Van Rais + Behavioral Branding

AI race for MOAT
is 2025 is ON.
How to build AI DEFENSIBILITY
with new BEHAVIORAL values?

Part 2
PLAN for DEFENSIBILITY: Behavioral strategy as competitive advantage

If roadblocks are psychological, the solutions must also be psychological. The good news is that behavioral solutions are far more effective than traditional economic solutions.

Founders:
Plan for personal fallacies
is understanding risk

_____

If we don’t plan, it definitely won’t happen. But even when we do plan, things rarely go exactly as expected. To increase the probability of your plan succeeding, rely on empirical evidence. Planning with probability increases the likelihood of success.

Planning for risk means understanding what risk truly is, as opposed to relying on personal opinions or expectations. We often ignore empirical evidence in favor of individual expectations. The base rate fallacy occurs when we focus on success stories, overlooking obvious statistics.

Sometimes, overly logical solutions can close the door on other considerations that might be even more critical to your organization’s success. By factoring in the psychological reasons behind actions in your plan, you may uncover more economical and effective ways to solve business problems.

Business models:
Plan to solve psychological
customer problem

_____
An important discovery from my research is the justification for the success of behavioral business modeling. Start design your business model around psychological principles and then rationalize it economically to explain how it can generate revenue. Adaptation of a brand, product and technology to fit human psychological needs is how successful companies have thrived.

The key question here is: How do you adjust your business model to optimize it for your customers’ psychological needs? Feel free to reach out for more details on my research: van.rais@gmail.com.

Product:

Behavioral innovations

_____

Technology is only innovative when it creates new behavioral value for customers. If it doesn’t, it quickly becomes obsolete, replaced by more evolutionary technology or simply a passing fad. All successful technological advancements are fundamentally psychological or behavioral, shaping human evolution over time to bring us to where we are today. Behavioral technologies foster a shift from one-time transactional interactions to strategic, long-term relationships or trusted partners.

Brand:
Plan for trust and

business will flow

_____

Building relationships means centralizing new behaviors into business processes and becoming the default system, making it difficult for customers to switch. This is achieved through deep integration and fostering indispensable loyalty. Technology’s purpose may be to commoditize itself, but when it is presented as a human relationship, it becomes an indispensable resource ◼︎

_____________________________

Part 1

Clearing IRRATIONAL road blocks

Most common behaviors that lead founders in dilemma and errors. Founders limitations in accelerated tech are in processing complex issues with limited time and resources.

Read article ➞

_____________________________

Part 3

Super CHARGE scale

Winning trust starts with doing one thing way better than anyone else. But solving a problem brilliantly doesn’t build an indispensable relationship at scale, and it doesn’t mean a company is safe from competition to copy all your advantages. And why are we not connecting defensibility with indispensable?

Read article ➞

_____________________________________

About Van Rais

He successfully brings together strategy, high-end design, and applied Behavioral Science into a unified system for transformation. His expertise lies in business and brand development, leading Behavioral Branding initiatives for Microsoft, GE, Starbucks, and various scale-ups. His love for art and pop culture makes him feel alive, living in New York City.

Thank you!