Have you ever tried to do something differently?
Maybe it was running three times a week or eating better. Or maybe, it was to try to influence someone to change their behaviour. It’s hard, right?
We often believe that we just have to change others’ knowledge and they will want to do the right thing. They will want to use our research because we’ve told them it’s effective and will stop people dying. They will want to fund our project because we’ve told them why it’s important. But it doesn’t always work. And here’s why, our behaviour isn’t driven by knowledge. It’s way more complex.