The Status Quo We Change
Most organizations know what to do.
The real challenge is often getting people to do it.
Customers don’t always do what they say they will do
Customers often say they value one thing, then make a different choice when it’s time to act. Without understanding these behavioral factors shaping decisions, companies risk building products that people admire but may never adopt.
Culture change efforts don’t last
Companies invest a ton in training and change programs. You ran the workshop. You shared the slides. People nodded along. But three months later, nothing is different. This isn’t because your teams don’t care, but because training alone rarely changes behavior. The environment, systems, and incentives around people need to change as well.
Organizations misdiagnose performance problems
When teams struggle, companies often assume the problem is a lack of skill, motivation, or leadership. But the real barrier is often the environment people work in: unclear systems, misaligned incentives, or unhelpful team dynamics. Solving the wrong problem wastes time and money.
Important decisions are often based on guesswork rather than evidence
As companies grow, they face increasingly complex decisions about hiring, rewards, processes, and team structures. But when choices rely too heavily on intuition or past experience, organizations can fall into predictable traps. Better decisions require understanding how people actually think, decide, and behave.
We help you solve all that
Better decisions. Better behaviors. Better business.
About Us
A lab where curious people go to unlock new ways of thinking about changing the status quo
We work with those refusing to accept the way things are. Every recommendation we make is grounded in behavioral research. If the science doesn’t support it, we won’t sell it to you.
We don’t hand over a report and fly home. We work alongside your people, in your environment, building solutions together and adjusting based on what we see happening in real time. Because lasting change isn’t dramatic, it’s deliberate.
Our goal is not to create your dependency on external consultants. Wherever appropriate, every engagement with us is structured to build your internal capacity. You leave every project with frameworks, tools, and skills your team can apply long after the project ends.
Explore our services to see how we might help you
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Why Decision and Behavioral Science?
The science of human behavior is one of the most underleveraged competitive advantages available today!
Every day, your team make hundreds of small decisions. How hard to push on a deadline. Whether to raise a concern in a meeting or stay quiet. How to treat a new colleague. Whether to follow a new process, or quietly stick to the old one.
Guess what, your customers go through the same process when choosing between your product and a competitor’s.
The truth is none of these decisions are random. They are shaped by invisible forces: habits, social pressure, the way a room is set up, how a message is worded, what the people around them is doing.
Behavioral and decision science is the study of those forces. It is a decades-long body of research, including in psychology, neuroscience, and economics.
We use that research to help organizations like yours drive measurable behavior change (and the business outcomes that follow) across different areas such as strategy, operations, customer experience, and risk mitigation – not by pushing harder, but by applying a deep understanding of how people think, reason, and make choices.