As this is written, the primary election season is off and running and Americans are making choices that will determine which candidates battle to become POTUS in the November election. Since polls and actual voting outcomes are not always the same, there is a great deal of speculation about people's actions. Will people vote rationally — for the candidate they believe to be the best qualified? Or for the candidate who seems likeable or might shake up a system that dissatisfies many?

Similarly, choices employees make drive the success or failure of our business. Historically, the voluntary market could rely on having the opportunity to meet with employees in person. But digital disruption has affected the business in recent years as increasing numbers of employers have moved toward online enrollment methods. This has changed our ability to influence employee choices.

As a result, words like “behavioral economics” and “choice architecture” have entered our everyday business discussions. We have moved toward figuring out how to positively influence employee enrollment choices. We are creating job titles like “Director of Engagement Solutions.” We are reading books like “Predictably Irrational” and “Misbehaving” and “Nudge.”