Timothy brings you part 2 of his 3-part applied behavioural science series. In this second episode, he introduces you to two more strategic applied principles, Scarcity and the Endowment Effect. Both of these ideas will enable you to help clients and stakeholders make decisions with less mental friction. But, there is also an ethical side, which he explores with his colleague - entrepreneur Mel Mosime, Founder and Director of Pic-A-Biz Consulting. cliffcentral.com