Why We're Built on Cognitive—Not Behavioral—Science

The long-term advantage of shaping identity over manipulating behavior.

Behavioral science has captured the zeitgeist. From bestselling books to blockbuster podcasts and sold-out conferences, its appeal is undeniable. But a quieter—and perhaps more profound—field underpins our work: cognitive science. This often prompts the question: Why cognitive science? Don’t we mean behavioral science?

The answer is no. We are very intentionally founded on cognitive science, and the distinction is more than semantic—it’s a cornerstone of how we approach long-term impact and meaningful change.

The Limits of Behavioral Science

Behavioral science is, by its nature, transactional. It focuses on manipulating outcomes: ringing a proverbial bell to elicit a specific action, such as checking your phone or clicking a link. Its central question is, “Can I get someone to do something they might not want to do?” While this can be powerful in the short term, it’s inherently reactive.

Consider the classic “boo” effect: startling someone into action, like jumping in surprise. Behavioral science operates much the same way. It’s about triggering immediate reactions—small nudges, tiny hacks—that might achieve a goal in the moment but often lack long-term substance. These tactics can feel superficial, like pulling a string. They seldom alter the deeper frameworks that guide decision-making over time.

Why Cognitive Science Is Different

Cognitive science shifts the focus from reaction to foundation. It is proactive, delving into the underlying mechanisms of thought, belief, and identity. Instead of asking how to nudge someone into action, cognitive science asks, “How do people perceive, process, and internalize information?”

When you change what someone believes about themselves and their world, their behavior follows naturally—and more enduringly. It’s the difference between yelling “boo” and equipping someone with a new lens to see the world. Cognitive science doesn’t just move people; it transforms them.

For example, consider the difference between incentivizing gym attendance (behavioral) and helping someone internalize a new identity as a “healthy and active person” (cognitive). The latter creates a self-reinforcing belief system that drives sustained action without constant external prompts.

From Transactional to Transformational

Our choice to anchor our work in cognitive science reflects a commitment to depth and durability. We’re not interested in fleeting wins or one-off behavioral hacks. We aim to create change that lasts—whether for individuals, teams, or organizations—by working at the level of identity and belief.

This isn’t just about ethics, though that matters. It’s also about effectiveness. While behavioral science can deliver quick wins, cognitive science builds the foundational shifts that yield compounding benefits over time. It’s the difference between getting someone to act in the short term and empowering them to choose action repeatedly and purposefully in the long term.

Cognitive Science as a Business Strategy

As businesses face increasingly complex challenges, a cognitive approach offers more than just an edge—it provides clarity, adaptability, and resonance. Companies built on this understanding are better equipped to foster authentic engagement, loyalty, and innovation.

By shaping the beliefs that drive behaviors, cognitive science allows organizations to address root causes, not symptoms. It moves us from manipulation to meaning, from quick fixes to sustainable growth.

So, no, we don’t mean behavioral science. Cognitive science is the bedrock of our approach for a reason: it’s proactive, substantive, and transformational. If behavioral science nudges, cognitive science empowers—and we’re here to empower.

Interested in learning more? My team and I run lectures and workshops about the power of integrating cognitive science into management strategy. If you'd like to know how it can give you an edge, reach out and let me know.

Damien Foord is an Air Force veteran and creative entrepreneur that has advised hundreds of brands in Silicon Valley, including LinkedIn, Tesla, Adobe, and many more. He is a cofounder of Prismonde, applying cognitive science to business strategy and brand development and speaks on organizational identity and human-centered innovation.