We're All Predictably Irrational - Dan Ariely

1-2-read: Nudge by Thaler and Sunstein

A nudge, as we will use the term, is any aspect of the choice architecture that alters people´s behavior in a predictable way without fordibbing any options or significantly changing their economic incentives. To count as a mere nudge, the intervention must be easy and cheap to avoid. Nudges are not mandates. Putting the fruit at eye level counts as a nudge. Banning junk food does not.

- from Nudge by Thaler and Sunstein

Yogi Berra #1

"If you don't know where you are going, you will wind up somewhere else."