george aye, "‘minimal viable behavior’ and its impact on the future of social innovation”

February 2014

Webvisions Chicago 2014 Sept 26th, 2014

Minimal Viable Behaviorand its impact on the future of social innovation.

George Aye Greater Good Studio The School of the Art Institute of Chicago

Greater Good Studio

Greater Good Studio

We design tools for positive social change.

Increasing literacy in K

and 1st

Improving communications between renters

and landlords

Increasing access to

clean water in Haiti

Greater Good Studio

Our mission is to work with people on a mission.

Greater Good Studio

Professional Par ners

Greater Good Studio January 2014Managing diabetes Causing diabetes

Behavior change

Greater Good Studio

We design tools for positive social change.

See the world through a behavioral lens.

Greater Good Studio

Minimal Viable

Behavior

Eating what’s familiar

Greater Good Studio

• Driven by scarcity of a resource

• Irrational but predictable • Attracted to short-term gains

Minimal Viable

Behavior

Behaviorally competitive.

Greater Good Studio

Greater Good Studio January 2014Greater Good Studio December 2013 November 2013

4 separate courses

See the world through a behavioral lens.

Greater Good Studio

Greater Good Studio

Behavioral market place

Behaviorally competitive

Behavioral measures of success

Conventional market place

Conventionally competitive

Conventional measures of

success

vs.

Business problems Social problems

Behaviorally competitiveBehavioral

market place

Behavioral measures of success

Behaviorally competitiveBehavioral

market place

Behavioral measures of success

Greater Good Studio

Minimal Viable

Behavior

Not paying the bill

Greater Good Studio

•Estimated bill based on last 12 months service

•Actual usage after 3+ months (either more or less)

• If you miss a bill, cancelation of service is threatened

•Aid is offered but slow, builds shame and resentment

•Service and debt continues to accrue

Greater Good Studio

24hr feedback loop.

Greater Good Studio

2 week limit.

Greater Good Studio

Humanity not lost.

After 600 bills, 97% on-time bill payments.

Greater Good Studio

Greater Good Studio

• Find your behavioral marketplace

• Treat the MVB as the dominant market player

• Be easy, quick and habit forming in order to be behaviorally competitive

• Determine your behavioral success metrics

Impact on social

innovation

Questions ? send them to@greatergood_