The fastest way to waste a change program budget is to treat a systems problem like an individual problem...
In plain terms, instead of looking at the individual to explain behavior, we want to instead look at the system as well and the relationships between different behaviors, barriers, and actors. Basically we want.... Individual + System
I always try and take this into account in my trainings and advising projects as we need to understand relationships in a more holistic way.. of course there will be fidelity of these, and we can never map everything in a system.
The difference between traditional an behavioral mapping is that we use behavioral models, get specific about behaviors and see how strategies can be used... it also helps us target what we can and can't influence.
Why does behavioral system thinking matter?
A quick way to spot if you’re not thinking in systems yet:
1) your explanation only accounts for “people don’t…” 2) your solution only has “we need to remind / train / communicate…” 3) and the same problem keeps coming back over and over Those patterns usually mean you are too individual focused.
Another of the things that I also think is important is the fact that when doing behavior change, you need to keep evaluating, because changes will keep happening, and the system will keep changing.
As it turns out.... change is rarely a one-time thing ;) (although some behaviors are done only once)
It is also worth mentioning that when working on your behavioral map you should determine the components, and the relationships and make sure you keep an operational definition of the map.
Not all stakeholders will need to see or understand the complexities of the behavioral systems map, but you can use areas and zoom in to build smaller maps that you will work on (perhaps as prototypes or MVPs)
Sometimes we bring those smaller maps and create journey maps, or service blueprint to add other details.
Behavioral science is a great way to help you improve your sense making, and your targeting of behaviors and solutions... but only when combines with other methods and tools... like systems thinking in this case.