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How To Get People
To Do Stuff
Susan Weinschenk, Ph.D.
@thebrainlady
susan@theteamw.com
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 S...
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...
1. The Power of Stories
2. Tricks of the Mind
Most mental
processing is
unconscious
In	
  a	
  lake	
  there	
  is	
  a	
  patch	
  of	
  lily	
  pads.	
  
Every	
  day	
  the	
  patch	
  doubles	
  in	
  s...
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 t...
Sale	
  on	
  Soup	
  
Limit	
  of	
  10	
  cans	
  per	
  person	
  
Sale	
  on	
  Soup	
  
No	
  limit	
  per	
  person	
  
Sale	
  on	
  Soup	
  
Limit	
  of	
  10	
  cans	
  per	
  person	
  
Sale	
  on	
  Soup	
  
No	
  limit	
  per	
  person	
  
Platinum: £55.95
Gold:
£35.95
Silver: £15.95
Silver:
£15.95
Gold:
£35.95
Platinum: £55.95
3. Instincts
60% stopped to taste
3% of them purchased
100 people = 2 sales

40% stopped to taste
30% of them purchased
100 people = 12...
4. Carrots and Sticks
Skinner’s Operant Conditioning
Behavior

Reinforcement

“A” on report card
Push button
Report on time

$5

More “A’s”

Win...
5. The Need To Belong
6. Habits
Pavlov’s Classical Conditioning
Stimulus
Meat
Meat + Bell
Bell

Response
Salivate
Salivate
Salivate
Habits
Stimulus
Cue
Wake up

Response
Response
Brush teeth
To Create a NEW Habit
Existing Response becomes the new cue:

Cue
Wake up
Brush teeth

Response
Brush teeth
Take vitamins
...
7. The Desire for Mastery
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 S...
“Motivation is the art of
getting people to do what
you want them to do
because they want to do it.”
...Dwight D. Eisenhow...
THANK YOU!
Susan Weinschenk, Ph.D.
@thebrainlady
susan@theteamw.com
www.theteamw.com
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
How to get people to do stuff - Susan Weinschenk, PhD
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How to get people to do stuff - Susan Weinschenk, PhD

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  1. 1. How To Get People To Do Stuff Susan Weinschenk, Ph.D. @thebrainlady susan@theteamw.com
  2. 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. 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. 4. 1. The Power of Stories
  5. 5. 2. Tricks of the Mind
  6. 6. Most mental processing is unconscious
  7. 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. 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. 9. Sale  on  Soup   Limit  of  10  cans  per  person  
  10. 10. Sale  on  Soup   No  limit  per  person  
  11. 11. Sale  on  Soup   Limit  of  10  cans  per  person  
  12. 12. Sale  on  Soup   No  limit  per  person  
  13. 13. Platinum: £55.95 Gold: £35.95 Silver: £15.95 Silver: £15.95 Gold: £35.95 Platinum: £55.95
  14. 14. 3. Instincts
  15. 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. 16. 4. Carrots and Sticks
  17. 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. 18. 5. The Need To Belong
  19. 19. 6. Habits
  20. 20. Pavlov’s Classical Conditioning Stimulus Meat Meat + Bell Bell Response Salivate Salivate Salivate
  21. 21. Habits Stimulus Cue Wake up Response Response Brush teeth
  22. 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. 23. 7. The Desire for Mastery
  24. 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. 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. 26. THANK YOU! Susan Weinschenk, Ph.D. @thebrainlady susan@theteamw.com www.theteamw.com
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