Chip Heath, Dan Heath
Change fails not because people are stubborn, but because their rational and emotional minds are at war. By aligning your logical brain with your emotional drive, you can make any transformation inevitable.
Instead of obsessing over what is broken, identify existing areas of success and clone those native behaviors to provide clear direction.
Eliminate decision paralysis by translating vague aspirations into highly specific, concrete behaviors that leave no room for ambiguity.
Trigger action by designing experiences that make people feel an urgent need for change rather than relying solely on analytical data.