Behavioral Strategy vs COM‑B / BCW
Definition. COM‑B (Capability, Opportunity, Motivation → Behavior) and the Behaviour Change Wheel (BCW) help you specify a behavior, diagnose what drives it, and map intervention options. Behavioral Strategy is a strategy discipline that makes behavior selection and feasibility validation explicit before you invest in solutions.
From Behavioral Strategy, developed by Jason Hreha.
Quick decision rule
Use COM‑B / BCW when you have a behavior specified and need a structured diagnosis and intervention map.
Use Behavioral Strategy when you still need to decide which behavior to target (or whether the specified behavior is feasible) in real context.
Comparison table
| Dimension | COM‑B / BCW | Behavioral Strategy |
|---|---|---|
| Primary purpose | Diagnose and design interventions for a specified behavior | Select and validate the right behavior before scaling |
| Unit of change | Capability, Opportunity, Motivation | Target behavior + system design |
| When in lifecycle | After a behavior is specified (and during refinement) | From inception through scale |
| Strength | Clear diagnostic lens | Fit‑first validation and selection |
| Limitation | Often applied without explicit feasibility thresholds or market‑fit gating | Requires upfront research and validation |
How they work together
Behavioral Strategy chooses the target behavior and validates feasibility. COM‑B / BCW can then help explain why the behavior is (or isn’t) happening and guide intervention design.
- Behavioral Strategy → selection and validation gates (Four‑Fit)
- COM‑B / BCW → diagnostic model inside the Integrate and Verify phases
When to use each
Use COM‑B / BCW when:
- The target behavior is already specified
- You need a diagnostic taxonomy for barriers and enablers
Use Behavioral Strategy when:
- You need to decide which behavior to target
- You need evidence that the behavior is feasible in real context
- You need a sequence of validation gates before scale
Note: BCW includes behavior specification. The difference is emphasis: Behavioral Strategy treats behavior selection + feasibility as the primary gating decision, and uses fit thresholds and behavioral KPIs to prevent “well-designed interventions for the wrong behavior.”
Frequently asked questions
Are COM‑B/BCW and Behavioral Strategy competing frameworks?
No. They address different decisions: Behavioral Strategy prioritizes selection and feasibility gating; COM‑B/BCW excels at diagnosis and intervention mapping once a behavior is specified.
When should you start with COM‑B/BCW?
Start with COM‑B/BCW when the target behavior is already specified and you need a structured way to diagnose barriers and choose intervention functions.
When should you start with Behavioral Strategy?
Start with Behavioral Strategy when the right behavior is still unclear, or when you need to validate feasibility (can/will) in real context before investing in solutions.
Can you use COM‑B inside DRIVE?
Yes. Use COM‑B/BCW during Integrate and Verify to diagnose why the behavior is or is not happening and to map intervention options.