Behavioural sciences – describing and explaining human behaviour – can and should add more value to the practice of innovation management. The term “behawioryka” has been coined by the author of the paper to emphasize practical implications of behavioural sciences for the management of innovative projects. Behawioryka does not strive to describe scientific experiments or their findings. Its aim consists in formulating practical tips, principles and tools for start-up leaders, in order to facilitate the management of their ventures, which are high-risk and unique projects with a great market potential. The article outlines the foundations of behawioryka and mentoring as an optimal method of application of its principles in the process of working with start-up leaders.