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Three things you shouldn’t do if you want to influence behaviour.

1. Make things pretty
2. Normalise inaction
3. Don’t ask why

Which of the three surprises you most?

If you want to know exactly what to do in your business, Just Do This.

You are special. I know you are.

So am I, of course. There’s no one like me.

We think we’re unique, us humans. That no one sees the world quite like we do.

‘That may apply to other people’, we think, ‘but not me.’

But it doesn’t mean, as a species, we don’t follow patterns. That our behaviour isn’t predictable.

Case in point, we all tend to react to psychological thresholds.

Imagine you are running a marathon, for example. It’s coming up on the hour mark and you are exhausted.

Will y...

When it comes to influencing behaviour of customers and colleagues, there are a lot of things you can do. But there’s also a lot of things you shouldn’t do.
 

1. Don’t make things pretty, make them effective

Too many businesses prioritise aesthetic over efficacy.

For example, websites with call-to-action buttons that match their brand. I get it! Brand guidelines are important. We want our businesses to look well considered and professional.

The problem when everything matches is that nothing ...