How to Get People to Do Stuff

1. Understanding the seven drivers of motivation is key to influencing behavior

"If you understand the science behind what motivates people, you would be able to get people to do stuff."

The seven drivers of motivation are the fundamental principles that guide human behavior and decision-making. These include:

1. The Need to Belong
2. Habits
3. The Power of Stories
4. Carrots and Sticks
5. Instincts
6. The Desire for Mastery
7. Tricks of the Mind

By understanding these drivers, one can effectively influence behavior in various contexts, from personal relationships to professional environments. Each driver taps into different aspects of human psychology, providing a comprehensive toolkit for motivating and persuading others.

2. The need to belong is a powerful force in shaping human actions

"We are ultimately social animals, and our desire to connect with others is a strong, innate drive."

Social connection is crucial for human motivation and behavior. People are more likely to take action when they feel part of a group or community. Some strategies to leverage this need include:

• Using social validation (showing that others are already doing the desired behavior)
• Employing reciprocity (doing favors to create a sense of obligation)
• Utilizing nouns instead of verbs (e.g., "be a voter" instead of "vote")
• Mimicking body language to build rapport
• Encouraging synchronous activities to foster bonding

By tapping into the need to belong, individuals and organizations can more effectively influence behavior and create lasting change.

3. Habits can be strategically formed and leveraged for behavior change

"If you understand how habits are formed, you can figure out how to get people to create new habits for the stuff you want them to do."

Habit formation is key to creating lasting behavior change. The process involves:

1. Identifying a cue or trigger
2. Establishing a routine
3. Providing a reward

To create new habits:

• Anchor them to existing habits
• Make them small and easy to start
• Provide immediate feedback
• Use visual cues and reminders

By understanding the science of habit formation, one can strategically design interventions that lead to sustainable behavior change.

4. Stories have the power to shape personal narratives and alter behavior

"If you can change someone's story, you can change behavior."

Narrative shapes identity and influences actions. Stories can be used to:

• Activate existing personas
• Create new personas
• Prompt behavior change through example
• Increase commitment through public storytelling

Techniques for using stories include:

• Story editing (reframing personal narratives)
• Story prompting (exposing people to alternative narratives)
• Anchoring new stories to existing personas

By leveraging the power of stories, individuals and organizations can create deep and lasting changes in behavior and identity.

5. Rewards and punishments can be effective, but must be used strategically

"It's not enough to just give a reward. You need to decide which type of schedule to use if you want the reward to be effective in getting people to do stuff."

Strategic reinforcement matters. The effectiveness of rewards and punishments depends on:

• The type of reinforcement schedule (continuous, fixed ratio, variable ratio, etc.)
• The timing of the reward or punishment
• The nature of the desired behavior

Key principles:

• Use continuous reinforcement for new behaviors
• Switch to variable schedules for long-term maintenance
• Focus on rewards rather than punishments
• Ensure the reward is truly motivating for the individual

By applying these principles, one can create more effective behavior change interventions using rewards and punishments.

6. Instincts play a crucial role in decision-making and can be harnessed

"We are constantly scanning our surroundings, alert for danger. That's one of our instincts—to survive."

Instincts drive behavior in powerful ways. Key instincts that can be leveraged include:

• Fear (of loss, illness, death)
• Desire for novelty
• Need for control
• Craving for food and sex

Strategies for harnessing instincts:

• Use scarcity to create urgency
• Invoke fear of loss to motivate action
• Provide choices to satisfy the need for control
• Use novel stimuli to capture attention

By understanding and appealing to these basic instincts, one can create more compelling and effective persuasion strategies.

7. The desire for mastery is a potent intrinsic motivator

"Mastery motivation is a psychological force that stimulates an individual to attempt independently, in a focused and consistent manner, to solve a problem or master a skill or task which is at least moderately challenging for him or her."

Mastery drives engagement. The desire for mastery can be leveraged by:

• Providing challenging but achievable tasks
• Offering opportunities for autonomy
• Giving specific and timely feedback
• Creating a sense of progress and growth

Key principles:

• Allow for struggle and learning from mistakes
• Emphasize skill development over external rewards
• Create opportunities for flow experiences

By tapping into the desire for mastery, individuals and organizations can create more engaging and motivating environments.

8. Understanding cognitive biases can help in influencing decisions

"System 1 applies causation (whether it exists or not) because it likes a tidy story."

Cognitive biases affect decisions. Key biases to understand include:

• Confirmation bias
• Anchoring effect
• Availability heuristic
• Loss aversion

Strategies for leveraging biases:

• Frame information to align with existing beliefs
• Use anchors to influence numerical estimates
• Make information easily available and memorable
• Emphasize potential losses rather than gains

By understanding these biases, one can design more effective persuasion strategies and decision-making environments.

9. Effective communication is crucial in persuading others

"To get people to do stuff, you need them to unconsciously assign you leader status."

Communication skills matter. Key elements of effective persuasive communication include:

• Body language and nonverbal cues
• Tone of voice and speech patterns
• Use of metaphors and concrete language
• Storytelling and narrative structure

Strategies for improving communication:

• Practice confident body language
• Use passionate and energetic vocal delivery
• Employ vivid and relatable metaphors
• Structure messages as compelling stories

By honing these communication skills, individuals can become more persuasive and influential in various contexts.

10. Tailoring strategies to individual personas increases effectiveness

"The more that Jeffrey can tailor the message to activate one of the personas, the more successful he will be."

Personalization enhances persuasion. To tailor strategies effectively:

1. Identify existing personas and schemas
2. Understand individual motivations and values
3. Craft messages that resonate with specific personas
4. Use appropriate drivers for each individual

Benefits of personalization:

• Increased relevance and engagement
• Higher likelihood of behavior change
• More effective use of resources

By tailoring strategies to individual personas, organizations and individuals can create more targeted and effective behavior change interventions.

Last updated: October 23, 2024