Behavioural Science
How people make decisions, about money and otherwise.
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№ 1 · 28 May
3 min readPayments
Not the Whole Story: How Zero-Sum Thinking Distorts Payment Innovation
Zero-sum headlines declare “cash is dead” or frame BNPL as a credit-card killer. Fresh UK Finance data tell a different story: contactless, cash and BNPL are all growing; layered, not cannibalised. Here’s why clinging to win-lose narratives skews product bets and policy debates.
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№ 2 · 14 May
3 min readBehavioural Science
The Price of Free: How Invisible Costs Shape the Digital Economy
“Free returns”, “free trials”, “zero‑interest payments”; the web is built on frictionless promises. Yet every convenience carries a bill that someone, somewhere, eventually pays.
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№ 3 · 12 May
3 min readBehavioural Science
Patience Pays: Warren Buffett’s Last Lesson to an Impatient Market
Warren Buffett is handing Berkshire’s reins to Greg Abel, but his most powerful idea endures: markets quietly move money from the restless to the steadfast. In a world where the average share is held for mere months, patience remains the rarest, and richest, edge.
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№ 4 · 09 Apr
2 min readBehavioural Science
The $54 Lesson: What Vaccines Teach Us About Good Decisions
A recent Economist article highlighted an astonishing 54-to-1 return on immunisation programmes. But what does that tell us about how we make, and evaluate, good decisions?
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№ 5 · 27 Mar
8 min readBehavioural Science
Decision Journals: The Missing Link Between Frameworks and Results
Most frameworks fail not because they’re flawed, but because we never revisit the decisions they shape. Decision journals close that loop—bringing accountability, calibration, and a culture of truth-seeking to product and strategy teams.
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№ 6 · 07 Mar
4 min readBehavioural Science
No Regrets? How AI Is Changing Business Decision-Making
AI is reshaping business decision-making, promising to minimize regret in fraud detection, pricing, and customer retention. But as companies optimize away uncertainty, who owns the regret when AI gets it wrong? This article explores how AI shifts responsibility and what it means for consumer trust.
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№ 7 · 05 Mar
4 min readBehavioural Science
The Cost of Second-Guessing: How Businesses Manage Their Own Regret
Regret shapes how businesses and consumers make decisions. But while individuals fear buyer’s remorse, companies worry about fraud, pricing mistakes, and missed opportunities. Striking the right balance is vital; overcorrecting in one direction means lost revenue, while too much risk damages trust.
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№ 8 · 03 Mar
4 min readBehavioural Science
Regret Minimisation: How Payment Platforms Engineer Your Decisions
The digital marketplace isn't just selling products—it's engineering emotions. Behind every checkout page and "limited time offer" lies a sophisticated understanding of our deepest purchasing anxiety: the fear of making the wrong choice.
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№ 9 · 25 Feb
2 min readBehavioural Science
From Confusion to Exclusion
Clear communication in banking isn't just about customer service—it's about enabling confident participation in the modern financial world.
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№ 10 · 03 Feb
3 min readBehavioural Science
Seeing Around Corners Developing Second-Order Thinking
When Amazon introduced one-click purchasing in 1999, it seemed like an obvious win. Reduced friction, higher sales. But the ripple effects continue to reshape retail in unexpected ways, from return fraud to changing consumer psychology. Welcome to the world of second-order thinking.
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№ 11 · 31 Jan
3 min readBehavioural Science
Consistency Over Intensity: The Hidden Power of Small Actions
As January ends, packed gym classes thin out, with 80% of New Year's resolutions already abandoned. While we celebrate dramatic transformations, we overlook a far more powerful force: consistency. The science shows that small, regular actions trump sporadic bursts of intense effort.
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№ 12 · 14 Nov
3 min readBehavioural Science
Making Good Decisions
Explore practical frameworks for better decision-making, from understanding operating environments to effectively communicating choices. Learn how structured approaches can set you up for success in both personal and professional contexts.