In this 16-minute episode James looks at how successful Insight teams learn from the world of behavioural economics to improve their influencing tactics. In the last 20 years, there’s been an enormous advance in our understanding of the way we make decisions, and an entire field of study – and a whole library of popular books – now focuses on the topic of behavioural economics, or behavioural science. We now all accept that we are not rational decision-makers; instead we know that we repeatedly do things based on a half-hearted and subjective evaluation of imperfect information, constantly taking the path of least resistance, then justifying our behaviour afterwards.