released in early 2014, EAST has just four main parts and can be easily summarized: if you want someone to do something, make it easy, attractive, social, and timely. ….[READ]
