It's a frequent problem: a non-profit rolls out a specific approach or solution to improve people’s lives - a water filter, an improved seed, or a learning tablet. But such solutions only create impact when people use them consistently and correctly. That does not always happen by default, as people's actions are shaped by habit, culture, norms, and competing priorities. When these factors are missed, programmes can fall short or even cause harm - and the people they aim to serve may get blamed for "not adopting" what was never truly designed for them.