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Step 01
Behavioral psychology
12
BJ Fogg behavior modelUnderstand behavior as the product of motivation, ability, and prompt.
Framework details
Understand behavior as the product of motivation, ability, and prompt.
Key takeaways
- Understand the core concepts of BJ Fogg behavior model.
- Apply BJ Fogg behavior model to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Hook model (Nir Eyal)Build habit-forming products with the trigger-action-reward-investment cycle.
Framework details
Build habit-forming products with the trigger-action-reward-investment cycle.
Key takeaways
- Understand the core concepts of Hook model (Nir Eyal).
- Apply Hook model (Nir Eyal) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
BJ Fogg behavior model
Habit stacking (James Clear)Anchor new habits to existing ones for better adoption.
Framework details
Anchor new habits to existing ones for better adoption.
Key takeaways
- Understand the core concepts of Habit stacking (James Clear).
- Apply Habit stacking (James Clear) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Hook model (Nir Eyal)
Nudge theory (Thaler & Sunstein)Influence behavior through choice architecture without restricting options.
Framework details
Influence behavior through choice architecture without restricting options.
Key takeaways
- Understand the core concepts of Nudge theory (Thaler & Sunstein).
- Apply Nudge theory (Thaler & Sunstein) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Habit stacking (James Clear)
Related frameworks
COM-B modelAnalyze behavior change through capability, opportunity, and motivation.
Framework details
Analyze behavior change through capability, opportunity, and motivation.
Key takeaways
- Understand the core concepts of COM-B model.
- Apply COM-B model to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Nudge theory (Thaler & Sunstein)
Related frameworks
Transtheoretical model (stages of change)Map readiness for change from precontemplation to maintenance.
Framework details
Map readiness for change from precontemplation to maintenance.
Key takeaways
- Understand the core concepts of Transtheoretical model (stages of change).
- Apply Transtheoretical model (stages of change) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
COM-B model
Related frameworks
Tiny habits method (BJ Fogg)Scale behavior change by starting with small, easy actions.
Framework details
Scale behavior change by starting with small, easy actions.
Key takeaways
- Understand the core concepts of Tiny habits method (BJ Fogg).
- Apply Tiny habits method (BJ Fogg) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Transtheoretical model (stages of change)
Related frameworks
Behavioral design frameworkMap context to behavior and outcomes systematically.
Framework details
Map context to behavior and outcomes systematically.
Key takeaways
- Understand the core concepts of Behavioral design framework.
- Apply Behavioral design framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Tiny habits method (BJ Fogg)
Related frameworks
Operant conditioning (Skinner)Modify behavior using reinforcement and punishment.
Framework details
Modify behavior using reinforcement and punishment.
Key takeaways
- Understand the core concepts of Operant conditioning (Skinner).
- Apply Operant conditioning (Skinner) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Behavioral design framework
Related frameworks
Implementation intentionsBridge the intention-action gap with "if-then" planning.
Framework details
Bridge the intention-action gap with "if-then" planning.
Key takeaways
- Understand the core concepts of Implementation intentions.
- Apply Implementation intentions to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Operant conditioning (Skinner)
Related frameworks
Friction analysisIdentify and remove barriers to desired behaviors.
Framework details
Identify and remove barriers to desired behaviors.
Key takeaways
- Understand the core concepts of Friction analysis.
- Apply Friction analysis to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Implementation intentions
Related frameworks
Trigger design frameworkDesign effective internal and external prompts for action.
Framework details
Design effective internal and external prompts for action.
Key takeaways
- Understand the core concepts of Trigger design framework.
- Apply Trigger design framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Friction analysis
Related frameworks
Step 02
Persuasion & influence
13
Cialdini’s 7 principles of influenceMaster the foundations: reciprocity, commitment, social proof, authority, liking, scarcity, and unity.
Framework details
Master the foundations: reciprocity, commitment, social proof, authority, liking, scarcity, and unity.
Key takeaways
- Understand the core concepts of Cialdini’s 7 principles of influence.
- Apply Cialdini’s 7 principles of influence to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Trigger design framework
Related frameworks
Elaboration likelihood model (ELM)Design messages for both logical (central) and emotional (peripheral) processing.
Framework details
Design messages for both logical (central) and emotional (peripheral) processing.
Key takeaways
- Understand the core concepts of Elaboration likelihood model (ELM).
