When you want someone to do something, you tell them so. In companies and schools alike, we've found a polite way to tell people what to do by writing visions, missions and all sorts of other PDFs that languish on the C-drive, bound polypocketed books that sit deep in the cupboard under your teacher desk.

Education is filled with jargon and we-speak that means nothing to the people who hear it every day. Teachers, students and parents are as much in the dark about the "transformational leverage" being "curated" within their "organization" (or, in other words: we really want you to change the way you do stuff).

I spend a fair amount of time working with copywriters, advertising and marketing geeks on language: how do we say what we mean, and mean what we say? Getting more direct and killing the jargon is a great start to changing the way you do stuff in the long term. It helps involve more people in the change, too, because they can actually grasp what they're meant to do to make that change happen.

But in this talk from the marvellous Rory Sutherland, there was that other mechanism to create change, and one of which we are might fond in NoTosh. In fact, the first book every new employee gets is Smile In The Mind, a tome full of visual puns that say so much without saying it. Sutherland calls is MONO decision-making: Minimum Oblique Non-Obvious decision-making:

It’s sometimes easier to do the wrong thing than the right thing.

Most people do the wrong thing because they’re not aware of a choice.

But give them a choice, no matter how rubbish it is, they then make a choice that they didn’t know they even had.

When London wanted to get people using a new train line, it doesn’t require a large investment (a new tram-  or trainline), or much tunnel-building, but rather a revealing of choice in the right place and time. The 'new' Crossrail is in fact a bunch of train lines that they've connected together on a map, more than connecting them together on the ground. That map - the Underground map - traditionally showed North London as being the most connected place, and thereby thrust up housing prices. It's not true - it's just that in South London you use a warren of train lines that cannot be seen on the underground. 

He expresses it in all its clarity, with other examples, at about 10"50 into this clip.