Behavior happens when motivation, ability, and a prompt converge. Stop trying to motivate users harder — make the behavior easier instead.
About the book
BJ Fogg's B=MAP model (Behavior = Motivation, Ability, Prompt) argues that the fastest way to change behavior isn't more willpower, it's reducing the ability required until the behavior is almost automatic. Applied to product, that means treating activation and retention as an ability problem before a motivation problem — shrink the step, celebrate the tiny win, and let it compound. It's a behavior-design framework built for diagnosing exactly where users are dropping off and why.
Best used for
—Diagnosing a cohort retention curve to find where activation is actually failing
—Reducing time-to-value by shrinking the ability required for a first action
—Designing onboarding milestones around tiny, compounding behaviors instead of big asks
“He demystifies behavior change from something that is unattainable to a series of recipes that are doable and sustainable.”
— Ruby R, Goodreads
Install this skill
Run this command in your terminal. The skill will be available in all your Claude Code projects.