Some of society’s stickiest problems aren’t a failure of intention, importance, or value. They’re the result of a failure to understand human behavior at the last mile—the final stage where desires and plans must turn into action.
Picture yourself on a beach. You are basking in the hot sun, feeling incredibly thirsty. Fortunately, there’s a bar at the resort where you’re staying. It’s pricey, but it’s just a few steps away. How much are you willing to pay for a cold beer?