What exactly is a behaviourally informed organization? At its core, it's an organization that understands its customers and stakeholders are humans — they make human judgments, human errors and have human biases, says Rotman professor Dilip Soman, director of Behavioural Economics in Action Research Centre.

But what else makes for a behaviourally informed company? And what role does it play in an organization's day-to-day operations. Soman joined us to break down some key learnings from his recently published book The Behaviorally Informed Organization. Watch the video below.