Again, this doesn’t look like rocket science, does it? That’s because when you design for your users, you focus on what is the minimal, most elegant product required to achieve the desired outcome. If you want people to change behavior, you don’t give them a fifty-page academic paper or *ahem* a four-hundred-page book. So where is the rocket science? It lies in identifying the general class of attribute that causes superior performance—in this case, proactivity—which comes from closely studying what the two tails are doing differently. In isolating the specific cluster of behaviors that
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