The Behavioral Strategy Process: A Detailed Workflow

Last updated: 2025-09-03

This guide details the overarching Behavioral Strategy process, a systematic workflow designed to integrate behavioral science into strategic decision-making from inception to achieve measurable and sustainable outcomes. While the Behavioral Strategy overview (homepage) provides the foundational ‘what and why,’ this page focuses on the ‘how’ - the sequential and iterative steps practitioners undertake.

The power of the Behavioral Strategy Process lies in its structured validation at each stage, ensuring that solutions are built around real user needs and validated behaviors, rather than assumptions.

Structured Reasoning Chain 

# Behavioral Strategy Process Logic Flow
reasoning_chain:
  step_1:
    name: "Initial Assessment"
    question: "What strategic outcome do we seek?"
    inputs: ["business_goals", "market_context"]
    decision: "If outcome is behavior-dependent → Continue"
    
  step_2:
    name: "Problem Validation"
    question: "Is there a real problem users actively seek to solve?"
    inputs: ["user_research", "market_evidence"]
    decision: "If Problem Market Fit achieved → Continue"
    
  step_3:
    name: "Behavior Identification"
    question: "What behaviors would solve this problem?"
    inputs: ["behavioral_research", "user_capabilities"]
    decision: "If Behavior Market Fit achieved → Continue"
    
  step_4:
    name: "Solution Design"
    question: "How can we enable these behaviors?"
    inputs: ["validated_behaviors", "design_constraints"]
    decision: "If Solution Market Fit achieved → Continue"
    
  step_5:
    name: "Implementation"
    question: "Does our solution sustainably drive behaviors?"
    inputs: ["behavioral_kpis", "outcome_metrics"]
    decision: "If metrics positive → Scale; else → Iterate"

Concept Relationship Map 

# How Behavioral Strategy Concepts Connect
relationships:
  behavioral_strategy_process:
    enables: ["systematic_validation", "evidence_based_decisions"]
    requires: ["four_fit_hierarchy", "behavioral_research_methods"]
    produces: ["validated_solutions", "measurable_outcomes"]
    
  four_fit_hierarchy:
    components:
      - problem_market_fit:
          validates: "user_problem_exists"
          prerequisite_for: "behavior_market_fit"
      - behavior_market_fit:
          validates: "users_will_perform_behaviors"
          prerequisite_for: "solution_market_fit"
      - solution_market_fit:
          validates: "solution_enables_behaviors"
          prerequisite_for: "product_market_fit"
      - product_market_fit:
          validates: "sustained_behavior_change"
          outcome: "strategic_success"
          
  frameworks:
    drive:
      implements: "behavioral_strategy_process"
      phases: ["define", "research", "integrate", "verify", "enhance"]
      maps_to: "process_phases_1_through_5"

Core Principles Guiding the Process

Before detailing the phases, recall the core principles that underpin this entire workflow (elaborated on the homepage):

  1. Evidence Before Execution: All decisions are driven by research and data.
  2. The Four-Fit Hierarchy: Sequential validation of Problem Market Fit, Behavior Market Fit, Solution Market Fit, and Product Market Fit is mandatory.
  3. Open Discipline, Branded Playbooks: The process is adaptable, with specific frameworks like DRIVE offering structured paths for implementation.
  4. Fit Scorecards: Use standardized behavioral scorecards for PMF, BMF, SMF, and bPMF to make stage‑gates objective.

Note: Problem Market Fit is sometimes called Goal Market Fit. We use PMF for consistency.

Definition. bPMF (Behavioral Product-Market Fit) is the share of users in a defined cohort who complete the validated target behavior at or above the frequency threshold within the evaluation window (default 30 days). See Glossary: bPMF.

Phases of the Behavioral Strategy Process

The Behavioral Strategy process can be conceptualized in the following interconnected phases. Note that while presented sequentially, iteration between phases is common and encouraged.

Phase 1: Strategic Definition & Problem Validation

  • Objective: Establish clear strategic goals and rigorously validate the core user problem.
  • Key Activities:
    • Define Measurable Objectives: What does success look like in quantifiable terms? (e.g., increase user retention by X%, improve medication adherence by Y%).
    • Identify and Understand Target Users: Develop detailed Target User Definitions (personas, behavioral segments). What are their current behaviors, motivations, and contexts?
    • Initial Problem Exploration: Formulate hypotheses about the core problem your strategy aims to solve.
    • Achieve Problem Market Fit: Conduct qualitative and quantitative research to confirm users genuinely experience this problem, understand its significance to them, and are actively (or latently) seeking solutions. Document evidence of problem-seeking behavior.
  • Inputs: Business goals, market research, initial user insights, competitive analysis.
  • Outputs: Clearly defined strategic objectives, validated target user profiles, a well-defined and validated user problem (Problem Market Fit established).

