The Iceberg Model from IDEO’s post (not created by Ideo) starts with understanding behavior (what you can see) in complex problems.
In many cases, after you have uncovered the job to be done, you can move to identifying and designing for behavior.
Is it easy? - not for most, as thinking in behaviors is not a mental model most have.
When working with teams, I see a struggle (which is normal) to identify behaviors.
Some say behavior… ohh “losing weight” - but losing weight isn’t a behavior, it’s an outcome of doing something observable (a behavior is running 5km at 4:00pm, every weekday for example)
This is a new way of thinking for most, understanding behaviors, the barriers and influences on the bahavior from a psychological perspective, and one that can be a competitive advantage for so many organisations.
There is also lots of talk around motivation, but here too you need to use a motivation theory that is evidence based. (Not what we think will motivate someone $
Though I have not used this specific Iceberg model from IDEO, I like where it starts, especially when thinking about complex problems and innovation initiatives.
As they state in the IDEO U blog “In a complex system, solving problems requires considering the whole picture and surfacing the root of the problem. The iceberg model is a framework for uncovering the layers of a system”
Have you used this model before?
#systemsthinking #behavioralscience #innovation #digitaltransformation