Jason Hreha

Jason Hreha is an applied behavioral scientist, author, and entrepreneur. His work spans behavior design, product development, and the practical use of behavioral science inside organizations.

He earned a B.A. in Human Biology from Stanford University, with a focus on neuroscience. At Stanford, he worked with BJ Fogg in the Persuasive Technology Lab, now the Behavior Design Lab, and co-authored the 2010 paper Behavior Wizard. The paper presented the revised 15-type Behavior Grid. He later served as Global Head of Behavioral Sciences at Walmart.

He is co-founder and CEO of Persona, a remote-talent company that recruits, employs, and supports staff working on client teams. In 2019, Edelman named him a senior advisor for a behavioral-science partnership with Harvard Business School researchers.

He later developed The Six Systems, the Behavioral State Model, Behavioral Matching, and the approach to Behavioral Strategy described on BehavioralStrategy.com. He writes about each on the Ideas page.

He wrote Real Change and co-authored Hacking Human Nature for Good with Dan Ariely and Kristen Berman. James Clear quotes his definition of habit in Atomic Habits. He writes at The Behavioral Scientist; his work has also appeared in Behavioral Scientist.