The home of Behaviour Thinking.
Every plan, product, service and strategy depends on behaviour. Behaviour Thinking helps teams make that behaviour visible, testable and changeable before the work finds out the hard way.
What exactly must people do?
What proof do we have that they will?
What must shift so action becomes more likely?
What is Behaviour Thinking?
Behaviour Thinking is a practical method for judging and improving work by the behaviour it depends on. It asks one question early: what must people actually do for this to work?
It works on anything with a person inside it: products, services, strategies, policies and business models.
For this to work, [actor] must [behaviour] at [moment], despite [pressure].
Why it exists
Most work gets judged on the visible plan. Underneath sits a quieter assumption: people will act differently. That assumption often hides inside words like adoption, engagement, uptake and compliance. Behaviour Thinking makes the assumption examinable.
- Strategy
- Budget
- Timeline
- Brand
- Technology
- Customers switch
- Staff adopt
- Managers follow
- Users return
The behaviour that breaks the work is often the behaviour nobody named.
Visible. Testable. Changeable.
What exactly must people do?
Turn fog words into filmable actions. If you cannot picture it happening, you have not named the behaviour yet.
"Adoption" becomes: a manager opening the tool at the moment the old workaround would normally win.
What proof do we have that they will?
Weigh the evidence against what breaks if the behaviour never happens. High exposure with weak evidence is the danger zone.
A pilot that worked because head office phoned every store each Monday is not evidence. It is enthusiasm doing the design's job.
What must shift so action becomes more likely?
Change the work, the moment or the system so a genuinely worthwhile behaviour becomes easier, clearer and better supported.
Pension auto-enrolment redesigned the situation so saving required no behaviour at all. Participation moved from persuasion to design.
The series
A field guide in five parts. Read in order or jump to the part you need.
Introduction
Understand the discipline, its origins and its relationship to Design Thinking.
UseProcess
Learn the six moves for testing a behavioural bet.
ScalePractice
See how the method scales from one question to organisational infrastructure.
EquipResources
Start with tools, guides and examples.
ClarifyFAQs
Clear up the common questions.
Go deepThe full guide
The canonical long-form guide, for deep readers.
Use it on live work.
Get the canvas
For running the first check yourself. The Invisible Business Model Canvas is free to download.
Book a Behavioural Fit Session
For one live behavioural bet, judged before the money commits.
Explore BehaviourKit
For teams who want the method inside their work, week to week.