┌─────────────────────────────────────────────────────────────────┐
│                    BEHAVIOR = MAP                                │
│                                                                  │
│    Behavior happens when Motivation, Ability, and Prompt        │
│    come together at the SAME MOMENT.                            │
│                                                                  │
│    When behavior doesn't happen → at least one is missing.      │
└─────────────────────────────────────────────────────────────────┘

    High  │                    ·····
    M     │              ·····     Behavior
    o     │        ·····           Happens
    t     │   ·····                Here
    i     │····─────────────────────────────
    v     │   Action Line
    a     │
    t     │        Behavior
    i     │        Fails
    o     │        Here
    n     │
    Low   └─────────────────────────────────────
              Hard ←── Ability ──→ Easy

    Prompts only work above the Action Line.

Motivation Sources:

Core Motivators (Fogg):
├── Pleasure / Pain
├── Hope / Fear
└── Social Acceptance / Rejection

Additional Drivers:
├── Intrinsic interest
├── Personal goals
├── External rewards
└── Social pressure

Ability Factors (Fogg):

Simplicity Chain (weakest link determines ability):
├── Time: How long does it take?
├── Money: How much does it cost?
├── Physical effort: How hard physically?
├── Mental effort: How much thinking?
├── Social deviance: How weird is it?
└── Non-routine: How different from habits?

Ability = Inverse of the HARDEST factor

Prompt Types:

Spark (High Ability, Low Motivation):
├── Inspires and motivates
├── Appeals to emotions
└── Example: "Your friends are waiting"

Facilitator (High Motivation, Low Ability):
├── Makes action easier
├── Reduces friction
└── Example: "One-click purchase"

Signal (High Motivation, High Ability):
├── Simple reminder
├── Just needs timing
└── Example: "Time to check in"

Behavior Definition:

❌ Vague: "Use the app more"
✅ Specific: "Complete a 5-minute workout daily"

Components:
├── Who: [Target user segment]
├── What: [Specific action]
├── When: [Timing/context]
└── How often: [Frequency]

Diagnosis Tree:

Is the user doing the behavior?
│
├── NO → Diagnose which element is missing:
│   │
│   ├── Do they WANT to do it?
│   │   ├── NO → Motivation problem
│   │   └── YES → Continue
│   │
│   ├── CAN they easily do it?
│   │   ├── NO → Ability problem
│   │   └── YES → Continue
│   │
│   └── Are they PROMPTED at the right moment?
│       ├── NO → Prompt problem
│       └── YES → Re-examine all three
│
└── YES → Behavior successful

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Target Behavior: Do a 20-minute workout daily

Motivation:
├── Want to get fit ✓
├── Feel better ✓
└── Score: 4/5 (High)

Ability:
├── Time: 20 min → Could be less
├── Physical: Moderate effort
├── Mental: Need to decide what to do
├── Routine: Not part of current habits
└── Score: 2/5 (Low - bottleneck)

Prompt:
├── No consistent trigger
└── Score: 2/5 (Low)

Interventions:
├── Ability: Reduce to 5-minute starter routine
├── Ability: Pre-select workout (no decisions)
├── Prompt: Phone alarm + clothes laid out
└── Routine: Anchor to morning coffee

Target Behavior: Use new collaboration feature

Motivation:
├── Users don't see value yet
└── Score: 2/5 (Low - problem)

Ability:
├── Feature is buried in menu
├── Requires 4 clicks to access
└── Score: 2/5 (Low - problem)

Prompt:
├── One email announcement sent
└── Score: 1/5 (Very low)

Interventions:
├── Motivation: Show social proof ("Teams save 2hrs/week")
├── Ability: Add one-click access from dashboard
├── Ability: Pre-configure with defaults
├── Prompt: In-app tooltip at relevant moment
└── Prompt: Contextual suggestion during related tasks

Target Behavior: Subscribe to weekly newsletter

Motivation:
├── Valuable content promised
├── Social proof: "10,000 subscribers"
└── Score: 3/5 (Medium)

Ability:
├── Email only (simple)
├── One field
└── Score: 5/5 (High)

Prompt:
├── Popup after 30 seconds
├── User often not ready yet
└── Score: 2/5 (Wrong timing)

Intervention:
├── Prompt: Move to end of valuable article
├── Prompt: "Want more like this?"
└── Context: After user received value

Why Ability First:

Motivation:
├── Hard to change
├── Often outside your control
└── Fluctuates over time

Ability:
├── Directly designable
├── Permanent once improved
└── Helps when motivation dips

"Make it so easy they can't say no."

Prompt Timing:

Too Early:
├── User not ready
├── Creates annoyance
└── Wasted impression

Too Late:
├── Moment passed
├── Motivation cooled
└── Friction accumulated

Just Right:
├── High motivation moment
├── Ability is present
└── Action is natural next step

BJ Fogg's Tiny Habits:

1. Make it TINY
   └── Smallest possible version of behavior

2. Find the right ANCHOR
   └── Existing habit to attach to

3. Celebrate IMMEDIATELY
   └── Positive emotion reinforces

Formula: "After I [ANCHOR], I will [TINY BEHAVIOR]"

Example: "After I pour my coffee, I will do 2 pushups"

B = MAP CHECKLIST

Motivation Boosters:
□ Clear value proposition
□ Social proof present
□ Loss framing considered
□ Personalized relevance
□ Emotional connection

Ability Enhancers:
□ Minimum steps possible
□ Smart defaults set
□ No unnecessary fields
□ Mobile-friendly
□ Fits existing routines

Prompt Optimization:
□ Right type for situation
□ Appears at right moment
□ Clear call to action
□ Not interruptive
□ Contextually relevant