As this is written, the primary election season is off andrunning and Americans are making choices that will determine whichcandidates battle to become POTUS in the November election. Since pollsand actual voting outcomes are not always the same, there is agreat deal of speculation about people's actions. Will people voterationally — for the candidate they believe to be the bestqualified? Or for the candidate who seems likeable or might shakeup a system that dissatisfies many?

Similarly, choices employees make drive the success or failureof our business. Historically, the voluntary market could rely on havingthe opportunity to meet with employees in person. But digitaldisruption has affected the business in recent years as increasingnumbers of employers have moved toward online enrollment methods.This has changed our ability to influence employee choices.

As a result, words like “behavioral economics” and “choicearchitecture” have entered our everyday business discussions. Wehave moved toward figuring out how to positively influence employeeenrollment choices. We are creating job titles like “Director ofEngagement Solutions.” We are reading books like “PredictablyIrrational” and “Misbehaving” and “Nudge.”