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Jordan Birnbaum is the VP and Chief Behavioral Economist at ADP. In his role, he is responsible for the integration of behavioral economics into software design and marketing communications of new talent-based products. Birnbaum has more than 20 years experience as a start-up specialist and entrepreneur, as a Founder / Senior Vice President at Juno Online Services and Founder / CEO of The Vanguard, Los Angeles. He holds a BS from Cornell University and a Master’s degree in I/O Psychology from NYU. ADP – Automated Data Processing - began in the 1950’s. It is a Fortune 500, company with 50,000 employees worldwide. 1 out of 6 people gets paid by ADP. They have adapted and evolved to look at down the road at the art and science of providing payroll. “Behavioral Economics is putting ‘would’ in front of ‘should’”.  The idea is to improve the predictions of human reactions to just about anything. Being able to define ‘the should’ is critical. When it comes to loss aversion, “human beings are twice as motivated to av