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Christian Goy, is the co-founder and managing director of the Behavioral Science Lab. Business transformation and innovation leader, opera-lover, former professional athlete, two-time Hall of Fame inductee, and sub-four-minute miler, Christian was raised in East Germany, overcame adversity and fell in love with design thinking and the importance of how people make decisions. This appetite led to help pioneer behavioral economic research tools that are applied to product innovation, marketing, economic development, and other business applications today.