Talk to the Elephant: Design Learning for Behavior Change

9

Using Persuasion and Motivation Techniques

(IN WHICH WE PERSUADE THE ELEPHANT THAT IT REALLY HAS ALL IT NEEDS TO MAKE THE CHANGE.)

Meet Evan

This is Evan. He works for a professional association for authors and freelance writers. He’s been tasked with creating material to help association members plan for retirement.

Here’s the particular challenge that he’s dealing with:

“Authors often have pretty variable income. Our members are authors with traditionally published books, but the overwhelming majority of them don’t make their whole incomes from book writing. Some of them have full-time day jobs and write in their free time, but many of ...