How do you make decisions?  Research tells us there are two models we flawed humans use:  consequences v. identity models

People who use the consequences model—-

• Weigh the cons and benefits
• Use the rational, analytical approach

People who use the identity model ask the following —

• Who am I?  What kind of situation is this?
• What would someone like me do in this situation?

If you’re working in change management, don’t focus on the incentive to change someone’s behavior.  Focus on how it fits in with their identity.