[SOLO SESH] The Truth? Humans Are Lazy. Here's How to Make Things EASY and Drive Behavior
In this episode of the Influence Anyone podcast (previously Legend Effect), host Howie Chan is going solo. He delves into one of the most powerful and most overlooked human truths: ease. The discussion emphasizes that, ultimately, humans are lazy and will always choose the easiest option over the best one.
Howie shares the reason why our brains are wired to take the path of least resistance and provides real-world examples of how ease can make or break success, and concrete tactics for applying this truth, whether you're leading a team or trying to get more people to buy your product.
Episode Breakdown:
02:30 How US companies got employees to sign up for the 401(k)
03:40 The two systems that drive the way we think and choose
05:14 The Fogg Behavior Model and why motivation isn't enough
06:36 Three real-world examples of how ease changes everything
07:52 How brands actually grow (it's not loyalty programs)
10:40 Three tactics for leaders to make work easy to do
12:20 Three tactics for marketers and business owners to make buying easy
14:49 This hidden driver of human behavior
From Our Guest:
Read the world-famous psychologist and winner of the Nobel Prize in Economics, Daniel Kahneman's book Thinking, Fast and Slow.
Learn more about the Fogg Behavior Model by Stanford researcher Dr. BJ Fogg.
Get one of the most evidence-based marketing books ever written, How Brands Grow by Byron Sharp.
Discover more about Barry Schwartz's Paradox of Choice in his 2005 TED Talk and the Jam Jar study by Mark Lepper.
Legendary Quotes:
“ When you see failed marketing campaigns or you see maybe offers are not converting, they all have one thing in common: it was too much work for the person on the other end.” – Howie Chan
“ If you want people to take action, whether that's your team following through or your customers buying, don't just try to increase motivation. You have to make it easier.” – Howie Chan
“ Ease isn't a nice-to-have. It is a hidden driver of human behavior. People don't always pick the best product. People don't always follow the smartest leader. They pick the easiest path.” – Howie Chan
The Influence Anyone Podcast
The #1 podcast on applied influence psychology. Each episode, Howie Chan, a veteran brand and behavior strategist sits down with world experts and practitioners to uncover the hidden psychology that helps you influence yourself (mastering your mindset, habits, and decisions) and get buy-in from others (your team, clients, and audiences.) Together, we turn science into playbooks you can apply to lead, persuade, and create extraordinary success.
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