Theory X / Theory Y: An S-Tier Behavioral Designer’s Guide to McGregor
McGregor's 1960 Theory X vs Theory Y, read through the Octalysis Framework — what it got right, where…
Work with Yu-kai
The Blog
Ideas on motivation, behavior & design.
Deep dives on the psychology behind why people do what they do — from Yu-kai Chou, creator of the Octalysis Framework. Pick the topic that matters to you.
Two-Factor Theory: An S-Tier Behavioral Designer’s Guide to Herzberg
Herzberg's Two-Factor Theory in plain English: hygiene factors prevent dissatisfaction, motivators create engagement, and Octalysis turns the split…
Social Cognitive Theory: An S-Tier Behavioral Designer’s Guide to Observational Learning
Short answer: Social Cognitive Theory, developed by Albert Bandura, says behavior is learned through the constant interaction of…
ERG Theory: An S-Tier Behavioral Designer’s Guide to Alderfer’s Compressed Needs Model
Alderfer compressed Maslow's five needs into three — Existence, Relatedness, Growth — and added frustration-regression. Here's how the…
Yerkes-Dodson Law: An S-Tier Behavioral Designer’s Guide to the Arousal-Performance Curve
Yerkes-Dodson Law (1908): the inverted-U showing arousal helps simple tasks but hurts complex ones, plus the modern critiques…
Attribution Theory: An S-Tier Behavioral Designer’s Guide to Weiner’s Locus, Stability & Control
Weiner's Attribution Theory in plain English: locus, stability, control, and how Octalysis turns why-it-happened into design that sticks.
Expectancy Theory: An S-Tier Behavioral Designer’s Guide to Vroom’s Motivation Formula
Why do smart people stop trying? Vroom's Expectancy Theory says motivation hides a zero in one of three…