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Richard, thanks for joining us today. Very nice to see it. Yes, likewise, my friend. So how would

you get it started by telling us a little bit about yourself and what you do? So my background

is in taking findings from behavioral science, what people used to call social psychology,

the study of how people actually behave, rather than how they claim to behave, and then applying those findings to marketing and persuasion.

I like this. And Little Bertie told me that you might have written a book recently.

I have a second book. So the recent one

is called The Illusion of Choice and the subtitle is 16 and a half principles from behavioral

science that influence what people buy. Love the title. Love the subtitle too. This is great.

And I would like to, before we get into the topic, because both of us, we connect and

vibe over psychology, so I like this.

I think the semantics that you put out first are very important.

Talking about the transition from social psychology to behavioral science, I think that's

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