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No one would argue that the Internet has changed the way we life, work and play. But given the growing understanding of common human biases, organizations have two choices: exploit those biases or 'nudge' people in the right direction, for their benefit. The authors describe some of the key areas where the Internet is doing damage to our well being, and how to turn things around to shape the evolution of the digital world to build fairer, better markets.

Every organization is in the same business: changing peoples' behavior. Do you want your customers to do something specific? Make it easy! The author, who heads up the UK's Behavioural Insights Unit-widely recognized as the world's most advanced practitioner in this arena-shows why governments are slowly embracing this proven principle; and other organizations should, too.