Save the World One Cup at a Time

Two decades of studying human behavior (a shift up the cognitive psych based Human Factors that I was originally trained on) has taught me at least one thing.

If you want to change anyone's behavior, you have to integrate a new behavior into the old one in a way that doesn't require any sacrifice, effort, or concentration.  And it has to be customized to the individual.

Here is a great example.  It is innovations like this that will prevent (or at least slow down) climate change.  How many people do you know that don't really like the taste of coffee, they just want the caffeine jolt?  So instead, give them an espresso cookie.  And save millions of paper and styrofoam cups.