What Makes a Good Behaviour Change Strategy?
To develop a powerful behaviour change strategy, we need to follow three important principles:
Mindset Upgrade Using Behavioural Science
Transform your organisation with a mindset makeover using behavioural science. By focusing on interventions that address cognitive biases and heuristics, you can encourage new ways of thinking. Recognise and overcome mental barriers to boost progress and creativity.
Tailor your change strategies with insights from behavioural science to nurture a mindset that embraces growth, innovation, sustainability, and inclusiveness.


Dirk Johann
Dirk Johann is the founder and managing director of Behavioural Leeway. A certified change manager (Steinbeis), he has more than two decades of experience in strategy and change consulting at the intersection of research, policy, and organisational practice.
His career includes positions at the Centre for Social Innovation (ZSI), the Austrian Institute of Technology (AIT), and the Technopolis Group, alongside international projects in Latin America and research residencies at SPRU (University of Sussex) and in South Korea. These diverse contexts have shaped his transdisciplinary perspective on systemic transformation.
He studied sociology in Freiburg and Lima (M.A.), development economics in London (MSc), and earned a PhD in political economy, with a focus on innovation systems and governance.
His work centres on the concept of behavioural leeway – the situational scope within which individuals flexibly adapt their behaviour in response to context-specific cues. His consulting practice operationalises this dynamic through behavioural diagnostics, predictive modelling and intervention design – making it visible, measurable and strategically actionable.
Dirk supports organisations in digital transformation, cultural change and structural realignment, with a particular focus on inclusion, leadership and adaptive organisational design.
He is currently writing a book on behavioural environmental policy in emerging market economies, planned for publication in 2026.