Ever poured your heart into a health campaign only to see… crickets?

You’re not alone. In this episode, Ruth dives into why clarity is the key to behaviour change — and why it’s so hard to find in a world of noise, deadlines, and overloaded brains (yes, yours too). We’re talking cognitive fatigue, irrational audiences, and the myth of "more info = better choices".

🎧 Plus, you'll hear:

Why clarity starts with you — the communicator, strategist, planner
How social norms quietly shape everything (and how to wield them with care)
The secret sauce of choice architecture (used in canteens, emails & even inbox design!)
An unfiltered behind-the-scenes peek into AI experiments gone wrong – including made-up research studies 😱
The BrainFuel Breathers: guided reset sessions just for you (yes, really)

🧠 Key Takeaways

Audiences are overwhelmed. According to studies, we consume over 34GB of info a day — the equivalent of a million photos or 16 films daily. Design for this reality.
Rational choice is a myth. If your strategy is built on “if they only knew,” you’re missing the behavioural science.
You’re already nudging. Every piece of content you create shapes choices. Learn how to do it with intention (see: choice architecture).
You need inner clarity too. Your ability to influence others is directly tied to how clear you are in your own thinking, purpose, and planning.

🛠️ Tools, Resources & Offers

🎟️ Mini Bootcamp: Social Norms Summer School
→ A 2-hour online masterclass on August 19th
→ Tools, case studies, evidence-based strategies
→ Only £49 | Free for Substack Yearly Subscribers
👉 Sign up now — doors close August 8th!

🧘 BrainFuel Breathers
→ Weekly audio reset sessions created with Sabine (breathwork facilitator & yoga teacher)
→ Exclusive to Substack subscribers
→ Subscribe here

📚 Mentioned Study:

Click & Crunch Canteen Study – Australian high school experiment on menu design & healthy eating (via choice architecture)

🧪 Experiments, Mistakes & AI Misfires

Ruth shares the truth about using AI in podcast production:

Tried a chatbot co-host: fun but too chaotic
Used AI for research: it made up studies (!)
Takeaway? AI is powerful — but always, always fact-check

🗣️ Quote of the Episode

“You’re already nudging — whether you mean to or not. Every message, every menu, every layout is shaping choice.”

🧭 Final Thought

You’re not just delivering messages. You’re shaping behaviour, influencing decisions, and holding the power to make real change. But you can’t do that without clarity — for yourself and your audience.

Stay kind. Stay curious. And give your brain a breather 💛

💌 Stay Connected

→ Subscribe: BrainFuel on Substack
→ Join the Mini Bootcamp: BehaviourChange.Marketing/Social
→ Connect on LinkedIn: Ruth Dale

These show notes were developed using Otter AI.

Jan 6th McCarthyism continues