What happens when a doctor who prescribes strategies and support for behaviour change won’t change himself? This first episode was more than 10 years in the making for that very reason. Ten years yielded 10 lessons about change that are backed up by science (and a lot of struggle). We open this series up by looking at the psychological factors that influence how we innovate using a real world example of making a podcast. For more on this episode and the 10 factors for behaviour change and design visit http://www.censemaking.com