While building products for users, we spend time understanding the needs of the users, what frustrates them, what delights them, and then introduce features that will solve their problems and increase their delight.

However, nearly all products also have fraudulent users that are looking to break into the system or steal legitimate users' data, or simply perform activities that result in financial or reputation loss for the company. When this turns out to be a big enough problem for the company, they usually have product managers who work on preventing fraudulent activity. And these product managers also spend time understanding the needs of the users, what frustrates them, what delights them. However, they build features that will compound the pains of these users and reduce their delight.

Similarly, we have habits and behaviours that we want to promote and inculcate in ourselves, while we also have habits and behaviours that we want to curtail and reduce.

The most effective approach is to understand what drives these habits and behaviours, and then make changes that will drive up or curtail the underlying drivers.