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Behavioural Design Digest
January 14th, 2021


A Behavioural Design Guide To Happiness In 2021

The problem with designing for happiness is that happiness is a bit of a tricky state of mind. It comes in many flavours: excitement, joy, satisfaction, wellbeing, a sense of belonging, etc.

So if we want to pursue happiness, what are we talking about? The most objective way to think about it is to look at the neurochemicals that produce happiness. In the end, our experiences are nothing more than triggers that produce neurochemicals: 

  1. Dopamine gives a person a sense of joy when a goal is reached or fulfilled. Dopamine comes in instant rushes, right before the moment of success. Think about: scoring a goal, crossing the finish line, winning a pitch, get a Tinder Match, beating your competitor, etc. 
  2. Oxytocin is the bonding hormone. Whenever you feel deeply connected with a loved one, or when you feel you truly belong to a group or community. Oxytocin produces a sense of bliss and a feeling of security. Sapiens is a social primate that needs this connection with others. 
  3. Serotonin is the wellbeing hormone that we produce when we achieve social status. Serotonin generates a feeling of self-importance. Your body releases serotonin when your investments in yourself, your skills, social life, and professional life start to pay off. There lays the difference with dopamine, a hormone that is all about instant gratification. 
  4. Endorphines are the hormones that produce a feeling of euphoria. Endorphine is the neurotransmitter that many of the well-known drugs activate. Its biological function is to mask pain. Your body releases endorphins, for instance when you transcend your limits in sports. E.g. Runners often refer to the endorphin rush when they talk about the runner high. 

The problem with happiness: Addiction to dopamine.

Read the rest here


Behavioural Design Fundamentals goes virtual. 
Do you feel COVID has stopped you in your tracks? Don't fear, the virtual Behavioural Design Fundamentals Course is here! Take an advance on your competitors or enhance your own skillset by mastering a hands-on method to predictably influence decisions and shape positive behaviours. 

You can now participate in the full Fundamentals training from the comfort of your own home. Our virtual training is still with a live trainer and real-time interaction with fellow like-minded professionals. And comes with an exclusive at-home training kit. Check out more info and the dates below to start your year with a well-deserved personal boost.
 
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Catch you next week!
 


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