The Foundation's mission is to find creative and financially viable solutions to problems which can be addressed through sustained behavioral change. A clear majority of the world's problems are rooted in unhealthy or abhorrent behavior. The Foundation uses evidenced-based approaches, behavioral testing, and established psychological principles to identify micro-level programmed solutions that can be scaled to achieve macro-level change. The Foundation seeks win-win solutions that are built upon well-established human behavior principles and marshal the free market system for their sustained success.