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How Texas got 70% of people to change their behavior
The small shift that made the massive difference.
Howie Chan
July 20, 2025
Dear Legend,
Do you know what’s the fastest way to lose someone?
Try to change them.
“Do this!” “Don’t do that!” “You should…” “You must…”
This type of “persuasion” never works even if the advice is logical. Why?
Because here’s something most people don’t realize:
It’s not that humans resist logic.
❤️ They just resist anything that threatens who they believe they are.
Try telling a proud animal lover to stop protesting at the local zoo! It just doesn’t work.
The moment your message (even unintentionally) challenges that identity?
It gets blocked, ignored, or straight-up rejected.
But if your idea affirms who they already are or who they’re trying to become?
You don’t need to push. They pull it in themselves.
Let me show you exactly how that works.
Don’t Mess With Texas
In the 1980s, Texas had a serious littering problem.
Trash was piling up on highways. Campaigns had failed. They tried logic, rules, guilt trips. None of it moved the needle.
Until…
They tried something different.
Instead of saying “Please don’t litter,”
They asked: “What does it mean to be a Texan?”
Texans, if you know them, don’t like being told what to do.
They pride themselves on rebellion, toughness, independence.
So the campaign was born:
“Don’t Mess With Texas.”
It wasn’t about trash anymore.
It was about pride.
About being a real Texan.
And the message?
If you’re truly Texan, you don’t litter.
No guilt. No logic. No pleading.
Just a quiet challenge: Are you who you say you are?
The result?
🚀 Littering dropped by over 70% in just a few years.
The slogan became iconic.
And behavior changed not because of force, but because of identity.
Why This Works
🧠 People are wired to behave in ways that are consistent with who they believe they are.
We’re not driven by logic.
We’re driven by a deep, primal need for identity alignment.
We do what feels true. We ignore what feels off. And we resist what feels like a threat to the self.
So if you’re trying to get someone to:
Say yes to your offer,
Commit to a project,
Support a change,
Or even invest in themselves...
Don’t just give them reasons.
Give them reasons that feel like them.
🧰 Here’s a 3-step process you can use starting today:
1. Clarify Who They Already Believe They Are
Before you write a pitch, proposal, or post—ask:
“Who does this person believe they are?”
Are they the kind of leader who’s ahead of the curve?
Are they someone who values excellence, not just speed?
Are they the type who takes pride in doing the right thing over the easy thing?
Forget what you want. Tap into what they already want to believe.
Action Prompt:
Write down 3 identity traits your ideal client/team/audience is proud of.
2. Frame Your Message As an Affirmation of That Identity
Now take your idea—and reframe it as a confirmation of who they are.
Don’t say: “You need to invest in this program.”
Say: “You’re the kind of leader who invests before everyone else sees the opportunity.”
Don’t say: “You should prioritize brand strategy.”
Say: “Founders like you don’t just build products. You build legacies.”
It’s not flattery. It’s alignment.
It’s not manipulation. It’s permission.
Action Prompt:
Use the phrase: “You’re the kind of person who…” and finish it in a way that leads naturally to your ask.
3. Invite a Small Step That Strengthens Their Identity
Don’t push them into a leap.
Invite them into a move that matches who they believe they are.
“Let’s start with a pilot. It’s the strategic move someone like you makes.”
“You don’t follow trends. You set them. Let’s test this before everyone else catches on.”
Action Prompt:
Design a micro-action that feels natural, obvious, and identity-consistent.
This Is Not About Trickery
I want to pause here, because this isn’t about being fake or disingenuous.
It’s about respecting the truth of who someone is and then inviting them to act in a way that makes that identity stronger.
That’s what Texas did.
They didn’t say: “We need you to change your behavior.”
They said: “This is who you are. Act like it.”
You’re not asking people to change.
You’re showing them that this is who they’ve been all along.
Real Talk: Why This Matters To You
You might be a founder trying to move a hesitant client.
You might be building a movement and feel like no one’s listening.
Or maybe you’re just tired of convincing people.
This framework gives you another way.
One that’s smoother, cleaner, and feels like the truth.
Because when your words affirm identity, they don’t create resistance.
They create resonance.
And that’s when behavior changes.
Would rather listen?
I’m still looking for people who want to take action and create their one-liner for FREE.
Spots are filling up!
The Legendary One-Liner playbook is a 56-page interactive PDF that will lead you through a process to create a one-liner that wins hearts and opens wallets.
4.5P process to guide you through it
24 one-liner frameworks
8 copywriting hacks
6 AI-powered bots to fine-tune and craft your one-liner
If you’re interested in getting this playbook for FREE, click YAAAS! below.
Would you like a FREE copy of the LOL Blueprint? |
“I appreciated how Howie Chan turned the process of writing compelling, legendary one-liners into an engaging and focused session packed full of sharp content, leaving us with a simple framework for turning plain ole strategy into messaging that sticks”
Make your mark, live your legend 🤘🏽
I’ll see you on Wednesday (Influence Science will now come on Wednesdays! 👏🏽)
Howie Chan
Creator of Legend Letters
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