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

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.

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

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

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.

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