This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, outlines a structured approach to defining behavioral objectives in the context of identifying significant behavior changes necessary for achieving strategic goals. It emphasizes a specific format that guides users in articulating these objectives clearly. The format is designed to facilitate a focused analysis of the roles and actions involved in a purchase process.

The core structure presented is: "The person in role X does activity or action A (at stage N) instead of doing activity or action B (at stage N)." This framework encourages users to pinpoint a specific individual or role whose behavior is critical to influence. It also prompts consideration of the timing within the purchase process where the behavior change is most impactful.

Three essential sub-choices are highlighted. First, identifying the key person or role is crucial; this ensures that efforts are directed toward the most influential actor in the purchasing decision. Second, selecting the appropriate stage in the purchasing process is vital, as this determines where interventions can yield the highest return. Lastly, deciding on the specific behavior change to target is necessary to ensure that the desired outcomes are achievable and measurable.

The slide underscores the importance of detailing both the new behaviors to be adopted and the existing behaviors to be discontinued. This dual focus is essential for creating a comprehensive strategy that not only aims for change, but also provides clarity on what that change entails. Overall, this approach is designed to enhance effectiveness in driving behavioral shifts that align with broader business objectives.

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