Inquisitive, open-minded, self-reliant, hands-on. Squarers of circles, solvers of problems.
An evolving model of behaviour change, that distills our thinking into a practical tool for building actions that work.
Too good to be true? Probably.
The responsibility for reality checking is not confined to the world of journalism.
Boring but important.
Good enough for surgeons and airline pilots, so why not researchers and marketers?