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How to get people to do stuff - Susan Weinschenk, PhD

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  • 1. How To Get People To Do Stuff Susan Weinschenk, Ph.D. @thebrainlady susan@theteamw.com
  • 2. How To Get People To Do Stuff 1.  2.  3.  4.  5.  6.  7.  The Power of Stories Tricks of the Mind Instincts Carrots and Sticks The Need to Belong Habits The Desire for Mastery
  • 3. 1.  2.  3.  4.  5.  6.  7.  QUIZ True or False? The best way to get long-term behavior change is to get people to change their own “self-stories”. If you want people to think about a question logically use a hard to read font. People can remember 7 + or – 2 (i.e., 5-9) things. If you want people to take an action use a verb instead of a noun. On average it takes 63 days to create a new habit. When you want to establish a new behavior you need to reward it every time. If you want to stimulate the desire for mastery then give people control over what they do and how they do it.
  • 4. 1. The Power of Stories
  • 5. 2. Tricks of the Mind
  • 6. Most mental processing is unconscious
  • 7. In  a  lake  there  is  a  patch  of  lily  pads.   Every  day  the  patch  doubles  in  size.  If  it   takes  48  days  for  the  patch  to  cover  the   entire  lake,  how  long  would  it  take  for   the  patch  to  cover  half  of  the  lake?   24  days  or  47  days?  
  • 8. In a lake there is a patch of lily pads. Every day the patch doubles in size. If it takes 48 days for the patch to cover the entire lake, how long would it take for the patch to cover half of the lake?! 24 days or 47 days?!
  • 9. Sale  on  Soup   Limit  of  10  cans  per  person  
  • 10. Sale  on  Soup   No  limit  per  person  
  • 11. Sale  on  Soup   Limit  of  10  cans  per  person  
  • 12. Sale  on  Soup   No  limit  per  person  
  • 13. Platinum: £55.95 Gold: £35.95 Silver: £15.95 Silver: £15.95 Gold: £35.95 Platinum: £55.95
  • 14. 3. Instincts
  • 15. 60% stopped to taste 3% of them purchased 100 people = 2 sales 40% stopped to taste 30% of them purchased 100 people = 12 sales Iyengar, Sheena S. and Mark R. Lepper. 2000. When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology. 79: 995-1006.
  • 16. 4. Carrots and Sticks
  • 17. Skinner’s Operant Conditioning Behavior Reinforcement “A” on report card Push button Report on time $5 More “A’s” Win money Praise More behavior Push button More reports on time
  • 18. 5. The Need To Belong
  • 19. 6. Habits
  • 20. Pavlov’s Classical Conditioning Stimulus Meat Meat + Bell Bell Response Salivate Salivate Salivate
  • 21. Habits Stimulus Cue Wake up Response Response Brush teeth
  • 22. To Create a NEW Habit Existing Response becomes the new cue: Cue Wake up Brush teeth Response Brush teeth Take vitamins B.J. Fogg: tinyhabits.com
  • 23. 7. The Desire for Mastery
  • 24. How To Get People To Do Stuff 1.  2.  3.  4.  5.  6.  7.  The Power of Stories Tricks of the Mind Instincts Carrots and Sticks The Need to Belong Habits The Desire for Mastery
  • 25. “Motivation is the art of getting people to do what you want them to do because they want to do it.” ...Dwight D. Eisenhower 34th President of the US (1953 until 1961)
  • 26. THANK YOU! Susan Weinschenk, Ph.D. @thebrainlady susan@theteamw.com www.theteamw.com