Costs ↓ Rewards ↑ = Action
Costs ↑ Rewards ↓ = Procrastination
“We can’t change the behavior. We can change the pressures - and they change what we do.”
~ Matt Wallaert, Applied Behavioral Scientist (listen now on Change Wired podcast)
In my early coaching days, I tried to change people.
Later, I focused on changing behavior.
Now, I ask: “Why do they do it in the first place?”
Each shift in focus brought my clients stronger results.
Matt Wallaert, who has driven behavior change at scale for companies like Microsoft, frames it simply:
Human behavior is a function of competing pressures.
If inhibiting pressures win, we don’t act.
If promoting pressures win, we do.
B = f(pressures)
Over time, I noticed the same truth in my own work.
I even created what I call The Procrastination Formula.
A client’s action or inaction always comes down to one question:
“What’s the biggest motivator at the moment of choice?”
Once we identify that, change becomes natural. I’ve seen lifelong exercise resisters turn into fitness fanatics almost overnight without willpower battles just by shifting the pressures in play.
If you’re struggling to start, stop, or stick to something, ask:
“What pressures are driving me right now and how can I change them to drive the behavior I want?”
PS In my conversation with Matt on Change Wired 🎧, we go deep into personal habits, culture change, product design, parenting, and even boxing vs. M&Ms. It’s one of those episodes that will make you laugh and rethink how you shape your future. Let's get wired for change - tune in!