Problem
People resist ideas that feel unfamiliar.
Action
Introduce the idea early and give people time to get used to it.
Outcome
People become more open to the change.
Chapter: Inertia - Acclimate the idea
Problem
People do not see the value of change without a reference point.
Action
Show how the proposed future differs from the current reality.
Outcome
The benefits of change become easier to understand.
Chapter: Inertia - Make it relative
Problem
People hesitate when they do not know how to proceed.
Action
Break the change into clear, manageable steps.
Outcome
People feel more confident taking action.
Chapter: Effort - Create a roadmap
Problem
People avoid actions that require too much effort.
Action
Reduce the time, effort, or complexity required to perform the behavior.
Outcome
More people follow through with the behavior.
Chapter: Effort - Streamline the behavior
Problem
People ignore messages that feel personally unimportant.
Action
Explain how the change supports something they value.
Outcome
People feel a stronger reason to engage.
Chapter: Emotion - Focus on why
Problem
People’s true needs are often hidden from direct questions.
Action
Watch how people behave in the situations where the problem occurs.
Outcome
You gain a more accurate understanding of their needs.
Chapter: Emotion - Become an ethnographer
Problem
People overlook effects that seem remote or abstract.
Action
Use concrete stories and examples to make those effects visible.
Outcome
People connect more deeply with the issue.
Chapter: Emotion - Bring the outside in
Problem
People push back when they feel pressured.
Action
Ask questions that help people discover areas of agreement.
Outcome
People become more receptive to the change.
Chapter: Reactance - Ask yes questions
Problem
People resist solutions they had no role in creating.
Action
Invite people to help design the change.
Outcome
People develop greater ownership of the solution.
Chapter: Reactance - Co-design