To Change Behaviors, First Change Beliefs: an essay for change agents

Why do people prefer behaviors that obviously lead to less-than-stellar results, especially when our sage advice, rational evidence, well-considered recommendations, and expert knowledge can offer them more successful choices?
Whether we’re parents of kids who sometimes need guidance, sellers with great pitches to offer folks who need our solution, coaches helping a client make changes, or doctors offering lifesaving wisdom, we too often sit by helplessly

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