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Minimal Viable Behavior 
and its impact on the future of 
social innovation. 
Webvisions Chicago 2014 
Sept 26th, 2014 
February George Aye 
Greater Good Studio 
The School of the Art Institute 
of Chicago
Greater Good Studio
Greater Good Studio 
We design tools for 
positive social change.
Increasing 
literacy in K 
and 1st
Improving 
communications 
between renters 
and landlords
Increasing 
access to 
clean water 
in Haiti
Greater Good Studio 
Our mission is to work 
with people on a mission.
Greater Good Studio 
Professional 
Par ners
Behavior 
change 
Greater GooMd Studaionaging diabetes Causing diabetes January 2014
Greater Good Studio 
We design tools for 
positive social change.
See the world through a 
behavioral lens. 
Greater Good Studio
George Aye, "‘Minimal Viable Behavior’ and its Impact on the Future of Social Innovation”
George Aye, "‘Minimal Viable Behavior’ and its Impact on the Future of Social Innovation”
George Aye, "‘Minimal Viable Behavior’ and its Impact on the Future of Social Innovation”
Minimal 
Viable 
Behavior 
Eating 
what’s 
familiar
Greater Good Studio 
• Driven by scarcity of a 
resource 
• Irrational but predictable 
•Attracted to short-term 
gains 
Minimal 
Viable 
Behavior
Behaviorally competitive. 
Greater Good Studio
4 separate 
courses 
Greater Good Studio DeJcaenmubareyr 20143 November
See the world through a 
behavioral lens. 
Greater Good Studio
Greater Good Studio 
Business problems Social problems 
Behavioral 
market place 
Behaviorally 
competitive 
Behavioral 
measures of 
success 
Conventional 
market place 
Conventionally 
competitive 
Conventional 
measures of 
success 
vs.
Behavioral 
market 
Behaviorally 
competitive 
measures 
of place 
success
Behavioral 
market 
Behaviorally 
competitive 
measures 
of place 
success
Greater Good Studio 
Minimal 
Viable 
Behavior 
Not paying 
the bill
• Estimated bill 
based on last 12 
months service 
•Actual usage after 
3+ months (either 
more or less) 
• If you miss a bill, 
cancelation of 
service is 
threatened 
Greater Good Studio 
• Aid is offered but 
slow, builds shame 
and resentment 
• Service and debt 
continues to 
accrue
24hr 
feedback 
loop. 
Greater Good Studio
2 week 
limit. 
Greater Good Studio
Greater Good Studio 
Humanity 
not lost.
After 600 bills, 
97% on-time bill payments. 
Greater Good Studio
Greater Good Studio 
• Find your behavioral 
marketplace 
• Treat the MVB as the 
dominant market player 
• Be easy, quick and habit 
forming in order to be 
behaviorally competitive 
• Determine your behavioral 
success metrics 
Impact 
on social 
innovation
Questions ? 
send them to@greatergood_

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