The words “brain" + "thinks" combine to form a complete sentence in James Joyce's groundbreaking novel Ulysses. The phrase "brain thinks" refers to how people tend to use mental shortcuts to recognize and categorize forms, rather than seeing what actually lies before them -- in Joyce's case, the act of lighting a cigarette. By shining a light on the thoughts of everyday people in Ulysses, Joyce opened a remarkable window into how the brain thinks and, perhaps, set the foundation for what is now known as Behavioral Economics.

 

LAB RESEARCH and EXPERIMENTATION

We use Behavioral Economics to take your product and services to the next level. 

BrainThinks is a full-service behavioral economics and communications firm focused on helping organizations develop and implement strategies to nudge consumers to make smarter decisions. 



OUR SERVICES

  • Auditing your organization with a BE lens

  • Mapping your customers' journey 

  • Identifying behavioral roadblocks

  • Recommending nudges and other solutions

  • Conducting lab research and testing

  • Communicating your message
  • ​Implementing your strategies

Michael SHERMAN, BA, JD, MBA

President and Founder, BrainThinks

Michael Sherman is one of Canada’s leading experts on the application of Behavioral Insights to decision-making. He is a business strategist, communications professional and lawyer with experience leading Corporate and Public Affairs at multinational organizations, including TD Securities and one of Canada’s largest retailers. Michael currently works with some of Canada's largest organizations providing insight into the implications and applications of Behavioral Insights on strategy and decision-making. Michael is a graduate of the University of Toronto Faculty of Law with a BA from York University and an MBA from the Ivey School of Business.  Michael has published articles about Behavioral Economics in several major newspapers, including the Globe and Mail.  


WHY "BRAINTHINKS"?

BEHAVIORAL ECONOMICS

Behavioral Economics & STRATEGIC COMMUNICATIONS

We recommend nudges and other strategies to encourage customers to make better decisions.

"Brain thinks."

​​James Joyce

Ulysses

BRAINTHINKS BEHAVIORAL ECONOMICS

NUDGES AND OTHER SOLUTIONS

We test nudges to ensure they will create a measurable impact on ROI.  

MAP YOUR CUSTOMER JOURNEY

We use BE to map your customers' journey and conduct a comprehensive service audit.

EVENTS:

 

Recent: 


On July 14, 2016  Michael Sherman appeared on Stephen LeDrew's television program "LIVE AT NOON" on CP24 to discuss Behavioural Economics.  


On June 23, 2016 Michael Sherman appeared on BNN to discuss Behavioural Economics and Brexit


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On June 10, 2016 Michael Sherman spoke at a Law Society of Upper Canada program entitled NEUROSCIENCE AND BEHAVIOURAL* ECONOMICS FOR LEGAL PRACTITIONERS

 

Michael's topic wass: Behavioural* Economics 101- Management and Communication Strategies for Law and Business


* In "honour" of the venue, we're using the Canadian spelling of "Behavioural."