4. Predicting Human Irrationality: Lea Karam on the World of Behavioral Science

This week’s Muse is Lea Karam, consulting director atBehave (Total Media), and one of the most sought-after and disruptive experts in consumer behavior today. Recognized as a top global expert by Inside Behavioral Economics, she’s also a Campaign Media Week 30 Under 30, and Management Today 35 Women Under 35 honoree, underscoring her significant industry impact.In this episode, Lea delves into the fascinating world ofwhat truly drives people - the often overlooked 'unsaid.' We explore both the theoretical and practical sides of her work, including a real-life example of how she shaped TikTok’s marketing and product strategy across the EU. On apersonal note, Lea then shares how she blocked out all the noise to land her dream job, and how she’s now paying it forward by mentoring young talent to help them achieve their professional goals.You can find more about Behave here. Seat of the Muse IG: ⁠@seatofthemuse⁠  Music produced by ⁠Yossif Mahmoud