Fundamental #2 - Influencing behavior  

The basics 

• People often prefer "Point A" (the status quo)
• They also have their own destination in mind (a "Point C/D/E" and not your "Point B")
• People need a reason to act on your direction (their motivation)

The key to success 

• You have to make "Point B" preferable to "Point A" or "Points C/D/E" 

3 steps 

• Describe what "good" is (this is a standard) 
• Give people a reason to act 
• Use reward and consequences 

Quick links 

• Fundamental  #3