05 Behaviours – Part II


In Viral Change™ we take a ‘behavioural-pragmatic’ approach, and there is one strong reason for it: scalability. Here you can learn how behaviours spread and can create a social movement within your organization.

This product includes:

  • 1 book chapter:
    • A Chapter from Dr Leandro Herrero’s book ‘Homo Imitans, The art of social infection: Viral Change™ in action’: Chapter 4.1, It’s behaviours.
  • 4 Articles written by Dr Leandro Herrero:
    • The collective as a bad sum. When collaboration becomes co-recreation and the sum is smaller than the parts.
    • Individualism and collaboration are contagious. This is not news, but some experiments may explain how
    • Behaviours create culture, not the other way around.
    • Behaviours are the syntax of the organization. Values are the grammar. Your space in the world is the story.
  • 1 Video  (accessible via link in Pdf):
    • The Five Disciplines of Viral Change™
  • Time to REFLECT: 4 Questions for you to increase your learning outcome
  • Time to SHARE: A summary of main take-aways you can share with friends & colleagues or via social media

What you will learn:

  • How behaviours create cultures and not the other way around
  • Examples around behaviours and cultures
  • How the Five Disciplines of Viral Change™ create behavioural change
  • How you can uncover essential behaviours for your organization – theoretical background and practical guidance from Dr Herrero’s book ‘Homo Imitans’

In ‘Behaviours, Part II’, you can learn more about the role of behaviours in times of change and about what we call ‘World I’ and ‘World II’, the worlds of information and behaviours, and how the two work together.


A great deal of modern management thinking has been influenced by a poor understanding, poor grasp and poor execution of behavioural sciences. You can bypass the individual ‘understanding’, the ‘state of readiness’, the ‘intellectual awareness’ etc. Behaviours x influence x networks will give you the scale-up statistics you need. In Viral Change™ we take a ‘behavioural-pragmatic’ approach because behaviours are scalable and create cultures – which makes behavioural change more sustainable and effective than traditional change management approaches.