Computational Example: Problem Validation 

# Example: Validating Problem Market Fit
def validate_problem_market_fit(user_data, market_signals):
    """
    Assess if users actively seek solutions to identified problem.
    
    Args:
        user_data: Dict with keys ['pain_points', 'solution_seeking', 'willingness_to_pay']
        market_signals: Dict with keys ['competitor_growth', 'search_volume', 'forums_activity']
    
    Returns:
        Dict with validation_score and evidence
    """
    validation_criteria = {
        'problem_severity': user_data['pain_points']['severity'] > 7,  # Scale 1-10
        'active_seeking': user_data['solution_seeking']['frequency'] > 0.6,  # >60% actively looking
        'market_demand': market_signals['search_volume']['trend'] == 'increasing',
        'willingness_to_pay': user_data['willingness_to_pay']['percentage'] > 0.4  # >40% would pay
    }
    
    score = sum(validation_criteria.values()) / len(validation_criteria)
    
    return {
        'validation_score': score,
        'achieved': score > 0.75,  # 75% threshold for PMF
        'evidence': validation_criteria,
        'recommendation': 'Proceed to behavior research' if score > 0.75 else 'Iterate on problem definition'
    }

Phase 2: Behavioral Research & Selection

  • Objective: Identify and validate specific user behaviors that, if performed, would effectively address the validated problem and achieve strategic objectives.
  • Key Activities:
    • Conduct Comprehensive Behavioral Research: Employ ethnographic studies, observations, interviews, surveys, and data analysis to understand current behaviors related to the problem space. Identify barriers and enablers to desired behaviors.
    • Identify Candidate Behaviors: Brainstorm a range of potential behaviors that could solve the problem.
  • Run Behavior Matching: Enumerate specific candidate behaviors that could solve the problem for the target users and contexts.
  • Perform Behavior Ranking & Selection: Decide using the scoring rubric and field validation.
    See Behavioral Selection for the umbrella concept and cross‑links.
    • Achieve Behavior Market Fit: Validate that the selected target behaviors are ones the target audience can and will realistically perform in their natural contexts to solve the validated problem.
  • Inputs: Validated Problem Market Fit, target user profiles, research questions.
  • Outputs: A set of prioritized, validated target behaviors (Behavior Market Fit established), deep understanding of behavioral barriers and enablers.

Phase 3: Solution Design & Integration

  • Objective: Design and prototype solutions (products, services, interventions) that effectively enable and encourage the validated target behaviors.
  • Key Activities:
    • Ideate Solutions: Brainstorm solutions specifically designed to make the target behaviors easier, more intuitive, or more motivating.
    • Prototype and Test Iteratively: Develop low-fidelity and high-fidelity prototypes. Test them with users, focusing on whether the solution effectively triggers and supports the desired behaviors.
    • Focus on Behavioral Innovation where necessary: If existing behaviors are insufficient, design and validate new behaviors and the solutions to support them.
    • Achieve Solution Market Fit: Validate that the designed solution reliably enables and scales the target behaviors in a way that solves the user problem.
  • Inputs: Validated Behavior Market Fit, understanding of behavioral barriers/enablers.
  • Outputs: A validated solution concept or prototype (Solution Market Fit established), detailed interaction designs focused on behavior.

Phase 4: Implementation & Verification

  • Objective: Launch the solution and systematically track its impact on user behavior and strategic outcomes.
  • Key Activities:
    • Develop and Launch Solution: Build and deploy the market-ready solution.
    • Define Behavioral KPIs: Establish clear metrics to track the adoption and sustainability of target behaviors (e.g., rate of behavior X, duration of behavior Y).
    • Systematic Outcome Tracking: Continuously measure behavioral KPIs and their correlation with strategic objectives.
    • Initial Product Market Fit Assessment (if applicable): For product-based solutions, begin assessing if the live product sustainably supports validated behaviors in the market.
  • Inputs: Validated Solution Market Fit, market-ready solution.
  • Outputs: Live solution, initial performance data on behavioral KPIs and strategic outcomes.

Phase 5: Enhancement & Optimization

  • Objective: Continuously refine the solution and strategy based on ongoing behavioral data and performance against KPIs to maximize long-term impact and maintain fit.
  • Key Activities:
    • Analyze Performance Data: Regularly review behavioral data and user feedback.
    • Conduct A/B Tests and Experiments: Test variations to improve behavior adoption and solution effectiveness.
    • Iterate on Solution and Strategy: Make data-driven adjustments to the product, service, or intervention.
    • Sustain/Grow Product Market Fit: Ensure the solution continues to effectively support target behaviors and deliver value as the market or user needs evolve.
  • Inputs: Performance data, user feedback, market changes.
  • Outputs: Optimized solution, improved strategic outcomes, learnings for future iterations.