- Apply Elaboration likelihood model (ELM) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Cialdini’s 7 principles of influence
Social proof theoryValidate decisions using expert, celebrity, user, and crowd examples.
Framework details
Validate decisions using expert, celebrity, user, and crowd examples.
Key takeaways
- Understand the core concepts of Social proof theory.
- Apply Social proof theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Elaboration likelihood model (ELM)
Authority principleBuild credibility through expertise and credentials.
Framework details
Build credibility through expertise and credentials.
Key takeaways
- Understand the core concepts of Authority principle.
- Apply Authority principle to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Social proof theory
Scarcity & urgency frameworkCreate demand through limited time, quantity, or exclusivity.
Framework details
Create demand through limited time, quantity, or exclusivity.
Key takeaways
- Understand the core concepts of Scarcity & urgency framework.
- Apply Scarcity & urgency framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Authority principle
Reciprocity frameworkLeverage the power of obligation by giving before asking.
Framework details
Leverage the power of obligation by giving before asking.
Key takeaways
- Understand the core concepts of Reciprocity framework.
- Apply Reciprocity framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Scarcity & urgency framework
Commitment & consistency principleEncourage small initial commitments to drive larger actions later.
Framework details
Encourage small initial commitments to drive larger actions later.
Key takeaways
- Understand the core concepts of Commitment & consistency principle.
- Apply Commitment & consistency principle to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Reciprocity framework
Liking & similarity principleBuild affinity through similarity, compliments, and cooperation.
Framework details
Build affinity through similarity, compliments, and cooperation.
Key takeaways
- Understand the core concepts of Liking & similarity principle.
- Apply Liking & similarity principle to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Commitment & consistency principle
Mere exposure effectBuild preference simply through repeated exposure.
Framework details
Build preference simply through repeated exposure.
Key takeaways
- Understand the core concepts of Mere exposure effect.
- Apply Mere exposure effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Liking & similarity principle
Anchoring & adjustmentSet reference points to influence value perception.
Framework details
Set reference points to influence value perception.
Key takeaways
- Understand the core concepts of Anchoring & adjustment.
- Apply Anchoring & adjustment to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Mere exposure effect
Framing effectInfluence decisions by presenting options as gains or losses.
Framework details
Influence decisions by presenting options as gains or losses.
Key takeaways
- Understand the core concepts of Framing effect.
- Apply Framing effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Anchoring & adjustment
Rhetorical devices frameworkEnhance persuasion with metaphor, repetition, and the rule of three.
Framework details
Enhance persuasion with metaphor, repetition, and the rule of three.
Key takeaways
- Understand the core concepts of Rhetorical devices framework.
- Apply Rhetorical devices framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Framing effect
Storytelling persuasion frameworkDrive influence through narrative arcs and transformation.
Framework details
Drive influence through narrative arcs and transformation.
Key takeaways
- Understand the core concepts of Storytelling persuasion framework.
- Apply Storytelling persuasion framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Rhetorical devices framework
Step 03
Decision-making psychology
15
Dual process theory (Kahneman)Understand the interplay between fast, intuitive (System 1) and slow, deliberate (System 2) thinking.
Framework details
Understand the interplay between fast, intuitive (System 1) and slow, deliberate (System 2) thinking.
Key takeaways
- Understand the core concepts of Dual process theory (Kahneman).
- Apply Dual process theory (Kahneman) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Storytelling persuasion framework
Related frameworks
Cognitive biases frameworkNavigate the mental shortcuts that influence decisions.
Framework details
Navigate the mental shortcuts that influence decisions.
Key takeaways
- Understand the core concepts of Cognitive biases framework.
- Apply Cognitive biases framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Dual process theory (Kahneman)
Related frameworks
Heuristics frameworkUnderstand key shortcuts like availability and representativeness.
Framework details
Understand key shortcuts like availability and representativeness.
Key takeaways
- Understand the core concepts of Heuristics framework.
- Apply Heuristics framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Cognitive biases framework
Choice architectureDesign decision environments using defaults and ordering.
Framework details
Design decision environments using defaults and ordering.
Key takeaways
- Understand the core concepts of Choice architecture.
- Apply Choice architecture to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Heuristics framework
Paradox of choiceReduce decision paralysis by optimizing the number of options.
