Sparksheet is an award-winning blog published by Spafax Content Marketing. With insight about content, marketing and PR, Sparksheet offers fresh thinking and thought leadership from Spafax and from around the world.
Greg Dorban is Head of Inbound Marketing at Ledger Bennett, specializing in creating more opportunities for Demand Generation programmes through the use of search, social, web, content, conversions and analytics. Follow him on Twitter @gregdorban and on Google+ @gregdorban.
The sad thing about behavioural economics is that you understand how fallible people are compared to what you want them to be. The good news is that it means that there are places for real improvement.