Gentle Nudges

The idea of a "gentle nudge" being an effective way to change behavior makes more sense when you first think about what a "nudge" is.

A nudge usually starts with, "You should". "You should make your bed", "You should work out", "You should get a new job". It's really unasked-for, free advice that has a one-time affect of being annoying. Nudging someone in the right direction rarely does the trick.

A gentle nudge, on the other hand, can make a world of difference.

First, it's gentle, so instead of starting with, "You should", you start with the benefit first. "Did you know that 88% of successful people make their bed?" (relative association). "Let's take the stairs, beat you to the top!" (competitive motivation). "The market's getting better, it's the best time to start something new" (contextual benefit).

Second, you can gently nudge more than once. Repetition is the key to behavioral change, personal or otherwise. Automating gentle nudges can be extremely powerful. A motivational quote on your fridge, a phone alert to take your medication, scheduling a mid-day walk on your calendar are some of the most basic ways.

Jane Sarasohn-Kahn says it best:

Health is mobile, and health care is local. The So-Lo-Mo phenomenon plays beautifully into the world of moms, who are their families’ Chief Household Officers. Mothers have been the key determinants of health and health care consumption in their households, and mobile gives them the platform that makes their health decisions more efficient and even engaging.