Tailored Solutions

What Makes a Good Behaviour Change Strategy?

To develop a powerful behaviour change strategy, we need to follow three important principles:

Understanding What Drives Behaviour
By examining psychological, social and environmental factors, we uncover how norms, biases and social influences drive behaviour.
Continuous Improvement
To evolve and lead to better outcomes, strategies must be regularly reassessed and adjusted based on feedback.
Personalised Solutions
To ensure interventions are meaningful and engaging requires behavioural strategies that align with specific motivations, preferences, and decision making styles.
Understanding What Drives Behaviour
By examining psychological, social and environmental factors, we uncover how norms, biases and social influences drive behaviour.
Continuous Improvement
To evolve and lead to better outcomes, strategies must be regularly reassessed and adjusted based on feedback.
Personalised Solutions
To ensure interventions are meaningful and engaging requires behavioural strategies that align with specific motivations, preferences, and decision making styles.
Mindset Makeover

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.

Mindset Upgrade Behavioural Science
Founding Director Dirk Johann
Founding Director

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 range of choices available to individuals within organisations to adapt their behaviour in response to context-specific cues and varying challenges and preferences. 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.

Frequently Asked Questions

Behavioural Leeway combines predictive analytics, segmented behavioural strategies, and behavioural design into a unique consulting approach that makes behavioural change not only measurable but also enduring. Using data-driven insights and a deep understanding of your organisation’s dynamics, we craft tailored solutions that seamlessly integrate into your processes. Leveraging cutting-edge behavioural science methods, we decode complex patterns and develop strategies that are both practical to implement and designed for long-term impact.

For the development of a behavioural change strategy in a complex organisational setting we consider six principles as key:

  1. Contextual Understanding: We gain a deep understanding of an organisation’s culture, processes, and challenges to identify barriers and enablers of behavioural change.
  2. Stakeholder Engagement: We engage key stakeholders at all levels to ensure buy-in and active participation in the change process.
  3. Tailored Interventions: We design interventions that are customised to the organisation’s specific context and needs, drawing on insights from behavioural science to address underlying behavioural drivers effectively.
  4. Continuous Evaluation: We implement a robust evaluation framework to assess the effectiveness of interventions and make adjustments as necessary.
  5. Leadership Support: We secure leadership commitment to drive behavioural change efforts, with leaders modeling desired behaviours and providing resources for implementation.
  6. Capacity Building: We help organisations to build internal capacity for behaviour change by offering training, resources, and support to employees and teams.

By adhering to these principles, we develop real-life strategies to propel behaviour change in complex organisations.

Behavioural science in behavioural change interventions must adhere to ethical guidelines, as outlined by the OECD, to ensure responsible and respectful practices. This involves transparency about the use of behavioural insights, safeguarding individuals’ autonomy and privacy, and promoting informed consent. Additionally, interventions should prioritise the well-being of participants, avoid manipulation or coercion, and uphold principles of fairness and equity.

In all behavioural change initiatives involving Behavioural Leeway’s participation, we adhere to these principles.

Effectiveness is at the core of our methodology. We employ rigorous frameworks to assess the impact of our strategies, continuously refining and optimising them based on real-time feedback and outcomes. Our approach emphasises evidence-based decision making, ensuring that interventions are not only impactful but also adaptable to evolving organisational needs.

The timeline for seeing results can vary depending on factors such as the complexity of the challenge, organisational culture, and the nature of the intervention. However, Behavioural Leeway’s strategies are designed to deliver both short-term wins and long-term impact. While some initiatives may yield noticeable results relatively quickly, others may require more time to effect meaningful behavioural shifts. We are committed to supporting clients throughout the entire change journey, from strategy development to implementation and beyond.

Behavioural Leeway’s CLIMB™ Framework is designed to be highly adaptable and scalable, making it suitable for organisations of any size or complexity. Whether it’s supporting a small team or driving change across a large multinational, the framework adapts to meet your specific needs and goals. With its five core modules, we can focus on the areas that matter most to you or guide you through every stage of the transformation process, ensuring impactful and lasting results.