Behavior · Architecture · Innovation
Wicked problems
don't yield to
linear process.
BAITT is a behavior-led transformation consultancy working at the intersection of environment, technology, and human psychology. We orbit complex problems until the right intervention becomes obvious.
The Orbit Model
Each orbit
begins smarter.
Three concentric layers - Behavior, Architecture, Innovation - each cycle tightening around the wicked problem until the right intervention becomes visible. Hover any node to explore.
"Wicked problems hold contradictions.
Both sides can be true.
Neither is always right."
Each orbit tighter. Each cycle irreversible.
Human
Accountable
Where judgment must remain human
BAITT holds that some decisions cannot be delegated to tools, however capable. These responsibilities require human presence, authority, and accountability - not because AI cannot assist, but because the stakes of error are relational, ethical, or political in ways that require a person to own them.
AI
Accelerates
Where tools compress time and increase precision
BAITT uses AI not as a replacement for thinking but as a way of thinking faster, wider, and with less cognitive drag. These capabilities allow human judgment to operate at a scale and speed that would otherwise be impossible within the constraints of a consulting engagement.
is designed - and design
directly shapes how we feel,
act, and relate."
BAITT · Amsterdam · Netherlands
From complexity
to clarity. From clarity
to change.
We don't arrive with answers. We arrive with a methodology for finding them - one that respects the irreducible complexity of wicked problems.
The Orbit Model moves through four phases with each iteration. Each cycle deepens understanding. No phase is ever fully complete - they inform each other continuously.
using what already
exists.
Six ways to
orbit a problem.
Each service is designed to be engaged independently or as part of a multi-orbit engagement. All are built around the same core methodology.
Architects, psychologists,
AI experts, planners —
one methodology.
BAITT is a behavior-led design practice working at the intersection of environment, technology, and human psychology. We identify what creates friction, cognitive load, and stress in real contexts - then prototype interventions that improve human experience and system performance.
What is the wicked
problem you're
orbiting?
We don't pitch solutions before we understand your problem. Every engagement begins with a conversation - honest, unbilled, and focused on whether we're actually the right fit.