The Behavioural Issue

AT ITS CORE, every organization is in the same business: changing behaviour. For-profit companies try to sway consumers to buy their products; governments try to convince citizens to pay their taxes on time; and an NGO might want to encourage families to sign up for tuition support for their children.

Unfortunately, in most cases, attention to what Rotman Professor — who heads up — calls ‘the Last Mile’. This, he says, is where ‘the rubber hits the road’: Whether it happens online or in a brick-and-mortar environment, it is where the consumer makes a choice to take action — or not.