 What I'm giving you really here is a third eye. We tend to look at the world, we tend to look at human behavior through what I call the dodgy pair of binoculars. One lens is market research, which assumes that people know exactly why they do things and what they intend to do and can describe their reasons perfectly and accurately. Though that ain't so. The other lens we tend to look at is the standard economic lens, which is not entirely wrong, but sometimes woefully inefficient, unimaginative, and occasionally diametrically wrong. If you look at the world through this third lens of, I would say it's a mixture of good evolutionary psychology married to a little bit of economics. What you'll suddenly do is you'll realize that there are problems that looked insurmountable that suddenly become easy. You'll also find that you can achieve enormous effects and enormous changes in outcome by changing very, very little about an input or a cue.