The Lazy Brain Wins: How Making Things Easy Makes You More Influential

Why do people often fail to act on their best intentions? The answer lies in one simple truth: ease matters more than motivation. People naturally choose the path of least resistance, making ease the strongest predictor of behavior.

Businesses have capitalized on this insight with the Customer Effort Score, a metric that measures how easy customers find their interactions. Companies that reduce friction—whether in buying, returns, or support—see higher loyalty and better outcomes.

An example is a pizza chain that allowed customers to order using only emojis via text message. This radical simplification increased sales by over 10%, proving that removing barriers unlocks hidden demand.

Similarly, simple text reminders boost attendance at appointments and medication adherence by making the desired action effortless to remember and perform.

On a personal level, breaking large goals into tiny, manageable steps—baby steps—helps overcome the brain’s resistance. Like skydiving, focusing on one small action at a time makes daunting tasks approachable.

Designing influence with ease in mind means removing obstacles, simplifying choices, and creating triggers that gently nudge behavior without overwhelming the Gator brain.