My expertise is creating insights about human behavior and teaching methods for designing products that influence people for the better. I call this “Behavior Design.”

I devote about 50% of my time to Stanford and 50% to industry innovation. For me, working in both worlds makes sense: My Stanford work makes me better in industry. And what I learn in industry improves my Stanford research. I’m always happy to help other innovators. (See how to book time with me)
  • To see an overview of my approach, see the Fogg Method.
  • To experience how behavior change works, join a Tiny Habits® session. It’s simple, powerful, and free.
  • To stay current on me, follow me on Twitter.
  • To learn my methods in behavior design, attend my two-day Boot Camp.
  • To see a broader range of my work, go to BJFogg.org.


At my Stanford lab, the Persuasive Technology Lab, we are tackling an important problem I call the “matching challenge.” I won’t go into details here except to say we are identifying habits that will be (1) beneficial for people, (2) easy to form, and (3) easy to maintain. We call this the “Good Habits Project.” You can find more at habits.stanford.edu.

At my lab’s main website, you can find projects we’ve done over the last 15 years. This includes identifying what causes behavior, mapping the 15 different types of behavior change, and exploring the role of technology for good purposes, such as our conferences in Mobile Health. This website does not list our most recent projects.

I use what I learn at Stanford to achieve outcomes in the real world. And I use my experience from the real world to focus our research questions at Stanford.

Some people think all my work is online or in books. Unfortunately, that's not true. Most of the methods I teach today are not online or in books -- at least not yet. That's not by design. It's hard to innovate, teach, and then document it all at once. As a result, I've chosen innovation and teaching as my priorities for now.

Fortune Magazine
listed me as one of “10 New Gurus You Should Know.” I’m sure many people deserve guru status more than I do, but I appreciate the nod. So thanks, Fortune.

You can see my innovation page for specific topics of expertise. I like to speak and teach on these topics. A few years ago, I launched my Behavior Design Boot Camps. At this event I teach small groups to use my methods in practical ways. Over 95% of people report that my Boot Camp was the #1 best learning experience of their profession lives. If you want to apply to join me in 2018, see more info at this page.

To see the foundation of my work, dating back about 20 years ago, check out my book: Persuasive Technology: Using Computers to Change What We Think and Do. Since then, my Stanford work has focused a lot on how mobile phones--and other technologies--can be platforms for changing behavior. For example, in 2002, I predicted mobile phones would become the #1 platform for persuasion. I believe that prediction was right on target. In 2007, I realized Facebook would emerge as a dominant player in our world (for better or worse). I then created the first university course about Facebook, which was a huge hit and became somewhat (in)famous. Later, I focused on the power of texting -- in my classes, my research, and at a groundbreaking conference. This focus underwhelmed most people, because messaging seemed too simple. But hey, messaging has become a big deal. (Looking forward: I predict that AI assistants will be very, very important in the years to come.)

Technology itself doesn't magically change behavior. People creating products need to understand how human behavior works. Teaching people the psychology of behavior change is core to my work these days. I’ve created a set of models -- how to think clearly about behavior. And I’ve created a set of methods -- how to design for behavior. These models and methods work together and comprise “Behavior Design.”

At Stanford I never teach the same class twice. One year, I taught how to use online video to persuade people. Another year, my class focused on how social media can promote world peace. And in yet another year, my class was about Facebook apps, and our students persuaded more than 16 million people to install the apps they created. (See the New York Times article.) In 2015, I created a course that was all about getting people to connect more with nature. Very fun. In this course, like all my previous classes, we focused on designing technology solutions to change behavior. In 2017 my course was all about “first steps” in behavior.

My students often do groundbreaking projects, and they continue having impact in the real world after they leave Stanford. (For example, Instagram has influenced the behavior of over 800 million people. The co-founder was a student of mine.)

The other pages here explain more about my work. I should warn you: Not everything here is up to date. I do this website myself, and the demands on my time have gotten intense. On top of that, I’m trying to take some vacation (which is tough, because I like working). In any case, you’ll also learn more about my work by viewing this (somewhat outdated) list of resources.