The #1 Business Skill Nobody Teaches You
How to engineer consistent behavior change at scale, and finally close the knowing-doing gap you need to scale people, culture & perfofrmance as your company grows.
Practical Workshop
Business Owners & CEOs
Angela Shurina | Behavior-First Culture & Performance Strategist | Executive Coach 360
From elite sport to corporates and scale-ups — 18 years engineering behavior change across every performance context.
The Real Problem No One Talks About
You hired the right people. Set clear expectations. Ran the all-hands. Built the playbook.
The Reversion Problem
You agree on a lot of things - and your team reverts to old habits, no matter how well the new process was designed.
The Ignored Playbook
The new process you designed gets quietly abandoned — and with it potential growth, results and ROI.

This is not a "hire better people", or "communicate better" problem. It's a systems design problem.
"Research based on Ebbinghaus's Forgetting Curve shows people forget up to 70% of new information within 24 hours — and up to 90% within a week — if it isn't reinforced through practice and application." ~ Wiki
Why People Training Alone Never Works and It's So Hard to Scale Culture and Performance
The Common Mistake
Most leaders try to close the gap with more information, more training, pay and bonuses: more training, more frameworks, more all-hands.
But behavior isn't driven by knowledge, not even money — it's driven by capability, opportunity, and motivation.
Trying to create better performance by communication and better tools is like trying to get fit by shouting affirmations in the mirror and getting new sneakers.
What Behavioral Science Tells Us
People don't resist change — their environment makes the old behavior easier
Cognitive biases (status quo bias, present bias, social proof) actively work against new behaviors
Without redesigning the system around the behavior, adoption fails — every time
The TDEM™ Methodology
4 Steps to Engineer Consistent Behavior Change - Turn Your Vision into ROI
1. TRANSLATE
Turn strategy into meaningful, measurable outcomes.
What does "success" actually look like in human behavior terms?
2. DEFINE
Turn outcomes into observable behaviors — The Video Test.
If I filmed your team doing this right, what would I see?
3. ENABLE
Design the ecosystem that makes the behavior doable, remembered, and rewarding.
What needs to be inn the real-work environment for this to happen consistently?
4. MEASURE
Track behavior adoption and lagging business outcomes.
Are people actually doing it? And is it producing results?
What You'll Walk Away With
The TDEM Methodology
Your repeatable system for converting any goal into observable behaviors of your team — and behaviors into ROI, using TDEM and COM-B models.
The Behavior Change Canvas
Map your #1 execution problem and design a 2–4 week pilot you can run immediately.
The AI Prompt Toolkit
Applied behavioral science in your pocket — prompts to diagnose what's broken, define what "good" looks like, and build the system that makes behaviors stick, without becoming a behavioral scientist. AKA make this process your new superpower to turn envisioned results into measurable ROI every time through Human-Centric Design system.
Real Results: What This Might Look Like in Practice
The Accountability Gap
A founder had rolled out 3 accountability frameworks over two years. Nothing stuck. Within 6 weeks of redesigning the behavioral environment — not the framework — on-time delivery went from 61% to 89%.
The Feedback Avoidance Pattern
A leadership team "knew" they needed to give direct feedback. After mapping and addressing the behavioral blockers — social discomfort, no structured trigger, no scripts, no follow up, no peer-to-peer visibility — feedback frequency increased 3x in 30 days, and so did knowing-improving gap.
The Culture Drift Problem
A scaling startup saw values erode as headcount grew. By defining 5 observable behaviors that "living our values" actually meant — and building actual behaviors into SOPs and into weekly rituals — culture scores scaled and rebounded within one quarter.
Why Behavioral Science Changes Everything
Most people initiatives fail because they treat behavior as a motivation and knowledge problem. Behavioral science treats it as a design problem (PS it's the most effective methodology used by governments around the world and global organizations like UN).
The Old Approach
❌ Motivation/Knowledge/Tools-First Thinking
"We need to train people harder." Assumes the person is the problem. Leads to repeated failed initiatives.
Tools like TDEM & COM-B (Capability, Opportunity, Motivation → Behavior) and cognitive bias mapping let us identify exactly why a behavior isn't happening — then redesign the system, not the person.
(Like you'd redesign your fridge, not yourself if you were committed to eating better)
The Behavioral Science Approach
✅ "We need to make the right behavior the path of least resistance."
That's not inspiration. That's engineering.
  • Identify the exact behavioral blocker
  • Redesign the environment around the behavior
  • Measure adoption & ROI — not intent, sentiment or training frequency
Who This Is For
Business owners and CEOs who are ready to stop hoping for better people and start designing systems.
1
Scaling Teams
You're scaling a team and watching culture drift as headcount grows — values eroding with every new hire.
2
Ineffective Training
You're running performance and people development initiatives that produce training certificates but not behavior change — the gap keeps widening.
3
Recurring Problems
You're tired of the same execution problems appearing quarter after quarter with no lasting resolution.
4
Systems Thinkers
You're ready to stop managing people and start designing the systems that make great behavior inevitable.

Your strategy is right. You just need the right system to design execution and sustained performance.
About Angela Shurina
Behavior-First Culture & Performance Strategist, Executive Coach 360
Founder, Your Best Coaching Pty Ltd
18 years. Every performance context. One methodology for strategic behavior change.
yourbestculture.com
[email protected]
From coaching professional athletes to advising corporate leaders and working with startups foundeers across 4 continents — the through-line has always been the same:
"Behavior change is a design problem, not a people problem."
01
Elite Sport
Engineering peak performance behaviors in professional athletes under pressure
02
Corporates & Scale-Ups
Translating behavioral science into execution systems to scale people, culture and performance as business grows
03
4 Continents
Advising and coaching leaders across diverse cultural and business contexts worldwide
Start Engineering Behavior Change Today
The knowing-doing gap isn't a mystery. It's a design challenge — and it has a solution.
Step 1: Translate
Define what success looks like in behavioral terms
Step 2: Define
Make behaviors observable and measurable
Step 3: Enable
Redesign the environment to make it easy
Step 4: Measure
Track follow-through, adoption and business outcomes

Ready to close the gap? Connect with Angela Shurina [email protected] — and bring the TDEM methodology to unlock potential in your people and business.