The good way to do it [behavior change] is by diminishing the restraining forces, not by increasing the driving forces… because instead of asking, “How can I get him or her to do it?” it starts with a question of, “Why isn’t she doing it already?” Very different question. “Why not?” Then you go one by one systematically, and you ask, “What can I do to make it easier for that person to move?”. – Daniel Kahneman