we have no interest in telling people what to do. We want to help them achieve their own goals. Readers who manage to reach the fifth page of Nudge find that we define our objective as trying to “influence choices in a way that will make choosers better off, as judged by themselves.” The italics are in the original but perhaps we should have also used bold and a large font, given the number of times we have been accused of thinking that we know what is best for everyone.
