The Incentives Lab

Press & media.

Everything journalists, analysts, and partners need to write about the Lab — press kit, bios, brand guidelines, and direct contact.

Press kit · PDF

Download the Incentives Lab press kit.

One file with the boilerplate, fast facts, bios, and brand guidelines. Updated June 2026.

PDF · 4 pages

Incentives Lab — Press Kit

Direct line

press@theincentiveslab.com

Boilerplate

About The Incentives Lab.

The Incentives Lab is a research and product studio building the Human Behavior Operating System — a public playground for understanding why people do what they do, and a professional toolkit for designing the systems that shape them.

The Lab combines an interactive Atlas of 1,180+ behavioral concepts, the Periodic Table of Human Behavior (84 elements across 12 dimensions), the Incentives Certification, and the Incentives LLM into a single platform for leaders, researchers, and policymakers.

Fast facts

Founded: 2024
Co-Founders: Aaron Bare · Ricardo Rosselló, PhD
HQ: Distributed (US-based)
Flagship: Human Behavior Operating System (HBOS)
Atlas: 1,183 cross-linked behavioral entries
Periodic Table: 84 elements across 12 dimensions
BE Guide Archive: 224 indexed articles
Certification: 12-week, AI-personalized
Council cap: 40 founding seats

Books

From the bookshelf.

Aaron Bare's books frame the ideas behind the Lab: exponential change, the search for a unifying philosophy, and the hidden incentives that shape decisions.

Wall Street Journal Bestseller

Exponential Theory

The foundational read on how exponential technologies, platforms, and networks compress time — and what leaders must do before disruption outruns their strategy.

TechnologyStrategyLeadership

Magnetic Zero

The search for the Perfect Philosophy

Latest Release

Magnetic Zero

Aaron's newest book — a search for the philosophy that can hold society together as incentives, algorithms, and institutions pull in competing directions.

PhilosophySystemsSociety

Executive bios

Co-Founders.

Aaron Bare

Co-Founder & CEO

Strategist, keynote speaker, and WSJ bestselling author of Exponential Theory and the new book Magnetic Zero, and co-author of Perverse Incentives. Aaron leads product, research, and the Architect Certification at The Incentives Lab — translating behavioral science into systems leaders can ship.

Full bio

Ricardo Rosselló, PhD

Co-Founder

Scientist, former Governor of Puerto Rico, and policy strategist focused on the design of public systems and incentive structures. Co-author of Perverse Incentives; leads the Lab's work on governance and the Consortium behind HBOS.

Full bio

Brand guidelines

Identity at a glance.

Name & usage

Always write the company as The Incentives Lab — not Incentive Lab, Incentives Labs, or TIL on first reference. The product is the Human Behavior Operating System (HBOS).

Proper titles: Incentive Atlas, Periodic Table of Human Behavior, Human Behavior Elements™, Incentives Certification, Incentives LLM, The Council.

Typography

Headlines set in a transitional serif (editorial register). Body and UI set in a humanist sans. Lean on size and rhythm — not stacked weights. Never default to Inter / Poppins / generic SaaS stacks for marketing surfaces.