Virtually all forces that have an impact on human behavior work on only two basic drivers of behavior. Not thousands. Just two. At the end of the day a person asks, “Can I do what’s required?” and, “Will it be worth it?” The first question simply asks, “Am I able?” The second, “Am I motivated?” Consequently, no matter the number of forces that affect human action—from managing peer pressure in a junior high school to making citizens aware of the cost of illiteracy in a barrio to offering a class on anger management in Beverly Hills—all these strategies work in one of two ways. They either
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