Kristen Berman, Co founder of Irrational Labs joins the show to talk about:
- When companies should look to behavioral science to help answer critical questions about their businesses.
- Practical examples and applications of behavioral science that founders can use to drive better outcomes for their startups.
- The three B model of behavioral change and the irony and importance of adding friction to drive better results around onboarding and sign-up flows. 
- The importance of asking for help when making friends.