Another great quote from The Undoing Project, on a section about Nudge author and behavioural economist Richard Thaler:
A paper Thaler had titled in his mind “stupid shit that people do” he finally published as “toward a positive theory of consumer choice”
So much of what we think and say can be slightly tweaked to make it more accessible. Like the classic of calling ‘problems’, ‘challenges’. Kind of like, the cognitive behavioural side, of the behavioural economic side, of the psychology side, of design and communication!