>> Select cards to uncover relevant "pathways" to flip your challenges into opportunities
A-Side Cards. Supposedly irrelevant factors
Personalise
Desire
Appeal
Simplify
Go-to option
Fluency
B-Side Cards. Social context a.k.a. milieu
Convert
Convince
Prompt
Pledge
Norms
Influence
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Your Pathways for behaviour change

Desire

Design motivating incentives

M7

Loss aversion

The pain from losses is more powerful than the pleasure from gains.

» Frame benefits as losses that people will give up » Give people a sense of what it will be like to have the benefits » Show the immediate losses that the individual with incur

M8

Variable rewards

We are more motivated by uncertain rewards than fixed rewards.

» Consider rewards beyond gifts » Think about the surprise and delight experiences you can create for your audience » Give reward when they complete a desired action to make the behaviour a habit

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