Acknowledgement: Many thanks to my friend and partner in business, Pierre Hervouet, who introduced me to Hum Hum.
Imagine you are paid to solve a dull task: you get a sheet of random letters and must circle specific pairs, then hand the sheet to an experimenter. The pay decreases with each sheet you complete, so each new sheet is a slightly worse deal.
Now change only one thing: how the experimenter treats your work.
In condition 1 – Hum! Hum! – the experimenter takes your sheet, looks at it briefly, mutters a neutral “hum hum,” and places it on a pile.
In condition 2 – Indifference – the experimenter takes the sheet without looking at it and silently places it face down on a pile.
In condition 3 – Shredder – the experimenter takes the sheet and feeds it directly into a shredder without looking at it at all.
Nothing else changes: same task, same pay schedule, same room.
What happens?
In the Hum! Hum! condition, participants on average complete more sheets than in the other two conditions and accept lower pay before they stop.
In the Indifference condition, people give up earlier: if nobody even glances at the work, its meaning collapses.
In the Shredder condition, motivation drops dramatically: watching your work destroyed in front of you is a powerful signal that it doesn’t matter.
The “Hum! Hum!” – no praise, no speech, just a brief acknowledgment – is enough to change behavior and perceived value of the work.
This logic is directly inspired by Dan Ariely’s studies on acknowledgment and meaning at work, in which he showed that the presence or absence of minimal recognition can strongly affect how much effort people invest, even when financial incentives are fixed.
The invisible employee: recognition as a human need
The lesson from these experiments is simple and uncomfortable: people do not work only for money or rational trade‑offs. They also work for something far more fragile: the feeling that their effort is seen and that it counts for someone.
This need for recognition is not a soft “nice to have”; it is a core human and social need:
Contemporary leadership and motivation research shows that recognition sits alongside inclusion, fairness, and caring as a fundamental psychological need in organizational life.
Large‑scale engagement studies repeatedly find that employees who feel appropriately recognized show higher productivity, profitability, and lower absenteeism and turnover.
Leaders rated highly on recognizing others are consistently evaluated as more effective overall, and their teams are more engaged and committed.
In my own slide deck on recognition, I summarize some of this evidence: engaged employees contribute to 20% higher productivity and 20% higher profitability, alongside significant reductions in absenteeism and turnover. Companies that systematically recognize people report up to a 3x higher return on equity compared to those that do not.
And yet: a survey snippet in the same deck shows that around 75% of managers do not systematically apply acknowledgment practices, despite this clear value.
That gap between “we know it matters” and “we don’t do it” is where the human paradox emerges.
Why being acknowledged feels both good and… threatening
When I run the “Hum! Hum!” exercise and follow‑up practices, I ask participants:
“What emotions do you associate with being acknowledged?”
Uncomfortable: embarrassed, awkward, self‑conscious, suspicious, shame, fear of appearing cocky, fear of jealousy.
In other words, people:
Deeply enjoy and need acknowledgment – they feel more valued and connected when they receive it.
Simultaneously feel exposed, vulnerable, and socially at risk in the moment they are seen.
Social psychology and leadership research help explain this tension:
Recognition satisfies esteem and belonging needs, but it also increases visibility and potential judgment, which can threaten perceived psychological safety.
Many professionals have internalized rules like “don’t brag,” “don’t stand out,” or “don’t make others jealous,” which create an internal “little voice” that polices their desire to be seen.
In cultures where recognition is scarce or politicized, people learn that visibility is dangerous: attracting envy, scrutiny, or extra expectations, so they prefer to keep their heads down, even while craving acknowledgment.
This is the paradox:
“I want to be recognized – but I also want to be safe.”
So people adopt subtle hiding strategies: they downplay their contribution, deflect praise, or prefer to be invisible rather than risk awkwardness, jealousy, or accusations of being “cocky.”
Recognition, hiding, and organizational systems
Look at the three experimental conditions not just as lab tricks but as metaphors for real organizational patterns:
Hum! Hum! organizations Work is seen, even briefly. Deliverables are acknowledged. People’s names are attached to contributions. Regular rituals (reviews, retrospectives, kudos boards) make contributions visible. In such systems, people are more willing to invest discretionary effort and even accept short‑term trade‑offs because their work carries meaning beyond the paycheck.
Indifference organizations Work is technically accepted but rarely acknowledged. Reports disappear into email black holes. Stakeholders barely look at deliverables. Performance reviews focus mainly on gaps. People feel like “invisible employees.” The system doesn’t shred their work, but it quietly erases the emotional value of their effort through silence and neglect.
Shredder organizations Work is openly invalidated, discarded, or undone without explanation. Decisions shift abruptly, projects are canceled without acknowledgment of the effort invested, and leadership re‑writes history without crediting those who tried. Here, the message is clear: “Nothing you do here matters for long,” and motivation collapses.
In my deck, I explicitly connect recognition to Agile practices and culture:
Agile is described as alignment, focus, value, feedback, collaboration, communication, frequent delivery, and visibility.
Rituals such as review meetings, retrospectives, kudos systems (e.g., KudoBox), and celebration practices are presented as structural supports for acknowledgment.
These are not “soft” add‑ons. They are the systemic equivalent of the “Hum! Hum!” condition: repeating patterns where the organization briefly but clearly says, “We see this. It matters.”
The traps of acknowledgment: flattery, formulas, and the T2P2S recipe
Because recognition is so powerful, it can also go wrong very quickly.
In the slides, I name several traps:
Flattery – empty, generalized praise (“You’re amazing!”) that feels manipulative rather than genuine.
The sandwich – “good–bad–good” feedback that people recognize as a technique, not a real acknowledgment.
Generic thanks – over‑used phrases (“Great job, team!”) with no connection to the person or the actual effort.
To counter these, I propose a simple recipe, borrowing the metaphor of a taco casserole:
T2P2S – Timely, Personal, Proportional, Sincere, Specific
Well‑crafted acknowledgment:
Is Timely – close to the event, when the effort is still fresh.
Is Personal – addresses the person, not an anonymous group.
Is Proportional – neither over‑nor under‑done compared to the effort and impact.
Is Sincere – aligned with what you truly think and feel, not just a technique.
Is Specific – naming the concrete behavior or contribution that mattered.
This recipe helps leaders avoid performative praise and instead deliver acknowledgment that truly feeds the human need for recognition without triggering as much suspicion or discomfort.
From experiment to practice: design choices for leaders
So what can leaders, coaches, and organizations do with all this?
Recognize the need behind performance Stop treating recognition as a bonus after “real work” and start seeing it as a non‑negotiable nutrient for effort, learning, and resilience.
Design Hum! Hum! moments into the system
Short, regular review rituals where work is explicitly seen.
Recognition “grooming” sessions where leaders and peers intentionally look for contributions to acknowledge (not just problems).
Simple tools like Kudo cards or digital kudos walls embedded into normal workflows.
Respect the ambivalence When people feel uncomfortable receiving acknowledgment, don’t pathologize it. It reveals the double bind between craving recognition and wanting safety. Offer different channels: public, small group, one‑to‑one, written – so individuals can choose what feels safe enough.
Model healthy vulnerability as a leader Leaders can normalize both sides of the paradox by:
Openly acknowledging others and explaining why it matters.
Allowing themselves to be acknowledged without deflecting or turning it into a joke – simply saying “Thank you, it means a lot” already changes the norm.
Audit where you are: Hum! Hum!, Indifference, or Shredder? Use Ariely’s logic as a diagnostic lens:
Where in our organization do people feel acknowledged (Hum! Hum!)?
Where do we practice silent indifference?
Where do we shred people’s work – cancel projects, reverse decisions, ignore efforts – without any acknowledgment of what was invested?
The answers will often explain more about engagement, turnover, and “quiet quitting” than any formal strategy document.
Why this matters now
In a world of constant transformation, agile initiatives, and pressure for performance, the temptation is to optimize everything except the human experience of being seen. Yet the “Hum! Hum!” experiments remind us that people’s willingness to go the extra mile – to learn, to adapt, to stay – depends profoundly on whether someone, somewhere, genuinely recognizes their effort.
At the same time, the emotional data from acknowledgment exercises shows that recognition is not frictionless: it touches shame, jealousy, fear of exposure, and complex histories around value and worth.
If we want agile, adaptive, and humane organizations, we must learn to hold this paradox:
Designing systems that generously acknowledge contribution.
Creating cultures where it also feels safe to be seen.
Because in the end, what keeps people engaged is rarely the salary band alone. It is the quiet, repeated message:
“I see you. What you do matters here.”
That is the true power – and responsibility – of acknowledgment.
Selected references
Ariely, D. (2012). The (honest) truth about dishonesty: How we lie to everyone—especially ourselves. (Chapter on meaning and acknowledgment in work; experimental evidence on the impact of recognition on motivation).
