"Better Leads Come From Better Decisions" — How Behavioral Economics Is Reshaping Lead Generation

In this episode of the [A] Growth Ventures Podcast, Hamlet Azarian sits down with Tom Thompson, Chief Economist at Havas Edge - the world's largest full-service performance marketing agency - and Entrepreneur in Residence at Harvard Alumni Entrepreneurs.With roots in naval intelligence, game theory, and behavioral economics, Tom spent over two decades applying the science of consumer decision-making to how the world's biggest brands generate leads and convert customers.This conversation unpacks Tom's unconventional journey - from submarines and Gulf War intelligence operations to the U.S. Department of Treasury's housing crisis response, to becoming the in-house economist reshaping performance marketing strategy at global scale.His central insight: most conversion friction isn't informational - it's psychological. And until marketers understand that, they'll keep optimizing the wrong things.