Early in my career, I helped with a hygiene initiative in rural Afghanistan. Our team offered two kinds of soap. One was plain and functional. The other was thoughtfully wrapped and scented.
In a setting where resources were limited, I expected utility to decide. People repeatedly chose the soap that felt like an experience.
That observation changed how I understood health behavior.
People do not choose solely on the basis of what is rational or useful. They also choose meaning, dignity, identity, and the way an experience makes them feel. Evidence matters. So does the form in which people encounter it.
I later applied that principle to a preventive health campaign in Navy Medicine. Rather than rely on compliance language, the work used cultural relevance, humor, and a more personal invitation. Mammography screening increased 45%.
The lesson has stayed with me across every setting since: do not ask only what people should do. Design the conditions that make the better choice feel relevant, possible, and worth taking.