BJ Fogg

BJ Fogg, Ph.D is a behavior scientist at Stanford University, founder and director of the Stanford Behavior Design Lab. Fogg was the first scientist to articulate the concept of “captology,” or the study of how computers can persuade people. He started this research in 1993 and continued to spotlight the potentials and pitfalls of persuasive technology. In 2010, his research shifted away from persuasive technology into a more general study of human behavior, an approach he named “Behavior Design” (which is not the same thing as captology). Behavior Design comprises a set of models for understanding how human behavior works, as well as a set of methods he has created to help innovators create successful products. On the industry side, Fogg trains innovators to use his work so they can create solutions that influence behavior. The focus areas include health, financial wellbeing, learning, productivity, and more.

Fogg is the author of Persuasive Technology (2002), a book about how computers can be designed to influence attitudes and behaviors. That book, together with his early experiences, inspired an annual global conference on the topic.

Fortune Magazine named Fogg a “New Guru You Should Know” for his insights about mobile and social networks.

To see an overview of BJ Fogg’s approach, see the Fogg Method. To experience how behavior change works, join a free Tiny Habits® session.



  • Tiny Habits: The Small Changes That Change Everything



One of the most sought-after thinkers in Silicon Valley and founder of the Behavior Design Lab at Stanford, BJ Fogg shares the simple and effective change method every reader needs to live their best life. The Change Code reveals a startling truth—creating the positive behaviors that we know lead to happier, healthier lives, doesn’t have to be hard. For years, Fogg’s former students at his lab have used his unique system and insights to create the very apps and products that drive our behavior every day. Now, with the same expert guidance, readers can use this breakthrough approach to successfully design the life changes that are easy enough to achieve quickly, sticky enough to last, and momentous enough to snowball into far greater transformation.

Tiny Habits book cover