Creating A ‘Model-Based’ Culture with Hunter Thurman | Live with Bottleneck

On this episode of Live with Bottleneck, our guest Hunter Thurman talks about creating a model-based culture. He talks about why people do what they do, and how to solve problems with some old-fashioned research. Hunter also discusses mapping human behavior according to a known and established model. He shares the four drivers that explain human behavior, and how they’ve been going by it to study people and understand behavior.

Hunter Thurman is many things. He is a strategic advisor, Wall Street influencer, author, and an advocate/critic in the insights industry. Hunter brings human truths to light by using neuroscience. He is also an entrepreneur, and has created his own company, Alpha-Diver.

To know more about what a model-based culture is, stay tuned to this episode.

Who is Hunter Thurman?

As the founder of Alpha-Diver, a company that was built in 2011, Hunter brought the model-based world of neuroscience to the world of consumer and shopper science. He did this to reveal why people behave the way they do, in relation to consumerism.

He has been helping big companies grow through the insights and strategies that he has been supplying them. Hunter helps them understand consumer behavior, which is one of the most profitable branches of neuroscience.

Hunter is the author of Brand Be Nimble, a book that unites bootstrap start-ups and big companies to welcome a new breed of brand innovation. In the book, he talks about the 12 principles that are used around the world, combining it with expertise to create innovation techniques.

The four drivers of human behavior

According to Hunter, these are the 4 drivers of human behavior that one needs to take into account  for.

Rational/practical driver – This is the driver that we can recognize, and this is what we use to say that we are rational beings, and we think that our actions make sense.

Tribal/social driver – This driver is culture-based. We explain our actions by using the “wisdom of the tribe”, so to speak. By saying so, we justify our actions by using the wisdom handed down from generation to generation.

Experiential driver – This driver is where we use our senses to justify our behavior. We would constantly ask ourselves what it would feel like if we do a certain action or execute a particular behavior.

Impulse/instinct driver – This is the driver humans are least conscious about. It’s mostly about a competition of social statuses. For example, when we try to one-up someone who is bragging about their achievements, that is the impulse driver at work.

Hunter and his team conduct experiments on these data, and these are what they use to create an understanding that a particular business can use to control where they place their information. Their target consumers’ behaviors are categorized into any of these four drivers, and it’s a matter of pinpointing which drivers make consumers buy their products or services.

“The process of natural selection will help you understand which of the drivers are more influential for your target audience, compared to the others.” Hunter Thurman

If you’re interested in the model-based culture and its four drivers, continue listening to this episode.


Hunter Thurman is a strategic advisor, Wall Street influencer, author, and one of the insight industry’s biggest advocates/critics. He founded Alpha-Diver in 2011 to bring the ‘model-based’ world of neuroscience to bear on the world of consumer & shopper science in order to better reveal why people actually behave in the ways they do.

Hunter’s team at Alpha-Diver is composed of unique minds from the worlds of neuroscience, strategy, and human empathy. They help brands grow through insights & strategy via applied neuroscience. His clients include top global brands in the world of food, beverage, pharmaceuticals, financial services – and beyond. 

Connect with Hunter Thurman!

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Jaime Jay

About Jaime Jay

Meet Jaime Jay – a man who wears many hats, and wears them all admirably. He's a master connector, an entrepreneur extraordinaire, and a published author who knows how to get things done.

Before he found his way to the business world, Jaime served his country as a brave paratrooper in the U.S. Army. But that's just the beginning of his many accomplishments.

He's the founder of the renowned Bottleneck Distant Assistant Services firm, and his book "Quit Repeating Yourself" has become a must-read for entrepreneurs everywhere.

When he's not busy building his empire, you can find him on his beloved Harley Davidson, cruising through the countryside and taking in the invigorating effects of Uitwaaien – a Dutch practice that involves facing the wind to boost health and relieve stress.

He enjoys spending his free time outside building stuff with his wife, Nikita the dog and their two kittens (for now at least) Tommy and Tater.

He is ‘over-the-moon’ happily married to his wonderful wife Sara, his amazing daughter, Jessica, who is serving our country as a United States Army soldier. Jaime and Sara are the proud grand parents of two beautiful little girls.


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