Frequently Asked Questions

Q: How long does the full Behavioral Strategy Process typically take?

A: Timeline varies by scope, but typical durations are:

  • Small initiatives (single feature/behavior): 4-8 weeks
  • Medium projects (product launch): 3-6 months
  • Large transformations (organizational change): 6-18 months

The key is maintaining rigor at each validation stage rather than rushing to implementation.

Q: What if we can’t achieve Behavior Market Fit?

A: This is a critical signal that either:

  1. The problem isn’t as important as assumed (revisit Problem Market Fit)
  2. The target audience isn’t the right fit (refine user segmentation)
  3. The required behaviors are too difficult (explore alternative behaviors)

Never skip to solution design without achieving Behavior Market Fit - it’s a recipe for failure.

Q: How do we handle conflicting stakeholder priorities?

A: Use the four-fit hierarchy as an objective framework:

  1. Ground discussions in validated user research, not opinions
  2. Show how each fit builds on the previous (can’t skip steps)
  3. Use behavioral KPIs to demonstrate impact objectively
  4. Frame trade-offs in terms of behavioral outcomes

Q: Can we run phases in parallel to save time?

A: Safe parallelization: recruit for next phase while completing current validation. Do not build solution features before BMF is achieved.

Q: What’s the minimum viable validation for each fit?

A:

Minimum viable validation thresholds

  • Problem Market Fit: PMF ≥ 0.75 with ≥ 20 interviews and converging external signals
  • Behavior Market Fit: BMF_min ≥ 6 and BMF_avg ≥ 7 from ≥ 15 observed users across ≥ 3 contexts
  • Solution Market Fit: SMF ≥ 0.70 in a 30‑user prototype test
  • Product Market Fit (behavioral lens): bPMF ≥ 0.70 for 2+ consecutive cohorts

Q: How do we measure ROI of the Behavioral Strategy Process?

A: Calculate ROI through:

  1. Cost avoidance: Features/products not built due to validation failures
  2. Success rate improvement: Compare to traditional approach outcomes
  3. Time-to-behavior: Faster achievement of target behaviors
  4. Behavioral lifetime value: Sustained behavior change impact

Typical ROI ranges from 3-10x when accounting for failure prevention.

Applying Frameworks like DRIVE

The DRIVE Framework (Define → Research → Integrate → Verify → Enhance) is one such playbook that operationalizes this overarching Behavioral Strategy Process:

  • Define (DRIVE): Directly maps to Phase 1: Strategic Definition & Problem Validation.
  • Research (DRIVE): Directly maps to Phase 2: Behavioral Research & Selection.
  • Integrate (DRIVE): Directly maps to Phase 3: Solution Design & Integration.
  • Verify (DRIVE): Aligns with key activities in Phase 4: Implementation & Verification.
  • Enhance (DRIVE): Directly maps to Phase 5: Enhancement & Optimization.

Other tools and playbooks can also be used within this comprehensive process structure.

Licensing

This Behavioral Strategy Process description is shared under Creative Commons BY-NC-SA 4.0. The DRIVE Framework is a trademark of Jason Hreha and requires attribution.

Next Steps:

Process Evaluation Checklist 

# Behavioral Strategy Process Quality Checklist
process_evaluation:
  phase_1_checklist:
    - "Strategic objectives defined with quantifiable behavioral outcomes"
    - "Target user segments validated through research, not assumptions"
    - "Problem-seeking behavior documented with evidence"
    - "Problem Market Fit score calculated (PMF ≥ 0.75)"
    
  phase_2_checklist:
    - "Behavioral research includes observation, not just surveys"
    - "Multiple candidate behaviors identified and evaluated"
    - "Behavioral selection criteria explicitly documented"
    - "Behavior Market Fit validated through real-world testing"
    
  phase_3_checklist:
    - "Every solution feature maps to a validated behavior"
    - "Behavioral friction analysis completed"
    - "Prototype testing confirms behavior enablement"
    - "Solution Market Fit metrics defined and measured"
    
  phase_4_checklist:
    - "Behavioral KPIs defined before launch"
    - "Tracking infrastructure implemented"
    - "Initial cohort analysis planned"
    - "Success criteria explicitly documented"
    
  phase_5_checklist:
    - "A/B testing framework operational"
    - "Behavioral cohort analysis ongoing"
    - "Iteration velocity measured"
    - "Long-term retention tracked"
    
  overall_quality_indicators:
    - "Clear evidence trail for all decisions"
    - "Stakeholder alignment on behavioral outcomes"
    - "Regular validation checkpoints enforced"
    - "Failure modes identified and mitigated"