Framework details
Reduce decision paralysis by optimizing the number of options.
Key takeaways
- Understand the core concepts of Paradox of choice.
- Apply Paradox of choice to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Choice architecture
Decision fatigue frameworkTime your asks to account for depleted decision-making capacity.
Framework details
Time your asks to account for depleted decision-making capacity.
Key takeaways
- Understand the core concepts of Decision fatigue framework.
- Apply Decision fatigue framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Paradox of choice
Mental accounting (Thaler)Leverage how people categorize money in pricing strategies.
Framework details
Leverage how people categorize money in pricing strategies.
Key takeaways
- Understand the core concepts of Mental accounting (Thaler).
- Apply Mental accounting (Thaler) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Decision fatigue framework
Confirmation bias frameworkAlign messaging with existing beliefs to avoid resistance.
Framework details
Align messaging with existing beliefs to avoid resistance.
Key takeaways
- Understand the core concepts of Confirmation bias framework.
- Apply Confirmation bias framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Mental accounting (Thaler)
Availability heuristicDrive perceived likelihood by staying top-of-mind.
Framework details
Drive perceived likelihood by staying top-of-mind.
Key takeaways
- Understand the core concepts of Availability heuristic.
- Apply Availability heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Confirmation bias framework
Representativeness heuristicPosition your brand using established stereotypes and categories.
Framework details
Position your brand using established stereotypes and categories.
Key takeaways
- Understand the core concepts of Representativeness heuristic.
- Apply Representativeness heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Availability heuristic
Affect heuristicAppeal to emotional responses to drive decision-making.
Framework details
Appeal to emotional responses to drive decision-making.
Key takeaways
- Understand the core concepts of Affect heuristic.
- Apply Affect heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Representativeness heuristic
Peak-end ruleOptimize experiences by focusing on the peak moment and the ending.
Framework details
Optimize experiences by focusing on the peak moment and the ending.
Key takeaways
- Understand the core concepts of Peak-end rule.
- Apply Peak-end rule to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Affect heuristic
IKEA effectIncrease value perception through co-creation and effort.
Framework details
Increase value perception through co-creation and effort.
Key takeaways
- Understand the core concepts of IKEA effect.
- Apply IKEA effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Peak-end rule
Analysis paralysis frameworkSimplify choices to prevent decision gridlock.
Framework details
Simplify choices to prevent decision gridlock.
Key takeaways
- Understand the core concepts of Analysis paralysis framework.
- Apply Analysis paralysis framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
IKEA effect
Multi-attribute decision-makingUnderstand how customers weigh multiple criteria.
Framework details
Understand how customers weigh multiple criteria.
Key takeaways
- Understand the core concepts of Multi-attribute decision-making.
- Apply Multi-attribute decision-making to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Analysis paralysis framework
Step 04
Consumer psychology
20
Jobs-to-be-done (JTBD)Target functional, emotional, and social motivations.
Framework details
Target functional, emotional, and social motivations.
Key takeaways
- Understand the core concepts of Jobs-to-be-done (JTBD).
- Apply Jobs-to-be-done (JTBD) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Multi-attribute decision-making
Related frameworks
Loss aversion (prospect theory)Frame messages to leverage the fear of loss over the hope of gain.
Framework details
Frame messages to leverage the fear of loss over the hope of gain.
Key takeaways
- Understand the core concepts of Loss aversion (prospect theory).
- Apply Loss aversion (prospect theory) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Jobs-to-be-done (JTBD)
Related frameworks
Endowment effectUtilize ownership psychology with free trials and demos.
Framework details
Utilize ownership psychology with free trials and demos.
Key takeaways
- Understand the core concepts of Endowment effect.
- Apply Endowment effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Loss aversion (prospect theory)
Status signaling theoryPosition premium products as signals of wealth or taste.
Framework details
Position premium products as signals of wealth or taste.
Key takeaways
- Understand the core concepts of Status signaling theory.
- Apply Status signaling theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Endowment effect
Related frameworks
Identity-based consumptionEnable customers to express their identity through your brand.
Framework details
Enable customers to express their identity through your brand.
Key takeaways
- Understand the core concepts of Identity-based consumption.
- Apply Identity-based consumption to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Status signaling theory
Related frameworks
Self-determination theoryTap into intrinsic motivation via autonomy, competence, and relatedness.
