Shlomo Benartzi

“After all, behavioral economists have spent years demonstrating the clear relationship between making something easy to do and getting people to actually do it. My very good friend and longtime collaborator Richard Thaler puts it this way: “My number-one mantra from Nudge [his book, cowritten with Cass Sunstein, on the application of behavioral economic principles to public policy] is, ‘Make it easy.’ When I say make it easy, what I mean is, if you want to get somebody to do something, make it easy. If you want to get people to eat healthier foods, then put healthier foods in the cafeteria, and make them easier to find, and make them taste better. So in every meeting I say, ‘Make it easy.’ It’s kind of obvious, but it’s also easy to miss.”7”
― Shlomo Benartzi, The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior

“according to a recent paper published in the Annals of Internal Medicine, patients failing to properly take their medication cost society somewhere between $100 billion and $289 billion every year.36 (It’s estimated that nearly 50 percent of prescriptions for chronic diseases are not used as prescribed.)37 Obesity, meanwhile, adds another $190 billion in direct health care costs. Drunk driving? $114 billion.38 Smoking? Nearly $290 billion.”
― Shlomo Benartzi, The Smarter Screen: Surprising Ways to Influence and Improve Online Behavior