lasting decisions, any change effort that is not rooted in someone’s identity is likely doomed to failure.2 March also notes that people’s identities change and grow and greatly influence their decisions. Remember in chapter two what convinced St. Lucians to save their parrot? They started to see themselves as the kind of people who protect their own. There were no cost-benefit reasons to protect the St. Lucian Parrot, but identity change provided the motivation. This same identity-formation strategy