Dilip Soman holds the Canada Research Chair in Behavioural Science and Economics at the University of Toronto Rotman School of Management. He researches behavioral economics and applications to welfare and policy. He received his Ph.D. from the University of Chicago and his M.B.A. from the Indian Institute of Management. He serves as the director of the Behavioural Economics in Action at Rotman (BEAR) research centre, and the academic director for a large international consortium of academics and organizations called Behaviourally Informed Organizations. He is the author of The Last Mile: Creating Social and Economic Value from Behavioral Insights, and a co-editor of the recently published The Behaviourally Informed Organization.