2026-08-25

I booked an airport lounge today.

To register for the service, I entered my credit card, address and email.

Then I selected a lounge and went to pay the booking fee.

Enter your credit card.

Enter your address.

Enter your email.

Every individual process worked perfectly.

Registration worked.

Booking worked.

Payment worked.

And collectively they produced completely stupid behaviour.

That’s increasingly what I mean when I talk about Behaviour Engineering.

Don’t just engineer the processes.

Engineer the behaviour for the outcome.