TNN (The New Normal) was honoured to host behavioural designer and multiple best-selling author Nir Eyal taking the hot seat for an interview-format session that drew 100 attendees to Box.com HQ in Old Street. Every attendee walked away with a signed copy of Nir's new book, Beyond Belief, courtesy of TNN sponsor Box.com.
The interview format landed well with the crowd, and feedback suggested the shift away from a traditional keynote gave the conversation room to breathe. Rather than drilling into tactics or productivity hacks, the session focused on belief systems. What people notice, what they filter out, and how those unconscious choices shape outcomes. Nir used the example of "lucky" versus "unlucky" people approaching the same problem and arriving at radically different results. The difference isn't intelligence, he argued, but directional attention filters driven by belief.
The conversation moved into burnout, reframing it as a structural issue rather than a personal failure. High expectations paired with low control breaks people, and most organisations optimise for output while stripping away autonomy, then wonder why performance collapses. Judging by the scribbling and sharp intakes of breath around the room, this one hit home for a lot of people.
The underlying thread running through the morning: behaviour change doesn't start with tools, habits, or frameworks. It starts with the stories people carry about themselves and the systems they operate in. Get that wrong, and everything else is theatre.
You can buy Nir's third New York Times bestselling book, Beyond Belief, here.
TBD+ members can watch the full video of the session here.
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TNN's are the first Thursday of the month at Box.com HQ. TBD+ members get free access to every event plus video recordings. Non-members are welcome too, but the harsh flake policy is still very much in force. Find out more and reserve your spot on the Luma.com/tbdgroup event page.