Trying to motivate yourself with "shoulds" (e.g., "I should work out") is a dirty, inefficient fuel that breeds resistance and kills any love for the activity. True, sustainable change comes from identifying the underlying "want" beneath the "should" (e.g., "I want to feel healthy") and finding enjoyable ways to satisfy that desire.

By openly admitting your inconsistencies while still advocating for a principle, you remove the deceptive claim to unearned status that angers people. This vulnerability prevents a 'gotcha' moment and fosters a more honest conversation, building trust and allowing imperfect people to advocate for important causes.

Contrary to pop psychology, guilt can be a powerful motivator. Guilt makes you feel "I did a bad thing," prompting amends. Shame, however, makes you feel "I am a bad person," leading to withdrawal or aggression. A healthy dose of guilt can fuel moral ambition.

Adults rarely change their minds on emotional issues through debate. Instead of arguing facts, create a positive, controlled personal experience related to the topic. This reframes their conceptual understanding, which is more effective than direct persuasion at shifting their position.

To avoid guilt, divide spending into three buckets: 1) yourself, 2) causes you're passionate about, and 3) high-impact, evidence-based charities. This approach encourages adding effective giving without demanding the sacrifice of personal or local donations, making the practice more sustainable.

Purely rational arguments are not enough to successfully scale a new initiative. Leaders must generate emotional excitement—a "hot cause"—to drive adoption of the logical process or "cool solution." The 100,000 Lives campaign successfully used this by highlighting patient stories to get hospitals to adopt simple, life-saving procedures.

There's a vast distance between knowing something is wrong and acting on it. Like modern people walking past the homeless or eating meat despite ethical concerns, societies for centuries possessed the moral insight that slavery was wrong but did nothing. Successful movements are the rare exception, not the norm.

Instead of overwhelming people with logical reasons to change, persuade them by helping them envision a new version of themselves. Use stories and framing like "Imagine what it would be like if..." to invite them to try on the identity associated with the desired action.

To avoid performative activism and burnout, focus your public voice on the issues you are deeply passionate about. The key question is not what you *should* care about, but what breaks your heart so deeply that silence feels more costly than speaking up. This ensures authenticity and sustainability.