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# Behavioral Strategy

Choose the behavior.
Build the system that makes it possible.

[Read the definition](https://behavioralstrategy.com/definition/) [Follow the Quick Start](https://behavioralstrategy.com/quick-start/)

An applied discipline developed by [Jason Hreha](https://behavioralstrategy.com/about/jason-hreha/)

> **Definition.** Behavioral Strategy makes behavior the unit of strategy for achieving outcomes. It defines the desired outcome and population, generates and evaluates multiple candidate behaviors, selects or invents the highest-fit behavior, validates Behavior Market Fit in real contexts, and then designs the system of products, programs, policies, and operations that enables and sustains the behavior.

**Figure: A desire path.** Two points, a gate and a door. The planned walkway curves wide between them. A worn path runs straight across. Two walkers take the straight path. One walker follows the walkway.

A desire path is the route people actually walk, worn in beside the one that was planned. Behavioral Strategy asks which behavior people can and will perform before it designs the path.

**Figure: The definition of Behavioral Strategy as a flow.** Five steps from left to right. 1, Define the outcome and population. 2, Generate candidate behaviors, including a new one. 3, Select the highest-fit behavior by comparing disposition, capability, and context. One candidate is chosen for testing in context. 4, Validate Behavior Market Fit by observing the behavior in real contexts. 5, Build the products, programs, policies, and operations that enable and sustain the behavior in pursuit of the outcome.

The definition, drawn out. The gold line follows the chosen behavior from candidate to outcome. Products, programs, policies, and operations form the system that enables and sustains it.

The [DRIVE method](https://behavioralstrategy.com/methodology/drive-framework/) turns these steps into a working process. The [definition](https://behavioralstrategy.com/definition/) page covers what the evidence establishes and how the discipline relates to other approaches.

## The decision before the design

A product, program, or policy depends on people doing something. Before investing in the solution, Behavioral Strategy asks which behavior could achieve the outcome and whether the intended population can and will perform it in context.

For example, a team trying to improve bill-payment reliability might compare reviewing a monthly dashboard, responding to a reminder, and setting up a supported automatic payment. These are different behaviors with different demands and consequences. No option is best for everyone. The right choice depends on the people and their context, and it needs a test.

[Behavior Market Fit](https://behavioralstrategy.com/glossary/behavior-market-fit/) names that validation step. It comes before committing to a solution around an assumed behavior.

## What to validate: the Four-Fit hierarchy

| Fit | Question | Evidence to examine |
|---|---|---|
| **Problem Market Fit** | Is this a problem the population seeks to solve? | Current responses, workarounds, effort, and the value of a better outcome |
| **Behavior Market Fit** | Can and will people perform this behavior in context? | Observed attempts, barriers, supports, and repeat performance where relevant |
| **Solution Market Fit** | Does the solution enable the selected behavior? | Performance with the proposed product, program, or policy |
| **Product Market Fit** | Can the behavior and offering persist at the required scale? | Sustained behavior, outcomes, and viable economics or sustainable program operations and funding |

These are practitioner decision gates. Define the evidence and decision criteria for the population, context, and stakes. A generic score does not prove fit. In public programs, the final gate is called **Program Market Fit**. Read the [Four-Fit reference](https://behavioralstrategy.com/glossary/four-fit/) for its scope and limits.

## How to apply it: DRIVE

**Define, Research, Integrate, Verify, Enhance.** DRIVE connects the four fit questions to research, selection, design, measurement, and continued improvement. Define maps to Problem Market Fit, Research to Behavior Market Fit, Integrate to Solution Market Fit, Verify to Product Market Fit, and Enhance to sustaining Product Market Fit.

**Figure: How DRIVE achieves the Four-Fit hierarchy.** Five DRIVE phases above the four fits. Define maps to Problem Market Fit, Research to Behavior Market Fit, Integrate to Solution Market Fit, Verify to Product Market Fit, and Enhance to sustaining Product Market Fit.

Four-Fit defines what must be validated. DRIVE defines how the work is done. In public programs, the final gate is Program Market Fit.

The [DRIVE Framework](https://behavioralstrategy.com/methodology/drive-framework/) is the main process reference. The Behavior Fit Assessment is a practitioner decision tool for comparing candidate behaviors across Dispositional Fit, Capability Fit, and Context Fit. It is not a validated measurement instrument. Treat the minimum dimension as a bottleneck and prioritization heuristic; it is not a deterministic probability of behavior. Read the [assessment reference](https://behavioralstrategy.com/glossary/behavior-fit-assessment/) before using its ratings.

A score of 6 out of 10 on each Behavior Fit Assessment dimension is a starting threshold that must be calibrated by domain, population, context, stakes, and observed behavior.

## An illustration: the Instagram pivot

The [Instagram case](https://behavioralstrategy.com/cases/instagram-pivot/) examines Burbn's move from a broad check-in product toward photo sharing. It illustrates a useful strategic question: which activity deserves to become the center of the product?

This is a retrospective interpretation. It does not establish that Instagram used DRIVE or the Behavior Fit Assessment, or that this method caused the company's success. The [Spain ONT case](https://behavioralstrategy.com/cases/spain-ont/) offers a different setting for examining how coordinated roles and workflows can support a public outcome.

The [case library](https://behavioralstrategy.com/cases/) separates the recorded events from their interpretation. The [evidence hub](https://behavioralstrategy.com/evidence/) explains what research supports individual ideas and what remains untested about the integrated method.

## Choose your next step

- **Learn.** Start with the [definition](https://behavioralstrategy.com/definition/) and [Quick Start](https://behavioralstrategy.com/quick-start/).
- **Apply.** Use the [BFA worksheet](https://behavioralstrategy.com/downloads/behavior-fit-assessment-worksheet/) and [tools and resources](https://behavioralstrategy.com/tools/).
- **Check the evidence.** Read the [case library](https://behavioralstrategy.com/cases/), [evidence ledger](https://behavioralstrategy.com/evidence/ledger/), and [corrections](https://behavioralstrategy.com/corrections/).
- **Compare approaches.** See the [framework comparisons](https://behavioralstrategy.com/comparisons/), including COM-B/BCW, Fogg, and the academic management use of the term.

Explore [applications](https://behavioralstrategy.com/applications/) in products, services, public programs, and other settings where outcomes depend on behavior. Domain-specific work still requires the relevant expertise and evidence.

Behavioral Strategy is an applied discipline developed by Jason Hreha. His [profile and source record](https://behavioralstrategy.com/about/jason-hreha/) explain the contribution and its limits. The [terminology guide](https://behavioralstrategy.com/terminology/) and [applied/academic comparison](https://behavioralstrategy.com/comparisons/vs-academic-behavioral-strategy/) distinguish it from other uses of the phrase.

## See also

- [Definition](https://behavioralstrategy.com/definition/)
- [Behavior Fit Assessment](https://behavioralstrategy.com/glossary/behavior-fit-assessment/)
- [Glossary](https://behavioralstrategy.com/glossary/)
- [DRIVE Framework](https://behavioralstrategy.com/methodology/drive-framework/)
- [Evidence Ledger](https://behavioralstrategy.com/evidence/ledger/)