references/figures/bj-fogg.md

# BJ Fogg

## Contribution

A decision card for the Behavioral Science & Choice Design school. Use the principles, not the personality.

## Principles

- behavior requires motivation ability and prompt to converge.
- reducing friction can be more reliable than increasing motivation.
- define the target behavior precisely.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `fogg-behavior-model`

## Counterweights

- Compare with `robert-cialdini` when the principle would otherwise become a universal rule.

## Sources

- `source:fogg-behavior-model`