Changing people’s behaviour is tough. Or you can be cynical like Dr. House and believe that “People don’t change. They may want to. They may need to.” but they never change. If you do want to however, sell something or manage a change program; you do need to believe that people will and can change and it is important to persuade them.
Seth Godin writes about the many ways of doing it:
Here’s the thing: unlike every other species, human beings make decisions differently from one another. And the thing that persuades you is unlikely to be the thing that persuades the next guy. Our personal outlook is a lousy indicator of what works for anyone else.