Most people arrive at a behaviour change problem with WHAT they want to change rather than WHO needs to change.
Since 2020, I've been offering a free tool to help people tease apart the nature of the problem they're trying to solve.
Hundreds of responses later, there's a pattern that got my attention.
Behavioural challenges fall into five clusters:
1. Persuading colleagues
2. Persuading your boss
3. Persuading customers
4. Persuading the public
5. ...Everything else
Nearly half of all submissions land in that fifth bucket.
Not because the challenges are unusual, but because the person can't say with any precision WHOSE behaviour they're trying to change.
If you can't answer that, you can't design a solution that works.
Because to be effective, you need to design from their POV, not yours.
What's in it for them to change?
What might be confusing about it?
What do they stand to lose if it goes wrong?
Knowing what you want to change is easy.
Seeing it through someone else's eyes is the hard bit.
Try the tool for yourself: briwilliams.com/Clarify
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