Taking BS to mean behavioral science, the answer to that question is, not quite. But most things are. Most things involve a heavy dose of behavioral science. I would argue, however, the contrary does not apply. I don’t want us to start thinking that BS is everything. It is necessary but not sufficient in many, many cases. I’d add that BS (behavioral science) without creativity—indeed BS without a tiny little whiff of BS (meaning bullshit)—may be actually suboptimal. If you don’t use behavioral science to expand the potential solution space to a problem by adding a psychological dimension in addition to the other aspects or metrics you’re considering, you’re probably missing a huge opportunity. ….[READ]
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