The ToothPaste THEORY*

This is about concentrating on your internal motivation, and perceived capability to attain a certain goal. It makes us achieve small goals, as we are motivated towards taking the small steps which eventually lead to our larger goals.

Remember that we are not machines, and...

"Help me brush my teeth in the morning” is not a great example of a Job to Be Done statement.

It infers an existing solution (a toothbrush) and there’s only so far you’ll be able to expand your thinking within that bubble.

It's a valid approach to designing innovations that i...

Our bodies follow a certain circadian rhythm that relies on us following a consistent sleeping time.

One can use the morning sunrise as an anchor to your wake time. Having a fixed time also builds a sleep drive gradually, as the body gets in the habit of falling asleep at the same...