Is it harder to make people mask than change their clocks twice a year?

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29 May 2025 Change at scale is hard. Here’s a reckon: if a desired change is strongly associated with people’s identity, or if it is embodied in the real world, people are more likely to resist that change 1 . I’ve no evidence to support this, but it feels true. Ternary plot with three axes, Identity, Embodied and Abstract. Starting at Abstract and moving toward the Identity/Embodied line are…

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