Empowering teams with a fresh perspective.

About Ascend

Team building and leadership development through outdoor adventures

Going beyond the usual ‘feel-good’ trust fall or team challenge Meaningful, unusual conversations New environment = nature!

Impact on customers: Feel closer to each other Re-energized about their work Gain actionable insights to improve their business

Our Mission

Connect people with people

Connect people with nature

Our Team

Brooks Barron – CEO• Leadership Coach• Management Consultant• Princeton University (BA)• Stanford GSB (MBA)

Mike McClure – President• Professional Cyclist• Private Equity Investor• University of Colorado (BA)• Stanford GSB (MBA)

Colin Galle – COO• US Navy Officer• NOLS Instructor (Admit)• US Naval Academy (BS)• Stanford GSB (MBA)

Designing Ascend with Behavior Design

Help People Do What They Already Want To

Do

Fogg Behavior Model

Behavior Design Process

Help people do what they already want to do1

Help people do what they already want to do1

B = M A T2

Ability factors2

Increased ability to achieve desired behavior

High Motivation

LowMotivation

Hard to Do Easy to DoAbility

Moti

vati

on

B B

2

No Behavior Yes Behavior

Inc Time$$$Inc EffortUnaligned w/ routine

Dec Time$Dec EffortAligned w/ Routine

Behavior Design Process

We used Behavior Design to grow our business

Step 1 – Define abstract behavior Increase inbound sales leads

Step 2 – Magic Wanding Answered “If you could wave a magic wand and get anyone to do

anything that would lead to increased inbound sales, what would you have them do” and generated 20-30 potential target behaviors

3.1

Behavior Design Process (cont’d)

Step 3 – Crispification Objective = everyone interprets the target behavior the same way

Step 4 – Focus Mapping

3.2

Behavior Design Process (cont’d)

Target Behaviors1. BJ Fogg tweets about Ascend Adventures this weekend

2. Ascend Team fixes website this weekend to improve Google search ranking from non-existent to top 3

Results Website traffic up 4x! But sales leads did not increase

3.3

We led 3 incredible trips, but then our business stalled…

We had difficulty converting interest into action

This sounds

awesome! Great, let’s schedule a

date!Hmm, let me get back to you…

High ability barrier to getting teams to leave the office for a day Time > Money

Our service lacked simplicity – which is a key piece of successfully designing a new behavior Tough to define a quantitative ROI

Ultimately, Behavior Design helped us “fail fast” and move on to future endeavors

Exercises revealed that what we were trying to accomplish was very difficult Snaptesting philosophy Hmmm, maybe we should pivot…

We are happy to have come to this conclusion now rather than later! Saved us time, stress, and $ Freed us up for the next “adventure”