I think thee's there's benefits in understanding nversalities, but that can take us so far. We should have these components, but they need to be built within a culture and for a specific audience group. So i use the hopeles, not t saas u a sort of throw away comment. But if behaviour change in innovation is like making a fruit salad, it's more efficient for us to say, shall we try the banana, then shall we try  the long, slippery morning. It's a far more efficient way to getting closer to the solution that can work. And if it does, weno have a better understanding as to why. If it doesn't

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