BJ Fogg, PhD
Behavior Scientist at Stanford University
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TINY HABITS and get my free habit-building toolkit today: Start here
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:
B=MAP
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
Research. Behavior Design.
Teaching. Innovation.
I am a behavior scientist, with deep experience in innovation and teaching. At Stanford University I run a research lab. I also teach my models and methods in graduate seminars.
On the industry side, I train innovators to use my work so they can create solutions that influence behavior. The focus areas include health, financial wellbeing, learning, productivity, and more.
I wrote a seminal book, Persuasive Technology, about how computers can be designed to influence attitudes and behaviors. That book, together with my early experiences, inspired an annual global conference on the topic.
Fortune Magazine named me a "New Guru You Should Know" for my insights about mobile and social networks.
I devote about 50% of my time to Stanford and 50% to industry 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.)
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Order my new book: Tiny Habits: The Small Changes that Change Everything
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To see an overview of my approach, see the Fogg Method.
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To experience how behavior change works, join a Tiny Habits® session. It’s simple, powerful, and free.
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To stay current on me, follow me on Twitter.
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To learn my methods in Behavior Design, attend my two-day Boot Camp.
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, at Stanford and in industry. Over the years I've created new ways to understand behavior and new methods for designing change solutions. It's a powerful system, and I call this "Behavior Design."
How did I get here?
Over 25 years ago I was reading Aristotle's Rhetoric when I realized that someday computers would be designed to influence humans. Being a natural optimist, I imagined many benefits of combining persuasion and technology. I decided to explore this area scientifically.
As a doctoral student at Stanford in the 1990s, I ran the first-ever series of experiments to discover how computers could change people’s attitudes and behaviors. I named this new area "persuasive technology." My research won Stanford’s Maccoby Prize and spawned an international academic conference, going on 10 years now.
After graduation I started working in Silicon Valley, but I also devoted about half my time to Stanford. I founded a new Stanford lab in 1998. And each year since then, I’ve created a new course on a topic that interests me.
I no longer do industry consulting. Instead, these days I focus on teaching innovators about human behavior--my models and methods in Behavior Design--so they can create products to help people be healthier and happier.
Contact Me
Box 20456
Stanford, CA 94309
Phone: (707) 222-5555
I usually don't answer calls from unrecognized phone numbers. If you want an appointment, click the button below.
Current Projects
My current projects range from research to innovation, teaching to mentoring -- a fun mix.
At Stanford
We recently changed our lab's name to the "Stanford Behavior Design Lab." Our previous name -- "Persuasive Tech Lab" -- no longer fit our actual projects. Looking back, I see that we started shifting towards behavior design in 2010, when we coined the phrase as part of our Behavior Wizard project.
You can still find our previous website with our older work. Our new website is getting built now. We have a placeholder at habits.stanford.edu. It's short and sweet. Check it out.
Our main effort today is the Good Habits Project. I won’t go into much detail here except to say we are identifying and studying habits that will be (1) beneficial for people, (2) easy to form, and (3) easy to maintain.
In Behavior Design
With my new models about behavior, I am able to map out, step by step, how to design for behavior change. I'm creating a set of flowcharts to illustrate my systematic approach. It turns out there is one overall flowchart (designing & troubleshooting). And then there are seven more specific flowcharts to highlight subcomponents. For example, one subcomponent is how to make a behavior "easier to do.”
I map this stuff out because, well, I love this kind of thing. It's feels like solving a fun puzzle—so geeky.
I also wrote a book about how everyday people can use behavior design to make their lives better. You can order the book here: TinyHabits.com/book
A key point: Behavior is a system. And you can systematically design to change your life. You don’t have to guess. In this new book I share my system, and I show it how helps people change in a set of true and compelling stories.
Tiny Habits
Right now I'm scaling my work in Tiny Habits. For the last few years, I've coached many people in Tiny Habits each week. At times I was working with over 300 people, helping them create new habits. (I don't charge for this; I just want to share my method.)
Finally, I got smarter about how to help more people.
"Hey, BJ," I thought to myself. "You don't need to personally coach so many people each week. You can train others to do this." And so I did.
Today the coaches we've certified in my Tiny Habits method can use my technology platform to coach up to 100 people each week in less than 20 minutes per day. I'm testing this solution now, and I'm measuring the results. So far, my new system is living up to my expectations.