In this episode, I share a fundamental principle to guide your design thinking. You should always ask yourself, is this idea based on "primary principles?" And what are "primary principles" anyway? In order to make a campaign or startup that really works to get people to buy a green product or change a behavior, you need to build up your concept from the primary principles of how human beings function. Often we don't do this. We design our environmental projects based on on abstractions and nebulous hypotheses on how we "think" people might respond - and this is a major cause of eco project failure. I'll share the main primary principles that are proven to trigger core behavioral mechanisms in people and how you can use them as a baseline for your social change thinking. * * * How to Save the World is a podcast about the psychology of what gets people to do eco-behaviors and take climate action: Environmental engineer, designer, and author, Katie Patrick, hunts down the latest behavioral science literature from top universities such as Harvard, MIT, and Stanford to unearth the evidence-based teachings you can use to rapidly get more people to adopt your environmental campaign, program, or product. Sign up for Katie's free behavior and gamification design course at ⁠⁠http://katiepatrick.com⁠⁠ Join my Gamify the Planet masterclass training in climate action design for $25/month ⁠⁠http://katiepatrick.com/gamifytheplanet⁠⁠ Get a copy of the book, How to Save the World on Amazon ⁠⁠https://amzn.to/2Z4jivL⁠⁠  Follow Katie on:  X-Twitter ⁠⁠@katiepatrick⁠⁠ Instagram ⁠⁠@katiepatrickhello⁠⁠ LinkedIn ⁠⁠https://www.linkedin.com/in/katie-patrick/ --- Send in a voice message: https://podcasters.spotify.com/pod/show/katiepatrick/message