Inspiration for Success – The Belief Behaviour Model

02 August 2017

We all face strategic challenges daily. Such events can include loss of customers, poor financial performance or even negative feedback from the person above/their board.

MHA Macintyre Hudson’s Business Strategy Group looks at ways clients can achieve their goals, whether it be in the workplace or as individuals.

Michael Murad, a member of the Business Strategy Group, has researched into a simple inspiration for success, being the interesting cognitive technique that is the Belief Behaviour Model. This develops the idea that underlying beliefs have a strong impact on behaviour.

In essence, we have an activating event designated as A. The reaction to this event is driven by belief, B1 and a chosen behaviour, B2. The consequence is designated as C.

Putting this into practice

The following examples illustrate how holding very different beliefs lead to widely varying outcomes.


The owner of the business gives a target to increase sales by £25,000 for the following year. Sales have been fairly constant the past few years, but the company has not actively gone out to win additional work or exhaust various sales channels.


  1. Activating event (A) = Target or challenge to increase sales by £25,000
  2. Belief (B1) = No chance - sales have been constant the past few years
  3. Behaviour (B2) = Uninvolved as belief leads you to this behaviour
  4. Consequence (C) = No increase in sales

The belief behaviour model suggests that changing beliefs, B1, will lead to a positive impact on behaviour, B2, and the consequences will be success. B1 and B2 are the only variables that can be changed in this model to produce the desired outcome. See demonstration 2 below.

Demonstration 2 (same example):

  1. Activating event (A) = Increase sales by £25,000
  2. Belief (B1) = We can easily win additional work with more effort into various sales channels e.g. online, new markets
  3. Behaviour (B2) = Enthusiastic and motivated to win work and thus increase sales. Form a plan as to how to do this.
  4. Consequence (C) = Successful increase in sales and target met


Don’t let limiting beliefs sabotage the chances of success. Changing beliefs will have a positive impact, whether it is in the workplace or in life.

However, beware of going too far the other way. Changing a belief system takes time and care, and should not be used with highly unrealistic targets.

Example – Real Life Case Study

Type of client: Family business - building supplies - 2nd generation.

An existing client decided to pass on the role of MD to his daughter. She felt that the team didn’t recognise her growing skills and expertise, and this was limiting the company’s chances of success.

A member of our business strategy team worked with her to change her beliefs that she was capable and that she could change her staffs perspective. Various action plans were put into place, and after two years the business went through rapid transformation turning over £5 million.

Final Words

No matter what the activating event, controlling beliefs will drive a new behaviour that can result in positive consequences.