Behavioral Product Strategy - What's Your Background?

I've been working with startups for pretty much as long as I've been working. As I was studying behavioral economics, and as I was working on startups, I was really just realizing the cross, the intersection that's really there. Because ultimately, like we're trying to influence people's behavior in order to use products better. Most product problems just come down to why aren't our users doing this? You know, and so I've just been combining behavioral science and products for a while when I graduated college.