Dilip Soman is a Canada Research Chair in Behavioural Science and Economics at the Rotman School of Management, University of Toronto. He has degrees in behavioral science, marketing, and engineering, and is interested in the applications of behavioral science organizations more generally, and for welfare and policy in particular. He is the co-author of Managing Customer Value (2022), author of The Last Mile (2015) and co-editor of The Behaviorally Informed Organization (2021) Behavioral Science in the Wild (2022), Cash Transfers for Inclusive Societies (2023), and What Works, What Doesn’t (and When) (2024). Dilip serves as the director of the Behaviourally Informed Organizations partnership (see https://www.biorgpartnership.com/). He has taught in the U.S.A, Hong Kong and Canada, and has worked with several corporations, governments, international organizations and start-ups. His non-academic interests include procrastination, cricket, travel, and taking weekends seriously.