Ariely, D., Kamenica, E., & Prelec, D. (2008). “Man’s search for meaning: The case of Legos.” Journal of Economic Behavior & Organization. (Foundational experimental work on acknowledgment and meaning at work).
Gostick, A., & Elton, C. (2007). The Carrot Principle: How the best managers use recognition to engage their people, retain talent, and accelerate performance. (Global studies on recognition, engagement, and performance; cited as “The Carrot Principle” in the slide deck).
Gostick, A., & Elton, C. (2010). The Orange Revolution: How one great team can transform an entire organization. (Team‑level impact of recognition and positive culture).
Littlefield, C. – AcknowledgementWorks. (Contributions to acknowledgment practices, exercises, and emotional mapping around being acknowledged; credited in the slide deck).
“Recognition (Acknowledgement) – The Neuroscience of Recognition.” The Happiness Index (2024). Overview of how acknowledgment affects wellbeing, engagement, and business outcomes.
“The Power of Personalized Leadership: Addressing Team Members’ Unique Psychological Needs.” BrainFirst Institute (2025). Links between recognition, psychological needs, and leadership behavior.
“Leadership as a determinant of need fulfillment.” Frontiers in Psychology (2024). Discusses how leadership behaviors satisfy core psychological needs such as relatedness, competence, and autonomy.
“Psychology of Employee Recognition.” Team Brandscape (2025). Summarizes research on how and why recognition practices influence engagement and retention.
(Experimental and practice‑oriented content, figures, and exercises referenced in this article are drawn from the slide deck “Recognition – The philosopher’s stone of every improvement in the Agile team and beyond.”)
If you’re leading in a living organization, you are probably sitting in the middle of tensions every day. Deliver now vs. build for later. Standardize vs. let teams shape their own ways of working. Protect people vs. push for performance. After a while, these tensions start to feel like signs that something is wrong. They may seem to indicate issues with you, your team, or your design.
Seen through an AO and systems‑leadership lens, tensions are not a bug. They are how a living system tells you where it is stretching beyond its current design. Your role is less “fixer‑in‑chief” and more “sense‑maker‑in‑chief.” You help the system see itself. You hold competing perspectives without collapsing them too quickly. You translate that into small experiments the organization can learn from. In this issue, I share a story of a leadership team that faced AO‑related tensions. The team was drowning in these tensions. I also provide a simple 30‑minute SENSEMAKING loop you can try if you recognize similar patterns.
From the field: when AO tensions land on the leadership table
A leadership team of a mid‑size service organization reached out after running several AO‑style experiments. They had created swarms around key customer journeys, simplified some hierarchies, and given more autonomy to cross‑functional teams. On paper, things looked promising. In practice, the leadership meetings had become heavier. Every agenda item seemed to end in a tug‑of‑war: central standards vs. local freedom, efficiency vs. responsiveness, accountability vs. psychological safety.
In one session, we mapped what their past few meetings had actually been about. Instead of listing topics (“budget”, “Roadmap”, “reorg”), we noted the underlying tensions. The conversations kept circling around these issues: “We say teams own the customer, but we still sign off every exception.” “We want fewer escalations, but we keep inviting more issues into this table.” “We want to empower, but we also fear losing control.” Once the list was on the wall, there was a long silence. Someone said: “It feels like we are both pushing AO and pulling against it at the same time.”
From an AO perspective, this was not a sign that they had “failed”. It was a sign that the system was doing exactly what living systems do when they change. They explore, push, pull back, and test boundaries. The problem was not the tensions. Nobody was helping the leadership group turn those tensions into a shared picture. They were not facilitating deliberate experiments. Each leader was carrying their own private story about what was happening – and acting from it.
We proposed a very small intervention. It is a regular, 30‑minute “SENSEMAKING loop” inside their existing leadership meeting. This loop focuses on one tension at a time. No new committee, no big offsite. Just a consistent practice of stepping back from the latest incident and looking at the pattern together.
The first time we tried it, they identified a tension that everyone felt. “We say teams own their slice of work. However, big decisions keep bouncing back up here.” In 30 minutes, they:
collected short snapshots from each person of where they saw this tension show up;
drew a simple picture of the system dynamics that kept pulling decisions up;
Agreed on two small experiments to shift one concrete boundary of decision‑making. They also discussed how they would notice whether the system was responding.
What changed was not just those decisions. Over the next few weeks, the tone of leadership meetings shifted. Less “who is right?” and more “what is the pattern we are in, and what experiment could we run next?” One of the executives summed it up later: “I still feel the tensions. They no longer feel like a personal failure. They feel like the work.”
Try this AO move this week – a 30‑minute sensemaking loop
You don’t need a retreat to start leading as a sense‑maker. You can begin by carving out a single, disciplined 30‑minute loop with your team around one live tension.
Name one real tension, clearly. Pick something you and your team already feel – for example:
Do a quick me → we → us round (10–15 minutes).
Agree on 1–2 small experiments (10–15 minutes). Based on that picture, choose 1–2 experiments you can run over the next 2–4 weeks. Ensure these changes slightly alter how the system handles this tension. Aim for minor adjustments, not a giant transformation. Examples:
Close the loop in your next meeting. In your next leadership or team meeting, spend 10–15 minutes revisiting the tension: Did the experiments change anything? What did you notice about the system? What next adjustment does that suggest? Treat this as ongoing AO practice, not a one‑off.
If you do this regularly, you’ll likely notice two things. First, your conversations move from “who is to blame?” towards “what is the system doing?” Second, your AO experiments stop being isolated projects and start to feel like part of a continuous learning loop.
Workshop’s outcome
Executive Summary
This document consolidates a comprehensive workshop on building sustainable organizational culture. It focuses on long-term strategy and continuous improvement loops. The workshop also highlights leadership development. Additionally, it addresses embedding culture into talent management practices. The session emphasized practical frameworks, diagnostic tools, and real-world implementation challenges faced by leaders attempting cultural transformation.
Workshop Objectives and Structure
The session aimed to share practical long-term strategies for sustainable culture development through conversation, case studies, and theoretical frameworks. Key focus areas included:
Exploring continuous improvement and innovation loops
Aligning leadership development with cultural goals
Embedding culture into talent management practices
Understanding the role of leaders in cultural sustainability
The workshop format combined presentation, interactive discussion, and practical tool-sharing. Planned exercises (Kata) are scheduled every two weeks. These are for focused practice on specific cultural angles.
Reducing costs associated with poor decisions and talent loss
Preventing culture drift as organizations grow or shift
Enabling scalable, repeatable behaviors that support strategy
Creating environments where people want to stay and contribute
Essential Elements of Sustainable Culture
Clear Values Translated into Observable Behaviors
Values must be explicit and understood uniformly across the organization. As emphasized in Kanban methodologies: “make everything implicit explicit and talk about it.” For example, if a company values “working together,” actual collaborative behaviors must be observable—not just stated commitments.
Continuous Feedback Loops and Learning Mechanisms
Organizations need structured post-mortems, post-incident reviews, and customer feedback loops. Regular retrospectives help teams discuss what happened and extract lessons learned. Proactive customer follow-up after delivery creates valuable connection points beyond “no news is good news” silence.
Leaders Who Model and Are Held Accountable for Cultural Behaviors
Leadership accountability is critical. Leaders must create self-organizing teams while being held responsible for cultural outcomes. Without accountability, leaders can operate without cultural constraints.
Reinforcing Processes, Rituals, and Systems
Rituals create belonging—a concept traced back to Confucius (Kong Zi). Regular ceremonies and symbols help establish cultural routines that bind teams together.
Long-Term Cultural Strategy Framework
Four-Part Framework for Sustainable Culture
Component
Description
Strategic Anchors
Link cultural transformation to business strategy; articulate how cultural behaviors support strategic objectives
Governance
Measure cultural metrics through audits; track turnover rates (sustainable companies maintain <15% turnover)
Learning Improvement Loops
Root cause analysis and continuous learning; great leaders facilitate extensive learning time
Talent Architecture
People management deeply integrated into leadership activities; hiring, development, and offboarding protect culture
Strategic Focus Areas
Values Definition – Conduct workshops where teams collectively define shared values (sociocratic approach from agile methodologies)
Decision-Making Frameworks – Transfer values into operational norms and decision principles
Cultural Governance Model – Establish councils and cross-functional oversight
Multi-Year Cultural Roadmap – Create flexible roadmaps that adapt as teams evolve (not rigid, written-in-stone documents)
Continuous Improvement: PDSA Cycle
The Plan-Do-Study-Act (PDSA) cycle, also known as the Deming Loop, provides the foundation for continuous improvement:
Plan – Define what needs to be tested
Do – Execute the plan
Study – Analyze outcomes and learn
Act – Implement changes and prevent regression
The “Act” phase is critical—it blocks the boulder from rolling back down the hill (Sisyphus metaphor). Without this step, teams revert to old patterns.
Practical Implementation
Weekly reflection sessions (e.g., Friday 11:00-12:00) allow teams to:
Reflect on the week’s work
Identify what can be done better
Decide what to stop, start, or continue
Plan automation opportunities
Unleash 10% of time for creative problem-solving
These sessions transform routine work by making it visible, revealing dependencies, and enabling cross-pollination of ideas between team members.
Tools for Continuous Improvement
Pulse Surveys – Regular check-ins on team sentiment and engagement
Weather Channel – Excel-based mood tracking (sun/cloud indicators) showing team trends over time
Engagement Surveys – Gallup Q12-style assessments measuring connection and belonging
Experiment Design Cards – Structured templates for testing cultural initiatives
Learning Journals – Documentation of lessons and insights
Innovation Sprints/Pilot Programs – Time-boxed experiments for new approaches
Leadership Development and Cultural Alignment
The Leader’s Dual Challenge
Leaders occupy an uncomfortable middle position, balancing two cultural demands:
Supporting team culture to flourish organically
Enforcing corporate culture mandates from above
This creates a “completely schizophrenic” situation where leaders must embrace and navigate two potentially conflicting cultures simultaneously.
Leadership Accountability
Effective leaders use structured approaches like balanced scorecards to:
Link vision to measurable objectives
Track customer satisfaction and process effectiveness
Monitor team motivation and preparedness
Set clear goals with regular touchpoints (not just annual reviews)
Provide constructive feedback tied to development opportunities
Cultural Leadership in Practice: Real-World Example
Working with ProCredit Group (Quipu), cultural variations emerged across locations:
Frankfurt headquarters – Diverse, internationally experienced staff working cohesively
Pristina (Kosovo) – Dynamic team functioning well independently
Skopje (Macedonia) – Junior-heavy team requiring more support
Recommendation: Rather than centralizing coaches at headquarters, distribute them regionally to understand local cultural nuances. One coach in Ukraine, one in Moldova, one in Romania—embedded to work with local teams who understand regional cultural impacts.
Embedding Culture into Talent Management
Hiring for Cultural Fit
Behavioral Interview Approaches
Move beyond CV evaluation to assess:
Curiosity and learning orientation
Ability to interact and communicate effectively
Cultural alignment beyond technical skills
Character and adaptability
The Voting Experiment
In Luxembourg, a candidate was hired through an open-space voting process. All 50 team members asked questions. They voted with thumbs up or down in front of the candidate. This transparent approach ensured team buy-in and cultural alignment from day one.
Onboarding for Cultural Integration
Five-Minute Onboarding Philosophy
“Jump in the water to get wet”—immerse new hires immediately rather than prolonged theoretical orientation. Learn by doing, with support available as needed.
Cultural Clarity from Day One
Make values, behaviors, and expectations explicit during Onboarding. Reinforce narrative, identity, and expectations through stories and rituals.
Performance Management and Development
Constructive Rating Approach
Start with the assumption everyone deserves top ratings, then provide clear feedback on what specific actions would earn that rating. Focus on “What can you do to get the five next time?” rather than justifying why someone didn’t achieve it.
Defending Your People
Leaders must advocate for their team members when their work merits recognition, even when facing organizational pushback or quota limitations.
Offboarding and Cultural Protection
Offboarding reviews are essential for:
Team grieving process (part of culture is leaving)
Learning why people depart
Protecting external reputation
Preventing toxic narratives (especially in small industries where “everybody knows each other”)
Companies with poor offboarding practices develop negative reputations quickly. These reputations spread through professional networks. Platforms like Glassdoor further amplify them, making future recruitment nearly impossible.
Cultural Diagnostic Checklist
Strategic Anchors Assessment
Are all values translated into explicit, observable behaviors?
Are decision principles clearly used in trade-offs?
Do leaders model anchors consistently?
Are anchors aligned with strategy and customer promises?
Governance and Measurement
Are cultural metrics included in business reviews?
Is there accountability and structure for cultural behaviors?
Are leaders held accountable through defined frameworks (e.g., RACI matrices adapted for self-organizing teams)?
Learning and Improvement Loops
Are continuous improvement routines established (daily stand-ups, weekly retrospectives)?
Are failures and breakdowns analyzed for learning (post-incident reviews)?
Is experimentation encouraged and celebrated?
Talent Architecture
Are hiring criteria tied to values and behaviors?
Does Onboarding reinforce narrative, identity, and expectations?
Do development pathways support cultural goals?
Does offboarding protect culture and reputation?
Real-World Challenges and Solutions
Challenge: Sustaining Momentum Over Time
Cultural initiatives often die after initial enthusiasm fades. Senior leadership shifts focus, and continuity is lost.
Solution: Embed culture as routine through rituals and ceremonies. Make it “the way we work” rather than a special initiative. Use Confucian wisdom—rituals and celebrations reinforce desired culture continuously.
Challenge: Measuring Culture
Unlike operational KPIs, cultural metrics are difficult to define and track consistently.
Solution: Focus on leading indicators like:
Turnover rates (<15% for sustainable organizations)
Engagement survey scores
Time-to-productivity for new hires
Customer satisfaction linked to team behaviors
Frequency and quality of retrospectives
Challenge: Cultural Friction Across Departments
When one department implements new cultural practices, friction occurs with departments operating differently.
Solution: Don’t try to change everyone. Focus on your sphere of influence. Work so well that your approach becomes attractive rather than imposed. Build bridges that allow interaction without forcing conformity. Use “judo”—leverage the force of the environment rather than fighting it.
Practical Example: Create a dedicated zone in the company where teams operate with new practices. Give them critical projects. After 6 months of visible success, require new hires to spend 3 months in this zone. They should do this before choosing their permanent team assignment.
Challenge: Hiring for Culture in Quantity-Driven Environments
HR and recruitment systems often prioritize filling positions quickly over cultural fit, leading to misalignment and rapid turnover.
Solution:
Managers must own hiring decisions, with HR supporting process compliance
Use behavioral scoring rubrics beyond CV evaluation
Involve teams in hiring processes (voting, peer interviews)
Be willing to reject candidates who don’t fit, even if technically qualified
Look for cultural potential, not just current cultural match
Challenge: Consulting and Third-Party Workers
Consultants and contractors often find themselves culturally isolated. They do not belong to their employer’s culture as they are rarely in the office. They are also not fully integrated into the client culture since they are marked as “external”.
Solution:
Consultancies should acknowledge this reality
Mission for consultants: be hired by your customer (transition from contractor to employee)
Clients should consider integrating valuable consultants into permanent teams
Leaders should recognize cultural isolation and provide support structures
Questions Asked by Audience and our Answers
Q: How do you understand “building a sustainable culture and long-term strategy?” What about “continuous improvement and innovation loops?” How do you view “leadership development and integrating culture into talent management?”
Pierre’s Answer (Summary):
Continuous improvement requires structured approaches beyond ad-hoc team efforts—Kata provides this structure. Innovation is challenging because teams are told to “be innovative” without clear definition of what that means. Embedding culture into talent management is rarely done effectively. These topics are often viewed skeptically because they lack concrete implementation frameworks.
Q: What’s the difference between adhering to corporate culture versus embracing diverse cultures in the room?
Pierre’s Answer:
These are “two different beasts.” Leaders are caught in the middle—required to help team culture flourish while also enforcing corporate mandates. This creates an uncomfortable, “schizophrenic” position where leaders must navigate both simultaneously without being able to fully commit to either.
Q: What about taking care of pronouns and DEI values?
Pierre’s Answer (Context):
DEI compliance can trigger strong reactions (example: board member fired for DEI violation, leading to company-wide 6-8 week mandatory training). The challenge is balancing inclusivity with freedom of expression. “If you’re inclusive, please include me as maybe an “asshole” when I’m okay with it.” This means diversity includes personality diversity, not just demographic diversity. Leaders should “let people be, people should be free to express themselves how they want.”
Q: What’s your take on the change from “Merry Christmas” to “Happy Winter Holidays” in France?
Chris’s Answer:
France’s multicultural mix has led to avoiding language that might upset anyone. The move from “Merry Christmas” with traditional decorations to generic “happy winter holidays” feels like denying Christianity. This shift challenges Christianity as part of French culture. It’s complicated—not wanting to adhere to religion but also uncomfortable rejecting this cultural heritage.
Pierre’s Commentary:
Christmas isn’t exclusively Christian—even in France, Jews and Muslims celebrate it. It’s become culturally universal like Chinese New Year. The key leadership principle: embrace diversity without forcing everyone to abandon their traditions. Give people choice rather than imposing uniformity.
Q: Is there a difference between Pulse Survey and Engagement Survey?
Pierre’s Answer:
They can be the same thing. Gallup Q12 is the standard employee engagement survey. Generic pulse surveys ask: How are you feeling? How is work? What do you want to focus on? Do you understand business goals? These lead to quarterly one-on-ones. In these sessions, you track progress. You ask about annual goals. You also document development needs in the performance system.
Q: Do you know the PDCA cycle (Plan Do Check Act)?
The PDSA (Plan Do Study Act) variation emphasizes “Study” over “Check” to reinforce learning orientation over mere verification.
Q: Your definition of Sisyphus is different from mine—can you clarify?
Dominic’s Original Understanding: “The ball keeps rolling back. You start from zero again.”
Pierre’s Clarification:
Sisyphus in continuous improvement context means climbing uphill step by step. The “Act” phase blocks the boulder with a stone so it doesn’t roll back. If you don’t make a stop and reflect, progress rolls back to you. In linear, reactive work like sales, accounting, and support, it is valuable to take one hour on Friday (11-12). Use this time to reflect on the week. This practice prevents the Sisyphus trap. This creates small improvements that accumulate rather than constant restarts.
Q: What tools do you use for pulse surveys and continuous improvement?
Pierre’s Answer:
Weather Channel – Excel sheet tracking team mood (sun/cloud indicators) to show trends over time
Niko Niko Calendar – Daily mood check-in application
Engagement Surveys – Including questions like “Do you have a friend in the team?” to measure social connection
Experiment Design Cards – Structured templates for testing cultural changes
Learning Journals – Documentation of insights and lessons
Innovation Sprints/Pilot Programs – Time-boxed cultural experiments
Dashboard Highlighting Culture Metrics – Making cultural data visible
Q: Can you give concrete behavioral interview questions you would ask?
Pierre’s Answer:
Rather than specific questions, focus on behavioral signals:
Ask: “How was your daily meeting?” (Look for real examples, not methodology recitation)
Ask: “How was the review meeting? Where was the customer? Do you know the customer?” (Good: frequent customer interaction. Bad: “We don’t need the customer, they’re a distraction”)
Watch for: Curiosity, desire to learn, ability to communicate, character
Red flags: Too slimy/agreeable, just repeating methodology, lack of customer awareness
Green flags: Smart but incomplete skillset (can be trained), strong interpersonal skills, genuine engagement
Provocative question for highly credentialed candidates: “Forget everything you know.” Watch their reaction to gauge adaptability and ego management.
Q: Do you use Balanced Scorecard at your level?
Dominic’s Answer:
“The real balanced scorecard is supposed to be for board level. We have a full automated BI solution for that. A lot of teams use it—sales, chief sales officer needs metrics, reporting weekly to the board.”
Pierre’s Context:
In IT, balanced scorecards are used weekly for portfolio management with green/amber/red/blue status indicators. If amber (risk), leaders must provide countermeasures. This tracks initiatives and ensures accountability.
Q: How do you navigate implementing cultural change when the rest of the organization isn’t on board? What if you’re a new senior director/VP wanting to implement this approach but other departments aren’t aligned?
Pierre’s Answer:
“I will give you a trick. The trick is simple.”
Don’t try to convince everyone – “The best change is the way you’re working makes everything else obsolete”
Focus on your sphere of influence – Change what you can control, not everything
Work well and let others observe – Invite people to “come and meet the team, take a look, and then we can discuss”
Let team members build bridges – Your team will naturally interact with other teams. They will explain: “This is how we’re working. Can we work together?” We won’t change our game, but there are bridges we can build
Use judo, not force – “You’re using the force of your opponent” – work with the environment, not against it
Avoid pride – Don’t announce “we are the best.” One day you’re best, next day you’re bad. “C’est la vie”
Create a cultural zone – Recommend creating a dedicated area in the company where teams work the new way. Give them all critical projects (not simple ones). After 6 months of visible success, require new hires to work 3 months in that zone before joining other teams
Additional Strategy for Convincing Leadership:
For a private bank implementation, Pierre recommended: “Create a zone in your company. All teams working in this area, including meeting rooms, operate this way. Let them feel it. Test if it works for 6 months. If not, stop—it’s fine. But after 6 months, it will work.” Then integrate it into Onboarding.
Q: How do you handle the German “fail fast” culture issue?
Context: Germany struggles with failure acceptance despite agile rhetoric about “fail fast.”
Pierre’s Answer:
“It’s horrible. I asked Daimler at first contact: ‘What is your fail fast culture?’ Response: ‘We don’t fail at Daimler.'”
This reveals cultural misalignment. German culture fundamentally resists failure. The solution: “Usually they do it, but they call it differently.” Find language and framing that works within the existing culture rather than importing incompatible terminology.
Q: How do you handle cultural adaptation when working internationally?
Pierre’s Self-Reflection:
Switzerland – “Still trying to understand the Swiss guys. They don’t take you seriously if you’re a foreigner. They favor people from their own region—won’t even listen to a Swiss guy from Romandie (French-speaking part). You’re treated as a servant. If you push back, they brand you arrogant.”
Lebanon context – “We are transparent in conversation here. Now I understand women who told me they felt transparent” (invisible/dismissed)
Adaptation insight – “After 6 months, you’re no longer Indian, you’re German. After longer, you’re not German, you’re Bavarian—you go one layer deeper”
Professional approach – Use culturally appropriate team members for different contexts. For Middle East: Lebanese descent works in Beirut (seen as local), but North Africa sees “Monsieur Pierre” (distance/formality). Morocco requires Moroccan team members.
Dominic’s Asia-to-Europe Perspective:
“At the beginning was quite a big culture shock. Now if I go back to Asia, I’ll experience another culture shock. I’m not used to the culture in Asia anymore. I’m more used to the culture here.”
Silvio’s Distinction on Integration:
Two types of expatriates:
Those on short-term assignments who don’t bother learning language or culture (“What do I care? I know English”)
Those wanting to integrate and build a life (“You cannot live in a country for more than one year without being influenced. You’re gonna take something with you”)
Q: How does culture work for consultants who align more with client values than their own company?
Silvio’s Experience:
“I was more aligned with clients’ values than with Cognizant’s values. This happens a lot when you spend time on a project. When the contract ends, you find yourself out of values for everyone. You don’t align with your company anymore. You don’t align with the new client anymore.”
Pierre’s Analysis:
Consultants (McKinsey, Bain, BCG, Cognizant) are fundamentally alone:
Proud of prestigious business cards, but family asks “Are you happy?” (forced to say yes)
Never in office, so don’t know colleagues
At client site, not acknowledged as team member because you’re external
“You’re alone all the time”
Advice to daughter: “Go to consulting company, but don’t stay too long. Your mission: be hired by your customer”
This structural isolation makes cultural belonging nearly impossible for consultants.
Q: Why do cultural initiatives die out after a certain time?
Dominic’s Observation:
“A lot of these things die out after a certain time. Senior leadership stops looking at this, needs to focus on what board is looking at. Culture takes really a long time to implement, not just training.”
Pierre’s Answer:
This is the “January 1st intention” problem—like buying a gym membership and never going. Book recommendation: Change or Die addresses this phenomenon.
Solution:
Create routines, not intentions
Build context that prevents backsliding
Establish rituals and celebrations (Confucian wisdom—rituals reinforce culture)
Make it “how we work” not “special initiative”
Family example: Annual Christmas/Easter reunions create cultural continuity through ritual
Q: How do you measure culture? What KPIs work?
Chris’s Observation:
“I never saw any KPIs in the culture implementation of any of my companies. There is no follow up. You just guess, ‘Yeah, I have the feeling it’s okay.’ Everybody’s happy with the culture. But based on nothing.”
Dominic’s Agreement:
“It’s really tough to find metrics that really drive and move the needle, that are measurable over time.”
Pierre’s Answer:
Measurement must be continuous and evolve toward simplicity:
Turnover rate – Sustainable companies: <15%. Switzerland often >20% (red flag for leadership quality)
Don’t overcomplicate – Start with detailed metrics, but over time focus on core human values. Eventually reduces to: “Behave like a decent human being”
Link to strategy – If you can’t link cultural work to strategy, you’ll be considered noise/distraction
Track trends – Weather channel/mood tracking shows patterns over time
Use for reinforcement – Metrics aren’t just for follow-up, they’re “the blocker for the Sisyphus wheel”—preventing regression
Q: What about feedback going both ways—teams giving feedback to leaders?
Chris’s Insight:
“Something I found very powerful in only one company: feedback both ways. The team also feedback the performance of their own leader. You need to be very open-minded. Being a real leader requires accepting feedback. Sometimes, feedback hurts.”
Linked to psychological safety—people must feel safe to give honest feedback to leaders, even if initially anonymous surveys.
Pierre’s Implicit Agreement:
This aligns with his philosophy of transparency and constructive feedback. Leaders who can’t accept upward feedback can’t create psychologically safe environments.
Q: What about offboarding—how important is it?
Chris’s Experience:
Some companies have bad culture. They forget to learn during offboarding. It’s important to listen to why people left and improve. But outside, they talk and spread: ‘It was a piece of shit in this company, the manager did that.’ It’s known very fast. I know companies not able to hire at all because of this. If you go on Glassdoor, you see that company doesn’t have much feedback—nobody wants to go there. To kill it and come back to the good side is going to be a lot of effort.
Pierre’s Context:
Offboarding is part of talent architecture. When someone leaves, it’s a grieving process for the team—part of culture is going away, new culture forms. In small industries (“everybody knows each other” like aerospace design), bad offboarding creates a toxic reputation. This reputation spreads rapidly. It destroys future recruitment ability.
Q: How do you handle hiring when HR uses templates instead of manager specifications?
Pierre’s Frustration:
Multi-month delays common. Example process:
Manager requests specific profile
HR uses their own templates (ignoring manager’s request)
ATS system connects to recruitment company
Recruitment company never talks to manager or HR, just sees opening
After 3-6 months, manager gets first contact
Candidate doesn’t have required skills because HR “polished” the requirements
Historical Better Practice:
Managers could hire and fire people directly. HR’s role: ensure procedure compliance and protect people. Managers had budget to hire external service providers (coaches, consultants) without procurement gatekeeping.
Current Problem:
Procurement automation leads to “not the best people” because ATS systems filter out qualified candidates.
Pierre’s Personal Experience:
“100% rejection in Switzerland, even on jobs where I’m an expert. Agile Coach, nevermind.” Recruiters struggle to understand roles and show CVs for wrong positions. “This happens a lot more in Switzerland than anywhere else.”
Contrast: BCG Hiring Process:
“50 minutes total. BCG Director from Australia calls: ‘We have this mission. Interested? Yes/no? Available tomorrow? Okay, I send flight ticket. Meeting 10 o’clock London. Join.’ Ending process took 2 minutes. Everything straight to the point.
Sometimes started mission after first hour, then: ‘Pierre, you have to leave. Architect disagrees with you. He doesn’t want you here because he believes you studied NLP.’ Done.”
Q: How do you handle hiring people who challenge or annoy you?
Pierre’s Provocative Advice:
“You have to hire the person that annoys you or maybe pisses you off. The one who scratches, who stresses you. Because you see in that person something you don’t like in yourself. This person will push you to become a better person.”
Diversity Imperative:
If I have a team of mid-age white males from Switzerland, you need to hire different people. Hiring only similar people will change nothing. I need young people, old people, men, women, in between, all the colors of the rainbow. I’ll feel more comfortable that maybe one will see from a different angle, which is maybe part of the solution.
Q: How did performance reviews work at Cognizant, and how did you improve them?
Silvio’s Reflection on Standard Process:
“The process wasn’t wrong. In the past, you would have reportees, you’d forget about them. End of year comes, reviews, you’re asked about direct reportees—what did they do, do they deserve raise, bonuses? You have no idea because one year passed, you never saw them. If you worked together in same project, you’d have feedback. But like Pierre and me working in totally different areas, he’d have no idea what I did. Having set checkpoints is nice, but it was very little.”
Pierre’s Enhancement Approach:
Asked at beginning of year: “Silvio, what’s your plan for this year? What do you want to work on?”
If response: “I want your position” → “All right, fine. Let’s take a look, what do you need to get there?”
Documented everything in system (tracking progress)
Rating approach: “For me, you all have five points [maximum]. Based on what you’re doing, maybe you don’t deserve five. What can you do to get the five next time? Please do it.”
Gave constructive feedback with clear path to top rating
Defended team members’ ratings to directors when merited
Example: Colleague rated down by others. “I was really angry because it was based on work delivered and interactions during six months. Somebody said ‘it’s impossible, too much, you should not deserve it because it’s limited.’ Not my problem. He deserved this. You have to defend your people if you believe.”
Silvio’s Conclusion:
Pierre’s approach improved the process. It gave us the opportunity to set really clear goals. We could have exact checkpoints and something to measure against. If you discuss once every six months, that’s not good, not going to be enough.
Cultural Requirement:
“Culture needs to come from above. They need to trust that you’re doing a good job with your reportees. If they question how you did it, we have a problem. If you gave me a five and they question the five, we have a problem.”
Key Takeaways and Action Items
For Individual Leaders
Link all cultural work to business strategy—or risk being dismissed as “noise”
Establish weekly reflection routines (e.g., Friday 11-12) for continuous improvement
Use behavioral interviews focused on curiosity, character, and communication
Defend your team members when their work merits recognition
Create bridges with other departments rather than forcing conformity
Focus on your sphere of influence; make your approach attractive through results
For Organizations
Embed culture into all talent processes: hiring, Onboarding, development, offboarding
Measure what matters: turnover rates, engagement, time-to-productivity
Create cultural zones where new practices can demonstrate value
Give critical projects to high-functioning teams to showcase effectiveness
Require new hires to experience best-practice teams during Onboarding
Establish rituals and ceremonies that reinforce desired culture
Cultural Sustainability Principles
Culture is an ongoing system, not a one-time initiative
Simplify over time to core human values
Use rituals to create belonging and continuity
Make implicit expectations explicit
Celebrate learning and wins (even small ones)
Protect culture through thoughtful offboarding
Adapt cultural approaches to local contexts
Conclusion
Building sustainable organizational culture requires patience, strategic alignment, leadership accountability, and systemic thinking. It cannot be imposed top-down or achieved through workshops alone. Culture emerges from daily practices, reinforced through rituals, measured through meaningful metrics, and protected through every talent management touchpoints.
The most effective approach is to focus on your sphere of influence. Work so well that your methods become attractive to others. Build bridges that allow collaboration without forcing conformity. As Pierre emphasized, “The best change is the way you’re working makes everything else obsolete.”
Culture work must connect to business strategy, or it will be dismissed as distraction. When done well, culture work requires clear values and continuous learning. It also involves accountable leadership and thoughtful talent practices. Sustainable culture becomes the foundation for long-term performance, innovation, and organizational resilience.
Next Steps
Review diagnostic checklist and assess current state
Implement weekly reflection routine (Kata every two weeks)
Access shared documents and templates on Circle platform
Plan 30-day commitment based on workshop insights
Schedule follow-up session for practical game-based planning exercise using Miro
Three frameworks dominate practical behavior change work: Fogg Behavior Model (FBM), COM-B, and nudge theory. Each operates at a different level—from moment-of-action design to systems diagnosis to policy choice architecture—and each has strengths and limitations. This guide consolidates the frameworks, compares them, and provides practical steps for designing nudges in health behavior change.
Part 1: Fogg Behavior Model (FBM)
Overview
The Fogg Behavior Model, developed by BJ Fogg at Stanford, explains behavior through a simple formula: B=MAP
Where:
B = Behavior (the specific action that occurs)
M = Motivation (the desire to perform the behavior)
A = Ability (how easy or simple the behavior is)
P = Prompt (the trigger or cue that says “do this now”)
Key Principle
Behavior occurs only when all three elements—motivation, ability, and prompt—converge at the same moment. If the target behavior is not happening, at least one of these three is missing or insufficiently strong.[1]
Core Components
Motivation
Motivation is the desire or inclination to perform a behavior. In Fogg’s view:
Motivation is variable and unreliable over time
It fluctuates based on circumstances, emotions, and context
Rather than relying on sustained motivation, effective behavior design focuses on making the action feel successful and reducing friction
Ability (Simplicity)
Ability refers to how easy or simple a behavior is to execute. Fogg defines this as “simplicity” and identifies six factors that increase or decrease ability:
Social deviance: How much the behavior violates social norms
Non-routine: How far removed the behavior is from established habits
Behavior design strategy: Shrink behaviors to “tiny” versions (e.g., 2 push-ups instead of a full workout, 30 seconds of journaling) and systematically reduce friction across these six dimensions.
Prompt (Trigger)
A prompt is the cue or signal that initiates the behavior at a specific moment. Without a prompt, even highly motivated and capable people often do nothing. Fogg identifies three types of prompts, matched to the person’s current motivation/ability profile:
Spark: Used when ability is high but motivation is low; adds motivational energy (e.g., urgency messages, benefit highlights, emotional appeals)
Facilitator: Used when motivation is high but ability is low; helps make the behavior easier (e.g., step-by-step guides, one-click options, walk-through)
Signal: Used when both motivation and ability are already high; simply a reminder (e.g., notification, calendar alert, familiar cue)
Prompts can also initiate behavior chains. A prompt for a small action naturally leads to larger actions. This progression happens without requiring additional external triggers.
