Lever: Shift attention · Add social proof
Aim: Give the behaviour an identity people want to wear. Attach a credible label, so repeating the action feels like staying true to your role.

Now:

The behaviour feels tacked-on and outside how people see themselves, so it stalls.
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Then:

A clear, respected label makes the behaviour feel like “what people like us do.” Uptake climbs and identity holds it in place.

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This card links to tactics, build-kits, and evidence.

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