Canadian Transportation Council |  Medium-Heavy Duty Vehicle Committee | Electric Vehicle Council

Consumer Choice | Episode 16

December 14, 2020

Choosing an innovation that is rationally better in terms of performance, cost or the environment does not always come intuitively or naturally to most of us. We spoke with Matthew Willcox, author of the best selling book, “The Business of Choice.” He breaks down behavioral principles that transportation-energy stakeholders should think about to ensure their innovations are adopted.

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