Richard Thaler & Cass Sunstein coined the term ‘Libertarian Paternalism’ in a 2003 article – a doctrine that aimed to guide people’s decisions without taking away their freedoms. It’s unlikely the idea would have caught on, had it not been for the much snappier title used for their 2008 book: ‘Nudge’ (interestingly a suggestion of one of the publishers who passed on the book)