What Behavior Changes Will Stick?


In a recent Forbes Article authored by Stephen Wunker, he uses the principles of innovation adoption to test the stickiness of behavioral changes driven by COVID-19. He applies six tests of a new behavior to see what will last. He states that not all six factors need to be met for a behavior change to persist, but the mutually reinforcing nature of the factors create a stronger impact as more get involved. He applies this framework to assess potential commercial change for the Life Science industry.

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