The fact of the matter is that each market/user group has its own particular set of situational and psychological differences that determine which behaviors will be adopted and which will never even be attempted. The job of every product team, whether they know it or not, is to make it as easy and delightful as possible for their target market/user group to perform a behavior that they find doable, useful, compelling, and enjoyable that also leads to an important business outcome for the company. If any of these things are missing, there is no Behavior Market Fit and the project and any associated products will be a failure.

Draft your emotional Before/During/After for each moment. Challenge yourself to superforecast how you think people will feel at each moment. Design, adjust, re-adjust.

Iceland went from 42% of its 15 and 16 year olds having been drunk in the past month in 1998 to only 5% in 2018. This change is a great case study in offering alternative behaviors and shifting social norms on a national scale.

soap with a toy inside to motivate hand washing for kids

Ride-hailing apps have allowed more binging—and increased demand for bartenders

soap-infused sticks of chalk

2 excellent case studies

This video explains a campaign with Brazil’s biggest football club asking people to become an immortal fan by becoming an organ donor. The campaign reduced the wait list for organs to zero.

Incentivizing positive behavior change