Behavioral Innovation

Summary: Sometimes, after running the Matching Protocol, you find nothing. Every existing behavior fails to solve the problem. In this rare case, you must invent a new behavior. This is high-risk and requires “Step 5” rigor.

The Core Insight

Innovation requires 10x Value. You cannot ask a user to learn a new habit for a 10% improvement. If you require a new behavior, the payoff must be transformative.

The Innovation Protocol

1. Verify “No Match”

Confirm that you truly cannot use an existing behavior. (Did you check all the repertoire? Did you check all adjacent tools?).

• Warning: “We want them to use our new UI because it’s pretty” is NOT a valid reason for innovation.

2. Design the “Bridge”

How do we get them from “Old World” to “New Behavior”?

• Metaphor: Make the new behavior feel like an old one. (e.g., “Swipe” felt like turning a page).
• Scaffolding: What tool makes the new behavior artificially easy at first?

3. The Value Test

Does the new behavior deliver Immediate, Obvious, High-Velocity Value?

• Uber: “Get in a stranger’s car” (New, scary behavior).
• Value: “Car appears in 3 minutes. No cash transaction.” (10x better than taxi).
• Result: The value justified the behavior change.

Output

A Novel Behavior Specification that includes the “Value Math” justifying the high friction of learning.