Who we are:

The bethink team includes practitioners and academics from the fields of Behavioural Economics, Business Strategy, Design & Marketing, Adult Learning & Curriculum Development, Public Health & Medicine. We combine our skill-sets with leading scientific research to help you innovate, lead change, and achieve results more effectively.

Meet the team.

bethink-Adam

Adam’s a systems strategist and behaviour-change specialist who brings experience leading a range of transformation initiatives in the private, public and non-profit sectors.

Adam King | MBA, MPH
Founder | Chief Executive Officer
bethink-Jay

Jay brings 15 years of leadership and organizational transformation experience to bethink as well as formal training in both psychology and business strategy.

Jay Nichol | MBA
Co-Founder | Chief Operating Officer

Kate is professor at the Sauder School of Business, UBC, whose background in psychology and marketing allows her to focus on uncovering behavioural insights and facilitating positive behaviour change.

Kate White | PhD, MA
Senior Associate: Consumer Psychology and Behavioural Science

Keir combines ten years as an emergency physician and educator with formal training at the London School of Economics in Behavioural science and decision-making.

Keir Peterson | MD, MSc (Behavioural Science)
Senior Associate: Healthcare and Behavioural Science

Rogayeh combines insights from economics with tools from statistics and data science to analyze the impact of human networks on choices and behaviours within organizations.

Rogayeh Tabrizi | PhD, Economics
Senior Associate: Applied Micro and Behavioural Economics
Louise-Headshot

Louise Nichol is an Adult Educator and brings to bethink Solutions over 20 years experience as a Workforce Development Specialist.

Louise Nichol | MA Leadership & Training
Senior Associate: Instructional Designer

Andrew is an Associate Professor of Strategy at the Beedie School of Business with experience working as a management consultant with the Monitor Group.

Andrew von Nordenflycht | Phd, Economics
Adviser: Strategic Decision-making and Behavioural Economics
Maria

Maria is a multidisciplinary design researcher and educator. She is interested in the convergence of ecology, activism, and social structures & creating engaging frameworks and experiences that are socially-beneficial and environmentally resilient

Maria Goncharova | MDes
Associate: Design Thinking & Research

What are people saying about us?

  • Bethink helped us tap into the motivations and behaviours of our people. They applied insights from behavioural economics to promote employee self-care and optimize our back-to-work program for staff on sick leave.

    Kate Dickerson, Executive Director HR & Workplace Health, Vancouver Costal Health

  • The bethink team showed a rare ability to listen deeply, access potential solutions through a behavioural economics lens, and provide innovative, valuable recommendations that we could implement immediately. We've seen dramatic positive results in the performance of our solutions already. They brought positive energy, impressive business acumen and made working with them fun and educational. I would definitely recommend bethink to anyone looking to infuse behavioural economics thinking to solve business problems.

    Eric Bulmash, Manager: Community Business and Investment

  • I have never seen a training course that had such an impact on behavior change in a team. Especially positive that after two months it looks like several productive habits have been established, all based on the behavioural economics and team effectiveness best practices conveyed in the training.

    Niklas Z Kviselius, PhD: Manager, New Mobility, Strategic Planning and Policy TransLink - Transportation Authority

  • The power of behavioural economics to predict our complex human decisions is undeniable and its now an essential part of building successful innovation. Adam and the bethink team helped us dive beyond the pop-science, deep into the research; they rapidly evaluated our project, provided evidence based insights and led us to immediate decisions on the most effective routes forward. These guys are smart, their ability to help look at human behaviour through this different and very powerful lens is extremely valuable to us!

    Joseph Santry, Innovation Director at lululemon Athletica

  • We started working with bethink this year, they are supporting us through change management and developmental evaluation as we partner on health system improvement through the implantation of Primary Care Networks in Rural BC. Adam and his team have been invaluable in our work being able to keep a connection between the big picture and practical next steps. I believe innovation occurs at the edge and the process and tools we are developing with bethink will help us discover as well as scale and spread that innovation.

    Ray Markham, Executive Director at Rural Coordination Centre of British Columbia

  • Cognitive bias and fallible decision-making are inherent – it’s just part of what makes us human. Our training session with bethink helped us understand why this happens, to recognize its occurrence and apply a simple framework for guiding our choices – all based on solid evidence drawn from the field of behavioural economics. Thanks for a fascinating and fun day of learning that leaves us with behavioural insights for our own team and to share with others working to improve care!

    Shari McKeown, Director: Learning & Capability Development; BC Patient Safety & Quality Council