How to Make It Easy

Daniel Kahneman is one of the most famous behavioural scientists operating at the moment. He says there are two broad ways you can change behaviour. One is to motivate someone to want to change, but we tend to overestimate its impact. The other is to think about what are the small barriers that are stopping people behaving in a certain way. And his argument is many companies have a misparatisation of their budgets. They put too much time, energy, money into motivating people to wanting to change and not enough into making it as easy as possible.