Your idea may work on paper. The Review tests whether it can work in behaviour.
The Review maps every behaviour your plan depends on, judges whether each one is realistic, and ends in a verdict you can take to a board.
When to run one
Before a launch, a scale decision, an investment, an AI rollout, an operating model change. The moment before the money goes, while the plan can still change cheaply. The question it answers is the one the business case skipped: what does it cost if this behaviour does not happen?
How the Review works
Map the behavioural bets.
What must people actually do, and at which moment?
Find the current route.
What do they do now instead, and why does it make sense to them?
Judge exposure and evidence.
What breaks if the behaviour does not happen, and what proof do we have?
Decide the next move.
Proceed, test, simplify, support, redesign, sequence, localise, pause or stop.
Two to four weeks from scoping. You are involved at the start, the collision review and the verdict. The rest happens without your calendar.
What you get
Behavioural bet list.
Ranked by exposure and evidence.
Collision register.
Where the new behaviour meets the route people already use.
Decision memo.
A verdict on each critical bet, written for the people who sign things off.
A post-surgery health app was losing patients at exactly three weeks. The team had diagnosed a feature problem and the roadmap was filling up.
The judgement found the model betting on screen time at the moments people were furthest from screens; the behaviour lived in kitchens. Feature development paused, and the strategy shifted to supporting the off-screen moments that shaped eating.
“Genuinely blew us away. Full of ‘why didn’t we think of that?’ moments.”
— Katie Milioni, CEO, MyHabeats
How it starts
Every Review starts with a Session: ninety minutes on the bet that worries you most. When it surfaces more than one bet worth judging, the Review is the next step.
Priced against the decision, not the days
Reviews are priced against the decision they protect, never by the day. If the plan is carrying £2m and three untested behaviours, the Review is the cheapest line in the budget, and the only one whose job is to check the others.