The promise of a shortcut is the most powerful marketing tool you can wield. That’s why we see it used so often and effectively. Diet shakes have done little to make a dent in the obesity crisis, and yet they are part of a thriving multi-billion dollar industry. We all know what works is regular and stepwise progress, choosing the salad and putting on our running shoes more often than we reach for the chocolate cake and the TV remote.

And so it goes for whatever we’re endeavouring to do.

It’s not just what you do that counts, but the way you choose to do it. When in doubt take the stairs.

Image by Philippe Woolgar