What's keeping you from stealing the hearts and minds of your crowd? Win hearts and minds by personifying your tribal identity and steering the behaviour of your tribe members. Tribe Initiated Thinking. Tribes are the starting point of our philosophy. Some claim this to be a simple bottom-up strategy, but in our way of working we call this: Tribe Initiated Thinking©. Behavioural Design. Behaviour design is a set of techniques and patterns you can use to change the way people behave and make decisions, or design that draws on behavioural psychology.