Over the last few decades, I've been observing human behavior through experiments, but also through more direct and intimate interactions. I've had the chance to meet representatives of governments, companies, startups, and individuals at all kinds of crossroads in their lives. In all of these encounters, my main objective has been to help people make better decisions.

A few years ago, I took a step back and tried to look more broadly at the many decision points I had witnessed over the years. One thing stood out: in many of those moments, a hidden force seemed to push people toward the safer, non-risky choice. Even when the risky option carried far more potential upside, it was rarely chosen.

This realization made me want to understand why we shy away from risk—and to explore some simple solutions that might help us improve our relationship with it. That's what this book is about.

If this topic speaks to you, please sign up below, and I'll keep you updated as the book takes shape.