The Behavior Change Model - Sundance Summit

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Dan Greenbergfounder & ceo@dgreenberg

(And How to Tap Into “Viral Potential Energy”on the Modern Internet)

The Behavior Change Model

Behavior Change happens when

Motivation + Ability + Triggeroccur at the same moment

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITYreference:

BJ Fogg, Stanford Persuasive Tech Lab

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Behavior Change = M + A + T (at the same moment)

reference: BJ Fogg, Stanford Persuasive Tech Lab

Behavior Change happens when

Motivation + Ability + Triggeroccur at the same moment

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

L esson #1: Focus on Ability, not Motivation

reference: BJ Fogg, Stanford Persuasive Technology Lab

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

L esson #1: Focus on Ability, not Motivation

reference: BJ Fogg, Stanford Persuasive Technology Lab

 “This Incredible Time-Lapse Shows Us How Dignity & Respect Can Change A Man”

“Donate Now”

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Emotion doesn’t naturally lead to action

reference: BJ Fogg, Stanford Persuasive Technology Lab

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Emotion doesn’t naturally lead to action

reference: BJ Fogg, Stanford Persuasive Technology Lab

ABILITY > MOTIVATION

Don’t blame failure on lack of motivation

Transform an abstract issue into something that’s

bite-sized,

meaningful,

& personal.

“Surrender Your Say” to Tourette Syndrome

“If more people just knew, my life becomes less hard.”

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Ability means making action easy

reference: BJ Fogg, Stanford Persuasive Technology Lab

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Ability means making action easy

reference: BJ Fogg, Stanford Persuasive Technology Lab

3 Universal Motivators

1. Pleasure / Pain

2. Hope / Fear

3. Social Acceptance / Rejection 

“How One Instagram Hashtag Fights Pollution”

(Taps into “social acceptance”)

Hot Trigger:

Whole Foods says:

“Share a photo, get free coffee.”

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Trigger baby steps over big leaps

reference: BJ Fogg, Stanford Persuasive Technology Lab

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Trigger baby steps over big leaps

reference: BJ Fogg, Stanford Persuasive Technology Lab

When they lack motivation = annoying

When they lack ability = frustration

At the right time = delight

TRIGGERS

Stopping SOPA / PIPA in 2012Hot triggers in the path of motivation

Trigger

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Put “hot triggers” in the path of motivation

reference: BJ Fogg, Stanford Persuasive Technology Lab

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Put “hot triggers” in the path of motivation

reference: BJ Fogg, Stanford Persuasive Technology Lab

Sign petition

Give $$

Give $$

Share

Learn More

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Motivation without ability = frustration

reference: BJ Fogg, Stanford Persuasive Technology Lab

High

Low

MO

TIV

AT

ION

Easy to Do Hard to Do ABILITY

Triggerssucceed here

Triggersfail here

Motivation without ability = frustration

reference: BJ Fogg, Stanford Persuasive Technology Lab

Behavior Change happens when

Motivation + Ability + Triggeroccur at the same moment

* reference: BJ Fogg,

Stanford Persuasive Tech Lab

* reference: BJ Fogg,

Stanford Persuasive Tech Lab

Focus on starting new behavior, not stopping old ones.

How to Tap Into “Viral Potential Energy”on the Modern Internet

The Modern Internet is Driven by THE FEEDFeeds Concentrate Content Into Its Most Atomic Form

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

I don't want to live in a society that does these sort of things.“ ”The Edward Snowden Hong Kong Interview

Stories can spread virally even with light engagement.

“Across 2.7M tweets,studies find no correlation between retweets & clicks.”

Echo Chamber Headlines?

WE’RE ADDICTED TO THE NEWWe’ve Created a New Habit Without Even Realizing it

WE’RE ADDICTED TO THE NEWWe’ve Created a New Habit Without Even Realizing it

WHICH MAKES US ADDICTED TO OUR PHONES

A MOVEMENT IS UNDERWAY

From Echo-Chamber Headlines,Back to Meaningful Stories

MEANINGFUL STORIES

– Ev Williams, founder of Twitter & Medium

Medium's mission is to shift our daily reading habits away from consuming incremental news bites and towards

engaging with enlightened ideas.“ ”

Photo by Joi Ito

MEANINGFUL STORIES

MEANINGFUL STORIES

STORYTELLING ON THE MODERN INTERNET

Is About Content, Distributed in Feeds

STORYTELLING ON THE MODERN INTERNET

Is About Content, Distributed in Feeds

79% of Web Users Scan Headlines Rather Than Read Articles

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? "Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?"

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur? "Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?"

Scientists Discover On e of the Greatest Contributing Factors to Happin ess – You’ll Thank M e Later

Headlines That Telegraph Emotions Get Far More Clicks

Scientists Discover On e of the Greatest Contributing Factors to Happin ess – You’ll Thank M e Later

This Actress Will Make You Laugh, but the Job Hollywood Pulled on Her Will Make You Cry

Headlines That Telegraph Emotions Get Far More Clicks

Scientists Discover On e of the Greatest Contributing Factors to Happin ess – You’ll Thank M e Later

This Actress Will Make You Laugh, but the Job Hollywood Pulled on Her Will Make You Cry

Obama Takes a S econd to Talk About J ews in America. It’s MEGA Inspiring.

Headlines That Telegraph Emotions Get Far More Clicks

The modern internet is agnostic between positive + negative stories.

What matters is valence.joyously happyincredibly inspiringshockingly ridiculousoverwhelmingly upsetting

credit: Scientist Jonah Berger

First, Let’s Define “Viral.”Shares per

ViewClicks per

Share Viral?LOW LOW nope

HIGH LOW kinda?

LOW HIGH not so much

HIGH HIGH Hell Yeah!

If people click and don’t share, you lose.If people share, but their friends don’t click, you lose.

Ergo, your content must be really shareable and clickable.9

First, Let’s Define “Viral.”Shares per

ViewClicks per

Share Viral?LOW LOW nope

HIGH LOW kinda?

LOW HIGH not so much

HIGH HIGH Hell Yeah!

If people click and don’t share, you lose.If people share, but their friends don’t click, you lose.

Ergo, your content must be really shareable and clickable.9

Beyond

the Click?

You Aren’t a Bad PersonMarketing is not inherently evil

This is a systematic approach to building a movement.

Stay true to the message & authentic to its meaning. People will follow.

1. Focus on Ability > Motivation

1. Focus on Ability > Motivation

2. Emotion does not = Action

1. Focus on Ability > Motivation

2. Emotion does not = Action

3. Baby Steps over Big Leaps

1. Focus on Ability > Motivation

2. Emotion does not = Action

3. Baby Steps over Big Leaps

4. Put Triggers in Moment of Motivation

1. Focus on Ability > Motivation

2. Emotion does not = Action

3. Baby Steps over Big Leaps

4. Put Triggers in Moment of Motivation

5. Start New Behavior vs. Stop Old Ones

1. Focus on Ability > Motivation

2. Emotion does not = Action

3. Baby Steps over Big Leaps

4. Put Triggers in Moment of Motivation

6. Design for Mobile

5. Start New Behavior vs. Stop Old Ones

1. Focus on Ability > Motivation

2. Emotion does not = Action

3. Baby Steps over Big Leaps

4. Put Triggers in Moment of Motivation

6. Design for Mobile

7. Craft Content Condusive to Persuasive Headlines

5. Start New Behavior vs. Stop Old Ones

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Dan Greenbergfounder & ceo@dgreenberg

THANK YOU!

Email me at dan@sharethrough.com