During our fifth episode we speak to Harvard Business School’s Mike Luca and Max Bazerman, co-authors of the book The Power of Experiments: Decision Making in a Data-Driven World. In this episode we dive into: • How experiments were a necessary condition for the development of behavioral economics, and how without them, applied behavioral economics consultants would not exist. • The birth of experimentation in business and the role experiments are playing in shaping customer behavior. • Why the tech sector has been a leader in this space, and how the rest of the private sector can catch-up. • Advice to grow better leaders, including the role of intuition in decision making and what the data tells us. • A perspective on experimentation in the context of our rapidly changing world.