In Chapter 6 we saw how it's not always easy to execute a brilliant behaviour change idea. Comfort One Rinse was a fabric conditioner designed to help families tackle laundry rinsing with just one bucket of water rather than the usual three.
It's notoriously hard to change behaviours to promote sustainability as often habits are deeply ingrained and passed down from generation to generation. There were also constraints in terms of the product packaging and price, which had to stay the same. The ideal solution of the technical Bucket which would measure water volume and rippled walls to give a more rugged edge to wash the clothes was cost prohibitive.
Unearth domain specific insights from specific contexts - as behaviour is inextricably linked to context. In the Comfort Bucket example, it would have been better to visit Thailand and see behaviours first hand as it is only with this perspective that an apt behavioural solution could be designed.