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Behavior change is a hot topic in many fields nowadays, from public health to marketing to web design to architecture and public policy. However, there is little consensus about how to approach it: there are over 100 change theories in health psychology alone, and the field of behavioral economics has over 100 “nudges” for inspiring behavior change as well (just to mention the two most prominent fields dealing with this topic). This book is about a new, generic way of approaching behavior change called Behavior Centered Design (BCD). It provides a theory-based framework for designing behavior change programs in any field. Further, BCD is based on more fundamental sources of theory than alternatives: evolutionary biology and neuroscience—basically because these are more reliable sources of ideas about behavior than the cognitive psychology on which other methodologies have traditionally depended. BCD is one of the few approaches out there that constitutes an entire “framework”—both a general theory of how to change behavior and a generic process for developing change programs. It is also unique in mixing the latest from the relevant behavioral sciences and from studies of creativity for understanding how to intervene effectively. Finally, it is the only approach that resurrects the behavior-setting concept from ecological psychology, using it to ground both change theory and the design process. The behavior-setting concept is a powerful way to unify many of the concerns of other approaches. It concludes with an extensive description of how to use BCD to develop behavior change programs.