And so, giving people a sense of control is a really important motivator. OK. So, what am I not saying? I'm not saying that we do not need to communicate risks, and I'm not saying that there's one-solution-fits-all, but I am saying that, if we want to motivate change, we might want to rethink how we do it, because fear, the fear of losing your health, the fear of losing money, induces inaction, while the thrill of a gain induces action. And so, to change behavior in ourselves and in others, we may want to try these positive strategies