About The House Outside
Hi, I’m Kevin Karaca –
Founder & Strategist at The House Outside.
I help brands shape stories and strategies that shift behaviour, so doing the right thing feels natural and easy.
Like when a climate campaign doesn’t just say “Take action now”, but instead says “Email your MP in 2 clicks,” and gives you the words to use.
Why does this work?
Because people want to do the right thing, but they’re often left guessing. In our busy lives, we need simple, clear instructions to know what to do.
That’s what impactful messaging is. The sort I strive to create. Subtle, powerful and crafted with purpose.
But it doesn’t come easy. Impactful messaging takes knowing your audience and understanding what gets in their way. And that’s hard!
Harder still when you’re tight on time and budget.
Messaging often ends up being thrown together, based on guesswork, and watered down—trying to speak to everyone, but reaching no one.
So when I started a role bridging marketing and sustainability at a big brand, I decided to change that.
No more bland sustainability messaging. Marketing had already created so many of the world’s problems. I wanted to be part of the solution.
But I had a secret up my sleeve.
A few years earlier, I’d met a man called Mike. Mike had transformed his life through small, strategic changes. He started daily meditation after years of failure. He drank less booze. He exercised more, even completing an Ironman Triathlon.
(He also has excellent taste in shirts.)
Mike knew how to create change for the better. He knew that it was all about finding the right levers to pull. That if you target those levers, change is inevitable.
He taught me a secret: the secret power of behaviour design.
So instead of designing bland awareness campaigns, I designed for impact. Crafting messaging that engaged our audience and inspired action. I experimented with using behavioural insights in our internal comms.
And it worked.
Our brand was recognised as a leader in sustainability, ranking above Patagonia in the Ethical Consumer magazine.
The marketing and sustainability teams started actively collaborating. And internal engagement increased.
I saw firsthand how valuable behavioural insights are in crafting impactful messaging that inspires action.
This was my lightbulb moment.
And I committed to helping marketing and sustainability teams apply behavioural insights to create environmental and social change.
By bringing my experience across both departments, I started to help other brands design stronger messaging and smarter strategies to close the say-do gap (when people say they care, but don’t act). Giving brands the confidence to deliver campaigns and messaging that speak to people.
Why does this matter?
Because no one wants to run a campaign that flops.
When your messaging is on point, you create positive change in the world, while building a brand that matters.
The best part is, anyone can do it.
You don’t need a PhD, just an understanding of the principles and the appetite to give it a go.
And here’s the thing – this stuff really works.
Behavioural science is used by some of the biggest brands, agencies, and governments to shape behaviour and drive change. The UK even set up its own Behavioural Insights Team to apply them at scale.
But in the world of purpose-led brands, these ideas are still underused. Too often, they’re seen as too academic, too complex, or people simply don’t know about it.
But now you do.
What started as a chance encounter with Mike has grown into a studio helping purposeful brands solve the world’s most pressing problems – simply, confidently and profitably.
Thanks for stopping by and listening to my story.
I’d love to hear about the change you’re making in the world. Why not book a free call and let me know?
— Kevin Karaca
Say hi on LinkedIn.
When I’m not at my desk, you’ll find me climbing in the Peak District, walking my lurcher (greyhound x collie), or teaching mindfulness at a social enterprise I co-founded. I also love listening to music (I’m enjoying Yīn Yīn at the mo) and having friends over for dinner.
“Finally — a super clear process that makes messaging easy.”
— Adam Jennings, Contour Creative Studio
Make behavioural science your unfair advantage
Every two weeks, I share practical, no-BS insights on behavioural strategy, storytelling, and influence so you can create change that sticks.
Join 400+ changemakers applying these secrets.