People are complicated.
We know we should go to the gym, but don't.
We know we should save more, but don't.
We know we should turn off the lights, but don't.
We know, but we don't.
This leaves a gap. A gap in our own behaviour, our intentions and our actions.
These gaps emerge across design, business and our wider human behaviour.
Reflected in mismatched engagement data, a new product feature that didn't work as intended, missed opportunities and the wider societal problems we see in health, wealth and sustainability.
We need to think differently about problem-solving and the product, service and design cycle. Putting people's behaviour first.