https://brandgenetics.com/human-thinking/nudge-improving-decisions-about-health-wealth-and-happiness/
The Choice Architect
Nudge argues that in order to innovate in today’s cluttered world of consumer-empowered choice, you need to carve your innovation at the psychological joints of human decision making. In other words, you need to become a “choice architect”.
The basic idea is that the success of innovations shouldn’t rely on changing peoples’ perceptions – trying to change what people think – whether by force (coercion) or argument (persuasion) – is costly and rarely successful. Instead innovations should gently nudge people by influencing what people think about. Nudging is about prompting people to think, often in new and different ways, in order to elicit a desired response.