Behavior first, always.

Outcomes don't come from intentions. They come from specific, easy actions that actually happen. We design for what people already want to do, then make it simple and well-timed.

The three levers we pull.

Every behavior needs three things to happen:

• Motivation: Match actions to what members already care about

• Ability: Remove friction across time, money, effort, and routine fit

• Prompt: Trigger the action at the exact moment it can happen

Right-sizing beats willpower.

We don't rely on motivation. It fluctuates. Instead, we design the smallest version of a behavior that still moves the goal forward. Early wins build momentum, which unlocks larger behaviors later.

Built into every mission.

Each mission pairs a specific behavior with timing, a prompt, and a verification step. This closes ambiguity and makes progress visible.

Example: Instead of "exercise more," we might start with "put on your walking shoes after breakfast." It's specific, tied to an existing routine, and so simple it's almost impossible to fail. Success with this builds confidence for "take a 5-minute walk," then "walk around the block."

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Our foundation: This approach is deeply influenced by BJ Fogg's behavior design framework. Steven Dean, co-founder of Edwin, trained with Dr. Fogg at his first behavior design bootcamp (now "Dr. BJ Fogg's Expert Training in Behavior Design"). Learn more at bjfogg.com.