Start at the End: How to Build Products That Create Change

mediation, the creation of an entirely new motivational pathway by introducing a waypoint between a role and a behavior.

in-group affirmative, in-group antagonistic, out-group affirmative, out-group antagonistic.

When [population] wants to [motivation], and they [limitations], they will [behavior] (as measured by [data]).

the primary outcome of a test is not an intervention but a scale decision.

We can also start to scale down interventions during this combining process.

If your outcome behavior is not the result of any of the motivations of the population or the benefit of that behavior or intervention does not outweigh the cost to an alternative motivation, it is unethical.

And accurately mapping and validating pressures supplants the need for personas, as confirmed characteristics that actually determine behavior will always be better than imaginary figures.

so 20 percent of interventions at that level shouldn’t pass test validation

if science is their method and behavior their outcome, they too are behavioral scientists.