To initiate (user) action, doing must be easier than thinking.

If users are not doing what the designer intended (when users are investing time, effort, etc in your product), the designer may be asking them to do too much.

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

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

Users who continually find value in a product are more likely to tell their friends about it.

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

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