Behavioral Science

I’ve always found the seven deadly sins fascinating—not because I’m religious, but because they seem to persist as emotional truths. At their core, they aren’t random taboos. They feel… human. But the more I sat with them, the more I realized they aren’t just moral failures. They’re tragic ironies—twisted versions of our most basic, reasonable desires. Here’s how the thought process unfolded: Lust Is the Most Reasonable. Greed Is the Ugliest. I started here: Lust, to me, is the most understandable. At its core, it’s a desperate reach for connection. Sure, it can go too far—turning people into objects, reducing intimacy into gratification—but behind it is a fear of being alone. It’s misguided, but I get it. ...

Behavioral science has given us powerful frameworks for understanding human behavior. One of the most iconic is Daniel Kahneman’s System 1 and System 2: the fast, intuitive brain vs. the slow, analytical one. But while these systems explain how we think, they don’t fully explain how we engage with behavioral science itself. Through informal conversations, cross-disciplinary reflection, and repeated pattern recognition, a new framework has emerged—one that describes how people interact with behavioral science, whether as trained experts or instinctive observers. We call it the Modal Model of Behavioral Science Engagement. ...