Anyone who has made a New year’s resolution and failed to make a lasting behavior change is intimately familiar with the “intention-behavior gap”(Sheeran, 2002). When it comes to following through on our bestlaid plans, we often fall short—most intentions to change behavior end in failure (Sheeran, Webb, and Gollwitzer, 2005). There exist a multitude of situations in which human behavior is seemingly irrational—going against their intentions, for example—but nonetheless predictable. The promise of behavioral science is that these anomalies can be exploited opportunistically to nudge people in the direction of making better choices. To help people make desired behaviors easier for themselves and others, we have formed an academic–industry collaboration to develop and implement a new framework, the 4Ps Framework for Behavior Change. It offers strategies and tactics for helping close the intention-behavior gap, organizing a variety of “nudges” from marketing, psychology, and behavioral economics. These nudges can help practitioners and consumers design interventions across multiple domains. The framework is consistent with Richard Thaler and Cass Sunstein’s ideal of “libertarian paternalism”—nudging people in directions that align their behaviors with their long-term selfinterest, without curtailing their ultimate freedom to choose (Thaler and Sunstein, 2003). Focusing on actionable, high-impact levers of change, it combines common sense with novel ways to make desirable behavior the path of least resistance. In this chapter, we present the framework, along with supporting research findings, and describe how it is being applied in the field: encouraging healthy food choices at Google. Most people report a desire to eat healthfully (Share Our Strength, 2014), but people eat more and eat more fattening foods than they did 20 years ago, with rates of obesity skyrocketing as a result. In addition to increasing the personal risks of heart disease, diabetes, and other chronic illnesses (Flegal, Graubard, Williamson, and Gail, 2007), obesity is estimated to account for almost 10 percent of total annual medical expenditures in the USA (Finklestein, Trogdon, Cohen, and Dietz, 2009). Millions of dollars are being spent on nutritional and wellness education,