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Not everything is behavioral science
BS (behavioral science) without creativity—indeed BS without a tiny little whiff of BS (meaning bullshit)—is actually suboptimal.
If you don’t use behavioral science to expand the potential solution space to a problem by adding a psychological dimension in addition to the other aspects or metrics you’re considering, you’re probably missing a huge opportunity. And then some shrewd people will come in and say, “Well, actually, this is impossible, because look, the calorific value of the candles is insufficient to heat this volume of water to a point where it actually boils.” So, you put a big tick in the box saying “cannot be done.” And you move on to the next question. I think there are whole categories in business like this, where some of the world’s greatest geniuses have solved extraordinary engineering problems but have completely failed to take the psychological component into account.
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