> [!tldr] Humans aren't rationale actors Even though it's a bit of a hyperbolic statement - I think it's more true than not that **thinking doesn't drive behavior - emotions do**. You can't rationalize someone into going on a diet or going to school or things their [[Elephant and Rider|elephant]] doesn't want to do. This is what James Clear was getting at with the whole difference between "voting" and "being a voter". This is why you should [[Selling Why, not What|start with why]]. This is an example of [[Helpful, Not True]]. It's true more often than we might realize, so considering it generally true would cause you to look through the emotional lens and craft a message that yields better results. **** # More ## Source - [[Atomic Habits]] - [[Switch (book)]]