I don’t watch much TV these days and probably like many others rely more and more on digital media like podcasts.

A current favourite is “start the week” which goes out on BBC Radio 4.

One of the guests on this week’s programme was talking about his new book Nudge, all about the relatively new science of behavioural economics.

(An aside: judging by displays in bookstores many publishers clearly believe this subject has a lot of mileage).

Having studied 4 years of traditional economics, alias theories of perfect competition, countless supply and demand graphs, rationale expectations and more; when I began my marketing career it became abundantly clear that the world was not so orthodox.

Hence why I liked the author’s phrase “Choice Architecture” to describe the mechanism by which consumers are nudged into making decisions.

One example is the layout of supermarkets which encourages us to walk all the aisles. There are countless others here.