How does one get clients to buy, citizens to vote, love interests to swipe right, or kids to do their homework? Professionally or privately, we all try every day to change people’s behaviour. And it’s an understatement to say we don’t always succeed.

Even provided with good reasons, strong arguments and seductive incentives people often fail to follow good advice or simple instructions. Science shows that in a whopping 78% of cases, we even fail to do what we ourselves have resolved to…