 often we're trying to get other people to do something. We may be asking them for help. We may be, if we work for non-profit, asking them to vote or engage in a number of different actions that we'd like them to engage in. And often when we ask people, we do exactly that. We ask them for help, for example. But a few years ago, a study looked at whether there might be a better way to ask for assistance. And so they went to a local elementary school and they asked four and five year olds to help clean up a classroom. Books were everywhere, toys on the floor, crayons and so on. And for many of the students, they said, hey, can you please help clean up? But for a second group of students, they added just a couple letters at the end of that word. Rather than asking people to help or for help, they asked them to be a helper. Now the difference between the word help and the word helper is quite small. You can probably tell they're two letters different. So they're quite, quite small. Yet that small difference had a big impact. People were about a 30% more likely to end up helping if they were asked to be a helper, rather than just help. And it's not just kids in classrooms. There was another study on voting that happened more recently where they asked some people to please go vote. And other people, they asked them to be a voter. Now, again, the difference between voting or going to vote and being a voter is quite, quite small. Yet it led to about a 15% increase in people's likelihood of turning out. And so you could say, well, hold on, vote, voter, help, helper, what's the difference? And the difference is that asking people to be a voter or be a helper turns an action into an identity. And what do I mean by that? Well, there are many actions that we could take. We can go for a run, we can help somebody, we can vote, we can do a variety of different things. We're often busy. We don't have time to do all these actions, but we want to hold desirable identities. I want to see myself as a runner maybe. I want to see myself as a helper. I want to see myself as a voter. I want to see myself as smart and competent and all these things. And so when the actions become opportunities to claim or sort of hold desired identities, we're more likely to do them, right? Voting, sure, yeah, I know I should vote. I don't have the time. But if voting is an opportunity to be a voter, well, now I'm more likely to do it. Similarly, if running is not just a thing I do, but it's an opportunity to show myself and others that I am a runner, I'm more likely to do it. And so by turning actions into identities, we can make ourselves more likely to take those desired actions.