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Decoding the Whyis a story-driven exploration of the possibilities for integrating behavioral science into product design. Through engaging anecdotes, compelling experimental findings, and exclusive insight from trailblazers in behavioral product design, Nate Andorsky takes a behavioral first approach to reimagining the way we build products.According to numerous neuroscience studies,95% of our thoughts, emotions and learnings occur before we are consciously aware of them. However, much of today's technology is built based on the other 5% the part users are able to articulate in focus groups, interviews and when filling out surveys.It's our job to decode the other 95%.Technology has driven progress for decades, and industries have reacted accordingly by dedicating enormous amounts of time and resources to progress in this domain by building bigger, faster, and more sophisticated systems. But what if the key to unlocking the potential of your venture is not simply faster, better
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