Don’t Push Me!

‘Don’t Push Me!’ sums up the essence of ‘Impact’, a dutch book written by Van den Berg & Hertogh in 2018. It builds on the original ideas, offering a systematic approach for getting people to take action. Drawing on a decade of practical research, the book also explores the broader potential of the Subconscious Impact philosophy. How can it help bridge divides and reduce polarization? How does it break through echo chambers? How can it create a more inclusive society? And how can it inspire lasting behavioral change, like adopting healthier lifestyles? 

People are ready to change. You just need to know how to speak to their subconscious mind.

Encouraging behavior change often feels like an uphill battle. We try to create urgency, highlight the importance of the change, and foster intrinsic motivation, hoping people will take ownership of the transformation. But why does it often feel so hard?

The answer lies in a common communication mistake. It’s something we all do, but it holds us back. We assume we can move others simply by presenting facts, logic, and relevance, thinking they’ll make decisions based on pure reason. Whether we’re motivating, explaining, or telling a story, the urgency and effort end up on our side. We end up persuading, convincing, and pushing.

But science tells us that people don’t make decisions this way. Most of our decisions are shaped by unconscious, emotional, and irrational factors. So, how do you reach someone’s subconscious mind?

Genieke Hertoghs, a co-founder of the Subconscious Impact philosophy, offers valuable insights. Drawing on the work of Daniel Kahneman, she explains how to connect with people on a deeper level, how to tap into their subconscious mind, build genuine connections, and spark real ownership and change. Once you understand this approach, and set aside your own ego, making meaningful, lasting change becomes much easier.

Curious?

Download a dutch preview of the book or order it directly through this link.

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