Not all heroes wear capes. Some wear Speedos.
In one of the bravest acts I’ve ever heard of in the name of science, four Australian lifeguards willingly stopped breathing, just so they could be resuscitated.
The year was 1959. Mouth-to-mouth resuscitation had been discovered, but it wasn’t widely used.
So advocates needed proof.
Under strict monitoring, the four volunteers were anaesthetised until their natural breathing stopped. Then around 100 participants took turns performing resuscitation, including mouth-to-mouth.
It worked! And this extraordinary act helped establish one of the most important life-saving techniques in the world.
And here’s what might take your breath away.
👉 Being told something works often isn’t enough. People need to see it, feel it, and believe it before they’ll act on it.
Remember:
1. Facts don’t change behaviour, stories and experiences do.
2. We act when something feels real, not just when it’s factually true.
3. Social proof matters. People follow people.
🌟 If you found this interesting, let me know! Buy me a virtual coffee ☕ or forward this email ↗️ to someone who also might like it. Your occasional support means I can keep sharing ideas about behavioural science for free.
🧠 Learn the science of Influencing Action
📈 Be shown exactly what to do to get better results for your small business
Hey, are we connected yet?
