Clues — Meaning Powers Movement
← Back to library
Behavior

BJ Fogg's Behavior Model

Behavior = motivation × ability × trigger.

Search more with AI
Visualization
LOW ← → HIGHLOW ← → HIGH1
High motivation
2
Easy to do
3
Low motivation
4
Hard to do
What it is

For behavior to happen, all three variables must be high enough at the same moment.

When to use it

Designing nudges, onboarding, change campaigns.

How to apply

Boost ability (simplify) more often than motivation. Place the trigger precisely.

Source: BJ Fogg, Stanford

Related frameworks

Basics
LOW ← → HIGHLOW ← → HIGH1
Question Mark
2
Star
3
Dog
4
Cash Cow

2×2 Matrix

Two axes, four quadrants, clear categories.

Strategy
LOW ← → HIGHLOW ← → HIGH1
Low relevance
2
High relevance
3
Low differentiation
4
High differentiation

Brand Differentiation Analysis

Being relevant isn't the same as being different.

Strategy
LOW ← → HIGHLOW ← → HIGH1
Global
2
Glocal
3
Multilocal
4
Local

Global Brand spectrum

How centralized should a brand be across markets.

✺All 100+ frameworks in one PDF cheatsheet.
About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.