“A SUPERB book […] by one of the profound thinkers in our field [behavioral economics].” – Michal G. Bartlett “Luca’s book was so helpful to my work. Opened my eyes up to some more reasons why change is so hard.” – Chris Murman THE BOOK: At a first look, human behavior appears as an inexplicable mess. Why do we behave irrationally? Why is change so hard? What is happiness and why does it seem to escape us? The Control Heuristic offers a new perspective to answer these questions and provides a guiding light to understand the subconscious processes that guide our behavior. Luca Dellanna writes here a revealing journey into the true motivations for human behavior. Understanding how the human mind really works is the first step to personal change. Suddenly, the frustrating becomes clear and the complex becomes simple.