The greatest adversary of creating behavioral change is common sense. Simply doing what comes naturally is the easiest way to bring about lasting behavioral change. The three myths of behavior change are "education will change behavior, you need to change attitude to change behavior, and people think they know what motivates them." One can overcome all three myths by doing what is natural; therefore, overcoming the myth of education changing behavior can be overcome by focusing on what the person would lose by not changing the behavior.
When it comes to the second myth of changing the attitude to change behavior, the common sense response is to focus on the behavior expectations. Lastly, concentrate on the social norms when dealing with the myth of people knowing what motivates them.
(Three Myths of Behavior Change - What You Think You Know That You Don't: Jeni Cross at TEDxCSU, 2013)
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