We all think we know how our users behave. It turns out, we don’t. Founders over-index on rational assumptions, but users most often behave irrationally. Behavioral economics, by contrast, is the practice of truly seeing your users' emotions, beliefs, and habits. This kind of vision is critically missing from product design at most startups. In this episode, NFX General Partner Gigi talks with Dan Ariely -- the world’s top expert in behavioral economics and a renowned professor at Duke -- as he breaks down the most common types of irrational user behavior and shares frameworks for predicting how your users will actually behave.