There are two reasons for a person to do anything: the good reason and the real reason. In the space between lies behavioral science, which aims to explain the motives and mechanisms that are at the base of our ‘irrational’ human behavior.  Behavioral economics is also what lies at the heart of The Perspective - our award-winning start-up’s methodology. This presentation provides insights into human behavior, the research that led to those insights, and how to apply them to marketing. We will focus on six clear principles that you can easily implement and share as examples of how we used them ourselves in our client’s marketing efforts.