Tim Houlihan

Why a great stretch lies in subtraction, not addition

Tim Houlihan, Behavioral Grooves Co-Founder

Tim Houlihan is co-founder of the award-winning Behavioral Grooves podcast, a weekly show exploring behavioral science with researchers and thought leaders, reaching listeners in over 140 countries. Recognized by GAABS as the best Behavioral Science Podcast (2022-2023), Tim and co-host Kurt Nelson, PhD also founded Nudge.It North, an annual conference on applied behavioral science featuring speakers like Robert Cialdini and Annie Duke. The Behavioral Grooves community extends to monthly virtual meetups where world-renowned researchers share insights followed by breakout discussions on practical applications. 

With over 25 years of experience spanning corporate leadership and behavioral science, Tim recently served as SVP/Enterprise Director of Behavioral Science at Truist, the 6th largest U.S. bank, where he led enterprise-wide training, strategic advisory, and research initiatives. Previously, as Chief Behavioral Strategist at BehaviorAlchemy and Vice President of Reward Systems at BI WORLDWIDE for 13 years, he conducted primary research with renowned academics including Dan Ariely and George Loewenstein to develop innovative approaches to motivation and behavioral change. His expertise lies in applying behavioral insights to solve complex organizational challenges for measurable, lasting results.

Tim’s career journey includes roles as Marketing Director at BI WORLDWIDE, Manager of Marketing & Sales at Cycle Software Services, and Marketing Manager at Deluxe Corporation. He holds an MBA in Marketing from the University of St. Thomas and a BSBA in Marketing from Creighton University, with an early background in guitar performance at the University of Missouri-Kansas City. Tim is also a published author, having written LIFT: The Mindset of Motivation, a bi-monthly column connecting sales and marketing insights with behavioral economics principles, and has collaborated on research with academic partners from institutions including Carnegie Mellon, Duke University, and the University of Houston.

What I’ll Be Talking About

Let’s challenge the conventional view that “to stretch” at work necessarily means adding more tasks or responsibilities, new habits and routines, or challenging assignments. Instead, I would propose that growth can often come from subtracting what’s unnecessary.

Drawing on Cognitive Load Theory and the bias toward additive solutions, I’ll focus on how overloaded minds have less capacity to learn, adapt, think creatively, or maximize productivity. I’ll outline 4 specific ways of stretching that are about subtraction, rather than addition.