Sutherland once again points out our ability to create value simply by altering perceptions.

Rory Sutherland: Life lessons from an ad man

Balcetis outlines some research she has done regarding how people perceive the world, and exercise in particular. She found that some people really do see exercising as more difficult but that it helps to “keep your eyes on the prize”.

Emily Balcetis: Why some people find exercise harder than others

Cross outlines three of the most common misconceptions about getting people to change their behavior:

1. Education (information needs to be tangible to effectively change behavior)
2. Attitude drive behavior (behavior drives attitude)
3. People think they know what motivates them (people actually do poorly at ranking what motivates themselves)

Three Myths of Behavior Change – What You Think You Know That You Don’t: Jeni Cross

“The bigger issue with ‘fine’ is that you are saying it to yourself.” Robbins talks about overcoming personal motivation issues. She suggests a “5 second rule”: marry an action to a thought within 5 seconds; otherwise the thought dies.

Mel Robbins: How to stop screwing yourself over

Rogers shares some of her deep insight into how companies can make the shopping experience better. It is interesting to realize how much we do not know about the human shopping process.

The Science of Shopping and Future of Retail: Devora Rogers