When it comes to influencing people to change their behaviour, we tend to use logic. That doesn’t work, says behavioural specialist Bri Williams. Humans are emotional creatures: we’re lazy, scared and confused, she insists. By lazy, she means we’re creatures of habit and therefore behaving in a new way takes effort. We’re scared because we don’t want to try something different in case it fails. And we’re confused, because we don’t know where to start. Believing that we’re rational is the biggest of the many behavioural myths that Bri outlines in this episode.

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