- Motivation is overrated; Environment often matters more. - Placing bottled water in easier to access locations resulted in users drinking more water than soda. - People often choose products not based on *what* but on *where*. - 45% of Coca-Cola sales happen at the end-cap - Environment is an invisible hand that guides and shapes human behavior - Every habit is context dependent - A small change in what you *see* can produce a big change in what you *do* - I noticed this ages ago and have spent a lot of time trying to capture the idea in rearranging my office (repeatedly) - Every habit is initiated by a cue, but sometimes the cues are missing and we have to build them ourselves. - If you want to make a habit a big part of life, the cue needs to be a noticeable part of the environment - making a better decision is often easier when the cues are right there - Design your environment to achieve the goal, don't just be a consumer be the designer - Easier to build a habit in a new context than to compete with already entrenched cues - Avoid mixing context and habits. easier habits will win each time - The phone is a powerful tool, but it's a hodgepodge of cues - Every habit should have a home - If you want habits that are stable you have to have an environment that is stable