With lots of good intentions, I've resigned myself to simply share important stuff as I come across it rather than waiting to find the time to comment on it (as illustrated by the many half-written pieces that sit on my desktop).

I've mentioned repeatedly (on many different 'channels') the importance of economic concepts to our work. If I wasn't able to convince you before, perhaps these will add another perspective. Check out two important pieces: A Perspective on Economics and Psychology and Behavioral Economics: Reunifying Psychology and Economics. [Step gingerly around the highly-academic voice of these pieces.]

The only commentary I'd want to add is that the flavor of the pieces are still very 'large market, classic economics' in nature. See if you can transpose the concepts to markets of one and individual choice. And lastly, anyone who questions the validity of 'rationality' in behaviors doesn't understand the true meaning of rationality -- it's contextual. The real value to us as practitioners is to figure out what makes certain behaviors 'rational' to those who engage in them. Those values and/or motivators are the hues that define the paint of our designs.