Author

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2 MIN READ

Do You Want Dialogue — Or Just to Be Proven Right?

I have yet to meet a human being who loves to be told, in detail, how wrong they are. I know lots of people (including myself) who love to be…

3 MIN READ

Why Willpower is Bad for Behavior Change

Would you have passed the marshmallow test? What does that say about you as a person? In the famous 1960s experiment, psychologists put a puffy piece of sugar in front…

2 MIN READ

Why Pity is the Enemy of Behavior Change

If you work in behavior change and you feel sorry for the people you are trying to help, please stop. Pity, as Canadian author Louise Penny notes in her novel…

6 MIN READ

Want Green Behaviors? Stop Focusing on the Environment.

The problem with going green is all the gray. Humans like black-and-white thinking. Good or bad. Friend or foe. Truths or lies. Our deep seated ambiguity bias — summed up…

Sara Isaac, MSc

Principal + Chief Strategist

Former journalist and word nerd turned behavioral science geek… got a second master’s degree at the London School of Economics just for fun… responsible for a successful healthy marriage campaign called I Hate Him So Much… leads team of behavior change strategists and researchers

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