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The Central Argument:

When we understand how to use behavioral definitions it's easier to cue change.

Example Behavioral Definitions
*denotes a keystone definition

  • Heath/Wellness: Secondhand Smoke*, Designated Driver*, PatientsLikeMe*
  • Business: Open Source*, Zero-to-Landfill*, Mark-to-Market*, Google 20% Time*
  • Societal: Traffic Norms, Expert*, Social Networks*, Occupational Licensure*
  • Individual: On-line Dating, Relative-Age in Sports*, Not-to-Do's*, Sexual Mores
  • Environmental: Sustainability*, Renewable Energy*, Carbon Footprint*, LEED*
  • Governmental: Targeted Tax*, IRA*, U.S. Electoral College*, Organ Donor Laws*

Keystone behavioral definitions cue behavior and lock in other definitions and patterns—and generate less resistance. Some are hidden in plain sight. For example, Secondhand Smoke* led to non-smoking areas and local ordinances cutting U.S. smoker rates in half; saving countless lives and billions in medical costs. Others are more visible like Jay Winsten's coinage and marketing of Designated Driver*. This keystone behavioral definition gave 1980's American drivers, passengers and society a why, when and how to slash drunk driving fatalities.

A decade later, a Xerox team created Zero-to-Landfill* to save the company. This third example formed a building block for yet another keystone behavioral definition, Sustainable Growth*, DuPont's mission for the 21st Century (and its under-recognized behavioral definition). Sustainable Growth* intertwines people, product, purpose and yes, financial performance.

These examples are in The Reset Button: Rewire Behavior | Simplify Change, a book due out this year. Again, more than 200 example stories are available separately, contact us.

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