BJ Fogg, PhD

Behavior Scientist at Stanford University
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I teach good people how behavior works so they can create products & services that benefit everyday people around the world. 

Warning: As I'm getting older, I'm also getting bolder. Now in my 50s I have less time to be timid. I probably will offend some people, but I hope you will appreciate my directness. Here we go . . . 

In 2007 I solved an important puzzle about human behavior. At the time of discovery I was delighted, but I didn't fully grasp the power and potential of this thing I called the "Fogg Behavior Model."

In written form, my model looks like this:



Here's the simplest way to explain it: "Behavior (B) happens when Motivation (M), Ability (A), and a Prompt (P) come together at the same moment."

This solution is deceptively simple. On one hand, you can learn to think about behavior in this way in two minutes. On the other hand, you'll find this model applies to all types of behavior, in all cultures, for people at any age. It's universal. 

With this cornerstone model in place, I was then able to create other models about behavior, as well as effective methods for design. Taken together I refer to my models and methods as "Behavior Design." 

This way of thinking (using the models) and designing (using the methods) has such potential that we changed the focus and name of my Stanford lab from the "Persuasive Tech Lab" to the "Behavior Design Lab."

Areas of Expertise

I am a behavior scientist, with deep experience in innovation and teaching. At Stanford University I've directed a research lab for over 20 years. I also teach my models and methods in special Stanford courses each year.


On the industry side, I train innovators to use my work so they can create solutions that influence behavior for good. The focus areas include health, sustainability, financial wellbeing, learning, productivity, and more. 


In 2002, I published a book entitled, Persuasive Technology, about how computers can be designed to influence attitudes and behaviors. At the time of publication this book was mostly ignored. Now, almost 20 years later, I see my predictions and warnings about persuasive technology were surprisingly accurate. Sadly enough, this book has received more attention in the last few years than in the first few years.


But there’s one tiny bright spot: Fortune Magazine named me a "New Guru You Should Know" for my insights about mobile and social networks. 


In 2009 my research interests moved away from persuasive technology toward human behavior in general, especially health habits. This led to creating a new set of models and methods that comprise what I call “Behavior Design.” In January of 2020 I shared 300 pages of new and practical uses for Behavior Design in my New York Times Bestselling book Tiny Habits.

Today I devote about 50% of my time to Stanford and 50% to industry teaching & innovation. For me, working in both worlds makes sense: My Stanford work makes me better in industry. And what I learn in industry improves my Stanford research. I’m always happy to help other innovators. (See how to book time with me below.)

My expertise is any aspect of behavior change, from habit formation to company culture change. That said, I don’t do any personal counseling or hourly consulting. I also have a policy not to join any startup advisory boards. 

Below are a few ways to learn how to learn my models and methods, starting with the best options:


What I'm all about

I always try to do groundbreaking work that will improve people’s lives through behavior change. That's my #1 focus as a researcher and innovator, both at Stanford and in industry. Over the years I've created new ways to understand behavior and new methods for designing change solutions. The system I call “Behavior Design” is elegant and powerful. 


Contact Me

Learn more about my work

and get in touch


Twitter: @bjfogg


Phone: (707) 222-5555

Note: I usually don't answer calls from unrecognized phone numbers. But you can schedule an appointment.

Mail: Box 20456

Stanford, CA 94309

Current Projects

My current projects range from research to innovation, teaching to mentoring -- a fun mix. 

At Stanford

At the Stanford Behavior Design Lab I work with eight students from various disciplines to tackle today’s toughest challenges that relate to behavior change. During the summer and fall of 2020, our lab is focusing on three projects: 

Climate Action Project:

Our Stanford lab is researching how to best train climate professionals in behavior change methods so they can be more effective in saving our planet. Before the end of 2020, my team hopes to develop and share a free online curriculum for professionals working in this area.

Screentime Reduction:

Our lab’s Screentime Reduction Project builds on our groundbreaking work in 2019. After compiling the world’s largest database of methods for reducing screen time, in 2020 we entered a new phase of running experiments in order to evaluate those methods and improve our online tool. We want to help people around the world reduce unproductive time spent with technology. You can find more here:

Vaccination Project:

Our lab’s newest project builds on my 2020 Stanford course, “Behavior Design for Coronavirus Challenges.” In anticipation of an effective and safe vaccine, our lab team is spotlighting the opportunities and challenges of global vaccination. Using Behavior Design, we are offering experts new ways to understand existing research on vaccination campaigns, as well as giving guidance on how to prioritize efforts both globally and locally. 

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© 2020 BJ Fogg

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