Who We Are
We are a specialist team helping organisations work with complexity. We are behavioural scientists, systems thinkers and practitioners with long experience in health, public policy and organisational change.
We enjoy getting into the detail of tricky problems and helping people feel more confident working with them. We blend backgrounds in behavioural science, systems thinking, clinical and health psychology, public policy, and organisational change.
What we have in common is a desire to make complexity more understandable – and more manageable – for the people we work with.
What Matters to Us
We care about:
- Usefulness – our approach combines academic rigour with practical usability
- Clarity – Making complex issues more understandable, not more confusing.
- Respect – For your time, your expertise and your constraints.
- Building capacity – Leaving you better equipped to handle complexity next time.
What it's Like to Work With Us
Our clients tell us that we:
- Are intellectually rigorous but fun to work with
- Listen first, and quickly get to the heart of the issues
- Keep things human and avoid unnecessary jargon
- Flexible and adaptable, accomodating clients needs
Our Core Team
Dr. Paul Chadwick
CEO and co-founder
Paul is a Consultant Clinical and Health Psychologist with over 30 years’ experience helping people and organisations transform their behaviour and the communities they serve. He has been at the forefront of integrating behaviour change with systems based approaches internationally. In 2019, he was commissioned by the Welsh Government to use Behavioural Systems Mapping to support its decarbonisation strategy for Welsh homes. This was the first project to combine behavioural and systems science. Paul has since applied this methodology to a wide range of health, wellbeing and sustainability issues, including reducing sexual harassment and incivility in academia and developing whole systems approaches to nutrition and physical activity in local government Paul has held a number of national leadership roles, including Deputy Director of the world leading UCL Centre for Behaviour Change, Co Director of the NIHR Policy Research Unit in Behavioural Science, and Joint Head of Public Health England’s Behavioural Insights Team. He is currently Director and CEO of the Behavioural Science and Public Health Network (BSPHN). Paul is the author of over 50 peer reviewed publications and several self-help books in weight management and alcohol addiction. His work has received awards and recognition in health, sustainability and social justice.
Dr. Lou Atkins
cO-FOUNDER
Lou is an internationally recognised behavioural scientist, author and trainer with over two decades of experience applying behavioural science to complex, real world challenges. She is founder and Lead Consultant at Good Change Science and co author of The Behaviour Change Wheel: A Guide to Designing Interventions, one of the most widely used resources for designing behaviour change interventions using the COM B model and related frameworks. Lou has spent 27 years in academic research, including ten years leading the University College London Centre for Behaviour Change’s International Training Programme, where she now serves as an Associate. She has published over 80 academic papers and is an Associate Fellow of the British Psychological Society. Lou’s work spans sectors and settings. She has helped organisations across health, government, NGOs and beyond to understand behaviour in context and design effective, evidence based interventions. She is known for her clarity in communicating behavioural science and her ability to make robust theory feel accessible and useful to busy practitioners.