Level 27, 101 Collins Street
Melbourne, 3000



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Aligning behaviour with strategy

We help organisations transform by focussing on behaviour. Often overlooked in the program and system transformation journeys, behaviour is what drives organisational performance.

We build structures that create cues, so that new behaviour is chosen over old. But which structures to build and why?

The usual approach to changing behaviour is to focus on the individuals one wishes to see act differently, and try to change their beliefs, or at worst enforce compliance with the desired behaviour. But there are three problems with that approach.

The first is resistance. There are many forms of resistance, one of which is silence. And so communications designed to change beliefs can appear to have been accepted, when they have "fallen on deaf ears" becuase there was no apparent push back.

Secondly, beliefs are influenced by background factors such as personality, and so can be very difficult to change. And third, behaviour is heavily influenced by context or the situation we find ourselves in, such as an office or a beach. In other words, behaviour that is acceptable on a beach can be unnnaceptable in the office. So, to expect behaviour to change while context is held relatively constant is unrealistic.

That behaviour changes when context changes is taken as axiomatic in the behavioural science literature. So, we focus on changing context by designing structures to influence behaviour. The questions then become, which structures should to build and why. To address those questions, we use a proven method.

Define, Design, Deliver. The Sein Process


1. Define

We start with the business problem and prove the link between poor business outcomes and current-state behaviour. We isolate the cues that influence current-state behaviour and trace them back to structures in the organisation. We then define future-state behaviour, and once again test it against the business problem to prove that the new behaviours will enable business success. We identify from whom the new behaviour is required and their behavioural preferences. Finally we identify which structures need to change to generate the desired new cues.

2. Design

We crystalise the changes needed to structure and cues, leaving beliefs untouched. We map the boundaries of acceptable behaviour and understand the organisation’s appetite for sanctioning rogue behaviour. Understanding what needs to change, we generate hypotheses for testing.

3. Deliver

We then design a range of interventions based on those hypotheses, test and refine them, so that we have a small number of considered changes ready for our clients to implement. Once launched we monitor and work with our clients to ensure success.

How we work with you


We're advisers, not builders or operators. While we transfer knowledge by working closely with our clients, we only stay long enough to prove the solution and ensure the handover has taken. We don't do general executive coaching, systems implementation, or have "partnerships" with systems providers.


Respectful and straightforward, what you’ll get from us is our unvarnished opinion. We are a boutique firm, don't have a machine to feed, and so are free to be open and honest.


Our approach to decision-making is that today's good solution is better than the distant, theoretically "best" solution. So piloting, prototyping and proof of concept are features of our work.