PART IVThink stupid
This may sound like an oxymoron. Can you actually Think Stupid? Does thinking not by its very nature make us more intelligent? We believe you can in fact Think Stupid and that you must if you are to master human behaviour and wield influence. Thinking Stupid is fundamentally about three things.
Make it simple
How can we construct the least complicated process with the fewest steps, well-understood communications and instructions using only an essential number of hands to achieve our goals?
Make it easy (lazy)
How can we achieve what we want without the need for high involvement? In other words, what are the behavioural shortcuts that could be employed to enable success?
Make it hard not to
How can we create barriers to undesired behaviours, while moving preferred behaviours and rituals closer in terms of proximity and availability?
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