Interview: Bri Williams, behavioral scientist and founder of People Patterns, on designing customer journeys that change behavior

This book provides a wide range of decision-making models, from well-known tools like the Eisenhower Matrix to less familiar ones such as the Swiss Cheese Model. It helps readers tackle personal and professional dilemmas by simplifying complex situations and encouraging active engagement with the models. The book is designed to be visually engaging and practical, making it a valuable resource for both personal development and strategic planning.

Bri Williams' book presents 50 concise models and frameworks designed to help practitioners move people from current behaviours to desired actions. It synthesises behavioural-science insights into practical tools for both internal organisational change and customer-facing interventions. The book emphasises clarity in defining behavioural objectives, diagnosing common barriers (apathy, confusion, fear), and sequencing communications to increase uptake. Williams uses approachable names and mnemonics (like the Zorro technique) to make models memorable and actionable for marketers and change leaders. The work aims to prevent teams from solving the wrong problem by focusing on what people do now and what they must do instead.