penalty and expectation

There’s a saying: “You get what you expect and you deserve what you tolerate.”

Take a look at this video to see how to better introduce a change that works.

People are not always rational. In the video it shows the original plan was to provide a nice upside for people to re-use their own cup – a 25p discount. The problem: was it compelling enough to change a habit or behavior? Is 25p really going to do that?

So, to make a more meaningful nudge they changed their expectation to be that everyone was to re-use their cup and changed the price to support the new norm, and then penalized those that didn’t comply. I’m sure there would have been grumbles in the early days when the change was made, but it has led to the right outcome. Clarity of the expectation and a new norm led to a far greater change.


Is there a change you’re trying to introduce where a clear shift in expectation would be better than an incentive to change?

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