Insight

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Key Takeaways

Due to the brain’s wiring, it’s incredibly hard to overcome inattention and inertia and initiate action that’s unrelated to our physical safety.

There’s a gap between our intentions and our actions because most of our bandwidth lies beyond conscious thought.

“Fifty bits” behavior design can help people move beyond their brain’s primitive wiring and act on their good intentions.

Coupling “fifty bits design” with Baker’s DEEP Communication criteria creates more effective change communication.