When we think of the sun, we tend to imagine a solid, stable shape.
But up close, it's a swirling mass of gas.
Behaviour is similar.
We treat it like something solid that we can push around.
But up close, behaviour is anything but solid. It’s the product of hundreds of contradictory and evolving biases and heuristics.
Yes, there are predictable patterns in how people make decisions, but behaviour is more Magic Pudding than carved stone.
And that’s both daunting and exciting.
- Daunting, because we can’t just patch a few biases together and call it a solution.
- Exciting, because we now understand human behaviour better than at any other time in history.
By understanding our wiring through a framework like my Williams Behaviour Change Model, you can start five or ten steps ahead, and design solutions that are far more likely to work in your specific context.
Behaviour might be like Magic Pudding, but at least you’ll have the recipe!
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