A Lightspeed VC on Using Human Psychology to Make Investments
Mercedes Bent is a partner at Lightspeed Venture Partners investing in consumer, fintech, and edtech. She says startups that focus on behavioral science see success in retention and influencing consumer behavior. Startups that ignore human behavior and treat customers as rational creatures do so at their own peril. Halfway through my college career I nearly gave up studying economics. I hated how economists acted like we all operate inside an optimal, rational world. "Rational" is not the first word I'd use to describe human behavior. But near the end of my sophomore year, I discovered beha...