
How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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The Power of Small Friction in Professional Decision-Making
This chapter examines how small barriers can significantly affect decision-making in professions like medicine and finance. It highlights the importance of recognizing and reducing these minor obstacles to improve outcomes and challenges the misconception that they are inconsequential.
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