You already know what to do. So why isn't it working? - The real reason people ignore your advice and the military experiment that proved it.

People don't move on information. They move on incentive. The question was never what they needed to do — it was what it was costing them not to do it.

Find the number. Name the cost. Then offer the way out.

This isn't just a military nutrition trick. It applies to how you coach clients, how you lead a team, and even how you talk to yourself about why you should actually get up early tomorrow.