Nudge Why willpower alone doesn’t work
26 snips
May 4, 2026 
Owain Service, behavioural scientist, co-founder of the Behavioural Insights Team and CEO of CogCo, explains commitment devices and why removing choice beats relying on willpower. He covers implementation intentions, public pledges, written commitments, and real-world trials from jobcentres to savings. Short, practical stories show how planning and binding choices change behaviour.
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Present Self Versus Future Self
- People have competing present and future selves, so present impulses often override deliberate plans.
- Owain Service uses Odysseus tying himself to the mast as the metaphor for commitment devices that bind a future self to action.
Remove Temptation Or Precommit
- Remove temptation or pre-commit to actions instead of relying on momentary willpower.
- Examples: remove chocolate from your kitchen or set a monthly direct debit for donations to lock desired behaviour in.
Jobcentre Pledges Increased Employment
- Jobcentre trial used written pledges for job seekers to commit to tasks before their next meeting.
- The RCT found a 15–20% higher likelihood of being off benefits and working 13 weeks after signing on.
