Choice

Question 1

What is the CHOICE model?

Answer 1

Designing decisions and environments so behavior improves without relying only on willpower or lectures. Its core process is: C = Clarify the target behavior
H = Hunt for friction, incentives, defaults, and biases
O = Optimize the choice architecture
I = Install the smallest effective intervention
C = Check actual behavior, not intention
E = Evolve from the data

Question 2

What problem is the CHOICE model designed to solve?

Answer 2

Designing decisions and environments so behavior improves without relying only on willpower or lectures.

Question 3

What are the steps of the CHOICE model?

Answer 3

C = Clarify the target behavior
H = Hunt for friction, incentives, defaults, and biases
O = Optimize the choice architecture
I = Install the smallest effective intervention
C = Check actual behavior, not intention
E = Evolve from the data

Question 4

What is the master question for the CHOICE model?

Answer 4

What behavior am I trying to change, what bias or friction is driving it, and what small change to the decision environment would most likely shift behavior?

Question 5

When should I use the CHOICE model?

Answer 5

Use it for habit design, product design, pricing, compliance, health behavior, employee behavior, customer decisions, and behavior change campaigns.

Question 6

What mistake does the CHOICE model try to prevent?

Answer 6

It prevents assuming people make fully rational choices, relying only on information campaigns, and confusing intention with behavior.

Question 7

What is the one-line rule of the CHOICE model?

Answer 7

Change the decision environment, not just the speech around the decision.

Question 8

How do I know I am using the CHOICE model correctly?

Answer 8

You are using it correctly if the target behavior changes measurably with minimal friction, minimal coercion, and clear feedback.