"When Nobel-prize-winning Behavioural Scientist Richard Thaler sat at book signings for his seminal work "Nudge", co-written with Cass Sunstein, he would always sign off with "Nudge for good" to ethically-prime the book's owners.

This is a great first step, and we can and should go further.

At Coglode, we teach to "Nudge for Great"; to create incredible behavioural experiences that solve for many peoples' problems, but also delight them in the process.

When you Nudge for Great, you're asking yourself "How do I want people to feel?" when applying Behavioural Science.

We find that to be a powerful anchor to move beyond mere ethics and towards great emotional experiences."