In this thought-provoking talk, Alice Carter delves into the concept of Behavioral Innovation, revealing how human behavior shapes innovation and decision-making. She challenges the assumption of rationality, demonstrating how our actions are deeply influenced by context. Through compelling insights from psychology and real-world scenarios, this session explores how we can cultivate an innovative mindset to drive meaningful change. Alice Carter is the East Africa Director at Brink, an innovation practice dedicated to addressing global challenges by integrating innovation and behavioural science. At Brink, Alice champions the belief that innovation extends beyond isolated breakthroughs; it thrives when entrepreneurs, governments, and philanthropists work together in a systemic and intentional way. Leading Brink’s efforts in East Africa, she focuses on fostering collaborations that catalyse transformative and sustainable change. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx