Both of the products that we’ve launched, Wellthy and Leap have been all about behavior change - specifically, motivating people to make healthier choices. When I first started working on Wellthy, I thought behavior change was a simple process, mostly because it’s always been easy for me to take something on that seems tough and boil it down to something I can do for at least 30 days.
What I’ve learned (and I’m still learning) after studying the space and from our users is that it’s actually a science - and it’s a repeatable process that anyone can learn how to apply to their own life! My goal in this post is to break down my learnings on changing behavior and talk about how you can apply them to your life or to your users.
My Own Behavior Change Experiments
One of the first experiences that I had when it came to changing my own behavior was when I decided to go on Boulder Outdoor Survival School. This was an extreme, life-changing trip that pushed me to the limits physically, mentally, and emotionally. I spent 30 days in the desert with not much more than a blanket, a knife, and a poncho. When I first decided to go on the trip, I had very little experience venturing off into the great outdoors.

Once I started the trip there was no way out, no matter how bad it sucked going 4 days with no food. For one, I’d told everyone that I knew that I was going on the world’s toughest survival school. People thought this was awesome - what would they think if I backed out? Secondly, I also focused on the results that I could get from the program - “if I can do this, I can do anything!”
I completed the program through sheer mental fortitude, and because of the fact that there were strong social pressures involved with telling everyone I was doing it, and my group on the trip was close-knit and highly motivated. If I backed out, I’d look like a wimp - not even an option.
Another experiment that turned out well was when our team decided to do a 30 Day Paleo Diet Challenge. Basically we made a commitment to each other to each fresh, whole foods for a month. No grains, gluten, alcohol, caffeine, or dairy. It was tough for the first few days adjusting to eating a pretty low-carb diet, but we all felt amazing by the time the month was over.
I think this worked because we lived in close proximity to each other in the same house and everyone knew we were doing the challenge since we turned down beers from all our friends every weekend - so again there were social pressures at play.

We also started snapping pictures of our meals and using GroupMe or Google Docs to share them with each other. It was a fun and simple way of holding each other accountable for our actions (see the relationship to Leap?)
So looking at my own behavior I can see what motivates me personally.
- Social Pressures: I need social pressure to stick to something, if I know someone is depending on me I’ll do it no matter what. I also tell people what I’m up to a lot, so in a way I think this is an internal “hack” that I’ve figured out to help me see things to completion.
- Challenges: This turns activities that could be mundane into something fun, especially if you do it with friends or other highly
- Set dates: It’s much easier to dedicate yourself to something when you don’t think it’s “forever”
So What Motivates Most People?
I’ve learned that I’m not the typical use case for behavior change. After all, not many people go on 30 day trips in the desert, do extreme diets, and quit their 9-5 to pursue a startup. Let’s examine what the experts say, and what we’ve learned from having tens of thousands of people on our platforms.
According to Dr. BJ Fogg, a Standford PHD Behavioral Psychologist, and the predominant expert in the field of behavior change:
BEHAVIOR = MOTIVATION + ABILITY + TRIGGER, all at the same time. (Click here for a graph showing how this works). So if there is low motivation to do the behavior, but it’s easy to do, a trigger might work. If there is high motivation and it’s hard (not ideal), a trigger could work there as well.
The sweet spot is when the behavior is simple and it’s easy to do - an example he likes to use is if you are trying to change behavior to get someone to floss, have them floss one tooth. Then maybe there is a trigger like an alarm or text message at a certain time to remind them of the behavior. If you think flossing is a daunting task, then just floss one tooth. He says these small wins make a big difference and in just flossing one tooth, you get a small win out of it.
Over time, according to BJ, these small actions like flossing one tooth will eventually lead to you taking on the larger behavior - he is a big fan of baby steps.
Learnings in more detail and how to fix the problems (BJ’s stuff + my experiences)
With Wellthy, we had various levels of health challenges that people could complete, and they got harder each time. We intentionally started out with very simple behaviors for the reasons stated above.

Wellthy was only effective with a small group of people. I think this came down to the motivation to use the platform and engage in health challenges. The problem was that we were targeting corporate environments and for each company there were a very small amount of motivated users.
The social pressures in Wellthy were too weak. To fix this, we built Leap instead. Groups of friends or people who share a similar motivation are much more conducive to engagement and behavior change. This is based off of the learnings from the challenges that I’ve done and what we observed as a team.
Currently with Leap, the behavior change framework isn’t strong enough. It’s a lot to expect for users to create their own challenge, and in some cases to do it for a month at a time. When it’s not focused on one particular vertical, you miss out on the highly motivated users who are more likely to stick with the the challenge and come back for repeat usage. To fix this, we’ll refocus the product on the health vertical and adjust the featured challenges as such.
The next thing we need is focusing on smaller wins. If a challenge is a week long, we need to improve how we create a variable mechanism of rewards (which is a fancy way of saying, we need to help them celebrate small wins sooner and more often). This could be accomplished by breaking a challenge down into smaller tasks that are completed each day. These wins need to be linked to a real benefit a person gets from doing the action.
Finally, we need to improve the triggers. Right now the main trigger is a push notification when another user posts within the challenge. The problem is that the trigger is too variable and relies on another user’s motivation to engage in the action - it’s not strong enough.
What can you look at to improve aspects of your product?
- It’s really key to understand a user’s motivation for using your product from a psychological perspective. When you understand that, find other people who are also motivated by the same thing. Groups are much stronger when motivations are aligned. It helps to focus your product on a particular group of people or one vertical to get a grasp on this.
- Understand that your users aren’t you! It’s easy to get wrapped up in how awesome your product is when it’s designed and built around what you want, but sometimes what motivates you or your ability is different from the folks that will be using the product every day. How do you solve this? Talk to them.
- Start small. Figure out how you get people to complete one task, then come back and complete it again. This is key for retention and long term behavior change.
- This falls into motivation, but understand social pressures. Why is it so motivating when people depend on you? When they think you are going to do something? This is what always motivates me, making a pact almost.
This turned out longer than I expected it to, but I love this stuff. Hopefully you can get a couple new things out of it that you didn’t know already. If you ever want to talk about how to change a behavior in your life, or how to improve your product to be more motivating feel free to hit me up. In the meantime, I’m in a Paleo Challenge, so I’m off to cook a meal!