Shaping Behavior

This chapter covers how team behavior evolves in uncertain projects, focusing on the tension between individual self-interest and collective alignment. Drawing from game theory, it introduces the concept of a second Nash equilibrium—where coordination becomes stable once expectations converge. The chapter explores why people defect even when collaboration benefits everyone, including fear of failure, past experiences, and uneven incentives. It also shows how coordination acts as a stabilizing force, creating repeatable behaviors and shared confidence over time. For innovation projects, shaping this behavior is essential: it’s not enough to align once—you must reinforce the pattern until stability takes hold.