Practical Application: Tiny Habits Method
The Fogg framework underlies the “Tiny Habits” approach, which involves:
Choosing a very small version of the desired behavior
Anchoring it to an existing routine (using that routine as the prompt)
Immediately celebrating success (to build automaticity and emotional reinforcement)
Example: To increase exercise, anchor “2 push-ups” to the moment after you pour your morning coffee, then celebrate immediately (“Yes!”). Over time, the behavior grows naturally without willpower.
Strengths of FBM
Clarity and simplicity: The three-part formula is easy to understand and apply
Immediate action focus: Excellent for designing specific moments and micro-actions
Practical for product and UX: Well-suited to app flows, habit-building, and digital design
Evidence-based: Rooted in behavioral science and widely tested in tech, marketing, and coaching contexts
Quick diagnosis: Helps identify which of the three elements is missing in any behavior
Limitations of FBM
Oversimplification: Ignores unconscious processes, social and structural influences, and feedback loops that sustain or extinguish behavior over time[2]
Limited for long-term complex change: Strong for triggering simple, discrete actions, but weak for multi-step, evolving, or culture-level behavior change[2]
Single-moment focus: Doesn’t model how behavior develops, generalizes, or is maintained across repeated episodes and contexts
Ethical gaps: Offers limited built-in guidance on whose interests are served or how to protect autonomy; the same tools can power both beneficial and manipulative design[2]
Attributed novelty: Some argue it repackages earlier behavioral science concepts without sufficient acknowledgment of prior work[2]
Part 2: COM-B Model
Overview
COM-B (Capability, Opportunity, Motivation → Behavior) is a systems-level framework for diagnosing and planning behavior change interventions. Michie, van Stralen, and West developed it. This framework is at the heart of the Behavior Change Wheel. The Wheel is a comprehensive taxonomy used in public health, clinical practice, and organizational change.[3]
Core Formula
Behavior = Capability+Opportunity+Motivation
Unlike Fogg’s moment-of-action model, COM-B views these three factors as a broader system. This system must be assessed and addressed for sustained behavior change.
Core Components
Capability
Capability encompasses the physical and psychological capacity to perform a behavior:
Physical capability: Strength, stamina, dexterity, sensory function
Intervention approach: Use feedback, incentives, goal-setting, identity appeals, and emotional messaging to shift both reflective and automatic motivation.
COM-B in Practice
To diagnose why a target behavior isn’t occurring or to design interventions:
Map the current behavior and identify barriers/facilitators across all three factors
Test assumptions with qualitative research (interviews, observations) and quantitative data
Design multi-level interventions: Change capability (training), opportunity (environment/policy), and motivation (incentives/messaging) in concert
Use the Behavior Change Wheel to translate diagnoses into specific intervention types (education, persuasion, incentivization, coercion, training, restriction, environmental restructuring, modeling, enablement)
Part 3: Comparing Fogg, COM-B, and Nudge Theory
FBM vs COM-B
Both models explain behavior through multiple factors, but at different scales and for different purposes.
Aspect
Fogg Behavior Model
COM-B Model
Primary Use
Designing specific, discrete actions and micro-habits[1]
Diagnosing and planning comprehensive behavior change interventions[3]
Key Components
Motivation, Ability (simplicity), Prompt[1]
Capability, Opportunity, Motivation[3]
Time Horizon
Short-term, moment-of-action[1]
Short- and long-term; includes skill and context development[3]
Environment Role
Via Ability and prompt placement; environment as friction or support
Central via Opportunity (physical and social environment)[3]
Typical Domains
Apps, UX, marketing, habit coaching[1]
Public health, clinical practice, organizational change, policy[3]
Depth
Surface level; what must align right now
Systemic; what must change for sustained behavior
Component Mapping
Motivation ↔ Motivation; Ability ↔ Capability + parts of Opportunity; Prompt ≈ specific behavior-change technique[4]
Broader, multi-level system
When to use Fogg: Designing app flows, habit-stacking, habit formation in controlled environments, moment-of-decision nudges.
When to use COM-B: Organizational transformation, health policy, long-term lifestyle change, diagnosing multi-level barriers, designing systemic interventions.
FBM vs Nudge Theory
Fogg and nudge theory both influence behavior through small design changes. They work from different angles. Fogg is a psychological causal model. Nudge theory is a design philosophy and toolkit.
Aspect
Fogg Behavior Model
Nudge Theory
What It Is
A behavioral model explaining why behavior occurs[1]
A policy and design philosophy about steering choices through choice architecture[5]
Role of Prompts
Explicit cues/triggers that initiate behavior[1]
One class of nudge among many (reminders, notifications)[5]
Defaults, framing, salience, simplification, social proof, loss aversion, anchoring[5]
Ethical Framework
Content-neutral; can be used for any behavior[1]
Rooted in “libertarian paternalism”: helping people choose better per their own interests, without coercion[5]
Freedom of Choice
Not a central concern; can be persuasive or neutral
Explicitly preserves all options and makes opting out easy[5]
Typical Use
App flows, micro-habits, trigger design
Public policy, pensions, health, savings, workplace programs[5]
Key insight: Fogg’s prompts are a specific nudge tactic. Nudges encompass a broader set of choice-architecture moves that often operate through motivation and opportunity shifts.
COM-B vs Nudge Theory
COM-B is a diagnostic framework, while nudge theory is one possible intervention style within it.
COM-B identifies levers (capability, opportunity, motivation) to intervene on
Nudges typically operate on motivation (framing, social norms, salience) and opportunity (simplification, defaults) without large incentive changes or bans
In a COM-B intervention plan, nudges are specific tactics under “opportunity” and “motivation” categories[3][5]
Integration: Use COM-B to diagnose; use nudge theory and Fogg’s model to operationalize specific intervention moves.
Part 4: Practical Steps to Design a Nudge for Health Behavior Change
Designing a nudge means systematically shaping the choice environment so the healthier option becomes easy, likely, and voluntary.[6]
Step 1: Define the Target Behavior Precisely
Specify exactly who does what, when, and where in concrete, measurable terms.
Example: “Employees aged 40+ book a preventive health check via the intranet portal. They should do this within the next 30 days. It can be done during their lunch break.”
Make behavior small and specific enough that it can be prompted, measured, and tracked
Ensure it is a reasonable, acceptable choice for the audience
Suitability check: Is this behavior low to moderate stakes? Are there multiple acceptable options? Is there a clear “better” choice as judged by the person’s own interests? If yes to all three, nudging is appropriate.
Step 2: Diagnose Barriers Using COM-B and Fogg
Conduct quick research (interviews, surveys, journey mapping, observational data) to understand why people are not doing the behavior now. Use both frameworks:
COM-B lens (broader system):
Capability: Do people know about the health check? Do they understand its benefits? Do they have the skills to book it (e.g., navigating a portal)?
Opportunity: Is the booking portal accessible? Is there sufficient time in their day? Do workplace norms support taking time for health checks? Are there scheduling or transportation barriers?
Motivation: Do people believe in the value? Is there anxiety or avoidance? Are competing priorities more salient?
Fogg lens (moment of action):
Motivation at the moment: Would an email or reminder raise desire?
Ability at the moment: Is the booking flow simple enough, or does it require too many clicks/decisions?
Prompt: Is there a clear cue/trigger for when to act?
Output: A prioritized list of barriers. Typically 1–3 factors block the behavior. Your nudge should address the primary one.
Select concrete mechanisms from established nudge toolkits. For health behavior, common and evidence-supported nudges include:
Defaults
Pre-select the healthier option but allow easy opt-out.
Example: Automatically schedule a follow-up health check appointment after each visit; patient can reschedule or cancel
Why it works: Overcomes inertia and status-quo bias; signals that the behavior is the norm
Salience and Simplification
Make the healthy action highly visible and cognitively easy.
Example: Clear, contrasting button (“Book Check-up in 2 Taps”); color-coded risk indicators; single-click booking via pre-filled forms
Why it works: Reduces cognitive load; reduces friction from Fogg’s “ability” dimension
Reminders and Timing
Send prompts when action is most feasible.
Example: SMS reminder the day before a scheduled appointment; in-app alert after lab results are ready; email 30 days before eligibility expires
Why it works: Provides the prompt (Fogg); aligns with moment when motivation and ability are likely highest
Social Norms
Highlight what peers are doing or what is considered normal.
Example: “8 out of 10 employees with your health profile attend their annual check-up”; “95% of team members are up to date with preventive screening”
Why it works: Leverages normative influence; reduces social anxiety; signals acceptability
Commitment and Progress Tracking
Ask for small, public or logged commitments and visibly show progress.
