We study the dynamics of shear-band formation and evolution using a simple rheological model. The description couples the local structure and viscosity to the applied shear stress. We consider in detail the Couette geometry, where the model is solved iteratively with the Navier-Stokes equation to obtain the time evolution of the local velocity and viscosity fields. It is found that the underlying reason for dynamic effects is the nonhomogeneous shear distribution, which is amplified due to a positive feedback between the flow field and the viscosity response of the shear thinning fluid. This offers a simple explanation for the recent observations of transient shear banding in time-dependent fluids. Extensions to more complicated rheological systems are considered. The property that characterizes complex fluids is their nontrivial rheology, shear rate-stress relation. They are generally further categorized into shear thinning or shear thickening fluids. Both cases are additionally complicated by time dependence. Due to the stress-shear interaction, already small perturbations in the local stress can result in a positive feedback with the flow promoting shear instabilities in each case [1,2]. The understanding of complex fluids is of enormous importance for many practical applications [3] and the theory touches on many branches of physics. Recent advances make it possible to follow the suspension local velocity during a standard rheological experiment [4,5]. Quantifying the local flow field simultaneously with rheological measurements gives the possibility to measure both the intrinsic and apparent rheology. This has led to the discovery that a heterogeneous shear distribution in samples during such tests is ubiquitous. Shear banding [6] has been observed in many systems composed of substantially different building blocks, such as colloidal glasses, wormlike micelles, foams, and granular matter [7]. The current viewpoint, both phenomenologically and theoretically, is that a nonmonotonic intrinsic flow curve is what is common to most of these materials [6,8], but also other mechanisms have been suggested [9].A branch of complex fluids are the simple yield stress fluids [10]. These materials do not show aging phenomena (thixotropy). Therefore, they are expected to have a monotonic intrinsic flow curve and a steady state without shear bands [11]. However, recent experiments [12] display shear banding during startup flows in a rotational rheometer indicating timedependent behavior. These so called transient shear bands can be very long lasting, but eventually vanish with a homogeneous steady state. The transient shear banding phenomenon tests our fundamental understanding of non-Newtonian fluids, and is also important for industrial processes and simply for understanding usual rheological measurements. A particular feature of the transient shear banding is that it appears to exhibit scaling familiar from critical phenomena: The time it takes for the transient to disappear (fluidization time τ f ) is a power-law functi...