How we think
Designing trustworthy behaviour systems for real life.
Under the hood of Nudge and TrustLoop is a simple question: how do we help people change without guilt, pressure, or politics—and still get real outcomes?
Our core belief
Most behaviour change systems rely on willpower, guilt, or public accountability. We believe there's a better way: small, respectful nudges that honor your autonomy while helping you follow through on what actually matters to you.
Whether you're working on yourself (Nudge) or your leadership team (TrustLoop), change should feel calmer and clearer—not harder.
Our three-step design process
Every feature in Nudge and TrustLoop follows this pattern.
1. Start with the scenario
We begin with context, not features: who is involved, what they are trying to change, what constraints they live with, and how success would actually feel. For an enterprise, that might be a CEO and CHRO steering a transformation; for an individual, it could be a student balancing exams and sleep.
2. Design small, testable commitments
We translate the scenario into tiny, visible commitments: micro-habits for individuals, or specific leadership behaviours in pods. Each commitment is framed so people can say "yes" or "no" honestly—no vague pledges, no manipulative framing.
3. Close the loop with honest feedback
Change only sticks if feedback feels safe. Nudge uses quick reflections and gentle questions; TrustLoop uses anonymised peer signals. In both, we surface patterns without shaming people or turning trust into a scoreboard.
Built around how people actually change.
The same engine that powers gentle, daily nudges in Nudge also keeps leadership work in TrustLoop grounded, honest, and humane.
Behaviour-aware engine
A shared brain that respects fatigue, mood, and context—powering both micro-habits in Nudge and trust analytics in TrustLoop.
You stay in control
From notification rules to leadership pods, you decide how deep to go and when. No black-box nudging, no hidden levers.
AI with a human tone
Language, pacing, and prompts are designed to feel like a thoughtful coach or advisor, never a corporate chatbot.
Articles & deep dives
Longer pieces on behaviour, trust, and AI—written for people who want calm, honest explanations rather than hype.
Behaviour change
Behaviour change without willpower
Why relying on willpower alone so often fails, and how small promises, safer feedback, and better systems help you change with less guilt.
Habit apps
Why most habit apps make you feel worse
A look at streaks, guilt, and why well‑intentioned tools often undermine self‑trust—and what a calmer alternative can look like.
Leadership trust
How to measure trust without destroying it
Principles for leadership trust measurement that protect psychological safety while still giving boards and teams something concrete to work with.
Micro‑commitments
Small promises, kept daily
How micro‑commitments quietly reshape identity, and why “small but honest” beats dramatic resolutions.
Anonymous feedback
Anonymous feedback for leadership: a framework
When anonymous feedback helps, when it harms, and how to design leadership feedback systems that earn trust instead of fear.
For individuals (Nudge)
Nudge behaves like a calm coach: it asks about your goals, designs a progression-based plan, and nudges you once or twice a day when it actually helps. It is built around your values, constraints, and self-respect—so you can keep more of the small promises you make to yourself.
- Plans set up through conversation, not long forms.
- Emotionally intelligent nudges that respect fatigue and quiet hours.
- Reflections that feed back into tomorrow's plan.
For organisations (TrustLoop)
TrustLoop translates the same behaviour engine into leadership pods, pairing anonymised trust signals with small, concrete behaviour experiments. It respects anonymity thresholds and politics while giving each leader a clear, humane next step instead of a dense report.
- CRIS-based reflections on credibility, reliability, intimacy, and self-orientation.
- Leadership pods that commit to small behaviour experiments together.
- Trust scores and qualitative narratives that boards and CHROs can act on.
Ethics over tactics
We borrow ideas from persuasion and negotiation, but we do not design for pressure or manipulation. The goal is long-term trust, not short-term wins.
Privacy by default
From waitlists to leadership pods, we minimise data, respect boundaries, and favour anonymised aggregates over raw personal detail.
Clear stories, honest mirrors
Whether you are a student or a CEO, the product should help you see your own story more clearly—and decide what to do next on your terms.
Work with The Nudge
If you are exploring Nudge for yourself, TrustLoop for your leadership team, or a customised behaviour system for your organisation, we can help you shape the right approach.