On my toilet there is a clipping from a magazine and it says, "I don't like parenting that much. I always think: why don't they just do it. It may be an illusion, but that's how I hope to influence my children. You probably recognize it: you've explained something clearly and yet your employees, your children, your partner, let alone your mother don't do what you asked. One thing is clear: behavior change is pretty hard.
People are complex and so is behavior change, but you can do more than you think. If you understand how people make decisions, you have gold in your hands, says Astrid Groenewegen, founder of SUE Behavioural Design. She wrote the book "The Art of Behavioral Design. Meanwhile at number 1 in the lists of management books. She is today's guest at the Work Professor.
Astrid Groenewegen is founder of SUE | Behavioural Design, a strategic innovation agency specializing in behavior change. Her officially recognized Behavioural Design Academy trained more than 2,500 people from 45 countries in the SUE | Behavioural Design Method©.
The key to success
It's easier than we think, influencing behavior. According to Astrid, the key is to think "outside in. "We as people are very good, especially entrepreneurs, at thinking 'inside out.' We know everything about our product, our organization and we also know what our customers want. But often we don't know the why. That's what I call 'outside in' thinking. Understanding how people make decisions and knowing why people do or don't do things. That, for example, the customer says to you 'I think your product is very nice and very relevant', but then they don't buy it."
Choice Psychology
The main thing we need to understand is choice psychology: how do people make decisions and what stops them? There are all kinds of things that stop or guide people in that. Very often that has to do with context. "With that blouse, if everybody has that blouse, we as people are very social, we want that blouse too. We don't want to be outside the group. We are very short-term oriented as humans, which is why we go on another vacation instead of paying off the mortgage. Understanding how people make choices is going to help you."
Links
More about Astrid Groenewegen
Order the book 'The art of behavioral design' here
More about the Working Professor
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