Here\u2019s why I’ve concluded that relying on messages alone is a mistake if we’re trying to change the world.\u00a0<\/p>\n\n\n\n

Think about it this way: <\/p>\n\n\n\n

1) All change is really behaviour change (= people doing things they\u2019re not doing now, whether they\u2019re a parent, a farmer, or a CEO).<\/p>\n\n\n\n

2) Behaviour change depends primarily on two things: <\/p>\n\n\n\n

\u2022 People wanting to change = feeling \u201cyes, that\u2019s who I want to be” \u2026also called \u201cintrinsic motivation\u201d; <\/p>\n\n\n\n

and<\/p>\n\n\n\n

\u2022 People feeling they can manage their risks = feeling \u201cyes, I can do this without looking stupid or losing control of my life\/business\/reputation \u2026also called \u201cself-efficacy\u201d.<\/p>\n\n\n\n

Now, already, it should be obvious why messages by themselves can\u2019t cut it. Messages can\u2019t redesign actions to make them do-able. They can\u2019t change systems. They can\u2019t create relationships. And, of course, they can\u2019t change people\u2019s identities, the source of their intrinsic motivations.<\/p>\n\n\n\n

There are two exceptions (I hear you say). Yes:<\/p>\n\n\n\n

\u2022 messages that depict HOW to do the action, demystifying the task; and<\/p>\n\n\n\n

\u2022 messages that show lots of similar people looking happy doing it.<\/p>\n\n\n\n

Those communications can certainly help greatly.<\/p>\n\n\n\n