You'll often find that people's declared preferences - what they say they want - are far different from their revealed preferences - what they actually do.

Reducing the thinking required to take the next action increases the likelihood of the desired behavior occurring unconsciously.

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.

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

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.

Instead of relying on expensive marketing, habit-forming companies link their services to the users' daily routines and emotions.