The authors open by presenting their central framework: genuine, lasting behavior change requires addressing multiple distinct sources of influence simultaneously — personal motivation and ability, social motivation and ability, structural motivation and ability — rather than addressing any single source in isolation.

Why this multi-source framework matters for genuine influence:

• Many influence and behavior-change efforts address only one or two sources (typically personal motivation) while neglecting the others, often producing incomplete or unsustained change
• This comprehensive six-source framework provides more complete guidance for genuinely effective, sustained behavior change across individual, social, and organizational contexts
• This opening establishes the book's foundational, comprehensive framework, motivating its subsequent detailed treatment of each specific influence source

This opening establishes the book's foundational six-source influence framework, providing comprehensive structure for genuinely effective, sustained behavior change.