183: Using the Fogg Behavior Model to Drive Change | with Jamie Barnes

by Cecily Lahey on September 11, 2018

When developing a communication strategy to drive change within an organization, we use various models and frameworks to help ensure we create a strategy that actually works. The Fogg Behavioral Model is a powerful framework for driving change.

BJ Fogg is a behavior scientist and the founder of Stanford University’s Behavior Design Lab. Fogg is one of the biggest influencers of modern user experience (UX) design – for example, he was influential in the success of Pinterest. He focuses on methods for creating habits, showing what causes behavior, and automating behavior change … all of which are helpful for leaders hoping to influence their workforce to take action or adopt a change.

At the core of all BJ Fogg’s research is the Fogg Behavioral Model. It’s most simply stated as “Behavior (B) happens when Motivation (M), Ability (A), and a Prompt (P) come together at the same moment.”

  • M: How motivated is your audience to engage with your initiative — take on the behavior you’re seeking?
  • A: Ability — how hard is the task you’re asking them to do — how difficult is the behavior?
  • P: Prompt — what will trigger the action you want?

Jamie Barnes is a consulting partner with Workforce Communication. With a focus on change management communications, her approach is rooted in proven practices. She’s worked in global firms and creative agencies; she studied behavior change with behavioral scientist BJ Fogg PhD, the neuroscience of learning with the NeuroLeadership Institute, and change management with Prosci. Jamie studied organizational communications at the University of Chicago and has a BA in social science from National Louis University.

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