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The best innovations are often just one “Critical Behavior Change” away from current behaviors
Humans value things they own more just because they own them, and then they try to confirm the decisions they have made. The more they are exposed to something, the more they like them.
The most innovative companies are not those who innovate the most but innovate only in essential ways.
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How to reduce the cost to change
Switching Cost is the friction of switching from one product to another, but can also apply to situations where the customer has not used a product like yours before.
Ways it can cost a user to switch to a new solution and change behaviour:
- Financial cost
- Time cost
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Design shapes behaviour
Design is the science of changing or influencing behaviour. But changing behaviour always results in friction. And friction makes it less likely that someone will take the desired action.
For example, getting a customer to switch to your product, even if your product is leagues ahead of...
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Innovation happens by degrees
Significant behaviour changes can be the right strategy for a company, but it is vital to know the cost your product will need to offset.
The most innovative companies understand the existing behaviours of their customers and introduce the "minimum viable innovation" that can drive massive ...
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Identify your company’s “Critical Behavior Change”
- If your company want to do something better but already has competition, your company is likely aiming to be a "market-winning" company. Your critical behaviour change may be getting people to be willing to switch so they can experience your superior solution.
- If your compan...
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Increase incentive and decrease cost of that “Critical Behavior Change”
Evaluate how you could offset the cost of a behaviour change by increasing the incentive to change while reducing the cost to change.
The Fogg Behaviour Change Model states that people have three behavioural drivers that motivate them to action:
- Sensatio...
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How designers can change the trajectory of their companies
Highly usable products are typically those that limit behaviour changes to those essential to the differentiated value of the product.
Designers can increase the likelihood of succeeding in critical behaviour change by limiting friction elsewhere in the product experience.
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Values are more than just words
Company values should be taken seriously. If a company is not clear about what they do and don't value then the assumption is that this could lead to many possible frustrations and conflict which is an end result that companies wouldn't want.
Company values are something that the e...
Focus on the positive of a company culture
When most companies try to improve their culture, they focus on the negative aspects and try to improve them. Although this may sound reasonable, the opposite approach is more successful.
- Identify a few positive attributes within your culture that are connected directly to t...
Other Tips From Jordan Peterson For a Better Life
- Consider that any hierarchy creates winners and losers. The winners are more likely to justify the hierarchy and the losers to criticize it.
- Understand that hierarchy is inescapable. The pursuit of goals lends life meaning and the collective pursuit of goals produces hi...
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