Samuel is an applied behavioral scientist, specializing in the intersection of product, design, and AI. He serves as a senior advisor to numerous leading tech startups and stands at the forefront of the emerging field of Behavioral Design. A frequent keynote speaker, Samuel co-authored the book "Nudging in Practice - Helping Organisations Make It Easy to Do the Right Thing." He is also the founder of Habit Weekly, the largest community for behavioral designers. Particular interests: habit formation, reward loops, health and sustainability initiatives, neurodiversity, behavioral personas, and AI-related interventions.