Our Change
Centre of

We empower lasting change that puts people first

Everything changes

For organisations wanting to stay ahead, agility, flexibility, and the ability to change effectively are competitive advantages. But accomplishing effective and lasting change is a complex process that often falls short of its objectives.

Our Forty1 Change Centre of Excellence is a collective of change specialists, communicators, strategists, and behavioural scientists.

Guided by the data and insights provided by Morphex, we design programmes that activate the most effective change triggers that can help people to move through the stages of change.

Combining these data-driven insights with our change expertise and the creativity of Inizio Engage, we develop and deliver the communications and interventions that make change stick.

We provide the three core elements to empowering change.


We uncover insights about where people are on their change journeys, using our proprietary diagnostic tool to generate robust data that allows leaders to make smarter decisions.
We apply the science of human behaviour to understand how to enable behaviour change.

We develop and deliver creative interventions to trigger actions that move people along the change curve to inspire lasting change that drives business goals.


Shaped by the science of human behaviour, Morphex is our innovative diagnostic tool. Developed by the Forty1 Change Centre of Excellence, Morphex helps you to put people at the centre of your change experience.

Understanding your people at any stage of Change

Does any of this sound familiar?

“I don't know if
people are ready or
willing to change”

“Change is
happening, but only
in pockets and
I don’t know why”

“I don’t know how
to measure the
progress of change”

Wherever people are on their change journey, Morphex can bring them closer to the change goal.

Data-driven insights
that power change

Morphex measures where people are on their change journey, how they are feeling, and the barriers they face. Then, our unique behavioural algorithm enables us to analyse these insights to identify the most effective triggers to deliver change that sticks. By applying scientific rigour to the change process, businesses can design and deliver more targeted and impactful change interventions, dramatically improving their chances of making the change successful and sustainable.

What are…

Stages of change
They’re where people are on their change journey,  from not thinking about the change (unawareness)  to fully adopting the change (habituation).
Decisional balance
How people weigh up the pros and cons of changing.
Perceived barriers
What people think gets in the way of change and makes changing difficult.
Experiential and behavioural activities that progress people through stages of change.

Our Morphex


Consultation to define your change goal
(what needs to change and where)

Deploy Morphex to gather insights from
targeted areas of the organisation

Create insights report of behavioural science analysis of the stages of change, decisional balance, and barriers

Define which triggers will drive
lasting change

Recommend how to deploy the change triggers for most effective change impact

Empowering lasting change

Whether you are planning change or in the thick of it, Morphex provides…

Rich data insights for smarter decisions.
Behavioural science helps understand people.
Our unique behavioural algorithm helps us find the triggers to spark action.
Track the adoption of change over time.

What happens next?

With the insights Morphex delivers, our Forty1 Change Centre of Excellence can work with you to turn insights into action.

Leveraging Forty1’s change expertise and the capabilities of Inizio Engage, we can develop and deliver change communications and interventions to trigger lasting behaviour change.

Contact the Forty1 Change Centre of Excellence to find out how Morphex can transform your change initiative with data-driven insights.


Our perspectives

Guy Champniss, PhD September 14, 2023

But What Do You Really Think?

Putting behavioural science to work to better understand why organisations do and don’t successfully change.

The Greek philosopher Heraclitus observed around the fifth...

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Carol Feinberg April 26, 2023

How To Confidently Change During Economic Uncertainty

You can’t escape the bleak financial news. Leading economists and financial institutions like Bank of America, Goldman Sachs and JP Morgan Chase are warning of a...

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Hannah Parkinson April 18, 2023

Heart & Science - A recipe for better employee engagement results

@The Employee Engagement Summit | 19th April 2023, London

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Hannah Parkinson March 23, 2023

Forty1's ‘Morphex’ applies innovative Behavioural Algorithm to transform the way people experience business change

Forty1’s new behavioural science-based diagnostic tool generates personalised data-driven insights to help leaders deliver more impactful change.

Read More
Carol Feinberg January 26, 2023

It's time to change the way we change

We gathered change and communications professionals from around the world and asked them to share insights and experiences so we could explore how, together, we can...

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Carol Feinberg October 13, 2022

We’re always changing – so why is it so hard?

We change our hairstyle and feel more confident, we change from Doritos to carrots and feel healthier, we change from couch sitters to Peloton devotees and feel...

Read More
Carol Feinberg October 12, 2022

Four truths about people-centric change

Do you remember the Robert Zemeckis movie, Mars Needs Moms? Me neither. On the list of all-time box office flops, that one is at the top, with a loss of $144 million. It...

Read More
Russ Lidstone October 07, 2022

8 principles for catalysing culture through change

One of the key questions leaders are faced with is, "How do you maintain, or indeed strengthen, company culture in the face of change?" Our CEO, Russ Lidstone believes...

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Guy Champniss, PhD April 12, 2022

Elevate science to really help people to change their ways

“In the fast-changing world of healthcare there’s never been a greater need foremployees to adapt their behaviour, enabling them to work in new ways, learn new skills, ...

Read More
Jason Frank April 12, 2022

Time to change the way we change

Listening, science, and skills: three steps to helping employees create change that really sticks.

Read More
Jason Frank April 05, 2022

Amplify your purpose to create the energy for change

Change is all about belief, emotion and energy. There’s nothing quite like the power of real-life stories demonstrating the positive impact of what you do, to help get...

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Hillary Brown March 30, 2022

Embrace a new era of enhanced virtual employee listening

“Listening won’t solve all your problems, but it does offer a chance for your people to safely share their voice, increase their connection to the organisation and build...

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Jason Frank March 17, 2022

Let’s create change that sticks

In this report, seven of our experts on the frontline of change in the world’s leading healthcare organisations share their advice on engaging employees. The experts...

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How we've helped our clients

Learning for Life

By designing a distinctive creative campaign with a bold idea to deliver a behavioural science experiment at its heart, we’re helping a large global pharma business to create moments that encourage their people to embrace a more agile approach to renewing and refreshing the skills they need to thrive.

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Learning for Life

Change in Action

A mega-merger of global life sciences companies required change management and communications. We partnered with our client to develop and lead Day One activities, along with subsequent integration activities and communications strategy and implementation. We delivered employee experience programs to provide an ongoing dialog with employees from both companies, retaining key talent.

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Change in Action

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