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.
Mike Essex works for digital marketing agency Koozai and is the author of Free Stuff Everyday, a guide on why brands should give products away, and how customers can get free stuff by offering fun things to companies in return. He can be found on Twitter @Koozai_Mike and is always happy to discuss these ideas.
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.