Failing Faster with Behavior Design
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Ascend provides team building and leadership development experiences through outdoor adventures. They aim to foster meaningful conversations in a natural environment that energize participants and provide actionable business insights. Their mission is to connect people with each other and with nature. The leadership team has experience in coaching, consulting, athletics, military service, and business. Ascend used behavior design to define target behaviors to increase sales leads, such as getting an influencer to promote them. While website traffic increased, sales leads did not. They realized the behavior they wanted was difficult to achieve and pivoted to avoid wasting more time and money.
Failing Faster with Behavior Design
- 1. Empowering teams with a fresh perspective.
- 2. About Ascend Team building and leadership development through outdoor adventures Going beyond the usual ‘feel-good’ trust fall or team challenge Meaningful, unusual conversations New environment = nature! Impact on customers: Feel closer to each other Re-energized about their work Gain actionable insights to improve their business
- 3. Our Mission Connect people with people Connect people with nature
- 4. Our Team Brooks Barron – CEO • Leadership Coach • Management Consultant • Princeton University (BA) • Stanford GSB (MBA) Mike McClure – President • Professional Cyclist • Private Equity Investor • University of Colorado (BA) • Stanford GSB (MBA) Colin Galle – COO • US Navy Officer • NOLS Instructor (Admit) • US Naval Academy (BS) • Stanford GSB (MBA)
- 5. Designing Ascend with Behavior Design Help People Do What They Already Want To Do Fogg Behavior Model Behavior Design Process
- 6. Help people do what they already want to do1
- 7. Help people do what they already want to do1
- 8. B = M A T2
- 10. Increased ability to achieve desired behavior High Motivation Low Motivation Hard to Do Easy to DoAbility Motivation B B 2 No Behavior Yes Behavior Inc Time $$$ Inc Effort Unaligned w/ routine Dec Time $ Dec Effort Aligned w/ Routine
- 11. Behavior Design Process We used Behavior Design to grow our business Step 1 – Define abstract behavior Increase inbound sales leads Step 2 – Magic Wanding Answered “If you could wave a magic wand and get anyone to do anything that would lead to increased inbound sales, what would you have them do” and generated 20-30 potential target behaviors 3.1
- 12. Behavior Design Process (cont’d) Step 3 – Crispification Objective = everyone interprets the target behavior the same way Step 4 – Focus Mapping 3.2
- 13. Behavior Design Process (cont’d) Target Behaviors 1. BJ Fogg tweets about Ascend Adventures this weekend 2. Ascend Team fixes website this weekend to improve Google search ranking from non-existent to top 3 Results Website traffic up 4x! But sales leads did not increase 3.3
- 14. We led 3 incredible trips, but then our business stalled… We had difficulty converting interest into action This sounds awesome! Great, let’s schedule a date! Hmm, let me get back to you… High ability barrier to getting teams to leave the office for a day Time > Money Our service lacked simplicity – which is a key piece of successfully designing a new behavior Tough to define a quantitative ROI
- 15. Ultimately, Behavior Design helped us “fail fast” and move on to future endeavors Exercises revealed that what we were trying to accomplish was very difficult Snaptesting philosophy Hmmm, maybe we should pivot… We are happy to have come to this conclusion now rather than later! Saved us time, stress, and $ Freed us up for the next “adventure”