“Persuasion seems a
dirty word. It
shouldn’t be. We
should now embrace
that we’re in the
business of behaviour
change” - BJ Fogg
Credit: BJ Fogg
Fogg Behaviour Model
B = mat
At the same time
Hard to do
Easy to do
• Focus on the core hook… and make that loveable!
• Encourage deeper behaviours through simple persuasion (at
• Make a promise and give your users a reason to join you on
• Do as much as you can outside your product... it requires less
engineering but has huge impact!
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