Start at the End

Résumé du livre

Matt Wallaert is a behavioral scientist and entrepreneur. As the chief behavioral scientist at Microsoft and the Clover Health insurance company, he has developed his unique approach to designing products and services through hands-on, real-life experience in multiple fields of business. Start at the End (2019) is his first book.

Understanding the dynamics of promoting and inhibiting pressures is essential for influencing behavior effectively. These pressures are highly situational and can shift based on context, sometimes defying logic. For example, the vibrant colors of M&Ms act as a non-functional promoting factor, while their calorie content might serve as an inhibiting one—though even these factors can vary in influence depending on circumstances. Thorough research and validation during the early stages of the Intervention Design Process (IDP) provide a strong foundation for analyzing these pressures. However, before implementing strategies, it’s critical to conduct an ethical evaluation to ensure alignment with the target audience’s goals and motivations, avoiding manipulative or harmful practices. Once ethical considerations are addressed, small-scale pilot studies allow for testing interventions with minimal disruption, helping to identify the most effective approaches before scaling up. This careful, evidence-based process ensures interventions are both impactful and ethical, setting the stage for meaningful change.

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