Clues — Meaning Powers Movement
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Behavior

Behaviour change barriers

Three barriers to break when changing behaviour.

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Visualization
BARRIER 1ApathyBARRIER 2ParalysisBARRIER 3Anxiety→
What it is

People stall due to apathy, paralysis or anxiety — each needs a different tactic.

When to use it

Designing comms meant to move people to action.

How to apply

Apathy → raise reward; paralysis → simplify; anxiety → reassure and normalise.

Source: Perkin N., Williams B.

Related frameworks

Strategy
BARRIER 1Why does your prod…BARRIER 2How could a compet…BARRIER 3Who would miss you…BARRIER 4What if the opposi…BARRIER 5Who will take your…→

Negative Framing

Questions from the dark side — they expose hidden truths.

Behavior
1
Cue
2
Routine
3
Reward

Habit Loop

Three components of every habit.

Behavior
LOW ← → HIGHLOW ← → HIGH1
High motivation
2
Easy to do
3
Low motivation
4
Hard to do

BJ Fogg's Behavior Model

Behavior = motivation × ability × trigger.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.