// description
A model stating that behaviour (B) happens when three elements converge at the same moment: Motivation (the desire to do the behaviour), Ability (the capacity to do it easily), and a Prompt (a trigger or cue). B = MAP. If a behaviour isn't happening, one or more of these three elements is missing or mismatched.
// history
BJ Fogg, founder of the Stanford Persuasive Technology Lab, developed the Fogg Behavior Model based on twenty years of research into what drives human behaviour change. He formalized it in a 2009 paper and later popularised it through his "Tiny Habits" methodology and book (2019). The model underlies the design of most modern apps, onboarding flows, and behaviour change interventions. Fogg's tiny habits approach — starting with the smallest possible version of a desired behaviour — directly applies the "ability" axis of his model.
// example
Students aren't completing your course. Fogg diagnosis: Motivation — they enrolled enthusiastically but it's faded. Ability — modules are too long and dense (low ability to complete a unit in one sitting). Prompt — no email reminders after week 1. Fix: break modules into 10-minute lessons (increase ability), send a weekly "pick up where you left off" email (add prompt), open the next module with a quick win (refresh motivation).
// katharyne's take
The Fogg model changed how I design courses and onboarding sequences. "Why aren't people doing the thing?" is usually one of three answers — they don't want to enough, it's too hard, or there's no trigger. The most common mistake I see in digital products is assuming high motivation will compensate for high friction. It won't. Make things absurdly easy. Add a clear prompt. Then worry about motivation. The model is beautifully simple and I use it constantly.
// creative uses
- Diagnose your email list growth using B=MAP: if subscribers aren't confirming their opt-in (ability problem — too many steps), aren't clicking the freebie link (prompt problem — buried in the email), or aren't signing up at all (motivation problem — wrong lead magnet for the audience). Fix each lever separately.
- Use Fogg to design your KDP publishing workflow so you actually publish consistently: reduce ability friction by having a Canva or Affinity template ready for every book type, add a weekly calendar prompt "KDP Thursday," and anchor motivation by tracking cumulative royalties somewhere visible.
- When launching a Midjourney prompt pack or digital product on Gumroad, structure your launch email so the CTA is one clear action (not three), the link goes directly to checkout (not a landing page), and the subject line creates urgency (prompt). MAP alignment in a single email.
// quick actions
- Pick one behaviour you want your customers to do more of (complete a module, leave a review, buy a second product). Run a B=MAP audit: is motivation high enough? Is the action easy enough? Is there a clear prompt? Fix the weakest element today.
- Check your course or product onboarding: what's the very first thing a new buyer needs to do? If it takes more than 2 clicks to reach it, you have an ability problem. Reduce it to one click or one clear instruction in the welcome email.
- Set up one automated email prompt for a behaviour that matters to you — a 3-day post-purchase "how are you getting on?" email, a 7-day "here's your next step" reminder, or a 30-day win-request for testimonials. Write and schedule it today.
// prompt ideas
Run a B=MAP audit on my [course completion rate / email opt-in / checkout conversion]. I'll describe what's currently happening: [describe the behaviour and the numbers]. For each of the three Fogg elements — Motivation, Ability, Prompt — tell me what's likely broken and give me one specific fix for each.
I'm designing the onboarding sequence for my new [digital product / course / membership]. Using the Fogg Behavior Model, help me map out the first three customer actions I need them to take, and for each one: confirm the motivation exists, identify any ability friction, and specify the exact prompt I should use (subject line, CTA copy, timing).
My [Etsy shop / KDP listings / email list] isn't getting enough reviews. Using B=MAP, help me diagnose the missing element and write a specific post-purchase email that addresses all three — Motivation, Ability, and Prompt — to get customers to leave a review. My product is [describe it briefly].