Many start-ups base their businesses on changing their customers’ behavior – which can be a challenge. But it doesn’t have to be so hard. The trick is understanding how customers make decisions and how to influence those decisions.

In this edition of Smith Business Close-Up, the Smith School’s Rebecca Ratner talks about her experience working with entrepreneurs at Silicon Valley’s behavioral economics summit for start-ups, StartupOnomics, and the takeaways other businesses can use.