We don’t think as much about what their needs are, why they haven’t purchased something or done something already, and how we can mitigate those obstacles. If we don’t understand what those barriers are, it’s going to be really hard to get that person over them and toward change.

The REDUCE Framework

Jonah’s research showed five key barriers that we often encounter, whether we’re trying to change a customer’s actions, the boss’s mind, or even something in our personal lives. Those five barriers are reactants, endowment, distance, uncertainty, and corroborating evidence.