The most valuable behavioral science research you're not using

Growing up, I was jealous of my buddy Kevin. 

He was fearless. You could throw him out of the car in any part of town, and he'd walk up to the first person he saw and start a conversation. Within minutes, he'd have a new friend, and within an hour or so he'd be able to problem-solve his way out of the situation.

I, on the other hand, was a sheepish, fearful guy.

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How one of the best ad campaigns of past 17 years used behavioral science...

You don't have to be a behavioral scientist to change behavior... but understanding the principles is a huge help if you want to *consistently* change behavior.

It's similar to cooking.

You don't have to be a chef to bust out a delicious meal every once in awhile, but understanding the principles of cooking will make your hit rate a *lot* higher.

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