General Principles

of life and human behavior


There are fundamental principles that govern the world around you, including how to succeed in any endeavor. Your ability to reach (and sustain) that success is largely based upon how well you understand and use those principles. 

The Principle Knowledge Base is where you can come to learn some of these fundamental principles so that you can have the knowledge and power to be successful in life, as well as to educate and influence others. 

The principles in the Knowledge Base are referred to often throughout the courses in the Academy. At the end of every principle is a section on how to apply this principle as an individual, as a leader, as an organization, and as a parent.

These principles surfaced over the course of our extensive journey to discover the 16 Elements of Success. During that process we uncovered an entire landscape of powerful principles.

We were compelled by how predictably these principles drive behavior and the incredible ways they are being actively used in commercial settings (something called behavioral economics).

We want to share these discoveries with you. We have a roadmap of principles to write about, some of which you can see below. As part of your membership you’ll have access to every principle we release. And if there’s a principle you’d like us to write about, be sure to let us know in the comments below!

Congratulations, your membership level qualifies you for additional content!

Your membership level qualifies you to access both leadership and organizational content. This premium content can be found at the bottom of each principle page.

In these “application” sections, we give some illustrations of how you can apply the principle as either a leader, or in an organizational setting.

Active principles

Knowledge is power

Learning to act, and not to be acted upon.

Contextual Myopia

How an absence of empathy can sabotage your success.

Change Blindness

The silent killer of the things that matter most.

Scarcity & Perceived Value

How behavior can be unhealthily impacted by abundance.

Imposter Syndrome

A crippling perspective that holds us back when it matters most.

Crystallization of Discontent

And what could be life's most important bounce-back moment.

In production!

Spiritual Intelligence

Our being sensitive to the non-material aspects of our lives can have the greatest impact on the material aspects of our lives.
Coming Soon

Cognitive Markers

How to increase memory by associating ideas with emotions.
Coming Soon

Critical Contexts

An identification, understanding and alignment around what matters most.
Coming Soon


The power of reflection on learning and development and how that leads to increased achievement.
Coming Soon

upcoming principles

Cognitive Dissonance

One of the most powerful drivers of human behavior.
Coming Soon

Emotional Distancing

An early-stage disengagement process that in the right amount can be healthy, and in the wrong amount can be disastrous.
Coming Soon

Solidifying Resolve

A mid-stage process of disengagement where we entrench ourselves in narrative to escape.
Coming Soon

Cognitive Drag

A condition where our performance becomes severely anchored by an inability to focus.
Coming Soon

Escape Velocity

A powerful moment in life where we choose to escape the gravitational pull of an orbit we were once in to pursue something else entirely.
Coming Soon


One of the most important powers at work in our lives and in the lives of those around us. What it is and what to do about it.
Coming Soon

Functional Fixedness

How we limit ourselves and others based on past performance.
Coming Soon

Sympathetic Resonance

A powerful understanding of how to build influence and shape behavior.
Coming Soon

activation Energy

An understanding of the behavioral catalysts that power movement in our lives and the lives of those around us.
Coming Soon

Assimilation Bias

How our perception is based on belief, and how that drives our behavior.
Coming Soon

Confirmation Bias

Like Assimilation Bias, this principle helps us understand the foundation of belief.
Coming Soon

Backfire Effect

How the beliefs we hold can become impenetrable, even in the face of opposing evidence.
Coming Soon

The Signal to Noise Ratio

A powerful principle to help us build and sustain focus and alignment.
Coming Soon


A behavioral and emotional outcome of pure engagement. What that means and how to achieve it.
Coming Soon

Broken Windows Theory

A powerful means of changing your behavior by changing your environment.
Coming Soon

All-Of-A-Sudden Syndrome

An understanding of how things seemingly creep up on us, and what we can do to avoid it.
Coming Soon

Behavioral Inertia

An understanding of how the best predictor of future behavior is past behavior. What that means and what to do about it.
Coming Soon

c.o.p Alignment

A simple yet compelling way to understand and achieve alignment in life.
Coming Soon

Behavioral Gravity

How human behavior is impacted by proximity and power of the behaviors of those around us, and the prevalence and persistence of external influencers.
Coming Soon

Request a principle

Is there a principle you’d like us to write about? Let us know in the comments below. We’re constantly on the hunt to understand what drives human behavior.

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.