4 key factors motivating change

1) the gain of the change must be large enough

2) the loss of the change must be low

3) the risk of the change must be low

4) the comfort of the current situation must be low

the problem of staying in the current situation over time.

lost/risk of not changing must be high (people must fear what is coming if they don't change)

gain of changing must be high (people must aspire the gains of the change)

loss/risk of changing must be low (people must be comfortable with changing)

gain of not changing must be low (people must be uncomfortable with not changing)

List all the factors that make people change.

List all the factors that drive people from change.