For more info, see www.bjfogg.com
The New Rules of Persuasion How technology changes what’s possible BJ Fogg, Ph.D. Persuasive Technology Lab Stanford University Design for Persuasion - Brussels 2009 Saturday, October 3, 2009

Note to viewers on SlideShare
I showed 102 slides in my 18-minute talk at Design for Persuasion 2009. Many slides explained new ideas. I removed those slides from this SlideShare version because I hope to refine my ideas and share them in a better form later. The good news: When you come to one of my talks, you will always hear ideas no one has ever heard before. I always create some new material for each presentation, and I never repeat the same talk. It’s more fun for me that way, and I think it’s more interesting for the audience. --BJ Fogg, Stanford Persuasive Tech Lab Saturday, October 3, 2009

Think clearly + trials &
Run many For more info, see www.bjfogg.com Saturday, October 3, 2009

1993 @ Stanford How to
computerize persuasion? For more info, see www.bjfogg.com Saturday, October 3, 2009

Persuasive Technology Lab Founded 1998
Saturday, October 3, 2009

For more info, see www.bjfogg.com
Saturday, October 3, 2009

Social networks are platforms for
persuasion For more info, see www.bjfogg.com Saturday, October 3, 2009

Old Persuasive Persuasion Tech Social
Automated Network Easy Observable To Do Impact Fast New Cycle Persuasive Tech Saturday, October 3, 2009

Key Point Know what type
of behavior you seek For more info, see www.bjfogg.com Saturday, October 3, 2009

For more info, see www.bjfogg.com
sign up for online class quit smoking Saturday, October 3, 2009

For more info, see www.bjfogg.com
1. Core Motivators pleasure/pain hope/fear acceptance/rejection 3. Behavior Triggers spark facilitator signal 2. Simplicity Factors Saturday, October 3, 2009

Winning Solution Put “Hot Triggers”
in the path of your user For more info, see www.bjfogg.com Saturday, October 3, 2009

Cold Trigger Hot Trigger User
cannot take User can take action right now action right now For more info, see www.bjfogg.com Saturday, October 3, 2009

Cold Trigger Hot Trigger For
more info, see www.bjfogg.com Saturday, October 3, 2009

Key Point Learn what already
works for your target behavior For more info, see www.bjfogg.com Saturday, October 3, 2009

Many crummy trials beats deep
thinking For more info, see www.bjfogg.com Saturday, October 3, 2009

You probably won’t get it
right the first time. That’s okay. For more info, see www.bjfogg.com Saturday, October 3, 2009

Everything big started small For
more info, see www.bjfogg.com Saturday, October 3, 2009

For more info, see www.bjfogg.com
Saturday, October 3, 2009

Doing > Talking chaos mip
trials diversity speed goals metrics inspire evaluate share mip assets aggregate insights skills tools resources control For more info, see www.bjfogg.com Saturday, October 3, 2009