How we work
We help B2B software companies identify opportunities to improve user stickiness when others see only problems.
Through systematic behavioral diagnosis, we bridge gaps across product, experience, team, communication, and customer expectations.
We've built our practice around a core insight: users can't tell you why they're leaving.
We diagnose patterns driving their abandonment using the same systematic methodology scientists use to study behavior - watching what users actually do.
Root causes live across your full system:
- Value delivery timing: Users experience value but too late to form consistent usage habits. Reinforcement timing failures prevent adoption even when software delivers outcomes.
- Failed expectations: Sales, marketing, or onboarding set expectations that product experience contradicts. Users abandon because perceived value doesn't match expected value - even when actual value exists.
- Behavioral patterns nobody's spotted: Competing behaviors deliver faster value. Workflows create punishment instead of reinforcement. Users form avoidance patterns you can't see in aggregate metrics.
- Team misalignment: Product, sales, and customer success operate with conflicting mental models. Users receive inconsistent messages about what software does and how to use it.
Our diagnostic methodology:
- Pattern identification: We analyze what users actually do - where they hesitate, what they abandon, when they stop returning. We observe behavior in natural context.
- Root cause diagnosis: We trace patterns to underlying causes using systematic analysis across multiple data sources.
- Mechanism-matched solutions: We design fixes targeted to actual root causes. If value delivery timing fails, we fix reinforcement mechanisms. If expectations misalign, we fix expectation-setting processes. Solutions match diagnosed problems.
Our Team
We're senior experts led by a neuroscientist. We've developed our behavioral diagnostic framework through 50+ B2B software engagements.
We work directly with founders, product leaders, and executive teams - translating our findings into actionable roadmaps and targeted fixes.
Let's Diagnose Why Users Aren't Sticking
When to call us:
You've tried surface fixes - polishing UI, adding features, improving onboarding emails - without sustained impact. The problem isn't what you've been told it is.
What to expect:
- 30-minute assessment to understand your challenge and assess data readiness
- If needed: Behavioral tracking plan specifying product events to track
- 2-3 week diagnostic.
- Results presentation with root cause diagnosis and specific fixes matched to identified mechanisms.
What success looks like:
Success means users stick with your software because we've fixed what was actually driving them away - whether that's failed expectations, value delivery timing, competing behaviors, or team misalignment.
