Simplify the complexity of decision-making
If you understand why people think and act the way they do, you can design campaigns, products, and experiences that do more than catch attention, they create real, lasting change.
Our brains are wired for shortcuts…automatic patterns that save energy and help us make quick decisions. These shortcuts are the Creatures of Habit®.
The Creatures keep us safe and efficient, but they also make change harder. By understanding these 7 core mindsets, we can work with human nature, not against it, making behaviour change easier and more natural.
We all carry thinking biases. Some are innate, others shaped by experience. Repeated thoughts and actions reinforce these biases until they become habits, making it hard to see alternatives.
Meet the 7 Creatures of Habit
The Creatures of Habit act as lenses to reveal the thinking patterns driving ideas and behaviours. Instead of defaulting to familiar paths, each Creature provides a fresh focal point to explore challenges and uncover possibilities you might otherwise miss.
Keeps you in your comfort zone. New actions need to feel convenient and seamless in daily life.
Behind the Creatures
The Creatures of Habit were created by Simon Jack, a scientist with a love of design, communications, and sparking new ways of thinking. They draw on years of observation, research, neuroscience, and practical problem-solving, distilled into seven Creatures that represent the habitual ways of thinking shaping creative decisions.
Simon has led business growth projects, change programmes, and creativity workshops across public and private sectors, helping organisations unlock better ideas and outcomes.
