Social Innovation And Media
Post Of The Month - January 2010 - Nominations

Solving Social Problems With A Nudge

"We tend to think the problem is solved when we solve the technology problem but the human innovation, the human problem, still remains."

Fascinating presentation by Harvard economist Sendhil Mullainathan who talks about how we can use the ideas behind the currently fashionable concept of behavioral economics (allied to some lessons taken from marketing), to solve significant social problems typically characterised by 'The Last Mile Problem' - the kind of social problems we know how to solve but somehow never do.

Sendhil talks about the kind of cognitive illusions we all have a tendency to succumb to, before focusing on how to turn 'The Last Mile Problem' into 'The Last Mile Opportunity' - by applying scientific method to ensure that human related innovation completes the process began by technological innovation. Insightful and important.

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