Tension can make or break your attempts to influence behaviour, and there are two types.
Positive tension is the kind that motivates people to move forward.
Examples include:
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Scarcity: Our fear of missing out drives us to secure limited resources.
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Completion Bias: Our need to close gaps motivates us to finish a task or complete a set.
Negative tension, on the other hand, creates friction and motivates them to steer clear.
Examples include:
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Ambiguity: If we don’t know where a button will take us, we won’t click it.
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Distrust: If I don’t know who you are, I’m unlikely to agree to what you ask.
To influence desired behaviour, your task is simple: amplify the positive tension and neutralise the negative.
Make people feel uncomfortable if they don’t proceed, while feeling comfortable to take the next step.
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