Companies leverage two basic pulleys of human behavior to increase the likelihood of an action occuring: the ease of performing an action and the psychological motivation to do it.

Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.

Fogg states that all humans are motivated to seek pleasure and avoid pain; to seek hope and avoid fear; and finally, to seek social acceptance and avoid rejection

Brainstorm new interfaces that could introduce opportunities or threats to your business.

As fleeting commitments, diets often fail. Thinking of dietary choices as part of who you are...can give them real staying power

The aim is to influence customers to use your product on their own, again and again without relying on overt calls to action such as ads or promotions.

The ultimate goal of a habit-forming product is to solve the user's pain by creating an association so that the user identifies the company's product or service as the source of relief.