I believe in books.  Not a rare sentiment, sure, but I would like to take this opportunity to plug one of the books that has helped us along the way.  Switch, by Chip and Dan Heath is a book about how to achieve behavioral changes; how to affect change in your life, your company and even broader social change.  Specifically, I want discuss just one little concept from the book and how it jives with our way of thinking.  With that said, the book is full of valuable and actionable advice so we recommend you give it a read [or a listen].