Daniel Kahneman changed the lives of many

To most, professor Daniel Kahneman (1934-2024) is best known for his path-breaking explorations of how peoples decisions deviate from perfect rationality and the Nobel Prize he won for that work..

So the only lifeline I had to convince my friends to join me in this new journey of human behaviour management was Kahnemans Nobel Prize..

And then, in 2007, I co-founded FinalMile Consulting, a firm dedicated to applying the principles of Behavioural Economics to solve real-life human behaviour problems..

We knew that the world of mental short-cuts offered a view of human behaviour that was quite different from that of the rational man theory which held influence until then..

But I know that Professor Richard Thaler and some journalists had informed him of how my team had taken learnings and inspiration from him to develop innovative solutions for several human-behaviour problems around the world..