In 2009, shortly after reading Predictably Irrational and Nudge, Xavier founded “Recursos Limbicos”; Chile’s first consultancy company in Behavioral Economics and Nudge. As a precursor, he had to figure out new methods and processes (like ObSuCo and Omega) to apply in his earliest projects with Health and Infrastructure companies. Nowadays, Xavier leads BVA Nudge Unit Latam, regional branch of the world leader in Behavioral Economics Consultancy. He is convinced that Behavioral Sciences should be common knowledge, so he is strongly involved in speaking and teaching about BE benefits in marketing, public policies, management, and sustainability challenges. He’s also the founder and president of NGO “Chile Nudge” since 2018.