Hard work pays off in the future. Laziness pays off now.
We’ll start our exploration of the six sources of influence by examining tactics that address the first source, personal motivation. This important source of influence answers the question: Is the vital behavior intrinsically pleasurable or painful?
We’ll start here because the first problem influencers often face is that good behaviors feel bad while bad behaviors feel good. For example, to eradicate the dreaded Guinea worm disease we mentioned earlier, change agents have to get 3 million people who are suffering the terrible ...