Behavior first, always.

We use a simple premise: outcomes follow from specific, easy actions. We pick behaviors people already want to do, then make them simple and well-timed.

The levers we pull.

• Motivation: match actions to what members already care about

• Ability: remove friction across time, money, effort, routine fit

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

Right-sizing over willpower.

We design the smallest version that moves the goal forward. Early wins build momentum, which unlocks larger behaviors later.

Built into missions.

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

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Footnote
[1] Our approach is deeply influenced by BJ Fogg’s work. 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 https://www.bjfogg.com/.