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Make the Undesirable Desirable 109

Finally, when facing highly resistant people, don’t try to
gain control over them by wowing them with logic and argu-
ment. Instead, talk with them about what they want. Allow
them to discover on their own the links between their current
behavior and what they really want.
In short, as you think about the problems you’re trying to
resolve, don’t be afraid to draw on the power of intrinsic satis-
fiers. As Don Berwick so aptly stated: “The biggest motivators
of excellence are intrinsic. They have to do with people’s
accountability to themselves. It’s wanting to do well, to be
proud, to go home happy having accomplished something.”
Berwick recognizes that people have a powerful desire to do
what’s right. Harnessing that intrinsic desire is a far more pow-
erful influence tool than using extrinsic rewards or exacting
punishments.