In our experience, lack of behavioural change is the main reason why change projects do not realise their full benefit potential.

Yet, we rarely take our point of departure in the people who are affected by the change or manage to help them enough in the process. As a result, we are making it more difficult for our colleagues, customers or fellow citizens to change behaviour. It’s a pity because if we included behavioural design in our projects, we would be able to significantly increase the impact of our investment in development.