"This inspiring book has a tale and a lesson. In the tale, a thinker with a passion for reason moves from the ivory tower to the White House and becomes a doer. The lesson is that regulation is not a dirty word and that thoughtful government works." -- Daniel Kahneman, bestselling author of Thinking, Fast and Slow"This may be the most important book to come out of President Obama's first term. Contrary to conservative perception, the administration, guided by Cass Sunstein, launched a brilliant effort to simplify and reduce regulations. Sunstein found ingenious ways to protect citizens and nudge corporate behavior while maximizing freedom and business opportunity. Simpler is a fascinating guide to how behavioral economics is improving government, and none too soon." -- Walter Isaacson, bestselling author of Steve Jobs"Everyone complains that government regulations are often dumb, but how could you make them smarter? Here's a guidebook by someone who did it. It should be read by everyone who sets policies for government, nonprofits, education, or business." -- Chip Heath, co-author of Decisive: How to Make Better Decisions in Life and Work"Tucked away from the sound and fury of politics, there is the quiet world of policy making. This fantastic book, from a magnificent scholar turned a master of this world, restored my faith in what governments really do, and more importantly in what a smart government could do to help citizens live better, more fulfilled lives." -- Dr. Esther Duflo, Professor of Poverty Alleviation and Development Analysis at Massachusetts Institute of Economics and Co-Founder and Director of the Abdul Latif Jameel Poverty Action Lab"Cass Sunstein: scholar, public servant, choice architect. This lays out a new vision for how research from academics and attention from the public can be used to make regulations and government work better and simpler-to protect the public at the lowest possible cost and hassle. No wonder Glenn Beck said Sunstein was the most dangerous man in America." -- Dr. Austan Goolsbee, University of Chicago Booth School of Business and former Chairman of the Council of Economic Advisers"We typically don't associate the idea of simple systems with government and large corporations. But in this fine book, Sunstein provides a glimpse into how we can tame the complexity beast and why it is important, even necessary if we want to improve our collective welfare." -- Dan Ariely, bestselling author of Predictably Irrational: The Hidden Forces that Shape our Decisions"Federal regulations determine the quality of the air we breathe and water we drink, the safety of our workplaces, the kinds of cars we can buy, and much more. In this book, Cass Sunstein shows how he helped President Obama use the smartest academic ideas to undertake the most important reform of our regulatory system in more than three decades. This revolution in regulation relies on using evidence, rather than ideology, to guide regulatory decisions and by making regulations simpler and easier to understand. Simple is a must (and fun) read for anyone who wants a deeper understanding of how government-and the people in it-are using the insights from the seminal research by Sunstein and others to make our lives healthier, safer, and more prosperous." -- Michael Greenstone, 3M Professor of Environmental Economics at MIT, Department of Economics"Sunstein's firsthand knowledge and distinct humor give his account a real dynamism." -- Kirkus Reviews"[Simpler is] ...a lucid, engaging treatment of behavioral economics that sees a role for the state in nudging humans towards rationality and responsibility. The result is a forthright, compelling vision of technocratic government that's both efficient and humane." * Publishers Weekly, starred review *"A remarkably fun, engaging read." * Fortune.com *"This book should be on every federal leader's reading list...common-sense tips leaders at any level can use to be more effective." * WashingtonPost.com *"Optimistic in its vision of a government that can do good, a positive message in a year that seems to be filled with signs pointing to the opposite...a great read for any aspiring economist or individual on the fence on what to think about the state of regulatory affairs in America today." * InTheCapital.Streetwise.com *"Mr. Sunstein is a long-standing champion of the cost-benefit analysis of regulation, and his criticisms are often spot-on. The idea is simple and sensible. . . . deeply informed by the insights of behavioral economics-a field of research that reveals several psychological quirks that affect human decision-making." * Wall Street Journal *A more detailed, more nuanced look at how rules and regulations can be made simpler, and how the social environment in which we make decisions can be "nudged" in ways that help us to make more rational, sensible choices. -- Michiko Kakutani * The New York Times *