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When you want to cause long-term change, not a short-term blip

People fund long-term assets (like a car) with long-term finance (a loan); and short-term assets (iPod) with short-term finance (credit card).

After all, I have yet to see someone pay for a shirt by taking out a mortgage.

Similarly if you want to persuade people to change the way they think, feel and act forever, you’re going to have to tell them many times, over a long period of time.

We all know repetition works. It’s why we’re so good at remembering to clean our teeth and wash behind our ears: because, as children, we were reminded every day for years until it became second nature.

Given this, it’s strange how people often think that one communication, given once, is going to cause ...

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