Are You Selling Applied Behavior Science?

I think there are a few features of applied behavioral science that kind of exacerbate this problem. The first one is hindsight bias. So I've encountered in my working with many organizations just working with people who are not behavioral scientists. And they're like, that is actually something very new that we didn't know about. That's why you always need like, as a behavioral scientist, you need some these less obvious behavioral science insights.