Fogg's Behavior Model states that three factors must be present for intentional behavior to occur: motivation, ability, and a trigger. Changing behavior involves ensuring there is a trigger for a desired behavior and providing ability if needed. The easiest behaviors to change are those that are short, familiar, and increase existing behaviors rather than stopping habits. Tiny habits of very small actions repeated daily can be effective for behavior change.

1. Fogg’s Behavior Model
Steve Wendel
Action Design DC, 19 March 2013

2. Behavior Model: Basics
What drives intentional behavior?
Motivation I need to do a conference call
+
Ability I have my Speek URL
+
Trigger Just told to setup meeting
All 3 at once. Not necessarily in equal measure.

3. Behavior Model: Basics
To see the MAT graphic, click here:
http://behaviormodel.org/index_files/pasted-graphic.jpg
• Stuff that is easy doesn’t require much motivation –
Amazon 1-click anyone?
• Stuff that is highly motivating can be done even when its
difficult - Building a new company.
• Speek:
• One of their behavioral goals: refer a friend.
• Trigger: a nice screen RIGHT after the call.
• Ability: You just need to enter their emails.
• Motivation: You just had a (hopefully!) pleasant
experience on a call.

4. Behavior Model: Change
How do you change intentional behavior?
If you want to START a behavior:
Ensure there’s a trigger.
If necessary, Ability,
If absolutely necessary, Motivation.

5. Behavior Model: Mantra
“Put hot triggers in the path of motivated people”

6. Behavior Model
And if that isn’t enough?
Start with something easier.
What’s easier?
Things that people already do.
Things that are short duration.

7. Don’t Do This.

8. Behavior Grid
To see the behavior grid graphic, click: http://www.behaviorgrid.org/
• Understand the behavior you’re working with.
• Fogg looks at two dimensions:
• Frequency: One-time, Limited Duration, or Infinite.
• The Change: Start/Stop a new or old behavior.
• One-time is easier than Infinite.
• Starting is easier than stopping.
• Familiar is easier than Foreign.
• Obvious in hindsight, but we too often forget when developing
products

9. Behavior Grid
Each behavior type (Frequency vs type of Change)
one has its own strategies.
If you’re INCREASING an existing behavior, make it easier.
If you’re STOPPING a habit, remove the trigger first.
Also, start small.
Baby Steps
Tiny Habits

10. Tiny Habits
• Start Small. Really, really small.
• Specific duration.
• Simplest physical action.
• Floss a single tooth for 5 days.
• http://www.tinyhabits.com/

11. More Info
• See the resource list at
actiondesign.hellowallet.com
• Including
• http://bjfogg.com/
• http://behaviormodel.org/
• http://behaviorgrid.org/
• http://captology.stanford.edu/invisible-
resource/using-technology.html
• http://tinyhabits.com/