Frequently Asked Questions

What is 1st90?

1st 90 is a behavior change platform that helps organizations turn strategy into consistent daily action. Instead of focusing on knowledge or training, we focus on what people actually do—and how to make those behaviors stick.

What do you mean by “behavior change”?

Most transformations fail not because people don’t understand what to do—but because behavior doesn’t change at scale.
We design small, repeatable actions embedded into real work, reinforced over time, so new ways of working actually become the default.

Who do you typically work with?

We partner with enterprise leaders across functions—operations, sales, finance, and HR—especially in organizations undergoing transformation (AI adoption, leadership development, frontline performance).
Our work is most effective where behavior change directly drives business outcomes.

How do you measure success?

We measure behavior adoption—not just completion or engagement.
That includes:

Frequency of key behaviors in daily work
Consistency over time
Manager visibility into adoption
Connection to business outcomes (productivity, performance, AI usage, etc.)

Drew Lincoln

73% of enterprise AI won't hit ROI. The fix isn't more AI.

The Activation Gap — Why Your AI Rollout Isn't Landing (Yet)

Behavior Brief #010: The 10-Minute Rule of Culture Change

Behavior Brief #008: It's Not Linear

Behavior Brief #006: Skills Don’t Matter If Behavior Doesn't Change

Behavior Brief #005: The 7 Myths

Frequently Asked Questions

What is 1st90?

1st 90 is a behavior change platform that helps organizations turn strategy into consistent daily action. Instead of focusing on knowledge or training, we focus on what people actually do—and how to make those behaviors stick.

What do you mean by “behavior change”?

Most transformations fail not because people don’t understand what to do—but because behavior doesn’t change at scale.
We design small, repeatable actions embedded into real work, reinforced over time, so new ways of working actually become the default.

Who do you typically work with?

How do you measure success?

Drew Lincoln

73% of enterprise AI won't hit ROI. The fix isn't more AI.

The Activation Gap — Why Your AI Rollout Isn't Landing (Yet)

Behavior Brief #010: The 10-Minute Rule of Culture Change

Behavior Brief #008: It's Not Linear

Behavior Brief #006: Skills Don’t Matter If Behavior Doesn't Change

Behavior Brief #005: The 7 Myths

Frequently Asked Questions

What is 1st90?

1st 90 is a behavior change platform that helps organizations turn strategy into consistent daily action. Instead of focusing on knowledge or training, we focus on what people actually do—and how to make those behaviors stick.

What do you mean by “behavior change”?

Most transformations fail not because people don’t understand what to do—but because behavior doesn’t change at scale.We design small, repeatable actions embedded into real work, reinforced over time, so new ways of working actually become the default.

Who do you typically work with?

How do you measure success?

Most transformations fail not because people don’t understand what to do—but because behavior doesn’t change at scale.
We design small, repeatable actions embedded into real work, reinforced over time, so new ways of working actually become the default.