Stop Convincing People To Change

Explore why convincing people rarely results in lasting behaviour change. The speaker shares insights from behavioural science showing that humans resist arguments that threaten autonomy, identity or certainty. You’ll learn how to move from persuasion to empowerment — designing environments and nudges that make the desired behaviour the easier, more natural option. Using practical examples, the video demonstrates how creating friction for unhelpful behaviours and reducing friction for helpful ones leads to more sustainable change than trying to win debates.

Who’s It For?

Useful for anyone managing change, this video helps you stop relying on persuasion and start shaping environments that encourage action. You’ll learn strategies that support autonomous, long-term behavioural change across teams and organisations.

In this video

Matt Furness

Founder & Director