Almost all of the books I’ve worked on shared a singular purpose—to help people change their behavior. Though I was usually excited about these projects, I seldom escaped the nagging fear that the published product would have zero impact on readers’ lives.
Behavior change is the core rationale for business, self-help, popular psychology, and “how-to” books of every stripe. These are often written by idea entrepreneurs with a mission to change the world (or at least a corner of it), to create a legacy, and to make a pile of money in the process.
Alas, those hopes are easily dashed on the shores of sheer inertia. We’re pitted against readers who seldom have a clue about bridging the gap between theory and practice, between intention and action.
At War With Ourselves
People stubbornly resist behavior change. Even after exposure to grand and sweeping ideas, we find ourselves sinking back into the same old safe and familiar patterns. This is often true no matter how mediocre or painful the results. Books come and go, but problems persist.
To understand this, remember that the part of us which processes ideas and information from a book is the conscious mind. And this is a pitiful player against the mighty unconscious mind — including the force of habit — that actually runs our lives.
We like to think that we are free agents, making conscious choices that take us in sure, incremental steps toward greater happiness. In reality, we act like automatons. Most of the time, we simply repeat stimulus-response chains that were forged decades ago. We’re robots just running our programming, and the whole drama plays out below the threshold of conscious awareness.
Helping Readers Design for Behavior Change
This problem will persist until we explicitly address it. And that requires some ego-deflation. Let’s begin by admitting that our precious, sparkling ideas — even those that seem so obviously powerful and right to us — are seldom enough to make most readers lift a little finger.
We’re called upon to add a crucial missing ingredient to our content, which is an explicit design for behavior change. I use that word design on purpose. For one thing, it’s a term that’s emerged in connection with some exciting recent research on behavior change. In addition, it reminds us that behavior change calls for planning as well as implementation and feedback. Most of us will experiment, falter, fail, adjust, and tweak our efforts until we experience a change that lasts.
In my next post, I’ll suggest a way to help your audience to do just that.