Framework details
Tap into intrinsic motivation via autonomy, competence, and relatedness.
Key takeaways
- Understand the core concepts of Self-determination theory.
- Apply Self-determination theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Identity-based consumption
Related frameworks
Maslow’s hierarchy of needsAlign positioning with physiological to self-actualization needs.
Framework details
Align positioning with physiological to self-actualization needs.
Key takeaways
- Understand the core concepts of Maslow’s hierarchy of needs.
- Apply Maslow’s hierarchy of needs to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Self-determination theory
Related frameworks
Hedonic vs utilitarian valueBalance pleasure-seeking and practical problem-solving appeals.
Framework details
Balance pleasure-seeking and practical problem-solving appeals.
Key takeaways
- Understand the core concepts of Hedonic vs utilitarian value.
- Apply Hedonic vs utilitarian value to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Maslow’s hierarchy of needs
Related frameworks
Reference dependenceManage value perception relative to reference points.
Framework details
Manage value perception relative to reference points.
Key takeaways
- Understand the core concepts of Reference dependence.
- Apply Reference dependence to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Hedonic vs utilitarian value
Related frameworks
Decoy effectMake target options more attractive with strategic decoys.
Framework details
Make target options more attractive with strategic decoys.
Key takeaways
- Understand the core concepts of Decoy effect.
- Apply Decoy effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Reference dependence
Related frameworks
Price-quality heuristicSignal quality through premium pricing strategies.
Framework details
Signal quality through premium pricing strategies.
Key takeaways
- Understand the core concepts of Price-quality heuristic.
- Apply Price-quality heuristic to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Decoy effect
Related frameworks
Sunk cost fallacyEncourage retention by highlighting past investments.
Framework details
Encourage retention by highlighting past investments.
Key takeaways
- Understand the core concepts of Sunk cost fallacy.
- Apply Sunk cost fallacy to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Price-quality heuristic
Related frameworks
Bandwagon effectDrive adoption through trends and social momentum.
Framework details
Drive adoption through trends and social momentum.
Key takeaways
- Understand the core concepts of Bandwagon effect.
- Apply Bandwagon effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Sunk cost fallacy
Related frameworks
Veblen effectIncrease demand for luxury goods by raising prices.
Framework details
Increase demand for luxury goods by raising prices.
Key takeaways
- Understand the core concepts of Veblen effect.
- Apply Veblen effect to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Bandwagon effect
Related frameworks
Consumer decision journey (McKinsey)Map the modern path from consideration to bonding.
Framework details
Map the modern path from consideration to bonding.
Key takeaways
- Understand the core concepts of Consumer decision journey (McKinsey).
- Apply Consumer decision journey (McKinsey) to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Veblen effect
Feeds from
Related frameworks
Motivation-opportunity-ability (MOA) frameworkEnsure all three factors are present for consumer action.
Framework details
Ensure all three factors are present for consumer action.
Key takeaways
- Understand the core concepts of Motivation-opportunity-ability (MOA) framework.
- Apply Motivation-opportunity-ability (MOA) framework to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Consumer decision journey (McKinsey)
Related frameworks
Needs-based segmentationGroup markets by underlying needs rather than demographics.
Framework details
Group markets by underlying needs rather than demographics.
Key takeaways
- Understand the core concepts of Needs-based segmentation.
- Apply Needs-based segmentation to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
MOA framework
Related frameworks
Emotional labor theoryReduce the effort required in purchasing decisions.
Framework details
Reduce the effort required in purchasing decisions.
Key takeaways
- Understand the core concepts of Emotional labor theory.
- Apply Emotional labor theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Needs-based segmentation
Related frameworks
Brand attachment theoryBuild loyalty through connection, prominence, and passion.
Framework details
Build loyalty through connection, prominence, and passion.
Key takeaways
- Understand the core concepts of Brand attachment theory.
- Apply Brand attachment theory to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Emotional labor theory
Related frameworks
Psychological ownershipCreate a sense of "mine" to drive conversion.
Framework details
Create a sense of "mine" to drive conversion.
Key takeaways
- Understand the core concepts of Psychological ownership.
- Apply Psychological ownership to growth decisions and prioritization.
- Measure the impact with practical metrics and real-world benchmarks.
Prerequisites
Brand attachment theory
Related frameworks
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