Efficacy is always a problem of perception. People will undertake actions, even deeply demanding actions, if they are persuaded their participation can make a difference. The challenge for organizers of social movements is to create a range of actions, from thin to thick, that let participants feel they’re making effective change.

“We’re seeking to make a change in part of the world. How do we find the right people and tell them the right (true) story that helps them get to where they’re going–and that they’ll tell to their peers?”

Contextual Decision-Making

• People make decisions based on context, which explains why behavioral economics experiments sometimes fail to replicate.


• Changing the booking button from 'find flights' to 'find my flights' increased sales by approximately five percent.


• Instead of trying to change the minds of a million people, consider changing the