We had the pleasure of speaking to one of the Godfathers of habits and designing behaviours, BJ Fogg. We love the simplicity of his model: "Behaviour = Motivation + Ability + Prompt". Through this lens, we can see exactly why we do (or don't do) the things we want to do! Following on from our own discussion of his book Tiny Habits, this interview dives a little deeper into the intricacies of installing new habits or breaking old ones. 

BJ Fogg, PhD, founded the Behavior Design Lab at Stanford University. In addition to his research, Fogg teaches industry innovators how human behavior really works. He created the Tiny Habits Academy to help people around the world. He lives in Northern California and Maui.

Find out more at BJFogg.com and visit TinyHabits.com to learn about his New York Times bestselling book, Tiny Habits: The Small Changes that Change Everything

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