Services
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I define + apply behavioral science, business best practices, scientific methods, and art-inspired techniques to help people solve problems and design amazing things.
I use the define + apply and "start with science" for ideas, design, guiding, training, and improving data. I also teach clients how to use the method and many topics in psychology, marketing, data, and design. |
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Ideas
Instant ideas delivered to you via Define + Apply audits, guides, and talks, or created with you via facilitated "start with science" ideation sessions. How it works: The Start With Science Method. |
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"Amazing and useful."
-Kari Wynnemer, UnitedHealth
-Kari Wynnemer, UnitedHealth
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Design
Full design or prototyping of products, services, or events; as well as collaborative field work when needed. "Great business ready design from science."
-Amber Brown, Disney Imagineering |
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Training
Trainings, talks, and define + apply workshops on topics including psychology, bias, story, marketing, habit, and “science of cool.” Also offered: audits of existing trainings. See Full List of Trainings: Lis "Troy is one of my favorite people to work with."
-Dan Ariely, Behavioral Economists, Author, Speaker |
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Guidance
Like office hours with your favorite business professor: this is a regular guiding chat with two business strategy and design PhD psychologists. We make sure what you do, decide, and design for your consumers or employees is informed by defining and applying the most relevant behavioral sciences. We add instant designs, analyses, and reports as needed. Some stuff we guide everyone about currently: The Psychology of Now "Troy's work for us was fundamental and brilliant."
-Michael Crooke, Way-B |
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Data
Immediately get more insight and clarity with your data. And we mean immediately. With a mix of scientific thinking and expert intuition, we Define + Apply hypotheses and analyses we are certain have never been applied to your data. Our work has offered novelty to even great data rich companies like Netflix and UnitedHealth. "No one at Netflix had ever analyzed the data that way."
-Grace Jackson, Netflix |
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The Method
Goal: Establish the focused business goals.
Define: Deeply define the most relevant behavioral science and best practices.
Apply: Creatively, situationally, and tactfully apply the defined knowledge to accomplish the business goals.
Goal: Establish the focused business goals.
Define: Deeply define the most relevant behavioral science and best practices.
Apply: Creatively, situationally, and tactfully apply the defined knowledge to accomplish the business goals.
What is Define + Apply?
Define + Apply is a way to create and communicate ideas that turns knowledge into actions. It can be used to design, ideate, inform, guide, and educate.
With the right mastery one is assured that all the ideas are focused on the goals, founded on proven practices or science, and done with applied creativity.
The power of this method comes from it being simultaneously more business focused, more science minded, and more creative than most any other thinking or method.
The fastest way to a fantastic idea is to start with a goal, then fully define a very relevant piece of knowledge, and then creatively apply it.
It works better the more deeply you can define the relevant knowledge, the more creatively you can apply it. PhD expertise or proper facilitation improves the outcome of the method.
I've spent my life Defining + Applying 100 ideas every week using behavioral, business practices, and art techniques with clients, colleagues, academics, and students, as a researcher, professor, designer, trainer, and ideator.
I call my version of this approach, "Define + Apply," or sometimes, "Start With Science." The form has been used by the Imagineers at Disney and Steve Jobs at Apple, and can also be called "Goal + Define + Apply," as it usually follows a three step method.
My mission is for businesses, educators, and the public to use this method more to better think, solve problems, and create amazing things.
Art by Gary Hirsh.