Why Would a Lego Employee Turn Down a Director Promotion?
Lego employees turn down director promotions to stay in roles that serve the mission. Here's how CD1 design…
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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.
How Do You Design Epic Meaning Into a Meaningless Product?
An Octalysis Prime member asked me the hardest question about Core Drive 1 I’ve ever fielded. “Yu-kai, how…
What Actually Transfers When You Pivot Careers?
Most career pivot advice maps surface skills. The real continuity lives at the identity-pattern layer. Here's the three-question…
Is Your Top Business Metric Actually Wrong?
Most teams rank growth above mission on their metric stack. That's backwards. How Yu-kai Chou structures the hierarchy…
Appointment Dynamics: The Phase Shift Most Designers Miss
Church has kept sustained engagement for two thousand years. Streak apps can’t keep it for ninety days. Same…
Is Big Tech Really Hijacking Your Brain? The Story That’s Making You More Addicted
Nir Eyal's counter to the dopamine panic: the 'big tech is hijacking your brain' narrative strips you of…
Yu-kai Chou’s Loyalty Connect Global Keynote (US): Why the Loyalty Industry’s Inflection Point Needs Gamification
Yu-kai Chou delivered the gamification keynote at Loyalty Connect Global US 2026 in Atlanta. Most loyalty programs run…