Human brain is hardwired to embrace any challenge, whether we realise it or not. At FPL, we believe in this capability and prefer to view every challenge as an opportunity. Our approach is simple : we break the challenges into its basic elements, derive the human behavioral aspects that impact many of the decisions and its outcomes related to these elements, and devise approaches to address them while we reassemble the basic elements from the ground up. We formulate various hypothesis, construct and execute our experiments, and then we see if we have a conclusion that works or doesn’t work, to derive an intervention that may be applied to address the challenge. We believe that If we never learn to take something apart, test the assumptions, and reconstruct it, we end up trapped in what other people tell us — trapped in the way things have always been done. We believe first principle reasoning cuts through dogma and removes the blinders. We can see the world as it is and see what is possible.