DRIVE Framework Definition
Definition: DRIVE is the five‑phase execution process for Behavioral Strategy. It defines how to achieve each stage of the Four‑Fit Hierarchy.
The five phases
| Phase | What you do | Fit achieved |
|---|---|---|
| Define | Articulate goal, identify population, validate problem exists | Problem Market Fit |
| Research | Conduct behavioral research, apply the Behavior Fit Assessment, select target behavior | Behavior Market Fit |
| Integrate | Design solution that enables the validated behavior | Solution Market Fit |
| Verify | Measure behavioral KPIs in market conditions | Product Market Fit |
| Enhance | Iterate based on behavioral data | Sustain Product Market Fit |
Relationship to Four‑Fit
DRIVE and Four‑Fit are complementary:
- Four‑Fit defines what must be validated
- DRIVE defines how to do that validation work
Use Four‑Fit to know what to validate. Use DRIVE to know how to do it.
Key tools by phase
| DRIVE phase | Primary tool |
|---|---|
| Define | Problem interviews + market validation |
| Research | Behavior Fit Assessment + field observation |
| Integrate | Feature‑to‑behavior mapping + prototyping |
| Verify | Behavioral KPIs (bPMF, TTFB, Δ‑B, retention) |
| Enhance | Experimentation and iteration loop |
Jason Hreha·
Updated January 31, 2026