Convince them by playing on their (good) feelings

Most of us think change follows a sequence of “I ANALYZE – I THINK – I CHANGE”. And it does, when the parameters of change are known, when hypotheses are at a minimum, and when the future isn’t too blurry. But major changes generally do not take place under such conditions. In this case, rational arguments are no longer enough. We know what to do and why, we just lack the motivation to actually go through with it.

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