The Importance of Investing in Designers

I thought it was really interesting that you and Angela Doopworth seemed to have had actually different views on the success of the study so she might be maybe more inclined to consider it as a failure and you may be more as a success. I would say there we have different personalities and that is one of the things that makes working with Angela such a pleasure  and always makes collaborations fun. 45 percent of the ones we developed significantly changed behavior at very low cost while they were in place the other 55 percent didn't significantly change behavior but they were all directional, he says.