Susan Weinschenk - How to get people to do stuff
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Transcript of Susan Weinschenk - How to get people to do stuff
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1. The Power of Stories
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2. Tricks of the Mind
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17 x 24 = ?
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Most mental processing is unconscious
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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?
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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?
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Sale on Soup
Limit of 10 cans per person
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Sale on Soup
No limit per person
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Sale on Soup
Limit of 10 cans per person
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Sale on Soup
No limit per person
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Platinum: $55.95Gold: $35.95Silver: $15.95
Silver: $15.95Gold: $35.95Platinum: $55.95
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3. Instincts
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60% stopped to
taste
40% stopped to
taste
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40% stopped to taste30% of them purchased100 people = 12 sales
60% stopped to taste3% of them purchased100 people = 2 sales
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40% stopped to taste30% of them purchased100 people = 12 sales
60% stopped to taste3% of them purchased100 people = 2 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.
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7 + or - 2
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7 + or - 2is a
MYTH
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Baddeley, A. D. (1994). The magical number seven: Still magic after all these years? Psychological Review, 101, 353-356.
Broadbent, D. (1975). The magic number seven after fifteen years. In: Studies in long-term memory, ed. A. Kennedy & A. Wilkes. Wiley.
Cowan, N. (2001). The magical number 4 in short-term memory: A reconsideration of mental storage capacity. Behavioral and Brain Sciences, 24, 87-185.
People Can Remember/Deal with 3-4 Things at a Time
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Choice = Control = Survival
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We are more motivated by fear of loss than by anticipation of gain
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4. Carrots and Sticks
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Behavior Reinforcement More behavior
Skinner’s Operant Conditioning
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“A” on report card $5 More “A’s”
Skinner’s Operant Conditioning
Behavior Reinforcement More behavior
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“A” on report card $5 More “A’s”
Skinner’s Operant Conditioning
Behavior Reinforcement More behavior
Push button Win money Push
button
Report on time Praise More reports on time
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5. The Need to Belong
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6. Habits
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Pavlov’s Classical ConditioningStimulus
Response
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Pavlov’s Classical ConditioningStimulus
ResponseMeat Salivate
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Pavlov’s Classical ConditioningStimulus
Response
Meat + Bell
Salivate
Meat Salivate
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Pavlov’s Classical ConditioningStimulus
Response
Meat + Bell
SalivateBell Salivate
Meat Salivate
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Habits
Stimulus
ResponseCue Response
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Habits
Stimulus
ResponseCue ResponseWake up Brush teeth
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To Create a NEW Habit
Cue ResponseWake up Brush teeth
Existing response becomes the new cue:
Brush teeth
Take vitamins
B.J. Fogg: tinyhabits.com
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7. The Desire for Mastery
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How To Get People To Do
Stuff1. The Power of Stories2. Tricks of the Mind3. Instincts4. Carrots and Sticks5. The Need to Belong6. Habits7. The Desire for Mastery
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“Motivation is the art of getting people to do what you want them to do because they want to do it.”
...Dwight D. Eisenhower