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Michael Bierut is a partner at Pentagram, working from their New York office. Prior to Pentagram, Bierut was vice president of graphics design at Vignelli Associates. His graphic design works have found permanent exhibits in many museums around the world including New York, San Francisco, Germany and Switzerland. He has received the 2006 AIGA Medal, 2008 Design Mind Award and is a Senior Critic in graphic design at the Yale School of Arts.
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.