John List begins his book, The Voltage Effect, with the example of Nancy Reagan’s D.A.R.E. program. That program, failed, List notes because it was based on a false positive. “It was a pretty large scale study in Honolulu,” List said, “the problem was it was only one study, it was never replicated, and it was never the truth.” Part of the reason D.A.R.E. is a case of something is always happening is the social incentive. It felt good to have a solution. It felt good to align with Nancy Reagan or local law enforcement or your child’s school.
A modern parallel is Michelle Obama’s Let’s Move! program. My year of AmeriCorp was in this heyday and it felt good to align with a political party or athletes or your child’s school.
Contrast Obama’s and Reagan’s initiatives with what I witnessed the first week of February: Florida football. This park was swarming with kids. Every NFL team was represented (and what a rollercoaster the kids on the Bengals team went through) and the parents were into it.
There’s no lack of football in Florida. If the current First Lady wanted a win, she should create a program that further promoted football in Florida. And the reason why is the ease. There’s not friction for Florida football. The weather is good to great (though dangerously hot) all year long. The culture welcomes football. There’s lots of people already doing it, so doing more of it wouldn’t be too much. Contrast Florida football with ‘Just Say No!’ or ‘Let’s Move!’. All the things in favor of Florida football are missing for the former First Ladies.
How to vaccinate the world: Hire the smartest, most attractive, and persuasive medical students (doctors and nurses) to go door-to-door across the country. Or along the football theme, get the best recruiters. Have them sit on the couch, look the person in the eye, and sell them on vaccination. That would work. But like ‘Just Say No!’ and ‘Let’s Move!’ it takes too much energy. But football in Florida? No energy needed.
There’s a gap between things I would like this person to do and things this person does. Energy closes the gap. Wordle wonderfully demonstrates energy. It’s easy to learn, easy to share, easy to play, easy to habituate. But Wordle will fade because it struck kindling. Unlike football in Florida there’s not a lot of factors working in its favor like with Facebook or automotive culture or take-out-pizza.
Energy, ease, friction, design – they’re all ways to address the same idea, how to change.