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How to Drive Change the IDEO Way – Andrew Winston – Harvard Business Review

September 10, 2010

Getting people to change their behavior can feel like an impossible task. Even when the change is positive, it’s often difficult for people to embrace something new. Here are three ways to approach change to make it more palatable:
• Focus on joy, not fear. Fear may seem like a powerful motivator but it actually can make people freeze. Instead, focus on the positives of the new behavior and the joy people will derive from it.
• Create the crowd. Despite our professed love of individuality, people still want to fit in with the crowd. Have someone people respect model the new behavior.
• Harness momentum. One bank got customers to change their saving habits by rounding up their debit card purchases and putting the extra in a savings account. Make the new behavior easy to master by integrating it with something people already do.

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