Human Behavior, Compliance, and Identity

In thinking through how to make some changes in my business, I’ve been thinking about identity in general.

One of the strongest drivers of our behavior is to comply with the person we believe ourselves to be.

If you want to do something different, you have to adopt the identity of the kind of person who would do that thing.

What would that person focus on? How would they think? How would they behave?

If you want to quit smoking, for example, you have to take on the identity of a non-smoker. Y...