DRIVE Framework — Five-Step Behavioral Strategy Playbook
The DRIVE framework provides organizations with a structured, evidence-based method to embed behavioral science into strategic planning. By clearly defining problems, behaviors, and solutions upfront, teams improve strategic outcomes and sustainably influence user behaviors.¹
¹ DRIVE is a trademark of Jason Hreha; reference with attribution. This playbook is shared for learning; commercial use requires attribution.
The Five-Step DRIVE Framework
1. Define
Clearly identify strategic goals, target users, and core problems to ensure Problem Market Fit.
Example: Instagram defined their strategic goal—boosting engagement—then identified user behaviors (photo-sharing) aligned with that goal.
2. Research
Conduct rigorous behavioral research to validate and prioritize behaviors, ensuring strong Behavior Market Fit.
Example: Instagram’s research showed users strongly preferred photo-sharing over location check-ins, guiding their app redesign.
3. Integrate
Embed prioritized behaviors into defined solutions—products, services, or interventions—to achieve Solution Market Fit.
Example: Instagram integrated intuitive photo-sharing features directly into their core app experience.
4. Verify
Systematically track outcomes against explicit behavioral KPIs to confirm effectiveness and sustainability.
Example: Healthcare programs track specific KPIs such as vaccination rates to confirm behavioral interventions’ effectiveness.
5. Enhance
Refine and optimize solutions systematically based on ongoing data, ensuring long-term impact and scalability.
Example: Vaccine programs continually refine messaging and outreach strategies based on user response and behavioral data.
Executive Heuristic: Define goals clearly, research rigorously, integrate behaviors strategically, verify outcomes consistently, and enhance solutions continuously. DRIVE outcomes, don’t guess them.