Author and speaker Tom Asacker wondered why so many people watch TED talks and yet so few change their behaviors as a result. His answer? That only one of three elements of our irrational, but innately human, decision-making process truly makes for lasting change. Learn more about Tom Asacker at tomasacker.com and TEDxCambridge at www.tedxcambridge.com.

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.