#14: The importance of behaviour change.


Behaviours are the most important and effective area to focus on if you want to produce change — for an individual, team, or organisation.

Unlike beliefs, behaviours are visible and can be directly influenced. Yet these concepts are linked — behaviours either reveal or, through cognitive dissonance, change beliefs.

The ultimate goal of change is to shift individuals' beliefs and so gain buy-in for the change. While we cannot change beliefs directly, we are able to change behaviours, through positive incentives, through system design, or through other approaches.

Related: 14a

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