This is a subset of the slides I showed during my talk at Design for Persuasion in Brussels on Oct 1 2009. For more on ideas in these slides (including the slides I cut out of this version), see www.bjfogg.com and www.behaviormodel.org

1. For more info, see www.bjfogg.com
The New Rules
of Persuasion
How technology changes what’s possible
BJ Fogg, Ph.D.
Persuasive Technology Lab
Stanford University
Design for Persuasion - Brussels 2009
Saturday, October 3, 2009

2. Note to viewers on SlideShare
I showed 102 slides in my 18-minute talk at Design for Persuasion 2009.
Many slides explained new ideas. I removed those slides from this
SlideShare version because I hope to refine my ideas and share them in a
better form later.
The good news: When you come to one of my talks, you will always hear
ideas no one has ever heard before. I always create some new material for
each presentation, and I never repeat the same talk. It’s more fun for me
that way, and I think it’s more interesting for the audience.
--BJ Fogg, Stanford Persuasive Tech Lab
Saturday, October 3, 2009

3. Think clearly
+ trials
&
Run many
For more info, see www.bjfogg.com
Saturday, October 3, 2009

4. 1993 @ Stanford
How to computerize persuasion?
For more info, see www.bjfogg.com
Saturday, October 3, 2009

5. Persuasive Technology Lab
Founded 1998
Saturday, October 3, 2009

6. For more info, see www.bjfogg.com
Saturday, October 3, 2009

7. Social networks
are platforms
for persuasion
For more info, see www.bjfogg.com
Saturday, October 3, 2009

8. Old
Persuasive Persuasion
Tech
Social
Automated
Network
Easy Observable
To Do Impact
Fast New
Cycle
Persuasive
Tech
Saturday, October 3, 2009

9. Key Point
Know what type of
behavior you seek
For more info, see www.bjfogg.com
Saturday, October 3, 2009

10. For more info, see www.bjfogg.com
sign up for
online class
quit
smoking
Saturday, October 3, 2009

11. For more info, see www.bjfogg.com
1. Core Motivators
pleasure/pain
hope/fear
acceptance/rejection 3. Behavior Triggers
spark
facilitator
signal
2. Simplicity Factors
Saturday, October 3, 2009

12. Winning Solution
Put “Hot Triggers”
in the path
of your user
For more info, see www.bjfogg.com
Saturday, October 3, 2009

13. Cold Trigger Hot Trigger
User cannot take User can take
action right now action right now
For more info, see www.bjfogg.com
Saturday, October 3, 2009

14. Cold Trigger Hot Trigger
For more info, see www.bjfogg.com
Saturday, October 3, 2009

15. Key Point
Learn what
already works for
your target
behavior
For more info, see www.bjfogg.com
Saturday, October 3, 2009

16. Many crummy trials
beats deep thinking
For more info, see www.bjfogg.com
Saturday, October 3, 2009

17. You probably
won’t get it right
the first time.
That’s okay.
For more info, see www.bjfogg.com
Saturday, October 3, 2009

18. Everything big
started small
For more info, see www.bjfogg.com
Saturday, October 3, 2009

19. For more info, see www.bjfogg.com
Saturday, October 3, 2009

20. Doing > Talking
chaos mip trials
diversity
speed
goals
metrics
inspire evaluate
share mip assets aggregate
insights
skills
tools
resources
control
For more info, see www.bjfogg.com
Saturday, October 3, 2009