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Re-Framing Innovation: Integrating Behavioural Science and Design
The authors argue that Behavioral Science can make important contributions to innovation through nudges and other proven methods; but they believe it can contribute at an even greater scale by partnering with other disciplines-in particular, with the field of design. They introduce their integrative model, which hinges on the notions of where to play and how to win-first introduced by Roger Martin and A.G. Lafely in their book, Playing to Win. In the end, they show that by partnering with design and framing behavioral science as a speculative tool in addition to an evidence-based one, we can collectively better envision the new, in addition to testing the known.