Where Logic Hides

Since the Unified Behavior Model went public (preprint 7/8/2025), the same critiques keep returning. Most aren’t objections to the model — they’re misconceptions about what a foundational framework is.

👋 Hey, Martin Grunburg — U at the end. Not the FDIC chair. Ha! 😄 Author of the Habit Factor® trilogy, creator of the Unified Behavior Model™ (UBM), and host of the Habits 2 Goals podcast.

"Narrative imagining — story — is the fundamental instrument of thought. Rational capacities depend upon it. It is our chief means of looking into the future, of predicting, of planning, and of explaining."— Mark Turner, The Literary Mind

Start here

Humans are NOT logic machines.

We are primarily STORY machines that happen to have the capacity for logic.

Mark Turner’s work makes this undeniable — and it’s precisely why the third book in The Habit Factor® trilogy was titled EVERYTHING is a Fcking Story.* (Pardon the French.)

Story dominates our behavior.

Logic rides shotgun — and sometimes it doesn’t even make it into the car.

Which raises an uncomfortable question: if stories are running the show, where is the logic hiding?

Welcome to the Behavior Echo-System audit.

Case 1 — The Greatest Mind of the 20th Century