Aug 11, 2026 · 19 min · 9 segments
COM-B is a behavioural change approach that helps you identify the real barriers preventing your audience from taking action. It stands for Capability + Opportunity + Motivation = Behaviour. This…
Simon BaughHost
They might be encouraging someone to buy a product, apply for a job, or adopt a healthier lifestyle.
And while reach, engagement, awareness, reputation can all be important, they are usually a means to an end.
The starting point for using Combee is defining the outcomes that you are trying to achieve.
What action from what audience? And the trick here is to articulate as precise a behaviour as possible, a specific observable action that you want to change.
So, for example, that might be encouraging someone to start a behaviour, such as attending an internal training course.
It might be to continue a behaviour, such as continuing to commit to learning a language.
Or finally, it might be not to take up a new behaviour, such as switching to a competitor.
They might be encouraging someone to buy a product, apply for a job, or adopt a healthier lifestyle.
And while reach, engagement, awareness, reputation can all be important, they are usually a means to an end.
The starting point for using Combee is defining the outcomes that you are trying to achieve.
What action from what audience? And the trick here is to articulate as precise a behaviour as possible, a specific observable action that you want to change.
So, for example, that might be encouraging someone to start a behaviour, such as attending an internal training course.
It might be to continue a behaviour, such as continuing to commit to learning a language.
Or finally, it might be not to take up a new behaviour, such as switching to a competitor.
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