How one of the best ad campaigns of past 17 years used behavioral science...

You don't have to be a behavioral scientist to change behavior... but understanding the principles is a huge help if you want to *consistently* change behavior.

It's similar to cooking.

You don't have to be a chef to bust out a delicious meal every once in awhile, but understanding the principles of cooking will make your hit rate a *lot* higher.

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Why social goals (almost) always fail

Years ago I learned a fundamental lesson about goals.

I was helping a company create a goal-based social network.

Users would sign up, tell us what they wanted to do, and update their progress on a daily or weekly basis...

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Jason Hreha