233. Wait…There’s a System 3? featuring Leigh Caldwell

<p><span style="font-weight: 400;">In today's conversation, I am joined by Leigh Caldwell, the founding partner of Irrational Agency. He is a behavioral economist and pricing expert with more than 10 years of experience in applying behavioral science commercially. He is the creator of the System 3 Methodology (which we will talk about a lot in today's episode) as well as being the author of</span> <em><span style="font-weight: 400;">The Psychology of Price</span></em><span style="font-weight: 400;">, and a frequent speaker at academic and industry conferences.</span></p> <p><span style="font-weight: 400;">That is actually how Leigh and I met in person -- while we were both speaking at IIEX Europe in Amsterdam this past summer. We had been connected on LinkedIn prior to that, and it was so great to chat in person a bit, and then follow up after for a virtual coffee, which of course led to this episode. My conversations with Leigh really got me thinking about what I believe, what I'm familiar with, and what it might mean to open up and consider how...things might not be exactly as they seem.</span></p> <p><span style="font-weight: 400;">So, what I encourage you to do as you listen to today's episode, especially if you have been familiar with behavioral economics and behavioral science for a long time, is to be open to this idea. Be open to something that goes against what you believe to be true and wonder, "What might that look like?" I think if you allow it to be, this is one of those ideas and episodes that will really stick with you for a long time -- and I love that!</span></p> <h3><span style="font-weight: 400;">Show Notes:</span></h3> <ul> <li><span style="font-weight: 400;">[00:39] In today's conversation, I am joined by Leigh Caldwell, the founding partner of Irrational Agency. </span></li> <li><span style="font-weight: 400;">[03:02] Leigh shares his background and more about who he is. He describes himself as a mathematician above anything else. </span></li> <li><span style="font-weight: 400;">[04:29] He r