Ashwin Rajan

Commander
DISC Type : D

Founder, Principal at Fabric Behavior Design

Finland

Overview

Ashwin Rajan is a product leader and behavior designer focused on building products that people want to keep in their lives. As the Founder of Fabric Behavior Design, he applies behavioral strategies to create evidence-based change. He studied Interaction Design at the Copenhagen Institute of Interaction Design and is often described as innovative and experienced.

Ashwin is passionate about the fundamentals of product building and creating tangible value. He actively shares his thoughts on go-to-market strategies, the importance of community, and the real-world adoption of new technologies like AI.

He authored "Digital Nudges, " a collection of over 60 examples of behavior design, which was initially an internal-only resource for his clients.

Personality Overview

Decisive

Risk-Taker

Impact-Driven

They like to act fast and expect others to do the same.  They are very proud of what they do. More than the product, they care about the effectiveness of the product.

Topics They Care About

Behavior Design
His entire professional focus is on combining behavioral strategies with design methods to create products and services that drive evidence-based behavior change.
Product-Led Growth
He consults on bringing product-led thinking into sales-heavy organizations and sees community as a critical piece of a successful PLG strategy.
Building Durable Products
He identifies as a "product builder" who is focused on fundamentals and creating things people want to durably have around in their lives.

Media Appearances

What is Behavior Design? – Ashwin Rajan on Nodes of Design Podcast. Featured in Fabric Behavior Design (fabricbd.com)

See Now

Work History

7-2012
Founder, Principal at Fabric Behavior Design
8-2022 - 1-2023
Author at Fabric Behavior Design
9-2016 - 3-2017
Author / Designer at Fabric Behavior Design
1-2020
Consultant / Advisor: Product-Led Growth at Aktive Revenue Operations
4-2022 - 2-2024
Product Manager at Jobilla

Education

9-2008 - 8-2009
Interaction Design Program from Copenhagen Institute of Interaction Design
2008 - 2009
MA Equivalent from Copenhagen Institute of Interaction Design

More Information

Social Presence :

Prographics :

Exp : 10 Location : Finland Job Level : Leadership Designation : Founder, Principal at Fabric Behavior Design
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Insights For Selling To Ashwin

During A Call Or A Meeting

DO's

  • Hold your ground without indulging in one-upmanship
  • Be respectful but crisp
  • Objectively showcase the impact that your product creates

DONT's

  • Do not back off when challenged, respond with a confident, objective answer instead
  • Avoid being too verbose
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ashwin is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Ashwin

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Ashwin move?

  • They can take decisions very fast if you manage to convince them.
  • Can Ashwin take some risk or not?

  • The risks don’t matter much to them.

You And Ashwin

Personality Compatibility


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