Example: “I commit to booking my health check by [date]”; dashboard showing team participation rates; streaks and badges for attendance
Why it works: Builds consistency motivation; leverages identity and public commitment; provides feedback
Incentives (Small, Non-coercive)
Offer modest rewards for behavior completion, without large financial penalties for non-compliance.
Example: Entry into a prize draw; small wellness points redeemable for minor perks; recognition in team communications
Why it works: Addresses motivation; must remain small and non-coercive to preserve libertarian paternalism
Design principle: Combine 1–3 mechanisms that directly address the barriers you identified, rather than stacking many unrelated nudges.
Step 4: Design the Concrete Intervention
Translate strategy into a specific flow, message, or environmental change.
Micro-copy and Messaging
Draft messages and interaction flows that are:
Easy: Use simple language, short sentences, active voice
Specific: Mention concrete benefits, time commitment, next steps (“Book in 2 minutes”)
Framed in gains: Emphasize what people gain, not what they risk losing (though some loss framing can work in specific health contexts)
Example:
❌ “You should schedule a preventive health check because health is important”
✅ “Free health check: 10 minutes, zero cost. Catch issues early. Book now in 2 taps”
Preserving Choice
Ensure all options remain available and transparent
Make opting out at least as easy as opting in (no dark patterns)
Do not use large penalties or restrictions to force compliance
Clearly explain what the nudge is doing (“We pre-selected Option A as the recommended choice, but you can choose anything you prefer”)
Ethics and Equity Check
Use frameworks such as APPEASE (Acceptability, Practicability, Effectiveness, Affordability, Side-effects, Equity)[6]:
Acceptability: Is the nudge acceptable to the target group and stakeholders?
Practicability: Can it be implemented in the real setting with available resources?
Effectiveness: Does evidence suggest it will work?
Affordability: What is the cost relative to benefit?
Side-effects: Are there unintended negative consequences?
Equity: Does the nudge work equally for all subgroups, or does it widen health disparities?
If possible, co-design with patients, employees, or end-users (design workshops, nudgeathons) to ensure buy-in and surface unintended consequences early.
Step 5: Test, Measure, and Iterate
Pilot Testing
Run a small, controlled test (A/B comparison or phased rollout) comparing nudge vs. baseline on a clear outcome: sign-up rate, appointment attendance, health-check completion rate, etc.
Document the design, message, timing, and audience precisely so results can be replicated or adjusted
Measurement
Track primary outcome (e.g., % of eligible employees who book within 30 days)
Monitor secondary outcomes: drop-off rates in booking flow, appointment no-show rates, equity gaps between demographic groups
Gather qualitative feedback: surveys, interviews, focus groups on usability, trust, and acceptability
Evidence on Effectiveness
Meta-analyses show that nudges are effective on average. Typical effect sizes range from 5 to 15% improvement in targeted behavior. Outcomes vary significantly by domain, quality of design, and population.[7]
Iterate and Refine
If effects are strong and equitable: Roll out more broadly, monitor ongoing, and optimize details
If effects are weak or unequal: Diagnose why (Was the barrier misidentified? Did the nudge fail to activate? Did it work only for some groups?)
Revisit COM-B/Fogg diagnosis: Perhaps the primary barrier was capability (need training) rather than motivation, or vice versa
Test alternate nudge mechanisms or combinations
Part 5: Criticisms and Ethical Considerations
Criticisms of Fogg Behavior Model
While FBM is widely used and has strong practical appeal, it faces several substantive criticisms:
Oversimplification
Reduces behavior to three factors while ignoring unconscious processes, social structures, feedback loops, and reinforcement that sustain behavior over time[2]
Does not model how behavior develops, generalizes across contexts, or is maintained across multiple episodes
Missing richer accounts of emotion, identity, social identity, and power dynamics
Limited Scope for Complex, Long-Term Change
Excels at triggering simple, discrete actions (clicking a button, 2 push-ups) but struggles with multi-step behavior change and lifestyle shifts[2]
Does not address how individuals develop skills, adapt to new environments, overcome setbacks, or internalize new values
Organizational and cultural behavior change requires more than prompts and ability tweaks
Ethical Concerns about Persuasive Technology
Fogg’s background in “captology” (computers as persuasive technology) has raised concerns that behavior design tools can power addictive, manipulative, or exploitative digital products[8]
The model itself is ethically neutral; it can be used to help people build good habits or to exploit cognitive biases for corporate profit
The model offers limited built-in guidance on whose interests are served, how autonomy is protected, or how “good” end behaviors are evaluated
Critics worry that widespread use of behavior design in tech, marketing, and social media has tilted toward manipulation rather than genuine user benefit[8]
Questions of Originality
Some argue that FBM repackages earlier behavioral science (operant conditioning, behavioral economics, habit formation) into a branded formula without sufficient acknowledgment[2]
This has led to concerns that promotion of FBM in tech may crowd out richer, evidence-based frameworks such as COM-B or the Behavior Change Wheel in policy and health contexts
Defenses and Internal Nuance
Even sympathetic accounts note that FBM is intentionally simple and must be combined with other models for fuller understanding, especially in health or organizational change[1]
Fogg’s Behavior Design Lab has published guidelines on ethical use of persuasive technology, emphasizing user autonomy, transparency, and well-being, though practice in industry often lags behind these ideals[9]
Ethical Use of Behavior Design
Whether using Fogg, COM-B, nudges, or other frameworks, ethical behavior design requires:
Transparency: Make clear to users that you are attempting to influence their behavior and how
User autonomy: Preserve freedom of choice and make it easy to opt out
Genuine benefit: Ensure the target behavior aligns with the person’s long-term interests and values, not just what is profitable for an organization
Equity: Test that interventions work fairly across all demographic groups and do not widen health or opportunity gaps
Accountability: Design with oversight, co-design with end-users, and be willing to stop or revise interventions that backfire or cause harm
Part 6: Integration and When to Use Each Model
Quick Decision Guide
Use Fogg Behavior Model when:
Designing a specific action or micro-habit (e.g., app on-boarding, sign-up flow, daily routine trigger)
The primary constraint is friction or prompting (not deep capability gaps or system-level barriers)
You have control over the user’s immediate environment (product, message, timing)
You want a fast, practical diagnosis of what’s blocking a discrete behavior
Use COM-B when:
Diagnosing why a behavior is not occurring at scale (organization, community, population)
You need to address multiple levels: individual, organizational, systemic
Create small initial action (register for clinic, not full check-up)
Nudge Designs:
Default: Pre-select clinic nearest employee’s home
Salience: Dashboard showing team participation rate (“87% of team is up to date”)
Simplification: Single-button booking from HR portal
Framing: Emphasize “free” and “10 minutes,” not disease risk
Capability Intervention:
Send brief video explainer: what the check includes, why it matters
Opportunity Intervention:
Partner with clinics for evening/weekend slots
Allow booking during work time without manager approval
Motivation Intervention:
Milestone recognition: badge at 50% and 100% team participation
Small incentive: wellness points toward gym or app subscriptions
Test & Iterate:
Measure sign-up rate, appointment attendance, and equity across age/tenure groups
Refine nudge copy, timing, and defaults based on feedback and data
References
[1] Fogg, B. J. (2009). A behavior model for persuasive design. In Proceedings of the 4th International Conference on Persuasive Technology. ACM.
[2] Halonen, E. (2024). Battle of the behavioral models: Fogg vs. COM-B vs. Behavior Change Wheel. LinkedIn.
[3] Michie, S., van Stralen, M. M., & West, R. (2011). The behavior change wheel: A new method for characterizing and designing behavior change interventions. Implementation Science, 6(1), 42.
[5] Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving decisions about health, wealth, and happiness. Yale University Press.
[6] Michie, S., Atkins, L., & West, R. (2014). The behavior change wheel: A guide to designing interventions. Silverback Publishing.
[7] Pinder, C., Vermeulen, J., Cowan, L., & Beale, R. (2018). Digital behavior change interventions to break and form habits. ACM Transactions on Computer-Human Interaction, 25(3), 1–24.
[8] Susser, D., Roessler, B., & Nissenbaum, H. (2019). Technology, autonomy, and manipulation. Internet Policy Review, 8(2), 1–22.
Using the three supervision functions (normative, formative, restorative), the dual‑relationship situation surfaces different types of challenges. Each function highlights specific risks you would want to explore in supervision.
Normative function: ethics and standards
From a normative (ethical/standards) lens, challenges include:
Ambiguity about conflicts of interest and whether the dual relationship breaches your code of ethics or internal coaching policy (e.g. coaching someone you also appraise or influence organizationally).
Pressure from the organization or sponsor that pulls you away from agreed boundaries (e.g. requests for confidential information, subtle alignment with management’s agenda).
