When people have options on how to accomplish a given task, they typically follow the path of least resistance. So if we want to influence the choice they make, we should make our preferred choice really easy.

For businesses, it translates to making our preferred option really cheap and quick. Traditional approaches (policies, checkpoints) cause a lot of friction and people find easier alternatives, for example:

  • individuals don't follow mail archive or working paper policy (instead copy mail/docs on DVDs)
  • business units don't use standard web content management platform (instead use other preferred solutions).