Formative function: learning and practice
From a formative (learning/development) lens, challenges include:
Limited skill or repertoire to work cleanly in a dual role: contracting. This includes resetting boundaries mid‑engagement. It also involves naming power dynamics in the room.
Your other role, whether HR, leader, or Agile coach, shapes your questions. It affects your challenge level and the topics you unconsciously avoid with this client.
Restorative function: well-being and impact on you
From a restorative (support/well-being) lens, challenges include:
Emotional strain arises from “split loyalties” between the client and the organization. There is also anxiety about “getting it wrong” ethically in a political system you belong to.
Over‑involvement or depletion: ruminating about the case. It includes difficulty switching off. You feel isolated because you can’t freely discuss it with internal peers due to confidentiality.
Systemic themes to surface in supervision
Across all three functions, supervision would explore:
How organizational culture (politics, expectations of HR/OD, leadership style) amplifies dual‑relationship risks for internal coaches.
What structures are missing or weak? These include policy, allocation rules, or access to external supervision. This issue is making you personally carry too much of the ethical and emotional load.
Internal coaches face several recurring ethical challenges, mostly around confidentiality, role conflict, and organizational power dynamics. Even when aligned with a formal code of ethics (e.g. ICF), the internal context makes these dilemmas more frequent and ambiguous.
Key ethical tensions
Confidentiality vs. sponsor expectations
Leaders or HR often expect detailed “updates” on the coachee’s progress or mindset. This expectation clashes with strict confidentiality obligations in most coaching codes.
Internal coaches can be formally or informally pressured to reveal sensitive information. This includes whether someone is a “flight risk”, under-performing, or critical of leadership. Such pressures directly test the code of ethics.
Conflict of interest and multiple roles
Internal coaches commonly hold another role, like manager, HR, OD, or Agile coach. This creates overlapping obligations and loyalties to the organization, the boss, and the client.
Expectations to “follow the boss’s directive” are a major source of pressure. This pressure often leads HR and internal practitioners to compromise ethical standards.
Perceived independence and psychological safety
Coachees not fully trust an internal coach’s independence. They fear that what they share harm their careers. This fear persists even if the coach adheres strictly to the code.
Organizational politics and informal networks can influence how people perceive the coach’s neutrality. They can also subtly shape which topics Coachees feel safe to explore.
Code of ethics specifics that get strained
Confidentiality and privacy
Professional frameworks (like ICF) emphasize that what is shared in sessions stays private unless explicitly agreed otherwise in the contract.
In internal coaching, standard HR practices (e.g. documenting risk, performance, misconduct) can clash with these commitments when the coach is also part of HR or management.
Autonomy and non-maleficence (no harm)
Ethical guidance highlights protecting client well‑being and autonomy, avoiding harm, and not exploiting the relationship.
Internal coaches are aware of organizational plans. These can include restructuring, layoffs, or performance procedures. These plans affect the client. But, coaches can’t always share them. This inability creates moral tension around “harm” and transparency.
Objectivity and avoiding misuse of power
Codes emphasize fairness, avoiding favoritism, and keeping clear boundaries with other roles.
Internal coaches are drawn into political games. They are used to influence employees towards certain decisions. Coaches also be subtly expected to “align” employees with management agendas rather than the client’s goals.
Typical dilemma patterns for internal coaches
Triangular relationship: sponsor–coach–Coachees
Ambiguity around what is shared at “three‑way” meetings (e.g. between HR, manager and Coachees) risks sliding from high‑level themes into personal details, breaching the code.
Misaligned expectations at the contracting stage can often lead to ethical conflict later in the engagement. The manager expects behavioral reports, but the coach promises confidentiality.
Boundary management and scope creep
Internal coaches can be asked to “just give some advice” on HR or performance issues. This can cross into consulting, assessment, or even disciplinary influence. These areas differ from coaching.
Coachees also seek special treatment or information since the coach is “on the inside”. This tests the boundary between coaching and confidential organizational knowledge.
Supervision and escalation challenges
Internal coaches sometimes lack a truly independent supervisor or ethics body inside the organization to discuss dilemmas safely.
Without clear internal policies and an external reference (e.g. ICF’s ethical complaint and review structures), coaches can feel isolated when they need to push back against senior leaders.
Practices that help uphold the code
Robust contracting and transparency
Clear three‑way contracting that spells out goals, reporting limits, and confidentiality boundaries from the start reduces later pressure and misunderstanding.
Documented coaching policies are aligned with a recognized code of ethics. They give internal coaches a formal reference when they need to say “no” to inappropriate requests.
Structural protections for independence
Some norms help preserve perceived and actual independence. One such norm is coaching outside one’s line of control. Another is having an independent ethics or review board.
Regular supervision, often with an external supervisor, aids reflection on ethical tensions. It also helps find blind spots and assess the impact of organizational politics on the coaching stance.
If helpful, the next step can be to map your specific internal role (e.g. HR, Agile coach, OD) against these patterns and design a tailored “ethical operating model” for your internal coaching practice.
Dual relationships are best handled by minimizing them where possible. When they can’t be avoided, it is important to make them highly explicit, contracted, and supervised. As an internal coach, that usually means separating roles structurally, naming conflicts early, and sometimes declining or ending coaching relationships.
Clarify what “dual relationship” means
A dual relationship exists when you and the Coachees have more than one role or relationship (e.g. coach and line manager, coach and HRBP, coach and close colleague/friend).
These situations create conflicts of interest and power imbalances. The ICF and EMCC codes need you to recognize, reveal, and manage or avoid these conflicts.
Design structural safeguards
Avoid coaching people where you have evaluative or formal power (direct reports, people you appraise, HR cases you manage). Swap coaches across units or levels instead.
Define in your internal coaching policy who internal coaches can and not coach (e.g. “never within own reporting line, never in active HR processes”).
Use transparent contracting
In the intake, name the dual role explicitly. You say, “I am both your Agile coach and your internal coach; here is how that will affect us.” Then explore risks together.
Build the dual role and its limits into the written coaching agreement: what you will not do (e.g. no performance advice, no participation in promotion decisions) and what happens if a conflict appears.
Monitor boundaries in practice
Regularly check: “Are my other roles influencing this conversation?” and “The client feel pressured because of my position?”
If topics drift into areas where your other role is dominant (e.g. HR investigation, performance rating), pause and either re‑route that topic to the appropriate process or end the coaching relationship for that issue.
Escalate, supervise, or step out
Use supervision (ideally external) to unpack any dual‑relationship tensions, blind spots, or emotional hooks before they harm the client.
If the conflict of interest can’t be mitigated, ethics guidance supports ending or transferring the coaching. For example, you must soon evaluate the Coachees. In such cases, it’s important to explain clearly why this step is necessary.
If you share your specific dual roles (e.g. “HR + internal coach for managers”), a concrete script and decision rules can be drafted for your context.
In a dual‑relationship case, HR gets involved when organizational risk or formal processes are triggered. An external supervisor is involved as soon as you feel ethically “stuck”. You should also involve them if you feel emotionally entangled or unsure how to continue. In practice, internal coaches are encouraged to consult supervision early. They should escalate to HR when the dilemma touches employment decisions. This includes policy breaches or potential harm to the client or others.
When to involve HR
Involve HR (or your equivalent role) when:
There is possible misconduct, discrimination, harassment, or safety risk disclosed in coaching. The organization is legally or ethically obliged to tackle these issues.
The dual relationship intersects with formal HR processes. These include performance management, restructuring, investigation, grievance, and whistle-blowing. You are expected to play a role in those processes.
You need to renegotiate the three‑way contract (sponsor–coach–Coachees). For example, do this if expectations on confidentiality have become misaligned. You should also do it if reporting has become impossible to honor.
When to seek external supervision
Seek an external (or at least independent) supervisor when:
You notice conflicting loyalties, strong emotions, or attraction. Over‑identification with the client can cloud your judgment in the dual relationship.
You are unsure whether to continue, refer, or terminate the coaching because of boundary issues or conflict of interest.
You need help to clarify options that protect client welfare. These options should respect the coaching code of ethics. They must also remain realistic in your internal political context.
How to decide whom to involve first
If the issue is primarily about organizational rules or employment risk, start with HR. Consult a trusted senior HR or ethics contact. Ideally, obtain the client’s knowledge where possible.
If the issue is primarily about your own boundaries, bias, or confusion, begin with external supervision. Consider a confidential ethics consultation. Then decide whether HR involvement is needed.
Good practice in a case study response
For a written case study or exam scenario, you can show ethical maturity by:
Stating that you would seek supervision early when a dual relationship emerges or shifts, to explore impact and options.
Explain clear criteria for HR escalation. These include risk, policy breach, and formal processes. State your intention to be transparent with the client about any need to involve HR.